If you’re a regular reader of our blog here at Insight Strategic Communications, you will know that we love two things: Telling our clients’ stories and doing so in a cost efficient way.
That’s why I loved what Spotify did when they unveiled their “Year in Music” infographic series this month. But before I dive into this, I need to explain a little more about Spotify first.
That insight is exactly what Spotify used when it compiled its year in music. Who were the most played artists? More interestingly, who were the most played artists during the summer? And even more interesting, who were the most played artists in Scotland on Sept. 18, the day the country voted to remain part of the United Kingdom? These are fascinating small details that open our eyes to the coolness of data mining.For those unaware, Spotify is a commercial music-streaming service, like Pandora, except that it allows users to search for any song, artist or genre in their vast catalogue to play on demand (Pandora does not allow users to select specific songs, only “stations.”) So while Pandora users are more likely to discover new music through the stations they listen to, Spotify users are more likely to know what they want to listen to and play their favorite songs. This is important, because it gives Spotify more specific insight into each and every one of their users.
But where Spotify really nails it is the personal infographic that I can see about myself, or that you can see about yourself. Every Spotify user is able to see their own data, whether you pay for Spotify’s premium service or not. In reviewing my personal Year in Music, I learned things I never knew about myself (I use Spotify the most on Friday, for example). Bottom line — Spotify used data to tell a story about me. That is cool.
I was once told by a business leader, “If we can tell our client more about them than they know about themselves, I can pretty much guarantee they are going to trust us and want to do business.” Spotify has done exactly this, and all using information they already tracked. Their biggest costs were probably to web designers who made the info attractive and available — a small price to pay when it comes to making a personal connection with millions of customers.
We can all learn from this. Is there anything we can learn from our customers by looking back on our work for them? It’s the end of the year, so it’s a good time if you have a break in work to evaluate your data and make your plans for 2015. If you think it’s time for a fresh approach for the upcoming year and need some help, get in touch at firstname.lastname@example.org.