A Billboard LiveSummit panel looks at personal data collection & the future of tech in touring
Privacy To The Forefront: What Is The Live Entertainment Industry Doing To Safeguard Your Data panel at The 2019 Billboard Live Music Summit + Awards at the Montage Beverly Hills on Nov. 5, 2019 in Beverly Hills, Calif.
A physical concert ticket used to tell a pretty straightforward story before it got crumpled up or pasted into a scrapbook: How much a person paid to see a particular band, on what night and in which seats. Today, a single barcode scan can give music companies a full-fledged cross-section of a consumer's purchases, preferences -- even their face.
broke down how her company maximizes the data it collects from online ticket transactions and that comes from the ticket itself. "We can see what they're buying onsite and what kind of ticket they have. We collect data if they opt in through our apps, all of that fuels our drive to personalize the experience onsite," she said. "My biggest focus is using data for personalization.
"For me, the artist-fan relationship is sacred so I think aside from the myriad of data compliances and privacy policies we're trying to navigate, we want to make sure that we are providing a fan experience that the artist is proud of and that the artist is comfortable speaking to.
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