Chrissy Sievers

Goal

Eventbrite’s Creator Home vision is to encourage new & existing creators to host great events by connecting them to the tools and workspaces they need to be successful. One of the ways we do that is to supply the right information at the right time, focusing on ways we can help our customers grow their business with Eventbrite.

A goal in our growth strategy was to surface organization-wide, aggregated insights, empowering creators to take the next step to improve their event health. The secondary goal was to encourage exploration of Eventbrite tools and services to increase the likelihood of them hosting a successful event.

Problem

Our users were asking for deeper insights on their event health, and more information on how to generate demand for their events, increasing event success. After extensive user and technical discovery, we determined we needed to surface a more comprehensive set of metrics to our users – ones that represented the health of their organization as a whole. This would be a challenge as every data set and user experience was event-specific, not the holistic, aggregated views our users needed.

Challenge

There were hurdles such as ensuring our main user activation metrics (new creators) did not decrease as a consequence of any changes made. There were architecture constraints since our data and infrastructure were not set up to easily handle this type of data and exchange.

Solution

A new feature called Organization Insights, was developed. This feature provided key business health metrics at a glance, helping our creators make informed decisions. As the first feature at Eventbrite to display organization-level data to our creators, the architecture was designed to meet scalability requirements and support big ticket sales. This was the first use case of an Eventbrite team using Snowflake / Airflow to aggregate large amounts of data with no negative impacts to latency.