Massive Rocket &

Deezer

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Deezer & Massive Rocket Customer Story

Deezer, founded in Paris in 2007, is a global music streaming service offering over 90 million tracks in 180 countries. Known for its lossless HiFi audio and advanced recommendation technology, Deezer provides personalized music suggestions through its Flow feature.

Deezer's HiFi subscription streams music in FLAC format, ensuring high-fidelity sound quality for audiophiles. The platform is accessible on smartphones, tablets, smart TVs, desktops, and smart speakers, making it easy to enjoy music anytime and anywhere. Additionally, Deezer supports offline listening, allowing users to download tracks and playlists for uninterrupted playback without an internet connection.

The Opportunity

Music preferences are as intimate and personal as it gets. People are specific about the kind of music they listen to, based on but not restricted to factors such as age, the music they listened to while growing up, mood, memories attached to a particular type of music, occasion, time of the day, so on and so forth. 

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Understanding what your listeners care about and anticipating what they may care about next is the name of the game. Now multiply that by millions of listeners, do that in real-time and use the information to talk to them across the appropriate communication channels. Easy, no? 

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Personalisation starts at the first touchpoint with customer acquisition targeting and follows the listener through the onboarding, activation and retention journeys. Deezer’s CRM team needed help capturing relevant data points throughout the journey to understand its listeners’ preferences and design experiences that engaged its audiences at scale.

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Our Approach

Audit & Discovery

Massive Rocket started with an audit of the Deezer Marketing Technology landscape and implementation. The team guided the CRM, Product and Tech teams at Deezer and helped them review the role of different components in the marketing stack. This exercise was critical in ensuring the success of the project.

Planning, Prioritisation & Design

Massive Rocket assisted in defining the initial use cases and priorities, the process for historical data import and the tracking plan for Braze and the CDP. This helped to ensure that all components of the project were working together seamlessly and that the team was able to get the most value from its investments.

Implementation & Deployment

The outputs of Massive Rocket’s audit enabled the CRM team at Deezer to improve and optimise their deployment of Braze. The Deezer team was enabled to operate more efficiently and autonomously through optimisations made to journeys, data setup, and audiences.

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Why we love Deezer

We love Deezer because it offers an expansive music library, personalized recommendations, and high-quality audio options that make our music experience truly exceptional. 

The platform's ability to download music for offline listening and its support for HiFi streaming ensure we can enjoy our favorite tunes anytime, anywhere. 

Additionally, features like synchronized lyrics, podcasts, and radio shows further enhance our enjoyment and make Deezer our go-to choice for music streaming.

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Results

Massive Rocket improved the management and quality of the data in Braze by better understanding the use cases and connecting business needs to technical requirements. This allowed the streamlining of the data planning work and more accurate forecasting of data consumption costs. 

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Experience Optimisation & Personalisation

With a more accurate data set, the Deezer team is now able to execute more effective lifecycle campaigns focused on activating, retaining, and converting users and ultimately increasing the CRM programme’s profitability. 

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