We love data as much as the next marketer. Without it, we wouldn’t be able to play personalized music for our listeners day in and day out. In fact, it’s our data and depth of listener insight that helps us understand who they are and what they want to listen to. But when placed in the hands of our advertising partners, our data is also the secret weapon that allows brands to make smarter media buys and create more effective ad campaigns.
Yet while the promise of “Big Data” is truly magnificent (especially when done right), we also recognize the risk in having too much data. In between analyzing an audience, determining the ROI of an ad campaign or reach of a marketing event, it’s easy to forget about the people behind the numbers. Stats and graphs alone can sometimes miss the real meaning of actions taken or not taken. It’s this element of humanity that makes data so valuable, so it’s important to do everything in our purview to ensure it remains intact. And to be specific, what we’re really talking about here is the emotion behind the stats.
Finding the Emotion in “Big Data”
Many of us also already know the impact emotion has on advertising. Simply put, we are much more likely to recall an ad that pulls at our heartstrings in some way. Does anyone remember the Hyundai ad that played during this year’s Super Bowl? The one that used a 360-degree camera to give deployed soldiers the chance to watch the game with their family? So do we, because that ad touched on all our soft spots.
These kinds of feelings–happiness, empowerment, sadness and nostalgia–work in advertising because they help store a brand message in our long-term memory. And when messages are stored in long-term versus short-term memory, the odds of us recalling the information down the road (even a year later) jump significantly. According to a 2016 study conducted by Nielsen using neuroscience technology, they found that ads with the best emotional response actually generated a 23% lift in sales volume. (We dove into more of this concept in our own neuroscience study and in Episode 3 of the Power of Audio podcast.)
Music Brings the Humanity Back to Data
Our new Audience Explorer tool was engineered to help us do exactly this, but even quicker. With an easy-to-use interface, Audience Explorer allows our advertisers to extract the real meaning from our treasure trove of data. Plug in your target audience and it will automatically populate with loads of interesting insights–from whether an audience prefers humorous lyrics to how likely they are to be a swing voter during election time. There’s no limit to how far we can go.
Good Data Starts at the Source
To start a conversation about how your brand can do a better job of leveraging Pandora’s music-based data, get in touch with us by filling out this short form.
1Pandora Soundboard, Music and Mood Poll, May 2016