A 16-1 return on investment looks good in any context. So when Melissa Schaaf, senior director of marketing at the Wells Fargo Center, Philadelphia, saw the results of using direct search-engine marketing for her venue as the primary broker for ticket sales, she saw a “win-win” for her venue as well as consumers.

Schaaf started working with Spectra Ticketing & Fan Engagement last August to push Wells Fargo Center to the top of web searches when people went online to fi...

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