This project explores how different Audience Segments contribute to overall ticket sales and revenue and where these segments are geographically concentrated. By analyzing anonymized purchase data, I created a dashboard that breaks down the percentage of tickets purchased and revenue generated across 10 distinct audience types, offering a clearer view of who is filling venues and where they’re coming from.
Key Features:
- Revenue & Ticket Share by Audience Segment – See which audiences are most engaged and profitable
- Top States by Segment – Understand geographic hotspots for each audience type
- Segment Mix by Market – Spot over- or under-indexing segments across regions
Audience Segments (Sample):
- The Loyalist
- The Digital Native
- The Family Planner
- The Trend Seeker
- The Business Casual
- The Casual Listener
- The Superfan
- The Social Scene
- The Last-Minute Buyer
- The Local Explorer
Why It Matters:
This is a mockup/dummy version of an analysis I completed that directly informed a targeted campaign strategy that delivered a 5x return on ad spend (ROA). By focusing on high-value audience segments and tailoring creative and messaging to their behavior. Beyond just demographics, it helped us zero in on where these consumers were and how they buy, turning insights into action.
