To take an academic look at music marketing, the traditional ‘sale’ was usually somewhere near the end of a customer experience journey: awareness, discovery, interest, interaction, purchase, use, cultivation, and advocacy. Now we have a situation where the ‘play’ is conceivably part of every step. So thinking holistically, if we view ‘experience’ as the product of a record label now, we need a way to measure it effectively, and that’s why it feels like there is a data ‘arms race’ going on at the moment.

Source: medium.com

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