Case study: All the Ways Spotify Tracks You.

Read the case study: All the Ways Spotify Tracks You. Conduct independent research to understand business processes involved in the use of analytics, personalisation, and Ad marketing in entertainment industry. Then, answer the questions.

Spotify utilizes analytics to drive personalization and targeted advertising. All aspects of the data cycle need to be addressed to ensure improvements in personalisation and effectiveness of tailored Ads.

Your task

You have been hired as a consultant to help Spotify improve data management with the goal of targeting people with attention-grabbing Ads. Spotify has identified the following three subject areas for you to focus:

• Personalisation: All aspects of user data to gain insights on people’s listening habits.

• Tailored Ads: All aspects of user data to generate targeted Ads.

• Analytics: Business Intelligence (BI) and analytics to improve strategic and operational efficiencies.

Answer the follow questions:

1. Make a clear case for the need for data management focusing specifically on the three subject areas. Discuss the problems that will impact the three subject areas due to poor data management and why data management at scale will make a difference to the organisation.

2. Draw a detailed data flow diagram for “Personalisation” AND “Tailored Ads”. Provide a short explanation of each (in total, two data flow diagrams and related explanations). Highlight areas that may be common across these and how the company can optimise the effort or solutions in these areas through data reuse.

3. Draw a logical data model for “Personalisation” OR “Tailored Ads”. Clearly mark all data entities, attributes, relationships, and cardinality. Describe the logical model and justification of design choices including business rules (e.g., a user can have multiple realtime contexts, only one context is applicable at any given time), and assumptions (e.g., one or more Ads can be displayed to a user) (in total, one logical data model and explanation). Explain how you would confirm that the business rules are the right ones for the subject area. Explain how you would verify the accuracy of the logical model.

4. Draw a data management architecture for the management of data specific to the Spotify case study. The architecture should support all three subject areas. Justify the choice and reasoning behind each component of the architecture.

5. Describe two use cases that would be enabled by analytics (one for personalisation and one for tailored Ads). Explain how your data management architecture would support the two use cases. Be specific

Other Instructions:

1. Make sure that you have reviewed the weekly materials in detail, including slides, weekly readings, discussion board postings, weekly activities, and other external resources.

2. Integrate the theoretical and methodological foundations from the lectures and group discussions to assist with your arguments. Integrate external data as needed.

3. Build upon your knowledge and understanding of the lecture content, weekly learning materials and activities by conducting independent research. Including new and additional knowledge can lead to a higher mark.

4. All materials presented in your answers should be synthesised, summarised, incorporated, and reviewed with a critical eye. Avoid vague generalisations unsupported by data and external research.

5. Draw informed conclusions and use external references to support your responses.

6. Submission summary table below: