However, as mentioned above, mobile ticketing is opening the doors to a ticket scanning entry system for all attendees, and with that event organizers can gather data using big data technology, and use it to create a more targeted marketing strategy. Venues can invest in big data companies. By investing in their software, venues and event organizers can easily collect, process, and analyze data in a hassle-free manner. Ultimately, this frees up their time to repurpose their efforts on marketing various events