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.

The challenge

Graphs and charts. Ones and zeros. Dashboards. What comes to mind when you visualize data and analytics?

The maturity of the digital ecosystem has enabled the music business to access a galaxy of fan and listener data points almost in real time.

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