Spotify acquires data analysis firm Seed Scientific
On the surface, a company like Spotify looks like a glossy entertainment enterprise. From collaborations with popular artists to partnerships with music festivals, from the customer perspective, the focus is on music and access to streaming songs.
However, like many tech companies, underneath the hood of a service like Spotify is data. The process of optimizing data to yield the best customer experience is a behind-the-scenes goal that's critical to supporting the growth of an enterprise. If Spotify were to fall behind in its ability to match users with interesting songs, artists and albums, other streaming services are prepared to fill that void with better data.
This week, it was announced that Spotify has acquired Seed Scientific, a company that specializes in advanced analytics about web usership. In the past, Seed Scientific has partnered with Apple, one of Spotify's leading competitors, to enhance streaming service data. It has also worked with Audi, Unilever and the United Nations to improve the quality and analysis of various types of data. The analytics firm is a small shop with just 20 employees, who will join Spotify in its New York office.
"Seed Scientific's team and technology will now become the foundation of a new Advanced Analytics unit at Spotify that combines cutting-edge math, science, design, and engineering to craft insights, models, and tools with data," explains a release by Seed Scientific.
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