Talk data to me, Eventbrite: Personalization, brand perception, and data democratization

In this series, Talk data to me, we chat with leaders from the world’s biggest brands and agencies about how they’re using insights to drive their business strategies.

We caught up with Dominique Batiste, Senior Group Manager of Market Research at Eventbrite, to get her thoughts on privacy, experiences, and personalization.

Tell us a bit about your role.

My role is leading market research at Eventbrite. I oversee all the research initiatives that really help shape the company’s strategy. My team digs deep into understanding our audience: event organizers and consumers. We use this data to really guide decisions across the business, whether it’s exploring market trends, analyzing our competitive landscape, or helping the product team refine features or price offerings. 

We’re focused on providing very actionable insights that really drive growth.

A lot of what I do involves connecting the dots between what’s happening out in the market and what we need to do internally. But it’s more than just numbers, it’s providing an understanding to our stakeholders on what our users need to succeed on our platform.

What’s keeping you busy at the moment?

One of the major focuses for us right now is refining our audience segmentation. We’re getting really granular about who our organizers and our consumers are, looking at their behaviors, looking at their motivations, and their pain points. It’s really exciting because the more we understand the users, the more we can personalize their experiences, whether that’s through our product or our marketing efforts. This project is all about making sure we’re meeting our audience where they are and giving them what they need.

On top of that, we’re also ramping up our competitive intelligence. The event landscape is changing fast, and we need to be on top of it. So we’ve built a framework to monitor what’s happening in the industry and how competitors are moving. This helps us to stay proactive and continue leading in the space. 

Finally, we’ve got our annual global trends report, which is always a big project for us, and it pulls together insights from all of our research and gives us a clear picture of where the industry is heading, and what we should be focusing on.

What’s your favorite stat in the whole world?

I’m a big fan of perception metrics. It’s a fascinating measure because it tells you how your brand is being perceived in the minds of your audience, which goes beyond just sales or engagement. It’s about brand equity, it’s about trust, which is something that’s built over time. It’s about deeper relationships and how your brand is positioned in the market. For example, at Eventbrite, we’ve shifted from being seen as just a ticketing platform to being perceived as the go-to marketplace for live events. And that’s a powerful change in perception.

Talk to me about an example of data-led creativity that you loved.

I love how the music streaming industry has leveraged data to personalize the listening experience. Platforms like Spotify have taken user behavior, like listening habits, favorite genres, and even skip rates, and they’ve turned that data into very dynamic, very personalized experiences. I discover artists all the time that I would’ve never known from suggestions based on what I like. They’ve got that figured out. The process turns cold data into emotional engagement.

What’s the most interesting thing about the Eventbrite audience? 

They’re incredibly diverse, both in their needs and expectations, and how they engage with Eventbrite. 

On one hand, you have our organizers – the people putting on the events. These range from local community organizers hosting small workshops to big producers who are running massive festivals. And their needs are wildly different. Some organizers need a simple, streamlined platform and others are looking for more robust features to manage complex and large-scale events.

And then on the flip side, our consumers are just as varied. You have attendees who are deeply invested in niche events, like a local craft fair or sometimes even major festivals, and then others who are looking for something fun to do on the weekend. What’s really interesting is how personal the event-going experience is for them. It’s not just about attending, it’s about connection, community, and discovering something meaningful. So the motivations behind why they choose certain events over other events tell us so much about their values and what drives them.

If you had a magic wand to change anything about your use of data, what would you change – and why?

I’d focus on simplifying data, making it more practical and impactful for everyday decision-makers.

Across industries, people are sitting on mountains of data, but it’s often too complicated or disjointed to really use effectively. We need to simplify the process, turning that raw data into something clear and actionable. But the challenge is also about making data intuitive enough for anyone, whether it’s a small business owner or a nonprofit director, they need to understand and act on it without needing advanced degrees. We need to find a way to democratize data and level the playing field.

What will be the biggest threat in your sector in the coming years?

The biggest threat or challenge in the events industry is consumer expectations around personalization, especially as privacy regulations continue to tighten. People want events and experiences that feel tailor-made to them, but with restrictions on how we collect and use data, it’s going to be tough to meet those expectations. Companies that don’t figure out how to use first-party data won’t be able to deliver those personalized experiences that people have become accustomed to. And you can’t scale back now. The expectation has been set.

I think another challenge is economic uncertainty. The event space is closely tied to changes in the economy, and with the rise in costs and inflation, people might start pulling back on spending for non-essential experiences. And I think that puts pressure on event companies to make sure that every event feels like it’s worth the price, especially when people are watching their wallets more closely.

What will be the biggest opportunity in your sector in the coming years?

The biggest opportunity is creating seamless end-to-end experiences. It’s no longer just about tickets and getting people in the door. Attendees are looking for richer experiences, from the moment they discover the event to interactions during the event. The entire journey needs to be cohesive and engaging, and that’s where the opportunity lies. We can leverage technology and data to personalize the journey by offering perks, and recommending post-event content or follow-up experiences.

I think the companies that can nail this complete experience from start to finish will stand out in a crowded space.

What would you say is the top emerging trend in your industry?

Right now, there’s a growing demand for immersive personalized experiences over traditional large-scale events. In our 2024 annual report, we saw that people are increasingly seeking out events that allow for deeper engagement and personal transformation. It’s no longer about simply going to an event to watch a performance, people are looking to actively participate and leave with something more. Whether that’s a new skill, a fresh perspective, or a sense of connection.

We’re also noticing people moving away from massive festivals or big venues, and into smaller, more intimate events. They’re craving that closeness and that authenticity that larger festivals just can’t provide. I came across an article earlier that explained consumers are looking for more meaningful, almost boutique-style events where they can connect on a personal level. So whether it’s a workshop, a niche gathering, or a concert at a local bar – it’s less about scale and more about creating spaces where people feel seen and heard.

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