Jeff Cuellar, the vice president of strategic partnerships at AC Entertainment, works for the organizer behind Bonnaroo. Cuellar spoke about how music festivals can use data at a SXSW panel alongside Drew Burchfield, the founder of Aloompa, a company that creates apps for festivals, and Creighton Burke, the vice president of insights and planning at AEG Live, the organizer for festivals such as Coachella and Panorama.