The Data Behind Every Loyal Customer
Grammar: Collocations and the language of data-driven business
A Level 6 English lesson exploring business.
What's in this lesson
A Level 6 (proficiency) ESL lesson on business, practising collocations and the language of data-driven business. The worksheet has a reading, target vocabulary and discussion questions.
From the reading: The Data Behind Every Loyal Customer
In 2019, Spotify sent its one-billionth personalised playlist to a user in São Paulo. The algorithm behind it had drawn on three years of listening data — 847 saved songs, 23 skipped artists, and one particularly revealing habit: she always played jazz on Friday evenings. Spotify did not celebrate this as a technology milestone. It celebrated it as a retention milestone. Keeping a subscriber costs roughly five times less than acquiring a new one, and Spotify's leadership understood this arithmetic with unusual clarity. Every recommendation, every curated mood board, and every algorithmically timed notification existed for one purpose: to make leaving feel unreasonable.
Vocabulary
- behavioural data
- data utilisation
- dormant accounts
- precisely timed
- around
- in
- on
- through
Discussion questions
- Have you ever stayed loyal to a brand purely because of how it made you feel?
- Is it ethical for companies to know this much about your behaviour?
- What is the last product or service you recommended to a friend?
The Data Behind Every Loyal Customer
Grammar: Collocations and the language of data-driven business
What's in this lesson:
Full lesson plan with reading, grammar, vocabulary, and discussion.
Sign up to access full lesson plans
Start with a free trial — 5 lesson generations included
Get Started Free