006 - Julien Benatar (PM for Pandora's data service, Next Big Sound) on analytics for musicians, record labels and performing artists
We’re back with a special music-related analytics episode! Following Next Big Sound’s acquisition by Pandora, Julien Benatar moved from engineering into product management and is now responsible for the company’s analytics applications in the Creator Tools division. He and his team of engineers, data scientists and designers provide insights on how artists are performing on Pandora and how they can effectively grow their audience. This was a particularly fun interview for me since I have music playing on Pandora and occasionally use Next Big Sound’s analytics myself. Julien and I discussed:
- How Julien’s team accounts for designing for a huge range of customers (artists) that have wildly different popularity, song plays, and followers
- How the service generates benchmark values in order to make analytics more useful to artists
- How email notifications can be useful or counter-productive in analytics services How Julien thinks about the Data Pyramid when building out their platform
- Having a “North Star” and driving analytics toward customer action
- The types of predictive analytics Next Big Sound is doing
"I really hope we get to a point where people don’t need to be data analysts to look at data."
"People don’t just want to look at numbers anymore, they want to be able to use numbers to make decisions."
"One of our goals was to basically check every artist in the world and give them access to these tools and by checking millions of artists, it allows us to do some very good and very specific benchmarks"
“The way it works is you can thumb up or thumb down songs. If you thumb up a song, you’re giving us a signal that this is something that you like and something you want to listen to more. That’s data that we give back to artists.”
“I think the great thing today is that, compared to when Next Big Sound started in 2009, we don’t need to make a point for people to care about data. Everyone cares about data today.”