Sophie Crosby is Vice President Insight and Marketing for Ticketmaster International (Live Nation Entertainment), the global leader in ticketing. An expert in marketing and analytics in music and ticketing, Sophie’s role is to focus on the meaningful delivery of customer data and marketing tools for Ticketmaster and its clients.
In 2013, Sophie and her team launched LiveAnalytics across International markets, which provides consumer insight and business intelligence on events, entertainment and ticketing by delivering sophisticated data products and services that help to improve customer retention, maximise ticket sales, and increase upsells. These range from a dedicated research resource to access to Ticketmaster's International customer database, Live Insight (with more than 60 million individual customer records across 12 markets), with which the team produce unique customer insight such as the State of Play: Dance Music report. Overlaid with in-house and licensed demographic data, LiveAnalytics offers information on fan preferences, and ticketing trends to give artists, promoters, agents and venues unrivalled insight into how, where and to whom they can sell tickets – and, afterwards, measure the effectiveness of marketing campaigns while events are still on sale, to optimize results and ROI.
Prior to Ticketmaster, Sophie oversaw online marketing and analytics for a wide range of festivals, tours and concerts for the business’s now-sister company, promoter, Live Nation (formerly Clearchannel Entertainment). Sophie has held a number of senior marketing positions in the UK music industry, including roles at Sony Music, V2 Music, This Way Up Records, Chrysalis and EMI.