Gerben ten Thij - Speaker

Optimising for Occupancy: A Smarter Approach to Concert Promotion at Het Concertgebouw

Manager Marketing Intelligence & Online Sales, Het Concertgebouw

Abstract:

How can marketing teams make smarter decisions to drive attendance without wasting resources? At Het Concertgebouw, Gerben ten Thij and his team have developed a strategy that prioritises seat occupancy over individual concert promotion. By implementing always-on social media advertising, they shift from a campaign-based mindset to one driven by real-time data.

This session explores how data is used to continuously monitor ticket sales and identify which performances require additional support. Marketing budgets are then allocated dynamically—targeting the right audiences, at the right time, for the right events. The result: stronger attendance across the season and a more efficient, impact-driven approach to digital promotion.

About Gerben:

Gerben ten Thij (he/him) is Manager of Marketing Intelligence & Online Sales at Het Concertgebouw in Amsterdam. With over 12 years of experience in marketing data and analytics, Gerben has worked across B2B, retail, e-commerce, agency, and now the cultural sector.

At Het Concertgebouw, he leads efforts to use data to inform strategy, support audience growth, and improve digital performance. Known for his pragmatic and collaborative approach, Gerben focuses on turning insights into actionable results—helping teams understand their visitors and optimise their outreach. His background across both commercial and service sectors gives him a unique perspective on visitor engagement and the evolving role of marketing intelligence in the arts.

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📅 17–19 June, 2025