Warsaw, Poland, January 2026 – eBilet, a leading ticketing platform and part of Allegro, one of Europe’s largest ecommerce companies, has partnered with Sellforte, a leading Marketing Mix Modeling (MMM) and AI-powered marketing optimization platform, to measure and optimize marketing effectiveness across digital channels, owned media, and search-driven demand.
With the ticketing industry defined by sharp demand peaks, event-driven purchasing behavior, and strong seasonality, eBilet is investing in advanced measurement to better understand what drives ticket sales and where marketing spend delivers true incremental growth.
Measuring base vs. incremental sales in a demand-driven category
Through this partnership, eBilet will use Sellforte’s causal MMM to separate baseline demand from incremental sales driven by marketing, helping the team make more confident investment decisions across campaigns and event types.
The scope includes key digital advertising platforms as well as eBilet’s owned media activities, with a focus on identifying:
- Where demand is naturally high and additional spend is unnecessary (for example, major artists and high-demand events)
- Where additional investment can improve sell-through and maximize ticket sales across the broader event portfolio
- How different channels contribute across the customer journey in a category where search plays a critical role
“By partnering with Sellforte, we are taking a significant step toward smarter, more predictive marketing investment.”
Jan Kaliński
Head of Marketing, eBilet
Understanding the role of Google campaigns in a search-heavy market
Given the importance of search in ticketing, a key focus of the engagement is understanding the role and contribution of different Google campaign types, enabling eBilet to optimize budget allocation and improve performance without over-investing in demand that would occur organically.
Sellforte’s platform will deliver ongoing insights to support both strategic budget planning and continuous performance optimization, helping eBilet improve marketing efficiency while driving stronger outcomes across events and seasons.
Turning measurement into action
Jan Kaliński, Head of Marketing at eBilet, said “In a market as dynamic and fast-moving as live entertainment, data-driven decision-making is no longer optional, it's a strategic imperative. In an industry defined by rapid shifts in demand, our ability to anticipate outcomes and act with precision is a true competitive advantage. Our ambition is to be present exactly where audiences need us, at the precise moment when their purchase intention is the strongest."
On partnering with Sellforte, Jan added, "By partnering with Sellforte, we are taking a significant step toward smarter, more predictive marketing investment. Their advanced Marketing Mix Modelling capabilities empower us to optimize budgets at the campaign level, simulate future scenarios, and maximize long-term return on investment. By turning advanced analytics into action, we enable our promoters to make smarter decisions and drive higher ticket sales. Our partnership with Sellforte will play a pivotal role in how we harness data, scale performance, and drive sustainable growth in 2026 and beyond."
Sellforte: The ecommerce MMM specialist
“We’re excited to welcome eBilet to Sellforte and support their team in bringing greater clarity to one of the most complex categories in marketing measurement,” said Paul Arpikari, Chief Commercial Officer at Sellforte. “Ticketing is shaped by strong seasonality and demand spikes, which makes it essential to distinguish base sales from true incremental impact. With Sellforte’s causal measurement and optimization combined with our ecommerce specialization, eBilet can confidently identify where investment isn’t needed due to natural demand and where it can drive additional growth across the full event portfolio.”
About eBilet
eBilet is one of Poland’s leading ticketing platforms, offering access to a wide range of events including concerts, festivals, sports, and entertainment. eBilet is part of Allegro, one of Europe’s largest eCommerce companies.
About Sellforte
Sellforte is an AI-powered marketing optimization platform built for retail, eCommerce, and DTC brands.
Powered by Sellforte AI, the platform goes beyond analytics, combining proven Marketing Mix Modeling with forward-looking intelligence, to forecast, recommend, and optimize media budget decisions with confidence and precision.
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