1st Party Data
This is the primary language data scientists use to access our 1st party data at Spotify.
This type of test / methodology is used widely across Spotify to understand whether product changes, communications strategies, and more should be implemented at scale.
Spotify uses this to measure metrics such as awareness and consideration for both our brand and competitors.
This type of model is used to identify groups of current or prospective users that are similar in nature to a 'seed audience'.
What is a lookalike model?
We use this term to describe the size of the marketplace and the overall opportunity for Spotify.
What is TAM?
This regulation allows citizens of Europe the right to be forgotten by tech companies.
This technique is used to adjust the results of a survey to bring the respondent profile into alignment with what is known about a population or to balance cells in a test.
This is a common source for online survey respondents, but is not considered a reliable source for market research by academics because of non-response bias.
What is an online survey panel?
We use this to drive acquisition using 3rd party data created segments on programmatic digital media.
What is Adobe Audience Builder (DMP)?
This is the primary visualization tool at Spotify and allows data scientists to build dashboards using 1st party data, survey research, and more.
What is Tableau?
This metric provides user level estimated 365-day gross profits for registered users, expressed in net present value.
This technique is used by data scientists to ensure a predictive model has not been overfit to a dataset.
This survey based data resource is used by agencies and client-side to profile consumer segments and plan media. Their stratified sampling and probability sampling data collection technique is generally considered the gold standard in market research.
What is Simmons?
This is a code that is attached to a custom URL in order to track a source, medium, and marketing campaign name.
What is a UTM?
This is the primary portal to search for datasets, analysis, and research studies across teams at Spotify.
What is Lexikon
Email address, device ID, and home address are examples of this type of user information.
This survey based analysis, rooted in behavioral economics, is designed to understand the decision making process, and is often used to optimize product and pricing strategy.
Consumer Insights uses this study to understand the drivers to registration and conversion to Premium, as well as key product benefits and frustrations.
What is the Product Loyalty Tracker?
Marketing Analytics uses this to allocate registration and conversion credit across multiple media touch points in a consumer journey.
What is multi-touch attribution?
This tool is maintained by The Doors and allows us to explore demographic and behavioral profiles among user segments.
What is Audience Insights?
What is the most granular data Spotify collects?
This is a commonly used technique to calculate distances between two or more points in multi-dimensional space, primarily because it is easy to calculate and understand.
What is Euclidean Distance?
This BigQuery table is owned and operated by The Keys and houses our fundamental reporting metrics, such as regs, MAU, subs, and NPS.
What is Business Critical Data (or BCD)?
This BigQuery table, owned by the Katamari squad, is the base table from which our 1st party data is piped into the Adobe DMP.
What is Audience Entity?
This is a database for internal data production and development services at Spotify, including GHE, ABBA, and much more.
What is System Z?