- business & concepts
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You know the deal! The gig of the century will be arranged in your hometown. You are excited, your friends are excited and you know the venue will be totally packed with people – except that it isn't. For some odd reason, the gig that should have been sold out, isn't sold out. Why? Tapahtumat Oy (Club Teatria) is an Oulu based event producer, which organizes all kinds of concerts, from small club gigs to festivals, in and around Oulu and Northern Finland. Now Tapahtumat Oy wants to expand its presence outside of Finland too, but in order to do that, they have to solve a major challenge related to forecasting the success of an event.
From an event producer's perspective, it's fiendishly difficult to forecast what kind of reception an event will get. If you organize a variety of different kinds of events, it gets even more difficult to estimate the "pull factor" for single event. It's not a question of whether or not there's data (there is a lot of data to go around!), but what kind of data matters! So the question is: Is there a way to connect data from different kinds of sources that could help an event producer organize an event at the right place, at the right moment for the right people and thus ensure a resounding success!
The following questions should be considered: *Is there a way to connect, visualize and use data to forecast the "pull factor" of an event and to help event producers create even more attractive and popular events. *How can the data be used to increase the interest, awareness and participation of customers before, during and after the event. *Can data improve the customer experience somehow? *Does this data have a value, for example in media's eyes, to help promoting activities etc? *What kind of sources and indicators should be taken into account when designing the solution? And are there any indicators that are being ignored presently? *How does the situation change if the region changes? For example, is data from Sweden and Swedish customers different than in Finland for Finns? How can these kinds of varieties be taken into account when upcoming events are being planned and marketed?