Spotify is the largest on-demand music service in the world. It has a reputation of pushing technological limits and using big data and machine learning to drive success. The digital music company with more than 100 million users, have been busy this year enhancing their service through several acquisitions.

When a service have millions of people listening to music almost every second of the day, it means they will have access to an astonishing quantity of intel, including what songs are played most, where listeners are streaming from and even what devices are being used to access the service. Hence, there is no doubt Spotify is a data-driven company and it uses the data in every part of the organisation to drive decisions. As the service continues to acquire data points, it is using that information to train the algorithms and machines to listen to music and extrapolate insights that impact its business and the experience of listeners.

One example of how Spotify utilises their users Data to improve their listeners experience is through the popular feature, Spotify “Wrapped”.  The anticipation begins to grow for Spotify users when December arrives, as they wait for the music streaming service to deliver the Spotify “Wrapped”, which reveals the avid music fans’ favourite and most listened to songs/albums from throughout the year.

Spotify is one of many companies using customer and outside information to improve experiences for their customers. For their “Discovery Weekly” playlist feature, wherein every user gets a personalised playlist weekly of music that they have not heard before on the service, but that will be something the listener is expected to enjoy. Spotify is only using a few of the many possible techniques available to make recommendations for its users. With improving technologies and analysis techniques, data-driven customer experience will become the norm across most, if not all, companies in the years to come.