Spotify Unwrapped: How we brought you a decade of data (5 minute read)
Spotify Wrapped is one of Spotify's largest marketing and social campaigns of the year. Every year, users see a detailed breakdown of their listening habits. The Wrapped team consists of many sub-teams that are responsible for marketing, legal, design, data, frontend, and backend engineering. In 2019, the team processed around five times the amount of data compared to 2018's Wrapped campaign at a fraction of the cost. This was achieved through optimizing the architecture so it could read, process, and validate data quickly and effectively. The system was designed so that group-by key operations were reduced, and the output data from yearly jobs was used for some metrics. As the summaries were broken down into smaller data stories and workflows, Spotify was able to create a more flexible system that allowed for quick iteration and exploration.