Tuesday, May 14, 2019

Music, Marketing, and Analytics

Music is produced through a combination of creativity, talent, and technical skill. In addition to the creative process, bands also stand out based on their brand. This becomes more apparent with some of the big names who likely utilize a lot of marketing resources.

With the advent of digital marketing tools, a lot of analysis can be done for the online presence of a brand. For example, determining how users engage with web site content including media and merchandise pages. Sonicbids Blog provides a good overview of the importance of analytics in the music business.

Google Marketing Platform

A lot of resources aren't required to conduct analytics using tools such as the Google Marketing Platform. You just need a Google account to access the platform where you can use several tools for free. Here are some of the products available:
  • Analytics: Learn more about web traffic for your sites
  • Data Studio: Combine data sources and generate reports
  • Surveys: Gather audience insights
  • Tag Manager: Set up multiple analytics tools
Google Analytics

We'll go into a bit more detail specifically for Google Analytics. This is a great tool that allows you to get insights to help your brand. Here are some examples of the data provided:
  • Number of visitors to your site by day and time
  • Demographics: Language, country, and city of visitors
  • Platform info such as browser, operating system, and whether it's mobile
  • Referral sites from where visitors reached you
  • Bounce rate: When visitors leave your site without engaging
This just scratches the surface of the product. For more information there are courses available at Google Analytics Academy from beginner to advanced level. The tool will help to get a better picture of the audience and the effect of ad campaigns when utilized.

A couple of useful terms to understand when starting out with analytics:
  • Metric: Numerical data like number of visitors to your site
  • Dimension: A category such as country of origin for web traffic
A lot more resources for the tool can be found with an online search. More specifically for applying the tool to the music business is an explanation by The Hostbaby Blog. Hopefully this overview will be handy for independent artists to research further.

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