How Eventim Scaled Dynamic Event Categorization and Tripled Organic Traffic with Claro AI

Eventim, Europe’s leading event ticketing platforms, manages hundreds of new events every day — from concerts and sports to theatre, exhibitions, and festivals.

Their challenge wasn’t just volume. It was precision: how to continuously organize an ever-growing, fast-changing inventory of live events so users could easily discover what they love.

Traditional manual tagging and static taxonomies couldn’t keep up.
That’s where Claro AI came in.

Challenge: Making Sense of Constantly Evolving Event Data

Every day, new events flow into Eventim’s system from multiple promoters, organizers, and feeds — each using different labels, formats, and category structures.

To deliver relevant search results and build smart landing pages, Eventim needed a system that could:

• Automatically generate a dynamic taxonomy reflecting new trends and events

• Classify hundreds of events per day into the right category and subcategory

• Enrich each event with additional data points (e.g., genre, artist type, language, location context)

• Learn continuously from user behavior and internal team feedback

Doing this manually was impossible at scale — and legacy search methods couldn’t adapt to emerging events, genres, or trends fast enough.

Solution: Claro’s AI-Powered Event Classification and Enrichment

Claro partnered with Eventim to build a dynamic event taxonomy engine that updates daily, classifies new events automatically, and empowers Eventim’s team to refine results in real time.

The project unfolded in three key steps:

1️⃣ Continuous Dynamic Taxonomy Generation

Claro’s system continuously analyzed Eventim’s live inventory and user search trends to generate a dynamic, evolving taxonomy.
This ensured that new event types — like hybrid experiences, pop-up performances, or emerging artists — were automatically captured and categorized.

The taxonomy became self-updating, reflecting real user behavior and search demand rather than static, predefined lists.

2️⃣ Automated Event Classification & Enrichment

Claro trained a classification model capable of assigning every new event in Eventim’s database to the most precise category and subcategory, in near real time.

To ensure accuracy, Claro’s enrichment engine automatically extracted and generated additional attributes for each event, including:

• Artist type and genre

• Venue characteristics

• Language and region

• Event format (in-person, virtual, hybrid)

This multi-attribute enrichment made Eventim’s catalog more consistent, searchable, and user-friendly — both for customers and internal teams.

3️⃣ Collaborative Interface for Continuous Learning

To close the feedback loop, Claro built an internal interface that allows Eventim’s content and marketing teams to:

• Review and suggest improvements to model predictions

• Propose new categories or subcategories

• See how changes impact live performance

This hybrid approach — AI automation + human-in-the-loop refinement — made Eventim’s taxonomy system both scalable and adaptive.

Results: Smarter Discovery, More Traffic, and Faster Growth

In less than six months, the new system delivered transformative results:

• ✅ 3× increase in organic traffic
  Thanks to dynamically generated category and landing pages optimized around trending searches.

• ✅ Improved content discoverability
  Hundreds of new and existing events were mapped more precisely to user intent, making search results and recommendations significantly more relevant.

• ✅ Faster publishing cycles
  New events are categorized and enriched automatically, reducing manual work and time-to-listing.

• ✅ Actionable marketing insights
  Teams can now identify trending topics and create targeted campaigns around the most searched keywords and event categories.

Why It Matters

For a fast-moving marketplace like Eventim, taxonomy agility equals competitive advantage.
User expectations change daily, and search behavior evolves with every new tour, artist, or genre.

Claro’s enrichment engine ensures Eventim’s data — and their search experience — evolve just as fast.
By connecting event data to real-time trends, Eventim turned what used to be a manual data maintenance task into a growth driver for discovery, engagement, and organic reach.

About Claro AI

Claro AI helps companies turn messy, unstructured data into structured, enriched, and actionable insights.
Through its no-code interface and API, teams can generate custom models, orchestrate taxonomies, enrich data dynamically, and build feedback loops that continuously improve accuracy.

👉 Learn more about how Claro supports scalable, intelligent data orchestration at getclaro.ai