How AI Trained on 75M Tickets Optimizes Event Marketing

In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Markus Hetzenegger, Founder & CEO of NYBA Media. NYBA is transforming how the live entertainment industry approaches ticket sales by bringing performance marketing precision to an industry that traditionally relies on unmeasurable old-school advertising. Starting from promoting small university events in Germany, Markus has scaled NYBA to sell over 75 million tickets for artists ranging from Coldplay and The Weeknd to Cirque du Soleil and BBC Earth Experience. By leveraging proprietary AI trained on years of campaign data, NYBA delivers measurable ROI in a market where promoters often invest millions without knowing which marketing efforts actually drove ticket sales. Topics Discussed: Building a performance marketing model for live entertainment ticket sales Leveraging AI trained on 75+ million ticket sales to optimize campaign strategy Scaling a B2B marketing agency from Germany to UK, US, and Middle East markets Creating automated infrastructure to enable lean team operations at scale Discovering unexpected audience behaviors on TikTok for family entertainment and niche genres Structuring long B2B sales cycles through education and case study marketing Adapting campaign strategies based on artist relevance, venue size, and budget allocation