Reference no: EM133379162
Case Study: This is a case about Marketing Analytics, so use your text on this topic as a benchmark for your responses. REMEMBER this case is not about pricing, promotion, social media, or advertising (which is discussed later in the course). Your responses should relate to marketing analytics and handling consumer privacy issues.
Were you surprised that this international company was founded in Sweden and how it has amassed a huge number of user accounts that have grown in a relatively short period of time? Review how Spotify collects data that gives young music artists access to information on their fans preferences and how your user data helps Spotify marketers focus their brand strategies and advertising models. Note that Spotify's collection of data analytics has evolved and allowed them to consider other ventures beyond streaming services.
On the other hand, how comfortable are you knowing that all of your shared data is being captured and studied by this company and their partners? What are your feelings about these programs? What might happen with user data? How will Spotify use this data to grow their profits? Reflect on these aspects and then respond to the questions below for your initial response.
After you read and reflect on the case study, post your initial response answering 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 fifth question, respond as if you are the company's marketing manager. Each of your responses should be supported with a full paragraph and relate to the concepts in this module, which include marketing analytics and handling customer privacy issues.
Note: this is not a case about promotion, social media, advertising, or pricing; however, this is part of developing overall marketing strategy.
Questions:
What is the decision 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 recommend?
What are some ways to implement your recommendation?