Sep 2, 2022

Demystifying the Data Unknown to Unlock Direct-to-Fan Relationships

Post by 
Michelle Yoon

When it comes to data, granularity is worth its weight in gold. 

Simply put, data granularity is detailed data. It drills down on the unique aspects of your audience that allow you to optimize your efficiency when activating those fans on their path to superfan nirvana.  The greater the granularity, the deeper the level of detail. So, rather than just name and emails, you see a much clearer picture of your entire fandom with in-depth data such as how much money the fans have spent, the number of shows they have attended, or how many times they’ve engaged your content.  

Armed with the most accurate and actionable fan insights, you can demystify unknown fans to fully understand what drives fan behavior to tailor your messaging, create new experiences and increase conversions. 

How Data Granularity Can Delight Your Fans

Fueling personalized direct-to-fan relationships with data granularity can produce some very cool experiences for your fans. For example, you manage a bluegrass band and notice a high number of fans with children in their household. So, you unlock a new opportunity to drive revenue by working with your merch provider to roll out a new line of artist-branded baby onesies and targeting fans that have at least 2 children in the household, that live in the Southeastern United States, and have an income over $65,000. 

Or, better yet, you take this data and partner with a children’s brand to sponsor an upcoming tour. With this granularity, the possibility of future brand partnerships is limitless. Once you truly understand your fandom, you can think strategically about brands that pair with your audience to curate experiences and connect with fans in new ways. 

How To Get To Data Granularity

We’re gonna be honest: getting to the immediately actionable data that allows you to make clear decisions is not easy. You’ll want to start with making a list of all the places your fan data lives, including fan club, ticket buyer and merch lists. Any platform you use to collect email or phone numbers should be included in this exercise—just make sure you’re not pulling in anything that doesn’t have explicit opt-in from your fans.

Once you’ve gathered all your data in one place, you’ll want to select a tool to unify your fan profiles. We’re obviously partial to Fan Navigator, but this can be done in Excel or Google Sheets if you’re a formula whiz. 

  • If you’re trying out Fan Navigator’s 30-day free trial, we’ll do the unification for you through a series of one-click integrations with platforms like MailChimp, Shopify, MusicToday, as well as simple CSV uploads. Once your data is uploaded to Fan Navigator, robust fan profiles are automatically built, telling you a little more about each fan. Every purchase, every social media engagement, is reflected in your fan’s profile, unlocking a unique opportunity to engage and serve that fan’s needs. Once your data is enriched, and your fans are segmented, you can activate!
  • Going your own way? Upload each source of data as its own sheet in your Excel or Google Sheet, with an empty sheet containing a deduped list of all emails in the first column. Then, comb through all the attributes you want associated with that fan: think “last tour bought”, “sum of merch purchases”, “last marketing email opened”, etc. You’ll title a new column for each attribute you want to associate to each fan. Lastly, using fan email as your database key, set up a series of INDEXMATCH or VLOOKUP formulas to append everything you want to know to your first sheet.

For more advice on how Fan Navigator makes achieving data granularity dead easy, check out this 3-min read.