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.
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.