01 / The challenge
Start with the decision.
After the Ticketmaster merger, Live Nation needed a unified view of concert performance that neither company’s data could provide alone. Reporting had to connect activity on LiveNation.com with ticketing transactions from Ticketmaster.com.
02 / What I built
Connect the pieces.
I was brought in as an independent third party and was the only analyst granted access to both companies’ transaction and analytics data. Working on site, I architected the reporting system that brought those records together, integrating Adobe Analytics with ticketing transaction data.
03 / What changed
A more useful answer.
Live Nation gained its first unified concert reporting system. I used it to support the national digital marketing team with performance reporting and analysis for more than 60 national tours in a single year.
The important work often sits between organizational boundaries. Shared definitions and access to the underlying transactions make it possible to answer a business question that separate dashboards cannot.