"That led to the idea of reflecting culture via listener behavior," he told the publication. "There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing."
What is the driving force behind Spotify's 'Thanks 2016, It's Been Weird' campaign?
Answer: data
A large-scale, outdoor advertising campaign by Internet radio company Spotify began at the end of November — and it's driven completely by listener data. Though it originated with the 2015 "Year in Music" campaign idea, it transpired that data from listeners in different geographical areas provided some interesting insights, Spotify Chief Marketing Officer Seth Farbman told Creativity.
"That led to the idea of reflecting culture via listener behavior," he told the publication. "There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing."
"That led to the idea of reflecting culture via listener behavior," he told the publication. "There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing."
