How Braze & Omtera Transformed Engagement for an Entertainment Ticketing Platform

Here’s the story of how Omtera supports the entertainment ticketing platform for meeting Braze and the journey of success.

About the Leading Entertainment Ticketing Platform

The entertainment ticketing platform is a boutique, Istanbul-based service dedicated exclusively to live music events across Türkiye. Operated by a tight-knit team of marketers, product specialists, and support coordinators, the platform curates ticket sales for everything from intimate club shows to large-scale festival lineups, both via its website and mobile app.

Each month, the platform processes thousands of ticket orders, capturing detailed insights on browsing behaviors, purchase paths, and post-concert feedback. 

With direct integrations into venue ticketing systems and partnerships with both emerging local artists and internationally renowned acts, the platform delivers personalized recommendations, VIP upsell offers, and loyalty-driven incentives.

Seasonal peaks, such as summer festival season and high-profile tour announcements, generate surges in traffic and data volume, requiring a customer engagement engine that can scale dynamically, maintain consistent messaging across channels, and leverage real-time behavioral signals to delight fans at every touchpoint.

The Challenge

Before adopting Braze, the platform’s engagement infrastructure was spread across different point solutions; each dedicated to email, in-app messaging, or push notifications. This fragmentation manifested in three core challenges:

1. Fragmented customer view & operational drag
Switching between multiple dashboards and stitching together campaign logic with manual APIs added layers of complexity. What should have been a single coordinated rollout became a multi-step operation, increasing campaign setup times by days and introducing errors in audience targeting and message sequencing.

2. Siloed channels & inconsistent experiences
With each tool operating in isolation, it was impossible to coordinate messaging cadence or maintain a unified brand voice across touchpoints. Fans received redundant or mismatched communications—undermining trust, diluting the impact of key announcements, and leaving valuable cross-sell and upsell opportunities on the table.

3. Data bottlenecks stifling agility
Non-technical teams had no direct access to campaign performance metrics or behavioral data. Every new segment request, A/B test, or real-time trigger required an engineering ticket, turning iterative experimentation into a weeks-long process. During peak concert seasons, this lack of agility prevented rapid optimization and left the platform unable to capitalize on surges in demand.

Omtera’s Growth Consulting Solutions of Omtera for the Entertainment Ticketing Platform

Omtera partnered closely with the platform’s cross-functional team, applying a disciplined, phase-based methodology to ensure a seamless Braze deployment and ongoing growth:

Phase 1: Strategic Discovery & Architecture

• Facilitated stakeholder workshops across marketing, product, and support to map end-to-end fan journeys and identify critical engagement moments.
• Defined success metrics and crafted a bespoke event taxonomy, guaranteeing every click, scroll, and purchase pathway could be captured and analyzed.

Phase 2: Platform Configuration & QA

• Consolidated email, in-app, and push channels into Braze Canvas, using modular templates and API integrations to unify campaign logic.
• Executed sprint-based build cycles with rigorous QA protocols—validating event instrumentation, message rendering, and data integrity across web and mobile apps.

Phase 3: Data-Driven Orchestration

• Leveraged Braze’s AI-powered predictive segments and Intelligent Timing to optimize send windows based on real-time behavioral signals.
• Delivered custom dashboards and automated reports, providing stakeholders with immediate visibility into key KPIs during high-traffic festival and tour launches.

Phase 4: Empowerment & Enablement

• Conducted role-based, hands-on training sessions and distributed “jump-start” playbooks, enabling marketers and product managers to self-serve segments, design journeys, and analyze results without engineering support.
• Developed a library of reusable campaign templates and governance guidelines to maintain consistency, accelerate launch cycles, and minimize operational overhead.

Phase 5: Continuous Optimization

• Instituted a weekly performance-review cadence and dedicated office hours to iterate on campaign strategies, refine event definitions, and troubleshoot emerging challenges.
• Extended support for advanced use cases—such as lifecycle messaging and VIP retention programs—ensuring the platform remained agile, scalable, and aligned with evolving business goals.

The Results

By unifying their engagement stack with Braze and partnering with Omtera for a seamless rollout, the entertainment ticketing company unlocked meaningful gains in both performance and efficiency:

📈 32% increase in signup conversions
With Braze’s in-app messaging and intelligent audience targeting, the team drove more users to complete registration—creating a stronger foundation for long-term engagement.
📬 63% boost in email open rates
AI-powered features like Intelligent Timing ensured that messages reached users at the moment they were most likely to engage, significantly lifting open rates and visibility.

⚡ Faster campaign execution with a smaller team
Consolidating four tools into one unified platform reduced operational complexity and enabled a lean team to build and launch personalized, multi-channel campaigns in less time.

🧠 Smarter segmentation through Braze + Mixpanel integration
By syncing behavioral segments from Mixpanel into Braze, the team delivered more relevant messages to the right users—boosting engagement and conversion without increasing manual workload.

With Omtera’s consulting support and Braze’s intelligent orchestration tools, the company now runs scalable, personalized campaigns that would previously have required far more time and headcount.

How was the Process with the Entertainment Ticketing Platform?

“Switching to Braze transformed how we work as a team. For a small operation like ours, moving from multiple tools to one streamlined platform was a game changer. We can now focus on what truly matters—connecting with our users and growing our business.”
— CEO, the Entertainment Ticketing Platform

“As a small team, we needed a solution that could scale with us and help us deliver personalized, impactful communication without adding complexity. Braze gave us the tools we needed to thrive.”
— CTO, the Entertainment Ticketing Platform

“Omtera’s collaboration was invaluable in orchestrating multichannel campaigns through Braze that resonated with our event attendees. By carefully scheduling emails and in-app messages, we maintained consistent engagement without overwhelming our audience. This precision significantly enhanced our user retention and overall satisfaction.”
— Sales Marketing Manager at the Entertainment Ticketing Platform

“Their openness to innovative strategies allowed us to fully leverage Braze's capabilities, ensuring that every communication was timely and relevant. The results speak for themselves—enhanced engagement and outstanding event attendance.”
— Senem Karademir, Solution Consultant at Omtera

“The brand transformed its customer engagement through Braze’s real-time segmentation and user-friendly journey-building features. We are thrilled to be part of this journey. It is truly joyful to work with teams like this brand—they are dynamic, open to learning, and agile. Seeing these impressive results motivates us, and I believe we are on the verge of transforming ticketing in the region.”
— Onur Tan, Partner, Products and Solutions, Omtera

See the Beyond the Funnel: The 2025 Entertainment Ticketing Growth Playbook about the entertainment ticketing platforms and how to drive growth with effective strategies.

Omtera’s Role

The true impact went beyond deploying Braze—it was Omtera’s deep integration into the platform’s day-to-day operations and strategic goals. 

Rather than a one-off installation, we partnered side-by-side with the team, embedding our consultants into their sprint cadences, campaign planning sessions, and peak-season playbooks.

Here’s how we transformed Braze into the platform’s engagement engine:

• Aligning on Success Metrics: Collaborated with stakeholders to translate business objectives—ticket sales, email engagement, repeat attendance—into clear KPIs and actionable dashboards.
• Building a Robust Event Taxonomy: Defined and instrumented every critical action—from exploration of upcoming shows to post-concert feedback—across both web and mobile interfaces.
• Seamless Integration & Quality Assurance: Executed phased rollouts of Braze SDKs and API hooks, paired with comprehensive testing plans to ensure data fidelity and reliable message delivery, even during high-volume campaign blasts.
• Empowering Cross-Functional Teams: Delivered targeted training workshops, playbooks, and on-demand office hours so marketers, product owners, and support leads could autonomously build segments, craft multichannel journeys, and interpret real-time analytics.
• Sustaining Growth with Advanced Programs: Designed and launched lifecycle campaigns—welcome series, VIP upsells, win-back flows—leveraging Braze’s predictive insights and Intelligent Timing to nurture superfans and maximize repeat purchases.

By coupling our technical rigor with the platform’s unique fan-centric rhythm, Omtera turned Braze into a catalyst for personalized, scalable engagement—fueling sustained growth and operational excellence.

Analysis

This engagement shows that when a lean team gains full control over its data and campaigns, the results speak for themselves—faster launches, higher conversions, and deeper fan loyalty. 

By unifying channels in Braze, defining a clear event taxonomy, and empowering non-technical users with templates and training, the platform turned every surge in demand into an opportunity for personalized outreach.

Now it’s your turn: partner with Omtera to build a similar playbook for your business. Get in touch today for a no-obligation discovery session and see how Braze can become your growth engine.