All Good Presents
Solving the data black box problem with 10.5× ROAS
Marketing in the dark
When your ticketing platform doesn't give you the data you need.
All Good Presents runs a portfolio of festivals and events, but their ticketing platform provided minimal reporting. They knew tickets were selling—but couldn't see daily velocity, geographic distribution, or which marketing channels were actually working.
Without visibility into real-time sales data, every marketing decision was a guess. Increase ad spend? Which markets? When to push harder vs. coast? All unknowable without proper analytics.
Key insight
The data black box: You can't optimize what you can't measure. And when your ticketing platform treats data as a premium add-on rather than a baseline feature, you're flying blind.
Soundwave Analytics Engine deployment
Building the infrastructure the ticketing platform should have provided.
Automated data extraction
Built a pipeline that pulls daily sales data from the ticketing platform, normalizing it into our analytics warehouse regardless of vendor limitations.
Geographic intelligence
Mapped ticket purchases to metro areas, revealing which markets were buying organically vs. which needed paid support.
Velocity tracking
Daily pace-to-target reporting so the team could see if they're ahead or behind—and make adjustments before it's too late.
Automated report delivery
Every morning, stakeholders receive a consolidated report. No logging into dashboards. No manual exports. Insights just arrive.
From blind to benchmark
Data visibility transformed marketing efficiency.
10.5× ROAS
When you can see what's working, you can double down. When you can see what's not, you can cut waste. The result: exceptional returns.
Automated daily reports
Real-time dashboards and automated email reports replaced manual data pulls—giving the team back hours each week.
Complete visibility
From zero daily reporting to comprehensive dashboards—the team now has real-time insight into every metric that matters.
Key insight
The ticketing platform isn't the problem—it's the dependency. When you build your own data infrastructure, you're no longer hostage to vendor limitations. All Good Presents now owns their data layer, meaning they can switch ticketing providers without losing historical continuity.
Lessons for festivals & promoters
Why data sovereignty matters more than platform features—whether you're running one event or hundreds.
Your ticketing platform is not your analytics platform
Most ticketing providers optimize for transactions, not intelligence. Expecting sophisticated marketing analytics from a ticketing system is like expecting your bank to be your financial advisor.
Raw data access is the baseline requirement
Before signing with any ticketing vendor, ensure you have access to the underlying transaction logs. Pretty dashboards are nice; underlying data is essential.
Automated delivery changes behavior
When reports require manual pulling, they don't get pulled. When insights arrive automatically every morning, they get acted on. Automation ensures consistency.
Geographic intelligence unlocks efficiency
Once you can see which metros are buying and which aren't, you can surgically redirect budget from organic markets to soft markets.