what do you recommend for next steps for Spotify and why?

Locate this form and identify what information it is asking for. Write down the different potential uses of this information for the organization and in what ways it might be used by marketers to further engage with the customer. What are some creative ways that you would recommend leveraging these data for each website analyzed in terms of future communications? Marketing in Action Case Real Choices at Spotify Whether it's firing us up for a workout or helping mend a broken heart, music can play a meaningful role in our lives. Streaming music market leader Spotify understands this and is using data analytics to connect us to the music they think we'll love and also to connect the artists who create that music to their fans Founded in Sweden in 2006, Spotify began as an alter- native to other music download services-both legal and illegal. The company shook up the music industry by offering Customers music from Spotify's vast library paid for in one of two ways: your time or your money. Subscribers can listen for free but be interrupted by ads, or they can pay a subscription fee for ad-free listening. The fee-based service adds other nice features, like the ability to choose tracks, unlimited track skipping, listening offline, and higher-quality audio. Music lovers have embraced Spotify's model, catapulting the firm to a dominant position in music streaming 2018 stats showed a 36 percent market share compared to 17 percent for Apple Music and 10 percent for Amazon). But in contrast, music creatorsthe artists-generally have not been so enthusiastic This is largely because Spotify makes deals with record labels, and by the time the money trickles down to artists, the amounts can be pretty small. This famously caused Taylor Swift to pull her music catalog from Spotify in 2014 (although she later acquiesced). Spotify's active user count tops 140 million, with more than 60 million of those on their paid Premium service. And with all that downloading, track choosing, and skipping, the company collects a lot of data, which they use to bet ter understand and support customer preferences. A popular service is their Discovery Weekly feature, which provides a personalized playlist each week. It's intended to be songs you haven't heard before, composed of tunes that Spotify's algo- rithms (enabled by Al) believe you'll like. Think of it as sort of a personalized mix tape (if you're too young to know what a mix tape is, then you'll have to Google it). You can also create and name your own playlistslike one for romantic evenings at home and another for that weekend barbecue bash in the backyard. Overall, one of the best value-adding elements of Spotify is the sheer scope of the music availableall genres, virtually any artists, and millions of songs, right on your desk- top, tablet, or mobile device. Spotify is also using their vast data and analytical prowess to both win back skeptical artists who've left and also attract new artists that are so important to the firm's future success. The company recently launched their Spotify for Artists app 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 artists some control over their presence on the service, with the ability to update bios, post playlists, and specify which track is the "artist's pick And Spotify's Fans First program helps identify the artist's most passionate fans, allowing the musi- cians to target them with special offers The usefulness of Spotify's vast data stretches well beyond listeners and fans. It also contains a treasure trove of mar- keting-relevant information that can help advertisers choose which users they most want to reach. Spotify for Brands is a program that allows marketers of all sorts of products and ser- vices to laser focus their ads, using insights gleaned from the data that, according to their website, "reflect the real people behind the devices. Music is very driven by consumers' real or desired self identities, a factor that many companies use in their advertising. The data also help with determining optimal ad placement timing. Selling Gatorade? Playing an ad at the end of a workout sounds good. Today, Spotify differentiates itself from competi by the deeper way that it views Customer data. But in their early days of using data analytics, the firm focused mostly on standard fare, such as keeping track of online customers after they left their website (known as retargeting). Now Spotify has reimag- ined customers as not simply clicks or transactions, but rather as unique human beings with changing needs, wants, and prefer- ences that influence their choices in music and in products. As such, Spotify's goal is to build lasting connections with their users and other stakeholders, understanding how people consume the music they select and then applying those insights to better serve their customers and support their advertising clients' goals. What roles will data analytics play in the next chapter of Spotify's growth? While chipping away at competitors' market share in the core business of music streaming is fine, the big prize likely will come by pursuing other ventures, Imagine al- most anything connected to music and its stakeholders, from smart speakers to selling exclusive lines of makeup that their artists use Spotify is in the midst of a remarkable transforma- tion in which artists are moving from foes to fans of its offer- ings and business model. With this, CMO Seth Farbman has boldly proclaimed that Spotify intends to become the world's third largest ad business, after Google and Facebook Whatev- er direction they take, it's fairly certain that Big Data and smart use of analytics will drive those strategies, resulting in deep un- derstanding of Spotify's stakeholders and providing them with a great experience with the firm's offerings You Make the Call 5-30. What is the decision facing Spotify? 5-31. What factors are important in understanding this deci- sion situation? 5-32. What are the alternatives? 5-33. What decision(s) do you recommend? 5-34. What are some ways to implement your recommen- dation