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How Spotify turns data into customer demand | Mumbrella360 video

In this session from June’s Mumbrella360 conference, Spotify’s global creative director Richard Frankel explains how the company is utilising its customer’s data to create products such as its much-beloved Discover feature.

Josie Tutty

September 21, 2017 9:13

Ever wondered how Spotify is so good at predicting the music its users might want to listen to at any given moment? According to Richard Frankel, the global creative director of Spotify, it’s all about data.

He told the audience at the Mumbrella360 conference: “We have moved beyond demographics to reflect the person behind the device. It’s one thing to know who your audience is, and another to understand them. And when you intimately understand them, that’s when you can dynamically evolve effective marketing strategies.

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Josie Tutty

Josie Tutty was Mumbrella's deputy editor. She worked on the publication between 2017 and 2019. She's previously written and edited in the UK for Jungle Creations and Trinity Mirror.

Topics

big data Richard Frankel Spotify user behaviour

5 COMMENTS

Future Listener 21 Sep 17

I truly predict that Spotify could tank, like Pandora has (in this market). With Google Play you can pay $11 per month (Aussie) and as well as their entire music library, which can be streamed or downloaded to your device, you get YouTube Red (without ads). Or perhaps its a parent thing, (re Youtube?). Be interesting to see some research around the growth of Play globally v Spotify.

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JR 21 Sep 17

question: are u a Spotify user? they have a great product, UX and back engine. all companies will peak and plato if they don’t diverse but Spotify is the well deserved leader in Oz atm. i am a user and worked with the team directly as well. cheers

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Future Listener 22 Sep 17

I was, however being a parent and kids love YouTube, Google Play was too good to refuse, so I quit spotify. (Perhaps I am an early adopter?) No ad’s!! Where is Google Play in the rankings? I would like to see the global and local usage of play v spotify and the growth curves.

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Lorne 21 Sep 17

Unless Google Play can design the algorithm as well as Spotify then I’m happy to keep my premium subscription. I’ve discovered some amazing music and opened my ears to many different genres and artists since the Discover Weekly playlist began.

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Future Listener 26 Sep 17

@Lorne Such a succinct, punchy, wrap for Spotify. Tell me more about their algorithm?

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