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Insight on digital media from the team at LexBlog, Inc.

What OkCupid and Spotify have in common—packaging personal data in a creative way


Illustration by Greg Storey

Spotify is a fantastic example of taking in-house data and giving it back to consumers in a personalized manner. Their end-of-the-year Spotify Wrapped never fails to trend on Twitter and dominate Instagram stories. People love a customized experience.

Now, they’ve expanded these efforts with the launch of a new in-app feature called Only You. Creativity has been taken to the next level here with an “Audio Birth Chart” featuring your top artist as your sun sign, your most emotive artist as your moon sign and your recent discovery as your rising sign. 

There’s also the “Dream dinner party” that lets you invite three guests based on your music choices. You can also “create a blend” and invite a friend to see how your music tastes match up with a unique playlist. 

Anyway, this post isn’t to convince you to download Spotify (though, I will personally attest to its superiority over Apple Music). Rather, it’s to showcase how creative you can get with consumer data and analytics.

Here at LexBlog we’ve talked about what more we can do with the unique data we have access to—last year we put out a year in review post highlighting different interesting stats about our community (most prolific authors, most popular post topics, trending subjects, etc). 

OkCupid’s Blog came up funnily enough, because as it turns out, they do a great job taking their data and turning it into something interesting. Each month they share the top questions and responses gathered from users to explore the changing attitudes of daters around the globe. 

For instance, in their May edition, they took a look at post-pandemic dating behaviors and came up with some interesting finds:

After a year stuck at home, 36% of people on OkCupid said their ideal post-pandemic date is anything outdoors.

People are 2X more likely to say the pandemic has made them want to settle down sooner, rather than later, than they thought

Very cool to see how different companies are using data that is completely unique to them. No one else has access to the information your company does, so how can you turn around and give it back to consumers?

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