Immensity Marketing Analytics – Solving The Music Industry’s Attribution Problem

Immensity is an clever advertising analytics system that makes use of superior statistics and machine studying to determine which social actions or advertising campaigns are literally driving viewers progress, fan engagement, consumption and income. 

The next comes from Immensity for Artists, an organization DMN is proud to be partnering with.

Over the previous decade, Immensity’s Co-Founder & CEO, Nick Minicucci, has gained vital publicity into how musicians and groups function in addition to how machine studying is impacting numerous industries. He graduated music college and joined a number of native bands, one which signed with APA, and did some heavy touring for six years. As well as, he has been working round synthetic intelligence and machine studying applied sciences since 2016, most notably working at MIT for 3 years the place he was undertaking supervisor on a multi-million greenback AI schooling analysis research. 

“Machine studying and synthetic intelligence has permeated the music trade in some actually fascinating methods, however there are nonetheless large points surrounding information” says Nick. “This isn’t actually a novel drawback, information is rising quickly and inflicting difficulties just about in all places, however different industries have seen additional developments in AI/ML-driven applied sciences which can be addressing a few of their information issues. That, plus the numerous disparate and antiquated datasets the music trade has to cope with, positively opens up an argument that the music trade may need it a bit worse than some others proper now.”

“Metadata, royalties, streaming information, social media and advertising information… there are ache factors in each space,” Nick continues. “There are unbelievable instruments on the market beginning to resolve a few of these points, however there’s a severe lack of clever instruments addressing among the others. Notably, points surrounding among the greatest datasets within the trade proper now – social media, digital advertising, and streaming information, and the thriller of attributing progress in a single space to exercise from one other. Platforms don’t speak to one another effectively, information is siloed, so it’s obscure what digital channels or campaigns are literally serving to an artist stand out in an ocean of content material and maximize progress/ROI”

 

For many years report labels had been targeted on high quality over amount – get one hit and all the pieces else might fall into place. High quality remains to be a necessity and all the time will likely be, however now amount is just too. Optimizing that amount is integral, and we’re seeing a fairly steep improve in amount. 

“Immensity solves a number of challenges that labels and artists face. The platform turns information into tactical take-aways, offered on an artist by artist foundation. It permits for fast entry to correlative, causal, and predictive evaluation with none interpretation wanted by analysis and insights professionals. It will possibly scale simply to a complete roster, and it’s reasonably priced – good for label/artist budgets.” 

-Larry Mattera, Former Label Government / Immensity Advisor

Only a few years in the past, there have been 8 million creators on Spotify, now there’s 11 million. There have been 40,000 songs getting launched per day, now there are 100,000. 

Each artist has distinctive qualities and the digital methods that work for one gained’t work for one more. 

How will you presumably optimize and resolve for this stage of amount and variety? 

That is the precise difficulty that Immensity is tackling. They create a contemporary, information science and enterprise intelligence-backed method to this large pile of information that each artist or crew has to cope with and helps every one perceive what is actually shifting the needle. 

The Immensity platform can pull publicly obtainable information from ~20 completely different social media and streaming platforms in minutes, and makes it  quite simple for shoppers to combine extra information that isn’t publicly obtainable  resembling consumption, gross sales, or paid marketing campaign information. From there, the system processes these datasets with each superior statistics and machine studying. It appears to be like for each attainable correlative or causal relationship which may exist between sure platform metrics and vital digital progress metrics – viewers, fan engagement, consumption, and gross sales – and in addition measures how a lot predictive energy platform datasets have over these digital progress areas. Every thing then will get weighted, aggregated, and distilled down into Immensity’s easy, proprietary Affect Values/Insights – telling you precisely what channels and what actions or campaigns are literally making the largest influence, and precisely what it is best to do with that info.

“Immensity helped our crew establish that a number of social media content material actions that gave the impression to be strange had been driving considerably extra visitors to DSPs than content material we had been initially targeted on. It has modified our method to future campaigns. I’m excited to share these learnings with fellow managers, promoters and merch firms to assist improve conversions on their social commerce advertising.”

-Randy Nichols, CEO, Power Media Administration / Immensity Advisor

An instance perception from the Immensity system may look one thing like this – 

“Instagram Likes had the largest influence in your total streaming dataset within the final 28 days. It is best to goal 0.3% progress to whole Instagram Likes to maximise this influence and proceed growing your streaming numbers most successfully within the quick time period. Have a look at your Instagram content material or UGC containing your music that was getting Appreciated essentially the most 11/6 – 11/9 and use that content material as a base for duplication. Launch related content material no less than each 3 days for the subsequent 28 days to present your self the most effective probability at hitting these targets”

Or

“Extra streaming exercise could be attributed to those 2 particular advertising campaigns on TikTok than nearly each different marketing campaign ran throughout Meta, Google, and Twitter, though the quantity spent on these campaigns was considerably decrease. To maximise streaming consumption in your upcoming album launch, it is best to reallocate advert finances to related TikTok campaigns.” 

The latter instance is a paraphrase from an precise perception generated for a band, We Got here As Romans. Immensity teamed up with WCAR and Hyperculture Advertising Group to investigate 12 months of paid marketing campaign information and establish which campaigns had been driving essentially the most consumption for WCAR so HMG might optimize advert spend and technique for an upcoming album launch. You may learn extra about this evaluation in Immensity’s joint case research with WCAR and HMG right here. 

“Attributing progress in streaming consumption again to paid media has all the time been a little bit of a black gap in information / advertising analytics…Immensity was in a position to not solely convey readability to the consumption information to substantiate the speculation, however saved each Hyperculture, the label & administration crew immense quantities of time…The return on funding right here was unbelievably clear”

-David Puckett, Founder & CEO, Hyperculture Advertising Group

“Our mission at Immensity is to each democratize trendy and clever information science for artists and groups, and in addition assist organizations power-up and scale their information science efforts,” says Nick Minicucci. “The Immensity system is about up very well to do each of these items and assist the entire music trade optimize time and advertising budgets.”

Immensity Normal Advertising analytics, which supplies evaluation on publicly obtainable information, comes with a 7 day free trial. Join proper at immensityforartists.com, or attain out to study extra about Enterprise Advertising Analytics the place you possibly can add non-publicly obtainable information and take a extra clever, data-driven path in direction of reaching your particular targets.