You might be wondering how Backline sources, crunches, and interprets the data that’s gathered from our clients’ stores and pages.
Well, from a technical standpoint, Backline uses advanced data science, neuropsychological principles, and real-world music industry expertise to optimise music e-commerce stores.
We’ve partnered with an enterprise-level data analytics platform to build a system that de-silos (and demystifies) countless data points from across our clients’ web stores and digital hubs. We then take this data and apply our experience, qualifications, and skillsets to them, before presenting the client with a set of actionable strategies that have been specifically designed to unlock untapped revenue, engagement, and retention potential on their e-commerce stores and digital platforms.
Our consultancy services operate on a tiered basis, with scaleable options available to suit organisations of all sizes and structures.
In our entry-level Discover tier, we conduct a comprehensive analysis of your business, brand, platform, strategy, and customer behaviour to uncover insights, identify opportunities, and clarify the strategic path forward to engage more customers than ever with your brand and e-commerce store. We combine our best-in-class data science, neuropsychology, and consumer behaviour knowledge with our extensive music industry and brand management experience and real-life data from your store and customer portals to create a set of Single Source Of Truth datasets that are fully bespoke to your brand and sales portal. Here’s how we do it…
From siloed data to holistic insights.
As a starting point for all clients, Backline assists with the seamless integration and unification of a client’s diverse and disconnected data sources.
These sources could include, but are not limited to:
Site activity: Page views, clickstreams, dwell time, scroll depth, and conversion paths.
Marketing touch points: campaign performance data from paid social, organic posts, email, and influencer collaborations.
Demographic and contextual information: geographic location, device type, time of day, and other user-specific insights.
Drop-off and potential pain points: sure, you know what your customers are and aren’t buying. But do you know why they’re not buying?
Heat maps and user journey flows: user experiences per location, access point, and intent; revenue per page, device, and browser; and other user-first data streams.
Revenue: all-time or per-period, and per page, website, storefront and/or client.
We take all of these data points and combine them into a set of single source of truth views; or, a collated series of combined data points that shows you, with quantifiable proof, how people are behaving on your website and what’s stopping them from taking the necessary next step(s) towards conversion.
These single source of truth views of a client’s customer base then open the door to:
Feature engineering: Transforming raw data into meaningful signals, such as churn risk indicators, purchase hesitation triggers, or likelihood of cross-category purchases.
Anomaly detection: Identifying unexpected patterns - such as sudden drops in conversion rates or product-level performance shifts - using advanced statistical models and automated alerts.
Predictive analytics: Employing machine learning models to forecast behaviours like cart abandonment, repeat purchases, and revenue trajectories, equipping clients with a clear roadmap for growth.
This data synthesis not only reveals the what behind customer actions, but also the why, translating raw analytics into actionable insights that can drive strategy and execution and inform the optimisation of clients’ stores and purchase portals.
Customer intent modelling: or, understanding the ‘why?’.
Then, we move on to something that’s central to Backline’s approach to the application of data analytics to the music industry - customer intent modelling.
By blending numerous single source of truth behavioural, demographic, and psychographic attributes, we can cluster customers into a series of distinct behavioural personas, each with actionable insights, to help optimise our clients’ stores to suit their existing behavioural patterns.
Behavioural Clusters: Classifying users as “browsers,” “deal-seekers,” “impulse buyers,” or “loyal superfans” based on time spent on site, depth of interaction, and historical purchasing behaviour, and then using these classifications to inform product optimisations and UX refinements.
Based on these clusters (and associated insights gleaned from the analysis of these consumers’ behaviours), Backline gives our clients all the information they need to provide personalised site experiences that fulfil the wants and needs of the personas within their customer base. By understanding not just who the customer is, but why they’re on the site, we empower clients to make changes that increase satisfaction, engagement, and revenue.
While the creation and running of digital marketing campaigns is not in the remit of Backline’s offering, it’s clear how a deeper understanding of who is converting on a client’s site is valuable information that could decrease CPP and increase ROI, and should influence digital marketing strategy accordingly.
Insights into the neuropsychology of decision-making and understanding customer behaviour. Backline’s approach goes beyond traditional analytics. By leveraging principles of cognitive psychology and neuroscience to understand the underlying mechanisms of customer decision-making, we ensure that our analysis is able to identify and optimise key psychological drivers. These include:
Cognitive Load Reduction: Simplifying navigation and reducing the mental effort required for decision-making, which improves overall user satisfaction and conversion rates.
Loss Aversion: Structuring offers to emphasise what customers stand to lose by delaying action, leveraging FOMO (Fear of Missing Out) to drive urgency.
Emotional Resonance: Using brand-aligned language, imagery, and design elements that elicit positive emotional connections, fostering loyalty and higher engagement.
Through this neuropsychological lens, we pinpoint the cognitive and emotional factors contributing to customer friction or abandonment, enabling precise interventions such as restructured product pages, optimised calls-to-action, and reimagined checkout flows.
Aesthetic curation and
smart brand management.
Alongside this data-first analysis of your users and their behaviour, Backline audits and highlights superficial user experience and aesthetic pain points within your website and organisation.
A strong, well-defined brand is crucial for customer retention and loyalty. Generic web pages, social content, and advertising won’t drive engagement. Instead, your brand should have a distinct aesthetic, personality, and identity, and one that’s consistently reflected across all public-facing channels.
With years of expertise in the music and entertainment industries, Backline’s branding specialists will evaluate key areas to ensure optimum emotional, aesthetic, and general consumer appeal, including:
Brand Personality and Voice
Unique Value Proposition
Consumer and Public Perception
Brand Aesthetic and Curation
Best Practice Audits of All Public-Facing Pages and Channels
Core Brand Messaging
Target Audience Analysis
Brand Story and Narrative
And then, we’ll deliver our final report.
Once we’ve gathered our data and crunched the numbers, we’ll deliver our full Discover report.
We’ll use this data to formulate and deliver a detailed deck of Customer Experience optimisation suggestions for your e-commerce platform(s) that, if implemented, we believe will help improve consumer engagement, retention and sales volume across your business. It’ll be backed by real-world (and unique) data from your very own store, and arrive complete with our best-in-class product design and consumer behaviour analyses already applied, giving you an unparalleled fan-first understanding of how to give your users, consumers, and customers a top-tier digital experience.
And honestly? That’s barely scratching the surface of what we do.
Backline’s unique fusion of data science, neuropsychology, and music industry expertise allows our clients to unlock insights hidden within their data and transform them into tangible business outcomes. By breaking down silos and building a deeper understanding of customer intent and behaviour, we enable music e-commerce businesses to deliver seamless, personalised, and engaging experiences that drive both customer satisfaction and bottom-line growth.
Like we said, the Discover phase outlined above is merely our entry-level offering. We’re available for all levels of involvement, from per-project analysis and troubleshooting to longer-term engaged consultancy services.
