The Sound of Big Data - SoundCloud case study

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SoundCloud is a Big Data company - its 200 million users generate over 3 terabytes of raw data every single day. Yet all this data couldn't answer some "why?" questions. ...

SoundCloud is a Big Data company - its 200 million users generate over 3 terabytes of raw data every single day. Yet all this data couldn't answer some "why?" questions.

On Device Research helped SoundCloud to enrich their Big Data with user research via mobile diaries. The presentation explains the challenge, the process and some of the findings.

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    The Sound of Big Data - SoundCloud case study The Sound of Big Data - SoundCloud case study Presentation Transcript

    • THE SOUND OF BIG DATA Combining Big Data with mobile diaries to create contextual customer profiles
    • On Device Research uses the mobile internet to gain access to consumer opinion at any time or location. • • • • Mobile-only audiences Emerging / growth markets In-the moment research Advertising effectiveness
    • Mobile research panels 10 million mobile surveys in 57 countries. Focus on emerging markets and mobile-only audiences.
    • A platform to discover new, original music and audio, to build an audience, and to share online and on mobile. * 200 million users per month * 12 hours of audio uploaded every minute
    • The Challenge With Big Data Velocity real time near real time • Marketing is 4Ps Product, Promotion, Place and Price • Big Data is 3Vs Velocity, Volume and Variety periodic batch MB table data base unstructured Variety GB TB PB Volume
    • The Challenge • Context of current user’s interaction • Missing market insights • Resource intensive to access and analyze
    • Principal Aims Time Understand the time spent on listening to audio Motivation Explore dimensions of motivations Impact Impact in consumers’ everyday lives
    • Methodology On Device Research PRE-RECRUITMENT & SCREENING MOBILE DIARY POST-SURVEY FOLLOW UP DATA CONSOLIDATION SoundCloud
    • How a mobile diary looks Mon Intro survey Tues Wed 7am Thu Fri 7am Sat Sun 7am 9am 11am Time of day of encounters 12am 12am 4pm 5pm 5pm 6pm Exit survey
    • Methodology On Device Research PRE-RECRUITMENT & SCREENING MOBILE DIARY POST-SURVEY FOLLOW UP DATA CONSOLIDATION SoundCloud
    • Link Server Data + Research Data to Create Enriched Data User IDs to link data Big Data Research Data Every participant agreed up front Data Consolidation
    • THIS IS CYRA
    • User Profile
    • Data on Cyra Diary Creator 25,923 Follower Played User Downloaded 49 Sounds 6 Sets Reposted 931 Likes Liked 8,698 Comments Commented 1,631 Following Add to sets … … Creator Pro Account Country High Engagement Mobile or Web Segment 6 Genre Big Data Demographics Online habits Competitive use Social sharing Feature … Diary Content Genre Device Location With Big Data Research Data
    • Creator / Listener Like Cyra 1 in 4 of SoundCloud’s most active and engaged listeners are also creators, like Cyra Love to share online via multiple social media When not listening they are active social people, preferring sports and socializing in their offline lives Most listening happened via mobile on their own Listener
    • Joe listens to Cyra Male, 28 Spends $24/m on music Lives in US urban area Aware of 10 services Uses 5 in parallel: Youtube iTunes, Pandora, Spotify SoundCloud “I know what I want to listen to: artists I like.” “I choose consciously what I want to listen to next – it’s part of my daily life to discover new content and listen to music that I like.” “I have an emotional connection to the music I listen to.” “This helps me relax, fill time or concentrate on work.” “I use SoundCloud to listen to music and audio. I also actively share content.” Joe SC User US Listener Consumer
    • A Day in the Life of a Listener Peak listening time of the day and transactional listening though social sharing Lunch Commute Most 3-5h listening sessions start around 10am Back home Good morning Commute Good night Live audio on their own in the car 4AM-6AM 7AM-9AM 10AM-12AM At home via home entertainment with friends & family throughout the evening 1PM-3PM 4PM-6PM 7PM-9PM 10PM-12PM
    • Mobile Survey Chunking We are the pioneers of survey “chunking” on mobile – splitting traditional 30 minute surveys into several phases to help you meet your project requirements. SMS INVITE #1 SMS INVITE #2 1st CHUNK 2nd CHUNK DAY 1 Get the free report from ondeviceresearch.com/blog DAY 2
    • Completion Rates of Long and Chunked Survey are Comparable 92% 80% 15-QUESTION SURVEY Source: On Device Research, August 2013 N=2324, UK 30-QUESTION SURVEY 79% 2-CHUNK 30QUESTION SURVEY
    • % of Respondents Who Fell for Trap Question 9% 4% 30-QUESTION SURVEY Source: On Device Research, August 2013 N=2324, UK 4% 15-QUESTION SURVEY 2-CHUNK 30QUESTION SURVEY