Hung: Predictive targeting for Spotify Xbox launch boosted engagement and lowered opt-outs
Christine Hung · You Are What You Stream // Christine Hung, Spotify (FirstMark's Data Driven) · Oct 26, 2017 · at 9:38
Christine Hung, Head of Data Solutions at Spotify, shares performance metrics from using machine learning algorithms to identify gamers for marketing campaign targeting.
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“So we saw a significant increase in cross-device usage, which is what you always want. We saw a much higher engagement rate, and we were able to dramatically reduce the email opt-out rates as well, because the messaging was really relevant.”
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