EDM photo by Xolali.com

Fan base information is the key in Electronic Dance Music

Business Intelligence should be integrated in the daily business of a deejay’s or event producer’s company. It enables them to make better decisions and to search for new earning models. This can only be practical when data analysis is simple and feasible, not limited by technology.

Technology is not the starting point of data analysis. These are the people who do the analysis and the business objectives of the company. You should look for a method to collect data that fit your organization and its environment. There are various ways to store data collected from your website and social channels, and different companies use different methods. Third-party platforms are often appropriate, however, at times a do-it-yourself solution works as well, if not better.

Keep one thing in mind: your solution of choice should match with the existing infrastructure. Often, an infrastructure is capable of processing and storing data. If that is the case, it is relatively easy to extend your infrastructure. Next comes the choice between data hosting on your infrastructure or via a cloud service. The latter option is preferable, since it allows you to access the information wherever you are (and deejays often to their bit of globetrotting).

Use whatever you need in terms and analytics, and add whatever is missing, step by step. The adoption will increase when your choice is implemented in the existing environment. It is often not necessary and even needless to build a new infrastructure. It makes more sense to invest in a data warehouse (the locus of data storage: in the cloud); in data mining and the processing of raw data into useful information for reports; in dashboards and publishing tools.

The use of data for marketing, communication or marketing purposes offers various possibilities. The required data are sourced from the deejay’s or event producer’s ecosystem and beyond. Used in this way, the data should be: validated, enriched, profiled, segmented, matched, located, which support the process of decision making. It creates the proper context and significantly increases the possibilities of relevance, reach, interaction and transaction.

After you have outlined the profile of your fans and clients, it is possible to engage in meaningful interactions and become relevant (again). The challenge is to work out the proper context by means of automated analysis. If adequately executed, it will avert, for instance, your fans and clients becoming annoyed by unseemly messages or content. Annoyance can undo the interaction and its value, the same as relevance can create value.

The data set of a deejay or an event producer is not a static entity, it is a dynamic environment. It is not a product, it is a process. It needs maintenance. It is open to continual optimization. The daily use of data requires the organization to function as an analytical company that views data as an asset, and considers analysis to be a core competition. The key to success is to organize the handling of data efficiently and effectively, and to select the right people within the organization who can improve this competence continually.

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