Client case Global Tickets

How Global Tickets gained control over growth with a smartly designed data platform

Challenge

Before partnering with FunnelTrack, Global-Tickets worked with fragmented data sources. Marketing relied on GA4 and advertising channels, Finance used back-end exports, and Management received reports through separate Excel files. This not only resulted in a lot of duplicate work but, more importantly, led to a lack of insight into the metrics that truly mattered.

Key KPIs such as margin, return rate, and customer lifetime value were unreliable or even completely unclear. Teams spent hours each week collecting data and building reports. As a result, strategic decisions, like where to allocate marketing budgets or which markets were most profitable, were often made based on intuition rather than facts.

FunnelTrack approach

FunnelTrack helped Global-Tickets by building a smart data warehouse in Google Cloud Platform. All data sources, from the back-end to GA4 and advertising channels, were consolidated into a single environment and linked to a data model tailored to Global-Tickets’ business model.

On top of that, real-time dashboards were developed, showing not only revenue and costs but also deeper KPIs: profitability, customer acquisition cost, and customer lifetime value. Additionally, these dashboards can be easily filtered by specific markets, events, business units, or order status. This way, each department gains insight into the metrics that are most relevant to them.

The implementation was carried out in phases: first, the basic reports and management insights were launched, followed by department-specific dashboards and reports. The result is an environment where every role, from Marketing to Finance and Management, can make decisions based on up-to-date data.

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Results & impact

Financial results

The improved insights had a direct impact on Global-Tickets’ performance. In 2025, revenue grew by 29%, while the gross margin increased by 59%. Thanks to various in-depth and real-time analyses, focus could be placed on the most profitable areas. This not only drove higher revenue but, more importantly, resulted in a more profitable outcome.

Time savings

In addition to financial growth, the new data warehouse also brought significant efficiency gains. Currently, more than 1.5 FTEs are saved thanks to the Data Platform. This doesn’t even account for the time that would have been required to obtain these insights under the old system.

Improved knowledge and decision-making

The biggest difference may lie in the way the company works. Where previously separate reports circulated, the entire organization now operates from a single source of truth. All departments have real-time insight into crucial KPIs such as revenue, margin, return rate, customer lifetime value, and recurring customers. Decisions are now made based on facts, rather than assumptions.

Why FunnelTrack?

Global-Tickets chose FunnelTrack because their approach goes beyond purely technical implementation. FunnelTrack combines technical expertise with business-driven insights. This not only resulted in the creation of a data warehouse but also translated into concrete dashboards and KPIs that directly align with practical business needs.

The collaboration was characterized by clear communication, rapid implementation, and proactive support. This ensured that the path from strategy to results took not months, but just a few weeks.