Delighting Customers with Data

At the end of each year, Spotify packages and presents data to its users with a marketing campaign called Spotify Wrapped. The data that Spotify gathers from its users are given back to its users in such a way that the users themselves have proven enthusiastic users of that data. This includes not just who your favorite musician or group is, but also indicates what percentile rank you fall into. For instance, you may prove to be not just a top Taylor Swift fan, but rather a “top 1% fan.” This information is sent to users in a graphically attractive package designed to share on social media. 

Delight as a marketing and data strategy may seem counterintuitive, given how much hard numbers have been the coin of the realm, but several companies have proven its utility.