9. Transactional Data Is Captured By Retail Partners9
10. Engagement Data has moved from Owned to Social Media
LadyGaga.com10vs.@ladygaga
11. Social Unlocks Engagement and Transactional Data Likes Lady
Gagas Page Mentions Lady Gaga Listens to Lady Gaga on Spotify
Follows @LadyGaga Mentions @LadyGaga ReTweets @LadyGaga Favorites
Lady Gaga Video Watches Lady Gaga Video Subscribes to Lady Gaga
Channel11
19. Social Campaign Results#ApplauseVid819 SocialLoudest Fan
Registration Results9K Anonymous Participants3K Registered Users50K
#ApplauseVid819 Posts7K #ApplauseVid819 Posts19
20. Loudest Fan Announced the Video20
21. Social Scoring. Analysis and Gamification.APPRECIATION
ENGINE21
22. Social Data is a Big Data Problem Finding the Signal is
hard.22
23. What Social Signals Matter to UMG23
24. Gamifying Social Actions24
25. Artist Crossover for #Applause819 Users AugustLana Del Rey
12% ZEDD 14% Miley Cyrus 15%Katy Perry 26%Demi Lovato 17% Cher
16%25September Cher 10%Azealia Banks 18%Katy Perry 19%Rihanna
33%ZEDD 20%
26. AE Writes Scores Back To Janrain Capture26
27. Email Automation and PersonalizationEXACT TARGET27
30. Will.i.am Scream & Shout Remix Video Unique Open Rate:
16% Unsubscribe Rate: 0% Targeted Twitter Followers of: 30Will.i.am
Britney Spears Lil Wayne Diddy
31. Great Gatsby : Nero Into The Past Unique Open Rate: 57.1%
Unsubscribe Rate: 0% Targeted: 31Social Scores against Nero Social
Scores against Great Gatsby Movie and #greatgatsby
32. Great Gatsby : The XX Together Unique Open Rate: 66.7%
Unsubscribe Rate: 0% Targeted: 32Nero Social Scores Great Gatsby
Social Scores
33. Florence + Machine: A Tale of 3 ClickersGoogle + Login on
LadyGaga.com Watched Florence + Machine on YouTubeFacebook Login
EllieGoulding.com Listened to Florence + Machine on SpotifyTwitter
Log-in on Interscope.com Followed Florence + Machine on
Twitter33
34. Increase Frequency via Content Triggers Publication of new
content and offers trigger highly targeted sends 34Concert
DatesMusic Videos Album/Single Releases Merchandise
35. An Ecosystem with Customer Identity the CenterInternal
ServicesExternnal ServicesSocial NetworksMusic ServicesFacebook
Twitter Google+ Mixi RenRenSoundCloud Spotify RDIO Deezer
BeatsMusicPayPal AmazonUniversal Music Customer AccountESP
ExactTarget ViceVersa NeoLane35CommerceCMSECOMDrupal Wordpress
MobileRoadie Umbraco EpiServerBravado/MusicToday Generatr Venda
DemandWare Magento
36. Lee Hammond | Interscope Records // Universal Music
GroupIDENTITY-DRIVEN DIGITAL MARKETING SUITE. SWEET. 36