Pandora Stock Surges 25% After User Data-Based Marketing Push

An anonymous reader writes:
Pandora's stock had its best day ever on Wall Street, rising more than 25% after reporting their subscription and other revenue had surged 61.3 percent to $104.7 million.
Previous users have apparently been lured back with targeted marketing touting a new service that lets users briefly play their favorite songs on demand if they'll watch a short ad. "Pandora said it ended the quarter with 5.63 million subscribers to its Pandora Plus and Pandora Platinum paid services, which was 19 percent higher than the same period a year ago," reports one Silicon Valley newspaper. March saw more former users returning than in the same month a year ago -- for the first time in 18 months.


And an important factor was switching from brand-based marketing to data-based marketing -- that is, "using the information that Pandora has on users' listening preferences." Pandora's Chief Executive brags to MarketWatch that "We really have world-class data-science capabilities. We just never used them in our own marketing."



Engadget reports:
Revenue for the quarter rose to $319.2 million, up 12 percent over the first quarter of 2017... But Pandora is still losing money. The company posted a net loss of $131.7 million, a slight improvement on the $132.3 million loss in Q1 2017. Overall engagement is down year-over-year, with active listeners dropping 4 percent to 72.3 million. Listener hours dipped from 5.21 billion to 4.96 billion.