Case Study Archives | Marketing with Dave

Brag-Worthy Audible Listening Stats: A Case for Customer-Centric Metrics

We all have those brands, products, and services we love so much that we naturally become advocates for them. These are the companies that deliver great value, excellent service, and memorable experiences. We don’t share because we have to—we share because we want others to enjoy what we’ve experienced.

For me, Audible is one of those brands. I’ve been a loyal customer since 2004, back when audio books were still niche and long before Amazon realized what an amazing acquisition they would be. For 10+ years I drove 3.5 hours each way over the weekend twice a month to spend time with my three daughters. I churned through a lot of audio books.

Every great company has one or two key metrics that measure customer commitment, usage, and loyalty. For hotels, it is nights stayed and for airlines, it is miles flown. For Audible, I suggest hours listened and books completed are important to both them and their listening audience.

Audible does show total listening time in their app, but here’s the problem: the information isn’t shareable, and it’s not easy for customers to digest or feel proud of. For instance, seeing 4 months, 20 days, 13 hours, and 20 minutes of listening time on my stats page doesn’t evoke any emotion. It’s too abstract, like trying to imagine what a trillion dollars looks like.

What if Audible transformed this into something simpler and more meaningful? An image like the one below could present the data in a way that feels personal, shareable, and impressive. Perhaps, I could even see how this compares to other Audible listeners. Similar to Spotify or Pocket letting you know you are in the 1% of listeners/readers. This easy-to-digest summary is something I would want to brag about and show it off.

Why This Matters
Giving customers a clear, visually engaging way to understand and celebrate their achievements builds loyalty and amplifies word-of-mouth marketing. When customers feel proud of their usage, they’re more likely to share it with others, introducing new audiences to the brand.

Audible, you’re already doing so many things great—now make it easier for us to brag about you.

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Selling the Same Thing Differently: Lessons from Mad Men and Claude Hopkins

In the first episode of Mad Men, we’re introduced to Don Draper and his advertising team as they tackle a tough challenge for their cigarette client, Lucky Strike. Reader’s Digest has recently published an article warning about the dangers of smoking, and the ad team must find a way to make Lucky Strike stand out in a now scrutinized market. Draper’s solution is simple but effective: he suggests they emphasize that Lucky Strike cigarettes are “toasted,” a term that subtly implies quality and care in production. The twist? Every cigarette brand uses the same process—but no one else has claimed it in their messaging. By being the first to spotlight this common quality, Lucky Strike gains an edge in the consumer’s mind.

This approach echoes Claude Hopkins’ famous campaign for Schlitz beer. At the time, all brewers followed a similar process to ensure purity and quality, but none highlighted it in their advertising. Hopkins recognized the opportunity and crafted a campaign that described Schlitz’s filtration process, showcasing it as a unique commitment to purity. By the time competitors tried to replicate the message, Schlitz had already secured its place as the “pure” beer in consumers’ minds.

Both Mad Men and Claude Hopkins demonstrate the power of the “first claim in advertising” —sometimes, being the first to say something ordinary can make it extraordinary.