Today, over 190 million people worldwide listen to music on Spotify. However, music lovers aren’t the only customer that Spotify serves.
Through the app, musicians now have access to more data about their fans than ever before. Over the last several years, the company has put significant time and energy into building a simple and clean interface that provides artists with a ton of useful information.
Spotify is showing everyone how customer-facing metrics can enhance their artists’ experience with the platform.
Delivered Through the Front-end Experience
Previously, artists were limited to managing a few details about their public-facing profiles. Musicians could update their biographies, add images, and highlight playlists that they had created.
Now, when musicians log into the Spotify for Artist app, they are greeted by a friendly dashboard with a few snapshots of data. Without having to navigate anywhere, artists can see valuable information, such as how many fans are currently listening to their music, and get insights about the last seven days of listener activity.
On the left is an overview that shows how many listeners, streams, and followers engaged with the artist’s music in the last week. Spotify also indicates how these metrics compare to the previous week’s data using color-coded percentages (green = good, red = bad). In the middle column, artists see their most popular songs for the last week and how many listens each received. On the right is a summary of which playlists are garnering the most listens.
For each of these data categories, users can go even deeper to further understand the demographics and listening preferences of their fans.
Easy-to-Digest Visuals & Graphics
Spotify understands that a vast majority of musicians aren’t interested in manipulating data and creating custom dashboards. They want valuable information about their fans without having to work for it.
Spotify has mastered the art of delivering customer-facing metrics in a way that is extremely easy for artists to understand. Take the following image, for example. In a matter of seconds, users can synthesize the geographic information that is being portrayed by the table.
The platform’s graphs are also straightforward. With a little color coding, basic legends, and a lot of white space, Spotify delivers metrics in a non-intimidating, meaningful way.
With Spotify’s data, they can develop targeted promotion campaigns and optimize how they deploy their own resources. For example, an artist might use the table below to determine that she needs to run a Facebook ad campaign in Denver given that she has many listeners in that city. Customer-facing metrics can help musicians can make well-informed decisions on where to advertise.
One of the most beneficial aspects of Spotify’s customer-facing metrics is the near-real-time nature of the data that is available. Spotify shows highly nuanced data up to the current day.
The platform also now allows artists to submit new songs for playlist consideration before they are released. If a playlist curator decides to add an artist’s song to a Spotify-branded playlist, the musician will receive a notification on release day encouraging them to discover their new fans. As a result, artists can find where they are trending in real-time and convert listeners into fans when they are most excited about their music.
Overall, this enables Spotify to create a superior product experience for artist users while simultaneously highlighting the value of the platform itself.
Deploying Customer-facing Metrics For Your Customers
Spotify has become a leading example of how to deploy customer-facing metrics well in the current digital age. By doing so, the platform creates tremendous incremental value for artists. Through seamlessly delivered customer-facing metrics, Spotify has built a loyal base of musician users who now consider Spotify to be an integral part of their success.
With Keen, deploying customer-facing metrics for customers is easy. To learn more about how we can help, talk to our solutions team today.