Condé Nast's VP of marketing analytics on how tablets changed publishing

Condé Nast's VP of marketing analytics on how tablets changed publishing

Summary: Condé Nast's vice president of marketing analytics describes how the historic publishing house is using new digital solutions to trace user profiles across every brand and device endpoint.

SHARE:

Reynolds said that his team made a lot of ground in the last year in communicating "out the data we had available to us to develop our websites." He stipulated that alone raised the unit's profile within the organization.

Initially Omniture clients and then Adobe customers following the 2009 merger, Reynolds described how the integration of Ominture with the Adobe Marketing Cloud and Adobe's AudienceManager data management platform is enabling the connection of online and offline data at Condé Nast.

The benefit here, as Reynolds explained, is that the internal marketing team can go then bring these narrower audience profiles to advertisers instead of the other way around.

Given that Reynolds described Condé Nast as a 100-year old publishing company, it's obvious that the corporation already has plenty of data about its subscribers.

Reynolds cited the company's own survey of its preferred subscriber network. Out of a pool of roughly 55 million, he said they get back about 400,000 to 450,000 responses annually, explaining that the driving strategy has been to obtain research about their audiences not already in the marketplace.

Boasting that the company has "unmatched data on a huge sample," Reynolds asserted that enables the marketing team to synthesize this catalog of data with large volumes of digital data. The end result is that they have been able to identify and profile 10 segments of users and subscribers within the publishing house's network.

Actually, that's not quite the end. The benefit here, as Reynolds explained, is that the internal marketing team can go then bring these narrower audience profiles to advertisers instead of the other way around.

"We know we have this audience, what they like, what they don't like. We're here to help you market to them," Reynolds reiterated, noting that was the most immediate application of the Adobe Marketing Cloud at Condé Nast, which only took place a few months ago.

But what Reynolds is most excited about are the "overall user experience implications of this, the ability to create this unified customer profile, especially considering how many mobile platforms there."

More specifically, he is looking forward to being able to use all of this data to trace an individual user across all digital experiences as well as know who they are in the offline world based on subscriptions.

Reynolds explained that these tools are making it easy to understand what what the connection really is, arguing publishers need to understand it can't be a "race for volume" anymore.

"I'm having a hard time thinking about how far reaching it could get. It could be dramatic. We're right at the tip of the iceberg of this," Reynolds exclaimed.

From a media environment perspective, Reynolds noted that the biggest change he's seeing is the emergence of measurement capabilities available to advertisers, including "inexpensive tools" for measuring audience delivery.

Historically, Reynolds said, the currency in digital has been the impression. But now with tools tracking online campaign ratings and verified essentials, that changes the game a bit and puts more pressure on advertisers.

Reynolds explained that these tools are making it easy to understand what what the connection really is, arguing publishers need to understand it can't be a "race for volume" anymore.

Instead, he advised, the focus now should be having valuable audiences ready for your advertisers.

More coverage from the 2013 Adobe Summit on ZDNet:

Topics: CXO, Big Data, E-Commerce, Mobility, Tablets

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Talkback

0 comments
Log in or register to start the discussion