Capitalizing on the power of the logged-in user
Over 200 million people have registered with Pandora, and of that almost 40 percent return to the platform on a regular basis. Those registered users are providing valuable marketing information including their emails, zip codes, ages, and gender. In an industry that may abandon cookie tracking altogether in a few years, the power of the logged-in user is becoming more and more important. Having a user base from which you can pull metrics and insights-- without having to track random website visitors -- is extremely valuable.
The intellectual property around the Music Genome Project
Image source here
Pandora's Music Genome Project is the biggest and most unique taxonomy of musical information in the world. It's a data base of millions of songs from 2014 all the way back to the beginnings of recording music. Each song is analyzed by a four-year trained music analyst who catalogs each song using 450 distinct musical characteristics. This organization process is then used to direct the most personal and relevant songs to its users. Each unique playlist a user creates, every thumbs up/down that is given, and every station that is tuned into are all considerations that add to the unique personalized listening experience of each user. Add that to the information already learned from Pandora's logged-in profiles, and the company has amazing insights of its users.
Next, we'll look at the biggest tech trend coming down the pike that will elevate Pandora even further.