I will freely admit, without embarrassment, that before I fell in love with Pixies, my favourite band was Iron Maiden. It was the perfect partner for my ‘angry-on-the-inside-blank-on-the-outside’ teenage years. Although the music might not be to everybody’s taste, they are an amazingly successful band, playing to over a million fans over the course of 2013.
So it was with interest that I read this article on Citeworld, about how Iron Maiden is using social media analytics to guide decision-making around its tours; the basic premise being that by looking at this large data set, they can capitalise on download activity by planning opportunities for fans to buy merchandise legitimately.
Like Pixies, it’s great to see a band embracing the changing landscape. It just goes to show that change is not just inevitable, but that it is also the source of opportunity.
*** UPDATE: Since the post was created, an update has been posted on the source article stating that Iron Maiden did not work with the analytics company mentioned. Although its disappointing that the article was not researched correctly, I believe it does show a valid use of data analytics and we will see more businesses using this kind of insight moving forward. I wasn’t the only one to follow up on this article; you can find out more over at Techcrunch. ***