Audience insights open new revenue opportunities, expand partner programs, and inspire new content for Refinery29

Increased revenue from financial sector partners

Introduced insight-backed workflow and themes for editorial process

Custom insights supports proposals and brand partner marketing effectiveness


Refinery29 is the definitive Media & Entertainment brand that elevates young women’s voices around the world. They leverage audience insights to monetize data, produce award-winning original content, and drive revenue growth. They reach women by creating content that matters to them most, from fashion and beauty to politics, feminism, and finance.

Fast Facts


Media & Entertainment



Use case:

Marketing effectiveness

Business Outcome:

Drive revenue growth

De-risk decisions

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Business Challenge

As the undeniable authority on young women, Refinery29 leverages their reputation to drive advertising revenue. Their consumer awareness outside of fashion and beauty was limited, which made it challenging to grow partnerships in new verticals, especially finance. At the same time, their audience was calling for more “Work & Money” content. To monetize this trend, Refinery29 needed to attract new partnerships and deepen their portfolio of personal finance content.


To deliver fast, agile audience insights to the business, the team launched Mad Chatter, comprised of 11,000+ opted-in, highly engaged, and richly profiled Refinery29 audiences across the US, Canada, and the UK. The team uses Mad Chatter to gain a deeper understanding of young women’s preferences and uses that insight to provide bespoke partner packages to their partners.

To break into the lucrative financial services market, Refinery29 launched a series of activities focused on personal finances and tracked progressive profile variables. The findings were then used to showcase how their programs could deliver against the brand specific objectives of potential financial services partners and provide additional value to existing partners. Their success has helped the team expand their influence into the advertising process, editorial direction, and content creation.

Mad Chatter is key to ensuring that Refinery29 is inclusive and representative, in support of their mission. In addition to aiding in the creation of impactful, pre-sale packages, the Mad Chatters have contributed to a robust suite of metrics that Refinery29 uses to measure the effectiveness of their partner programs. Their ability to monetize insight and support repeated revenue generation is rivaled only by their superior ability to guide innovative content generation.

Increased revenue from financial sector partners

Introduced insight-backed workflow and themes for editorial process

Custom insights supports proposals and brand partner marketing effectiveness

Actionable insight about our audience is critical to our continued success as experts on young women and the context of their lives. We leverage Mad Chatter for differentiated content deals, building deeper partner relationships, and accelerating innovative content.

-Brooke Hinton, Associate Director of Research and Insights, Refinery29

Trends and insights from Mad Chatter have added a new facet to Refinery29’s position as an expert on young women and has opened up new opportunities to drive revenue opportunities, and reshape the editorial process by integrating customer backed insight at the onset of the process.

-Nicholas Butterworth, CTO/CPO, Refinery29

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