The Expertise of the i-spark team is a well-functioning and welcome addition to that of our teams within ID&T.

- Michael Guntenaar, Chief Digital Officer at ID&T

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ID&T has been the worldwide market leader in the organization of Electronic Dance Music events since 1992. They are the driving force behind the world’s biggest festivals, such as Defqon.1 Weekend Festival, Mysteryland, Awakenings, Sensation, Decibel Outdoor, Thunderdome, Qlimax, Welcome to the Future, Amsterdam Open Air and Milkshake, and are co-founder of the biggest festival in the world: Tomorrowland. Their mission is “to keep bringing electronic dance music to the masses, to engage, amaze and captivate audiences with events giving goosebumps”.


fan engagement

Michael Guntenaar - Chief Digital Officer at ID&T

The Expertise of the i-spark team is a well-functioning and welcome addition to that of our teams within ID&T. The jointly developed central fan approach combined with excellent technical knowledge and a pragmatic approach are already leading to the first great results.

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The assignment

The assignment was: “Build for ID&T an integrated fan data platform where we can gain insights from our fans about all our brands. Through this new platform we will have an integrated picture of what is going on among our fans and what drives them. With this platform we can give our fans an even better overall experience for each of our events”.

The result

The result of this assignment, on the one hand, is the development of a central data platform that unlocks all kinds of source systems and, on the other hand, provides insights from this centralized data. The fragmented data will be stored centrally and anonymously in a cloud data warehouse. We will then build dashboards based on use cases on this centralized data and machine learning will be used for forecasting and other purposes. These insights are used by both ID&T and the underlying brands for management reports and daily operational processes (marketing, purchasing, sales). In addition, the centralized data is used to feed marketing automation tools with relevant information.


For the development and maintenance of the integrated fan data platform of ID&T we use Data Analysis, Data Engineering and Data Visualization.

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