Streaming & Science: Spotify Introduces Spotify.Me

It’s no secret we are in an age of information where the right data at the right time makes all of the difference between understanding your customer and missing the mark. Access to consumer data insights are at an all-time premium, and although Artifical Intelligence (AI)  has started to tackle the onslaught of overwhelming data, marketers ultimately recognize  that knowledge is power. From a marketing perspective, it is the power to understand and connect with consumers, and to convert those connections into sales.

Since its inception, Spotify has been making waves in the music industry. Spotify’s streaming services completely changed how music is purchased, shared and played. They are able to offer industry leading features like a social sharing platform,and their incredible browsing and playlist options because of the wealth of information they have access to. From their distracting  yet effective advertisements for their free users (the same ads which contributed to my conversion to become a paid subscriber) to their campaign in 2016, “Thanks 2016, it’s been weird,” (Jardine, 2016) Spotify isn’t afraid to take risks or use analytics to create a streaming service worth paying for.

In regards to the campaign, Thanks 2016, It’s Been Weird, Spotify leveraged some of the strangest observations they made within their data to demonstrate the breadth and depth of their insights to data hungry firms. The data derived from Spotify could be invaluable to firms looking to better understand their consumers.  As a forward-thinking firm, Spotify has made insights available to artists and corporations for a few years now, however they have recently released their insights for personal use! If a consumer has an account with Spotify, they can see their personal insights at Further, the consumer can discover how Spotify categorizes their users which sheds light on how Spotify generates playlists and recommendations. From a marketing perspective, it is intriguing to examine how incredible amounts of data is aggregated and interpreted, but on a personal level, it is interesting to see your music tastes from a removed perspective. Additionally, observing your music tastes in isolated categories and circumstances makes you more aware of the external factors which impact your preferences!

I decided to give a whirl and I learned a thing or two about myself. First, I seem to stick to the same songs without taking venturing out of my comfort zone too much and second that  Spotify has pegged me as a streamer who has “high energy, and is a cooking enthusiast.”

The takeaway? Spotify nailed it on raw, info-centric analytics, and had pretty accurate “streaming intelligence” when it came to my streaming habits and patterns, especially in regards to my top genres, listening times and top tracks. However, Spotify lost credibility in the insights which were less data centric like suggesting I am a cooking enthusiast. I would not say my music tastes correlate to my culinary tastes! As artificial intelligence and data analytics take up a greater portion of marketing research, accuracy will play a significant role in connecting with customers. Currently, data analytics and the results it generates either pique the interest of consumers when analyses are accurate or immediately turn them away when they are not..

What is the point of having incredible insights if you end up alienating customers because of a  lack of accuracy? We challenge you to try and let us know if you think their insights about you are accurate or not!


Megan Latham is a third year commerce student at Smith School of Business and this year’s Content Manager for the Queen’s Marketing Association. Megan has a passion for influential marketing and women’s rights. When she’s not searching up new content for The Nucleus, you can find her with her nose in a book!