Concert Attribution Modelling
Project Title:
Concert Attribution Modelling – Entertainment Industry
Client:
Large concert promotion company
Agency:
Digital Strategy & Performance
Project Overview:
As part of a wider optimisation project, we developed a performance measurement framework for one of Ireland’s leading concert promoters. The challenge was to provide an accurate, transparent view of advertising effectiveness across multiple events, each with independent goals and budgets.
Traditional performance reporting could not reflect the true value of each campaign, as ticket sales occurred on third-party platforms, and promotional activities overlapped between events. The solution required a bespoke attribution model capable of tracking and isolating the real impact of media across multiple, concurrent campaigns.
Objectives:
- Establish accurate and independent measurement of campaign performance per event.
- Create transparency between ad impressions, engagement, and ticket sales occurring on third-party ticketing platforms.
- Identify overlap between campaigns and quantify how one event’s advertising influenced another’s sales.
- Provide actionable insights to improve channel allocation and budget efficiency.
Method:
- Independent ad server implementation.
- Raw log data analysis and path reconstruction.
- Flat attribution model applied across all events.
- Cross-event influence quantification.
Approach:
With multiple concerts promoted simultaneously and all ticket sales handled externally, conventional analytics tools provided fragmented and misleading performance data.
We implemented an independent ad server to act as the central source of truth across all campaigns. From there, raw data logs were extracted and processed to trace the complete customer journey — from first impression through to ticket purchase.
Each conversion was matched back to the corresponding event, creating a unified reporting structure that maintained event-level integrity while also mapping how ads for one event influenced sales of another.
This model replaced the dependency on platform-reported metrics with a single, unbiased system of record, allowing a transparent understanding of what actually drove ticket sales.
Results:
- Delivered precise, event-level reporting with verified conversion attribution.
- Revealed the true contribution of each media channel and its role in driving sales.
- Identified cross-event sales impact, providing data to guide future planning.
- Enabled more efficient budget allocation and improved ROI visibility across campaigns.
Project Title:
Ticket Sales Optimisation – Entertainment Industry
Client:
Large concert promotion company
Agency:
Digital Strategy & Performance
Project Overview:
As part of a broader digital transformation effort, we developed a data-led advertising framework for one of Ireland’s largest live entertainment promoters. The goal was to maximise ticket sales while significantly reducing Cost Per Ticket Sold (CPTS).
With thousands of events promoted annually across multiple digital platforms, the client faced major challenges in understanding which channels and audiences were truly driving conversions. The absence of reliable tracking and data consistency across direct buys and social channels made it nearly impossible to measure real sales performance accurately.
Objectives:
- Maximise ticket sales across multiple ongoing campaigns.
- Reduce Cost Per Ticket Sold through data-driven optimisation.
- Gain visibility on actual tickets sold and their value per event.
- Create a unified data system to support programmatic buying decisions.
Method:
- Independent data architecture and tracking system.
- Event-level data collection from client website.
- Integration into programmatic buying.
- Real-time optimisation and reporting.
Approach:
To overcome the data limitations of social and direct buying platforms, we designed a custom tracking system that gave the client complete control over data architecture and visibility.
The system collected sales data from each individual event directly from the client’s website, feeding this information back into programmatic media buying platforms. This allowed campaign targeting to be refined continuously based on verified sales rather than proxy metrics.
As the data matured, the system enabled precise audience segmentation and spend allocation — ensuring that budget was focused on channels and audiences proven to convert.
Results:
- Full transparency on tickets sold and Cost Per Ticket Sold per event.
- A measurable 78% reduction in CPTS.
- Return on Ad Spend (ROAS) increased to 4,136%.
- The client shifted from channel-level assumptions to evidence-based media investment, driving long-term efficiency and profitability across their portfolio of events.
