Customer Story

Condé Nast

Audience insights combined with behavioral data accelerates content and product innovation, and helps identify revenue opportunities.

Condé Nast Achieved

Facilitated close of multi-million dollar deals with major advertising partners

Generated $1m+ in new annual revenue as a result of new product offerings

Centralized research and insight platform optimises local market research spend

Overview

Condé Nast is a global media company producing the highest quality content with a footprint of more than 1 billion consumers in 32 territories through print, digital, video, and social platforms. The company’s portfolio includes many of the world’s most respected and influential media properties including Vogue, Vanity Fair, Glamour, Self, GQ, The New Yorker, Condé Nast Traveler/Traveller, Allure, AD, Bon Appétit, and Wired, among others. Condé Nast Entertainment was launched in 2011 to develop film, television, and premium digital video programming.

Goals:

Drive revenue growth
De-risk decisions

Business Challenge

As Condé Nast continues to reimagine how the world’s most recognizable brands connect with consumers wherever they are, on whatever platforms they choose, it is imperative to deepen their understanding of audiences to create a more holistic global strategy. Condé Nast is looking to tap into its audience base for insights to help develop new, innovative, and scalable product offerings that build loyalty, drive engagement, and generate revenue beyond advertising dollars.

Solution

Condé Nast’s insight communities have scaled to include over 70,000 audience members across 12 countries and 17 properties who’ve opted in to give feedback on an ongoing basis. This allows insight teams to respond faster to business questions from a variety of teams including commercial, editorial, product, strategy, as well as the senior leadership group. Having fast, agile access to highly engaged customers provides Condé Nast an efficient way to iterate on ideas, reduce decision-making risk, test and launch programs that are optimized in near real time, and support revenue generating programs in development.

Moving forward, Condé Nast plans to tie its insights systems together to facilitate a single audience view, and to use lookalike modeling to scale community insights more broadly across other datasets. This 360-degree view of the consumer will allow Condé Nast to create the best customer experiences, drive engagement, and increase customer value.

"The Condé Nast communities are an invaluable resource for efficiently tapping into our audiences for rich and actionable insights that help inform content and business strategy, and to get feedback on experiences that our audiences not only value, but are willing to pay a premium for."

– Elyse Bell, Director of Customer Insights, Condé Nast