Marius Moscovici is the founder and CEO of_Metric Insights. After landing a $200 million credit line and acquiring data analytics company Echo Box, Spotify is widely expected to announce its IPO in coming months._Spotify is a unique spin on the same fundamental formula that generated value for Netflix, Amazon, Groupon, Pandora and LinkedIn before it. So what exactly is this magic formula? It’s simple, really: When a company uses data to personalize its inventory, it creates a better UX. This UX in turn draws in millions of users and investment dollars. What’s the lesson startups can derive here? Value today...

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