In this project, my goal was to simulate a report that a Strategic Analyst at Universal Music Group (UMG) might create to support business decisions. Through analyzing Audisense data on audience segments and using AI-generated sample databases, I've highlighted key insights that can inform UMG’s strategic efforts in audience targeting, platform partnerships, and marketing optimization.
Casual Listeners display the greatest diversity in artists and genres, making them prime targets for broad marketing campaigns. This insight suggests that strategic partnerships could be enhanced by aligning with platforms that support diverse listening habits. In contrast, niche segments like Jazz Enthusiasts or Classical Aficionados exhibit strong, genre-specific preferences, requiring more tailored engagement strategies. This targeted approach could increase engagement by aligning content with specific preferences.
Future Question: Which specific artists or subgenres resonate most with Casual Listeners? Identifying these trends can support partnerships and optimize genre-specific marketing.
Amazon Music dominates over half of the genres analyzed, highlighting its broad appeal across music types. In comparison, Spotify leads only one genre, and Apple Music leads none, suggesting these platforms might benefit from niche-focused marketing or exclusive content to strengthen their appeal. UMG could leverage this insight to inform negotiations with streaming platforms and optimize licensing decisions to align with platform strengths.
Future Question: What percentage of UMG's catalog aligns with Amazon Music’s top genres, and how does this impact licensing strategies with other platforms?
User engagement is fairly balanced across all device types, with only a slight lead by desktop usage and tablets showing marginally lower engagement. This suggests that UMG's content strategy should prioritize cross-device compatibility to reach audiences effectively on their preferred devices. Tailoring content delivery to support seamless access on all devices could enhance engagement across the board.
Future Question: Would a more detailed breakdown by specific device types (e.g., iOS vs. Android) provide deeper insights for targeted device-specific marketing strategies?