Sandbox Guide: Analytics in 2023
I’m very happy to have been asked to write Music Ally’s award-winning marketing insights series, Sandbox, which provides a monthly deep-dive into impactful and influential areas of music marketing, and examining how opportunities can be best used/applied by the industry.
The first feature that I’ve contributed is a deep dive into services and opportunities available to artists and marketers in the analytics space in 2023, and the full guide can be accessed via the Music Ally website.
Data is knowledge, and knowledge is power’ goes the modern marketing proverb, and this rings especially true in the music industry. With the vast amount of information that music marketers have access to, the possibilities are seemingly limitless when it comes to artists, tracks and content reaching global audiences, building streaming numbers, and not only selling tickets to an audience, but transforming that audience into a dedicated, invested, informed fanbase. But the question is, where to start?
With the average music consumer creating data around 20,000 times a year, which data points are essential to getting artists heard, what analytics can be accessed by an artist team to make impactful marketing investments, and which numbers will help to keep fanbases engaged? Of course there’s no single answer to any of these questions, but rather a plethora of avenues to explore. In this edition of the Sandbox Guide, we’ll be digging into the most relevant and impactful analytics available, how to access them, and exploring how various music sectors can best engage with and employ the knowledge gained from examining data and analytics.