At the turn of the century, Ticketmaster set out to provide clients with innovative, integrated marketing and e-commerce tools.

(Rob was Sr. Product Manager at Ticketmaster from 2002 to 2007 - see Rob Canning Bio.)

from server-based app to Saas interface

In 2002, Ticketmaster’s clients were interested in leveraging their customers’ Ticketmaster purchase history for email campaigns, however the only way to access that data was through a clunky windows app that had to be hosted on a server on-site.

Rob was tasked with creating a proprietary SaaS ESP (Email Service Provider) for Ticketmaster’s clients. After conducting interviews with clients, reviewing competitive tools, and gaining a deep understanding of the legacy software, Rob developed detailed specifications and roadmap for an in-house email tool. Next step was high-fidelity prototyping, rigorous feature prioritization, a thin-sliced release plan, and working day to day with design, development, QA, marketing, and sales to launch the MVP.

After launch, Rob evangelized the product internally and at conferences, wrote monthly newsletter articles, and listened intensely to client feedback to drive adoption. A a result of a strong product combined with a strong focus on marketing and client needs, the number of clients using MailManager doubled or nearly doubled year over year every year post-launch.

Back to: Viasat