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A Data Driven Mindset With Ticketmaster’s Kat Frederick

Guest Kat Frederick, Ticketmaster
18:43 min watch


AthleticDirectorU visits the Southern California headquarters of Ticketmaster for a conversation with Chief Marketing Officer, Kat Frederick. Frederick, a self-proclaimed data & analytics nerd, talks about the importance of using data to enhance a one-on-one conversation with individual customers. She also goes into the translating data for those who make final decisions, and dives into some of this issues surrounding event attendance.


(Click the timestamp below to jump to a specific question/topic)

  • - What do the terms data and analytics mean to Ticketmaster?
  • - How do you process the enormity of data that comes across your desk?
  • - As the CMO, do you still crunch numbers and analyze data?
  • - How do you provide information to those institutions in college athletics?
  • - Explain the communications process of translating data & analytics to those who making final decisions
  • - On understanding the difference between who purchased the ticket and who attended the event
  • - On event attendance within college athletics
  • - Words of advice for data & analytics people who strive to be in leadership roles