Overview

pCondé Nast is a global media company, home to iconic brands including Vogue, The New Yorker, GQ, Glamour, AD, Vanity Fair, Wired, and Epicurious, among many others. The company's award-winning content reaches 88 million consumers in print, 427 million in digital and 423 million across social platforms, and generates more than 1 billion video views each month./p

Supernova Award Category

Data to Decisions

The Problem

p /p pCondé Nast has spent over 100 years building real relationships with their customers through its respected  content, allowing the company to become deeply trusted and integrated into the lives of over one billion consumers worldwide, including 1 in 2 American households. That trust provides Condé Nast with over one trillion first-party data points each month. So the question became, how does Condé Nast use its rich first-party data to make its influence actionable for marketers , the company and most of all help create a personalized experiences for consumers across all of these data points/p p /p

The Solution

pConde looked to understand our audiences more deeply, learning about their consumption preferences while partnering with multiple companies to enrich our understanding of our consumers. The goal was to take this relationship that users have trusted us with and eventually personalize the experience from an editorial and marketing standpoint. /p pTo simplify this complex web of information Condé Nast built over 200K ready-to-go highly qualified segments that could be used for activation , targeting or insights both for various teams within the companies and marketers who are looking to reach our audiences./p pIn addition, we built Tunkey Dashboards to provide a granular view of their audiences across demographics, interests, topic and brand affinity, as well as geography. The dashboard focussed on a fully functional self serve model where users could ask questions though an intuitive UI while the engine processed through billions of data in close to real time./p p /p

The results

pSpire Turnkey focussed on real-time optimization of user experiences across  the portfolio of Condé Nast. This is a far cry from traditional segmentation of audiences around specific magazine brands or big categories against which brands launch major campaigns and just “hope for the best”. Rather, it is a more people-based approach that builds highly detailed profiles of users’ online and mobile behaviors as well as their transactional behaviors.                                         For eg: If a major tech brand wanted to advertise computers, for instance, and the natural thing would have been to place ads on Wired and Ars Technica properties.            /p p But the data showed Condé Nast actually could find some of the most interested in-market consumers in Bon Appétit or Epicurious—foodies who also happen to be interested in creativity and music. This enabled 23 Stories, Condé Nast’s in-house branded content studio, to craft campaigns around creativity rather than tech. The end result was a 30-percent increase in sales, according to Conde Nast        /p

Metrics

pAccording to third-party research conducted over the past three years by Millward Brown and Dynata, on average, marketers who deploy campaigns using Spire turnkey segments have experienced: /p pAVG Brand Awareness: +15 points (+ 10-20 pts)/p pAVG Brand Favorability: +17 points (+ 15-20 pts)/p pAVG Consideration: +14 points (+ 10-20 pts)/p pAVG Purchase Intent: +13 points (+ 10-15 pts)/p pAVG ROAS: $3.32 ($2-4)/p

The Technology

pData from our vendors are transformed into training targets( lambda)  which then create models which are used to process incoming clickstream data through the segment scheduler using Airflow . The combination produces a score for users which are passed to AAM  our targeting platform ./p pArchitecture of Segmentation framework ( Data Scoring of 200k+ segments daily processing more than a billion data points )   Tech stack - Jenkins, AWS , Lambda, Airflow ,Qlik/p

Disruptive Factor

pSpire Turnkey segments represent a radical departure in Conde Nast marketing capabilities offering a state of the art hyper targeting feature which helps campaign performance. This offering has traditionally been offered by 3rd party company but  it is the first time a large publisher has been able to build the technology from the ground up and been able to monetize it in such a huge way driving value internally and for our clients/p pSpire Turnkey has now created a new data product as part of core  division has been launched as a result, but the data team brings these areas of opportunity directly to all of the  brands to leverage on their own. Condé Nast titles now have their own dashboard, so they can better see how people are behaving on site and what they are looking for. Editors have the opportunity to build content to satisfy audience desire and perhaps even monetize it more effectively/p

Shining Moment

p /p pIn the last year alone, the launch of the Spire Turnkey segments and Dashboards have resulted in a 300% increase in revenue ($15M +), making it the single most sought after data product at Condé Nast. After seeing the initial results of the product’s traction in the US, Condé Nast decided to expand the offering to 10+ new markets globally in Q2 2020./p p /p