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Andy Yen, Gayathri Somanth , Neelu Gutch , Shanthi Sambathkumar. How Users Currently Use . Eventbrite enables people all over the world to post, promote, and track any event . Organizers Promote the Event with Tools. 3. Organizers Manage Event Entry .

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Andy Yen, Gayathri Somanth , Neelu Gutch , Shanthi Sambathkumar

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Andy yen gayathri somanth neelu gutch shanthi sambathkumar

Andy Yen, GayathriSomanth, NeeluGutch, ShanthiSambathkumar


How users currently use

How Users Currently Use

Eventbrite enables people all over the world to post, promote, and track any event

Organizers Promote the Event with Tools

3. Organizers Manage Event Entry

1. Organizers Create an Event Webpage


The problem

The Problem

  • Eventbrite has always been known as an event management platform

  • Eventbrite wants to increase the number of users on its platform for search and discovery

  • To change the perception of Eventbrite from an event organizing platform to a two-sided Marketplace, Eventbrite must:

  • Identify consumer behavior patterns in planning social events

  • Identify consumer needs and wants

  • Create new product features to attract new users and demand

  • Our project scope – City of San Francisco


So many choices

So Many Choices…


Research design

Research Design


Secondary research eventbrite s study

Secondary Research - Eventbrite’s Study

Study 2:

Understanding Behavior of High-Value Attendees

Study 2: Understanding behavior of High Value Attendees

Study 1:

Understand Characteristics of High Value attendees

  • High-Energy and Social People

  • Motivated by exposing themselves to new and different experiences

  • No Fear of Missing Out

  • Flexible Schedules

  • More engaged in social media

  • Attend at least 1 event per month

  • Make Up 29% of US population

  • Consume 82% of all ticket sales

  • More career focused, higher income

  • More educated

  • More likely to have twitter and LinkedIn accounts

  • Older*

  • Internet and social media savvy

How Might Eventbrite Attract Higher-Value Attendees to its Event Management Platform?


Where we come in deeper segmentation

Where we come in – Deeper Segmentation

Eventbrite

2

Our Goal

1

Broad Segmentation for Addressable Market

Deep Segmentation for Product Needs

Behaviors: Search, event attendance and social sharing

Benefits: Motivations that lead to product preferences

Demographics: Age, Income, Education, Occupation

Behaviors: Heavy & Medium Users vs. Light Users

High value Attendees =

Exploratory Interviews

Survey

Factor Analysis

Cluster Analysis for Segmentation

Characterize Clusters

Medium users6-14 events/yr

High users15 events/yr


Exploratory interviews what we heard

Exploratory Interviews – What we Heard

Going out in SF…

Rallying a group for an event…

“Social scene is Vibrant, social, good music..food…”

“Meet people with similar interests …”

“Killing time and having fun…”

“Don’t want to go alone … enjoy the camraderie …”

“I share when I’m passionate about an event . . .”

“Using the platform my friends are on like meetup makes it easy …”

Share via facebook, email, text messaging, word of mouth

Improvements necessary in user experience

Eventbrite perceived as a payment platform

“Better Social Integration because that’s where my friends are...”

“Sync with my calendar”

“Rank by popular events and show who the panelists and high profile attendees are..”

“Personalized search, “nearby” recommendations for a complete itinerary, community reviews…”

“Eventbrite is a payment platform..they are the last step for me when I have to buy a ticket…”

“Looking for cheap stuff to do…”

“Only come here when I’m redirected through a link to purchase …”

“I did not know Eventbrite had all this functionality....”


Primary research survey results

Primary Research – Survey Results


Respondents from all over the bay area

Respondents from all over the Bay Area

Where our Respondents Live - 11% in the city, 89% in the broader bay Area

  • Night life alone is a $4.2B industry

    • 57% from out of town, 36% from the Bay Area

    • Bay area residents spend $120 per evening compared to $70 for SF residents on average

  • Bay Area Residents contribute significantly to the SF event scene

  • SF population - 0.8 million

  • Annual visitors volume ~17 million

    • 27% of which are Bay area residents outside the city

    • Visitor spending amounts to $9.5B

    • Average expenditure per convention delegate per day $295


Survey respondent demographics

Survey Respondent Demographics

  • 43% Male & 57% Female

  • 50% of respondents in 20s & 30s = Eventbrite’s target

  • 90% do not have kids

18% High-Value Attendees

  • Relationship Status

  • evenly distributed – 50% Single

  • Majority College Educated & 43% earn over $100k per year

Age

Education

Income

Relationship Status


What benefits did we discover

What benefits did we discover?

  • Having Fun

  • Career/Professional Development

  • Family/Kid Time

  • Knowing what’s Nearby to continue the social experience

  • Being able to send Personal 1:1 messages about an event

  • Knowing who else is going

  • Richer Social Sharing – pics, videos

  • Purchase Experience

  • Social Integration other than Facebook

  • Personalized Recommendations

  • Discounts!

  • Experience & Presentation


3 key segments were revealed

3 Key Segments were Revealed . . .

Parents on the Go (31%)

Fun on a Budget (29%)

Go-Getters (40%)

Married/In a relationship with young kids

Mostly Single, No Kids

Mostly Female, No Kids

  • Search Motivation: Having Fun

  • Rallying close friends is important through personal messages

  • Needs from a site: knowing what’s nearby to plan the entire experience, recommendations, ease of purchase and deals

  • Indifferent to advanced social integration features

  • Search Motivation: family/kid friendly events

  • Ease of Purchase and social sharing is a must for sites they use

  • Indifferent to deals and recommendations

  • Rallying a group of friends to join them is not as important

  • Search Motivation: Career Focus

  • Rally their friends and network through multiple channels – broad social sharing, personal messages, pics and video

  • Integration with LinkedIn

  • Indifferent to what’s nearby and purchase experience


Behavioral insights

Behavioral Insights


Recommended target segments

Recommended Target Segments

Fun on a Budget

Go-Getters

Why? Potential!


Recommended product features both segments

Recommended Product Features – Both Segments

Discount Event Tickets

Share event links with friends via text messaging


Recommended product features go getters

Recommended Product Features – Go-Getters

Personalized interest based recommendations

Deepintegration with LinkedIn

Compelling visuals (beyond logos with multimedia options)


Recommended product features fun on a budget

Recommended Product Features - Fun on a Budget

Find things to do before or after nearby like restaurants and bars

Price based recommendations


Follow up

Follow up

  • All three segments viewEventbriteas an event payment platform

  • 30% of users unaware of current features on Eventbrite

  • Test messaging and features that appeal to target segments

  • Promote awareness of features and functionality

  • Conduct further research on consumer perceptions of Eventbrite


Appendix

APPENDIX


Recommended product features

Recommended Product Features


Andy yen gayathri somanth neelu gutch shanthi sambathkumar

Bias due to survey respondent base


Andy yen gayathri somanth neelu gutch shanthi sambathkumar

Q9. Which event sites do you use the most (1=most of the time, 4=never)

Q10. What is your favorite site and why? (text input)


Andy yen gayathri somanth neelu gutch shanthi sambathkumar

Evite, G+, Sign Up together


Current eb experience

Current EB experience


W h at would increase the use of eb

What would increase the use of EB?


W h at other social sites other than fb should eb integrate

What other social sites other than FB should EB integrate?


W h at else would make eb more attractive to you

What else would make EB more attractive to you?


W h at else would make eb more attractive to you contd

What else would make EB more attractive to you? Contd..


W h at else would make eb more attractive to you contd1

What else would make EB more attractive to you? Contd..


Demographics info

Demographics Info

Frequency of going out

Relationship


Demographics info1

Demographics Info

Income

Education


Andy yen gayathri somanth neelu gutch shanthi sambathkumar

Demographics Info

Have Children?

Ages of Children


Factor analysis output

Factor Analysis Output

Q8. Rank what is most important to you when using an event site or app?


Factor analysis output1

Factor Analysis Output

Q13.What would help initiate more interest in the organized events you attend among your friends or network?


Factor analysis output2

Factor Analysis Output

Q8. Rank what is most important to you when using an event site or app?


Factor analysis output3

Factor Analysis Output

Q15. What would make you start or increase the use of Eventbrite?


Factor analysis output4

Factor Analysis Output

Q5. Rank what is important to you when looking for organized event


Cluster analysis of clusters

Cluster Analysis - # of Clusters

2

1

3


Cluster analysis output spss

Cluster Analysis Output - SPSS


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