The Expertise of i-spark's team is a working and welcome addition to that of our teams within ID&T.

- Michael Guntenaar, Chief Digital Officer at ID&T

View case

ID&T has been a global 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-founders 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.”

Increase

fan engagement

Michael Guntenaar - Chief Digital Officer at ID&T

The Expertise of i-spark's team is a working and welcome addition to that of our teams within ID&T. The jointly developed central fan approach combined with excellent technical knowledge and pragmatic approach are already leading to the first great results.

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The assignment

The brief read, “build ID&T an integrated fan data platform where we can gather insights from our fans across all of our brands. Through this new platform we will have an integral view 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 is to develop a central data platform that opens up all kinds of source systems on the one hand and provides insights from this centralized data on the other. The fragmented data is stored anonymously centrally in a cloud data warehouse. Then, based on use cases, we build dashboards on this centralized data and machine learning is deployed for forecasting, among other things. These insights are used by both ID&T and underlying brands for management reporting and daily operational processes (marketing, purchasing, sales). In addition, the centralized data is used to feed marketing automation tools with relevant information.

Technologies