Guest Post by Jason Hobbs CEO and founder of found.ee For the ever-changing music industry, the desire to understand where ticket sales are coming from has grown exponentially over the past couple of years, and for legitimate reasons. Understanding sales paths—or what we call attribution—is necessary to not only increase immediate sales, but it’s also necessary for understanding the behavior of a festival fan that purchases tickets, so that you can develop future campaigns more effectively. Marketing is no longer the shotgun-splatter-against-the-wall-and-make-assumptions-of-what-stuck approach that it once was. Marketing is now a laser focused beam, targeting qualified audiences, reducing costs, and...

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