On a data mining panel at the Email Insider Summit, Universal Music's Angela Sanchez says her company is beginning to explore best practices in sending targeted emails based on social media
behavior.
So, it's tracking activity on Facebook and Twitter -- such as liking an artist -- which can offer insight into affinity levels for artists be it Lady Gaga or Psy. It's also looking
to tap into data from social login activity.
Sanchez said the data could lead to better promotion and cross-promotion to reach fans with an affinity for more than one Universal artist.