Context A global entertainment promotion company is seeking to better operationalize its corporate ticket sales in order to achieve an attendance rate close to 100%. Challenge Current ticket sales typically fill between 85% and 95% of the maximum capacity of performance halls, leaving room for improvement. The company aims to identify its most important customer segments and engage them with targeted advertising offers. But how can these segments be identified? Innovation Indicia segmented the company’s corporate customers into three groups based on the number of visits: those who purchased tickets once, twice, or more times (the recurring clients). The analysis revealed that recurring clients were relatively few in number and mostly came from specific sectors, such as law, accounting, consulting, and engineering. Indicia compiled exhaustive lists of these companies for each city where a show would take place in the upcoming year, allowing the internal sales team to contact them in advance and promote the shows, helping to fill a significant portion of the available seats. Results As a result of the study, the company achieved an average attendance rate of 94% for all of its shows in the following year, across more than 30 cities.