Ticketmaster Partners With MarketShare On Ticket Pricing Tools

Ticketmaster is partnering with L.A.-based analytics outfit MarketShare to develop a new set of dynamic ticket pricing tools for its clients. The two companies will collaborate on a suite of demand forecasting tools to allow for teams, leagues and venues to set and adjust prices for live events. The dynamic pricing component will be folded into LiveAnalytics, a new research venture recently created by Ticketmaster.

"Efficient pricing is one of the most important and untapped opportunities to unlock value for fans, clients, artists, and teams," said Ticketmaster President Nathan Hubbard in a statement. "Our partnership with MarketShare adds to our unparalleled combination of data and analytical resources that inform our clients on the true value of their tickets, while giving them the flexibility to rapidly respond as that value fluctuates." Products coming out of the partnership will be introduced to select teams, leagues and venues, including Live Nation theaters, later this year.