It’s the glittering West End. London theatre is in a golden age. What goes on behind the scenes? Pricing, performance schedules, how many tickets released, and to whom. How is data being used to create audiences for the future? It’s quite the production, and one that LW Theatres is well versed in. Tom Wilson, Data Scientist for the LW Theatre Group, will raise the curtain on the following case study topics: accessing customer insights by integrating ticket system data into a purpose-built data warehouse, consolidated legacy data (including info on a decade of ticket sales) into an accessible hub, and how to reduce overhead with marketing automation, building more targeted marketing with a wider array of modeled data segmentation. Tom will share the LW Theatres journey from inception to implementation, along with some interesting plans for the future!