A central fan data platform for ID&T

i-spark supports ID&T with a unified data platform that connects audience behaviour across brands and fuels fan-focused decisions.

Client snapshot

ID&T is one of the world’s leading event organisers in the Electronic Dance Music scene, known for festivals like Defqon.1, Mysteryland, Awakenings, Sensation, and Tomorrowland. Their mission is to captivate fans with immersive experiences and deliver unforgettable events across the globe.

Why ID&T partnered with i-spark?

ID&T wanted to better understand what moves their fans, not just per event, but across all their brands. Their vision: a unified platform to collect and analyse fan data, improve personalisation, and strengthen the fan experience.

What was the challenge?

Fan data was fragmented across events and platforms.

With so many festivals and digital touchpoints, ID&T collected a wealth of fan-related data—but it was scattered. This made it difficult to:

Combine insights across brands
Understand fan behaviour over time
Share relevant data with marketing, sales, and operations
Personalise communication and content at scale

ID&T needed a single, well-structured data platform that would serve both strategic and day-to-day needs across the organisation.

What was our solution?

Working closely with ID&T’s internal teams, i-spark developed an integrated solution to bring structure and value to fan-related data.

Cloud Data Warehouse

- All relevant sources feed into a central, anonymised data warehouse
- Information is accessible across ID&T’s brands in a secure and unified way

Dashboards and daily use

- Tailored dashboards support both management reporting and daily marketing, sales, and purchasing tasks
- Teams can monitor fan trends, ticketing behaviour, and brand engagement

Predictive use cases

- Machine learning models were introduced for forecasting and segmentation
- Data also feeds directly into marketing automation tools, powering more relevant fan journeys

The impact? Fan behaviour data is now connected, usable, and up-to-date.

ID&T now works with a unified data platform that connects audience behaviour across brands and supports both strategy and operations.

"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

Managing data across multiple brands or audience touchpoints?

We help organisations like ID&T build systems that connect the dots, so data becomes something every team can use.