This is my year-in-review, not yours

Goodbye, 2019. You went by so fast. Luckily, companies have been eager to take us all on a data-driven trip down memory lane. The only problem? Their year-in-review emails tend to be more about them than you.

Personally, we don’t care all that much about the size of a company’s user community, or how much stuff they’ve downloaded collectively. Instead, we prefer information and experiences personalized to individuals.

Take Spotify. They told each of us who we connected with artistically in 2019, how worldly our tastes were, even what our state of mind was (e.g., did we favor blues, emo or pop?). In other words, like any good marketer, they focused on our favorite subject: ourselves.