Before beginning this discussion, read the Marketing in Action Case: Real Choices at Spotify on page 180181 of your textbook REMINDER: This is a case about Marketing Analytics, so use your text matorial on this topic as a benchmark for your rosponsos. REMEMBER that this case is not about pricing. promotion, social media, or advertising. Your responses should relate to marketing analytics and handling consumer privacy issues. Were you surprised that this intemational company was founded in Sweden and how it has amassed a hupe number of user accounts that have grown in a rolatively short period of time? Review how Spotify collects data that gives young musio artists accoss to infoemberion on their fans preferences and how your user data helps Spotify markaters focus their brand strategies and advortising modols. Note that Spotly colloction of data anaytics as evolved and allowod them to consider other ventures beyond streaming sorvices. On the other hand, how comfortable are you knowing that ail of your ahared data is being captured and studied by this company and their partners? What are your feolings about these programs? What might happen with user data? How will Spotify use this data to grow their profits? After you have read through the entire case study. post your responses to each of the questions below. For your answer to the third question, you should include a full discussion of at least two possible alternatives. For your response to the fourth and fith question, respond as if you are the markoting manager of this company. Each of your responses should be supported with a full paragraph and relate to the concepts in this module which inclucie marketing analytics and handling customer privacy issues. This is not a case about promotion, social media, advertising, or pricing. - What is the docision facing Spotify? - What factors are important in understanding this decision situation? - What are the possible alternatives? Fully describe at least two. - Pretend you are the marketing manager at Spotify. What decision(s) do you rocommend? - What are some ways to implement your recommondation? Whether it's firing us up for a workout or helping mend a identify the artist's most passionate fans, allowing the mus: broken heart, music can play a meaningful role in our lives. cians to target them with special offers. Streaming music market leader Spotify understands this and is The usefulness of Spotify's vast data stretches well beyond using data analytics to connect us to the music they think we'll listeners and fans. It also contains a treasure trove of mat: love and also to connect the artists who create that music to keting-relevant information that can help advertisers choose their fans. Founded in Sweden in 2006, Spotify began as an alter- program that allows marketers of all sorts of products and ser. native to other music download services-both legal and vices to laser focus their ads, using insights gleaned from the illegal. The company shook up the music industry by offering data that, according to their website, "reflect the real peope customers music from Spotify's vast library paid for in one of behind the devices. "Music is very driven by consumer's re: two ways: your time or your money. Subscribers can listen for or desired self identities, a factor that many companies use in free but be interrupted by ads, or they can pay a subscription their advertising. The data also help with determining optinal nice features, like the ability to choose tracks, unlimited track end of a workout sounds good. skipping, listening offline, and higher-quality audio. Today. Spotify differentiates itself from its competitors by Music lovers have embraced Spotify's model, catapulting the deeper way that it views customer data. But in their eary the firm to a dominant position in music streaming (2018 stats days of using data analytics, the firm focused mostly on standard showed a 36 percent market share compared to 17 percent for fare, such as keeping track of online customers after they kett Apple Music and 10 percent for Amazon). But in contrast, music their website (known as retargeting). Now Spotify has reimag. This is largely because spotify makes deals with record labels, and ined customers as not simply dicks or transactions, but rather this is largely because Spotify makes deals with record labels, and unique human beings with changing needs, wants, and prefer be pretty small. This famously caused Taylor Swift to pull her music such, Spotify's goal is to build lasting connections with their users catalog from Spotify in 2014 (although she later acquiesced). and other stakeholders, understanding how people consume the Spotify's active user count tops 140 million, with more music they select and then applying those insights to better sene than 60 million of those on their paid Premium service. And their customers and support their advertising clients goals. the company collects a lot of data, which they use to bet-. Spotify's growth? While chipping away at competitors' market ter understand and support customer preferences. A popular. share in the core business of music streaming is fine, the big service is their Discovery Weekly feature, which provides a prize likely will come by pursuing other ventures. Imagine al-. personalized playlist each week. It's intended to be songs you most anything connected to music and its stakeholders, from haven't heard before, composed of tunes that Spotify's algo- smart speakers to selling exclusive lines of makeup that ther rithms (enabled by Al) believe you'll like. Think of it as sort of artists use. Spotify is in the midst of a remarkable transforma. a personalized mix tape (if you're too young to know what a tion in which artists are moving from foes to fans of its offermix tape is, then you'll have to Google it). You can also create ings and business model. With this, CMO Seth Farbman has and name your own playlists - like one for romantic evenings boldly proclaimed that Spotify intends to become the worlds at home and another for that weekend barbecue bash in the third largest ad business, after Google and Facebook. WhaterSpotify is the sheer scope of the music available all genres, er direction they take, it's fairly certain that Big Data and smart virtually any artists, and millions of songs, right on your desk- use of analytics will drive those strategies, resulting in deep untop, tablet, or mobile device. Spotify is also using their vast data and analytical prowess a great experience with the firm's offerings. to both win back skeptical artists who've left and also attract new artists that are so important to the firm's future success You Make the Call The company recently launched their Spotify for Artists app 5-30. What is the decision facing Spotify? that gives artists access to data about their fans, including which playlists are creating new fans for the artist and how many streams the artist's music is getting. The app also gives 5-32. What are the atter sion situation? 5-31. What factors are important in understanding this dec- ability to update bios, post playlists, and specify which track 532. What are the alternatives? is the "artist's pick". post playlists, and specify which track 5 5-33. What decision(s) do you recommend