StubHub, the leading destination for fans seeking tickets to live events, seeks to go beyond computing conversion rates for individual email campaigns to exploring the longer-term effects of their relationship marketing activities on customers’ future transactions. They provided via the Research Opportunity process, the complete histories of e-mails, targeted promotional offers and transactions for a sample of their customers. During the observation window, StubHub launched a new relationship marketing program that included more aggressive targeted promotions with randomly selected holdout groups. StubHub is interested in understanding how these promotions affect customer behavior, whether some of the older customers who haven’t purchased lately can be revived by these campaigns and whether there is a longer-term downside to “communicating too much” with their customers.

Information on targeted promotions includes a detailed description of the discount or promotion offered as well as the criteria used to select customers to receive the offer. Customer transaction histories will include detailed information about what type of tickets were purchased as well as customer’s self-reported preferences for locations, teams and artists. In addition to e-mail offers and transactions, the data will include records of “near purchases”, events where the customer has selected a lot of tickets to purchase but fails to complete the transaction.

Note: This Research Opportunity is closed for proposal submissions. Sign up to receive alerts when new datasets are announced.