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Pandora says improved marketing will help win back listeners

Pandora Media Inc.’s recovery showed signs of momentum Thursday when the company reported better-than-expected financial results, though listener-hours for the quarter still declined relative to a year earlier.

Chief Executive Roger Lynch told MarketWatch that Pandora P, +2.13% started to gain speed in March as it benefited from new marketing initiatives. Pandora installed a new chief marketing officer at the end of last year and began conducting data-based marketing, whereas previously the company had focused on brand marketing.

Data-based marketing involves using the information that Pandora has on users’ listening preferences to entice them into spending more time listening to music on the platform.

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