CARTO > Case Studies > Case Study: CARTO for Social Engagement - Spotify, Increasing Brand Visibility with Data-Driven Visualizations

Case Study: CARTO for Social Engagement - Spotify, Increasing Brand Visibility with Data-Driven Visualizations

Customer Company Size

Large Corporate

Country

Worldwide

Product

CARTO platform

Tech Stack

Google Drive connector

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Brand Awareness
Customer Satisfaction

Technology Category

Platform as a Service (PaaS) - Data Management Platforms

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Services

Data Science Services

About The Customer

Spotify is an award-winning digital music service that provides on-demand access to over 30 million tracks. It makes it easier than ever to discover, manage and share music with friends, while ensuring that artists get a fair deal. Spotify is now available in 59 markets globally with more than 100 million active users, and over 40 million paying subscribers. The company aims to increase its brand visibility and user traffic through data-driven visualizations.

The Challenge

Spotify, a digital music service with over 100 million active users, sought to increase its brand visibility and user traffic through data-driven visualizations. After an original data-driven visualization increased traffic to the music platform by 2 million in just 11 days, Spotify aimed to repeat that success. However, this time the map needed to be customized with Spotify branding to underscore the company’s global reach and further brand awareness, while driving even more user traffic to the platform. The new visualization needed to embody Spotify as a brand, and provide insights on distinct musical preferences.

The Solution

Spotify used the CARTO platform to create a custom-branded basemap for their updated Musical Cities Map. The interactive visualization aggregates the top tracks played in major cities around the world and creates over 1,000 distinct playlists according to the locales greatest hits. Once Spotify collected the data, it was easily imported into CARTO, using the Google Drive connector, to create a data-driven visualization that was easy to navigate. Hovering over the map reveals pop-up windows showing the name of the city and its corresponding playlist. CARTO’s platform enabled Spotify to create a visualization using their internally collected data. Spotify was able to adhere to its brand’s design principles and produce a powerful visualization without backend developers or other specialists.

Operational Impact

The map highlights visibility of Spotify’s playlists and channels, and boosts brand awareness through widespread social sharing.
The visualization provides Spotify with a snapshot on current level of usage/listeners, in near real-time, globally.
Listeners can browse an audio-graphic snapshot of the world’s cities showing characteristic favorites in any region, and add the top songs from across the world to their own playlists.
The interactive map is an up-to-date guide to musical tastes, trends, and moods worldwide.

Quantitative Benefit