Audience Analytics: Building a solid foundation for engagement, new products and revenues

By Scott M. Scher, Columbia University

Condé Nast faces four challenges: geography, culture, business models, and remit. A unique factor of Condé Nast is that it’s business is comprised from subscriptions, ads, education, and bars and restaurants. Being able to collect and understand data across these varying models has lead the organization to adopt the usage of AI systems. By doing this they have been able to better integrate across platforms and are able to understand the organization’s reach, customer loyalty, amount of shares they get, and likes and comments on their products.

The Data & Insight Team is trying to achieve three strategic outcomes; empowered decision makers, happy clients, and engaged loyal audience. The team structure is built around a central team handling; analytics and reporting, commercial data, audience research, audience CRM, and the data lab and an embedded team working with editorial, product development, and commercial.