Case Study: Universal Music Group achieves precise Twitter audience segmentation and personalised fan engagement with Audiense

How Universal Music used audience insights to keep the fans at the heart of its artists’ communication

Universal Music Group needed a better way to identify and understand distinct audience segments within an artist’s Twitter followers to complement traditional market research and inform each artist’s communication strategy.

Using Audiense with Twitter/Gnip data (Audience, Engagement and Ads APIs), UMG built detailed segments from behaviors, bio keywords, demographics and artist affinity. The platform tracked organic content performance, identified superfans and affinities, and supported targeted organic and paid campaigns. The result: deeper, actionable audience insight, more personalized fan communications, and more efficient, better-performing campaigns.

Universal Music Group

Jimmy Gatsos

Social & Ad Manager