Hey👋,
I'm Giacomo

Spotify thinks I’m 82. I’m 36 😅

I nearly screamed at my screen, until the app clarified:
"Don't be upset, it's just a number."

Yes, exactly like the numbers we marketers use to make decisions every day!

Let me explain 👇

Why does the algorithm think I'm 82?
Because I spent this year listening to music from the 1950s.

But wait...
I don’t like old music.
My favourite music is 10 years old max.

I thought it was a bug.
Until I realised.

It’s the endless "smooth jazz" playlists I play in the background while cooking or doing chores!

I’m not particularly into jazz. Nor I know enough about it to choose the right artist or album.
I just want to relax while I’m at home.

So it dawned on me:

Behaviour ≠ Intent.

My behaviour: streaming 100 hours of 50s jazz.
My intent: white noise for cooking.

When marketers obsess over data, they often miss the context.
Numbers alone don't tell the full story.
Often, they even tell the wrong story! like in this case.

I’m now being targeted with ads for jazz gigs and ergonomic armchairs 😂
I am going to be a terrible ROI for those companies!

Rather, I should get ads for kitchenware. Cooking and chores was my "intent".

Data tells you what happened, but only context tells you why.

So,
trust the data, but don't switch off your brain. 🧠