To Engage Your Audience, Look at Data Through a Human Lens

Sony Music UK's Dorothy Hui on linking analytics to audience

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Dorothy Hui of Sony Music U.K. shares her team’s approach to a data-driven, audience-focused marketing strategy. Below, in her own words, she looks beyond the numbers for behavioral insights from her listeners.