Fireside Chat with Condé Nast International VP for Data & Analytics Chris Austin, Interviewed by James Hewes, FIPP CEO

By Anisa Holmes

Condé Nast is one of many media companies who are focusing on building a more centralized network for their disparate brands. A major goal within this shift is to standardize all their data platforms; no small task for a global luxury brand with 11 markets and various additional partners. Chris Austin, VP of Data & Analytics at Condé Nast explains that his team’s job is to look after every aspect of data, from audience research to customer views, marketing platforms and more. Austin further elaborates that the “rollout of a single platform means there will be consistent analytic data across every brand leading to a richer and more consistent dataset.” This will help Condé Nast to manage data collection across a wide range of regulatory regimes.

Besides the logistic benefits of a centralized data platform, it’s also helping to make the brand less internally competitive: “Each editor has been operating as their own island, but now we’re building a network. It’s a cultural shift you can feel,” Austin says. Keeping the editorial team well informed with data-driven insights will help editors make better strategic choices and share best practices, while still respecting their editorial vision.

Keeping the team productive, cohesive and motivated can be a huge challenge as well. Austin says it’s key to have a clear vision from the beginning, and to hire leadership first, wherever possible, to help bring guidance for the younger, less experienced recruits. Austin also explained that it’s important to save space and time for data analysts and engineers to work and grow amongst their peers, not just within the department they’ve been embedded into.

For the next one to two years Austin looks forward to continuing to consolidate the single platform, using AI machine learning to offer additional value to clients, and exploring new ways to monetize. But above all, Condé Nast remains a “brand that has users at its heart”, and so will work to shift the conversation towards the number of loyal users and away from the number of page views.