Ticketmaster is one of the largest primary and secondary ticket marketplace companies in the world. As one of the biggest players in the live events industry, Ticketmaster processes millions of ticket transactions every year. This means that Ticketmaster collects and stores a significant amount of data on its users. Understanding what type of data Ticketmaster collects can help customers make informed decisions about using the platform.
Information Provided During Account Creation
In order to purchase tickets on Ticketmaster, customers need to create an account. During the account creation process, users are required to provide personal information including:
- Name
- Email address
- Phone number
- Birthdate
- Gender
- Address
- Payment information
This information is collected in order to create the user account, process ticket orders, and also for marketing purposes. By providing an email address, users may receive promotional emails about upcoming events. Supplying a birthdate helps Ticketmaster recommend age-appropriate events. Gender can be used for targeted advertising campaigns.
Information Collected During Ticket Purchases
Each time a ticket purchase is made through Ticketmaster, more user data is collected and stored. This includes:
- Event details (name, date, location)
- Number and type of tickets purchased
- Seat numbers
- Total cost
- Payment method
- Order number
This transactional information allows Ticketmaster to track purchase history. It can be used for customer service inquiries, tracking ticket sales, and analyzing purchasing trends.
Website Activity
When users browse and interact with the Ticketmaster website, certain activity is logged and retained in order to improve the customer experience. This includes:
- Pages visited
- Links clicked
- Searches performed
- Items added to cart
- Browser type and language
- IP address
Collecting website activity data enables Ticketmaster to understand how customers navigate the site and what features are utilized the most. This can influence website design choices and marketing efforts.
Mobile App Activity
Ticketmaster also offers mobile apps for iOS and Android devices. When customers use these apps, the following information may be gathered:
- Device type
- Operating system
- App usage data
- Push notification preferences
- Location data
Mobile app activity provides insight into the types of devices and platforms customers prefer to use. It also shows which app features are most popular. Location data enables delivering customized notifications about nearby events.
Social Media Interactions
Ticketmaster maintains several social media profiles on platforms like Facebook, Twitter, and Instagram. When users interact with Ticketmaster on social media, certain data is retained:
- Pages followed
- Posts liked
- Content shared
- Comments
This information allows Ticketmaster to better understand audience interests and habits on social platforms. It can help guide social media content strategies and targeted advertising.
Partners and Third-Party Services
Ticketmaster also collects some data through integrations with third-party services:
- Demographic data from advertising platforms
- Analytics information from website tracking tools
- User data from Facebook/Google logins
- Location from mapping software
Data shared by partners provides additional context into customer habits, preferences, and behaviors. However, customers often have less visibility into how third-party data is collected and shared.
Tracking Cookies and Pixels
Like most major websites, Ticketmaster utilizes cookies and invisible pixels to track user activity. Cookies are small text files that are downloaded when you access a website. Pixels are tiny images embedded on web pages. Both allow websites to recognize repeat visitors and remember profile information.
Cookies and pixels enable Ticketmaster to:
- Recognize returning users
- Save shopping cart contents
- Customize the browsing experience
- Enable targeted promotions
- Collect usage analytics
While cookies and pixels provide valuable data, they also raise privacy concerns around online tracking. Customers may want to browse Ticketmaster anonymously or limit cookie tracking.
Call Center Interactions
When customers contact Ticketmaster’s call centers, details of the conversation may be logged. This could include:
- Date and time
- Duration
- Reason for call
- Notes
- Outcome
Keeping records of support calls allows Ticketmaster to improve customer service processes. Conversations can be referenced to follow up on pending issues.
User Communications
Communications that customers send to Ticketmaster are also stored and analyzed. This includes:
- Emails
- Live chats
- Feedback forms
- Product reviews
- Social media messages
Saving correspondence from customers enables Ticketmaster to better address questions and concerns. It also provides visibility into common issues that need attention.
Facial Recognition at Events
At some venues and events, Ticketmaster may use facial recognition technology to validate ticket holders. This could entail collecting the following biometric data:
- Facial images
- Face mapping
- Face verification
Facial recognition is intended to reduce ticket fraud and ensure only valid ticket holders are admitted. However, it raises privacy issues around collecting and storing biometric data.
Data Aggregation and Anonymization
In many cases, Ticketmaster aggregates and anonymizes customer data before using it or sharing it externally. This includes:
- Grouping users into segments
- Combining behavioral and transactional data
- Removing personally identifiable information
Aggregating data allows Ticketmaster to spot larger trends and patterns. Anonymizing data enables sharing insights without compromising individual privacy.
Third-Party Data Brokers
Ticketmaster may purchase supplemental data from third-party data brokers. This could include:
- Appended contact info
- Inferred demographics
- Predicted preferences
- Observed behaviors
Enhancing first-party data with purchased third-party data provides a more comprehensive view of customers. However, sourcing information from data brokers raises additional privacy considerations.
Conclusion
In summary, Ticketmaster collects a vast amount of data across every customer touchpoint and interaction. This includes purchase transactions, website activity, mobile apps, call centers, event attendance, and more. While much of this data enables Ticketmaster to improve its platform and better serve customers, the breadth and depth of data collection also raises privacy concerns.
Customers should be aware of the types of data Ticketmaster is capable of collecting so they can make informed decisions. Individuals may want to limit sharing certain information when possible or opt out of specific tracking when available. At the same time, Ticketmaster will need to be transparent about its data practices and provide customers with accessible privacy controls.
Achieving an optimal balance between beneficial personalization and data privacy will require open communication, thoughtful policies, and technological solutions on both sides. With a joint commitment to the ethical use of data, both Ticketmaster and its customers can benefit from shared information in a responsible manner.