Condé Nast is a magazine publisher. In the U.S., it produces 18 consumer magazines, including Architectural Digest, GQ, The New Yorker, Vanity Fair and Vogue. It also has four business-to-business publications, 27 websites and more than 50 apps for mobile and tablet devices.
“Informatica Data Quality helps transform Condé Nast from a ‘data as a nuisance’ company to a ‘data as an asset’ company.”
Business Need
- A shift to Internet-based content, coupled with more subscribers choosing mobile platforms, is providing new revenue opportunities—but it has resulted in a fragmented set of audiences. On-line and print customer data was scattered across multiple systems.
- To sell content to these omnichannel audiences, Condé Nast needed to understand who the content subscribers were, their preferences, location, and behavior.
Challenges
- The company was challenged to improve the quality of customer address data, remove duplicate postal addresses, and apply geo-coordinates to address data.
- This process needed to run frequently in order to match customers across different Condé Nast publications, match on-line customers with print customers and identify their geo-location.
Solutions & Results
- Deployed Informatica to integrate data from diverse sources in various formats and build accurate customer knowledge across multiple media titles and channels.
- Helped cross-sell and up-sell complementary publishing titles and services.
- Ensured high standard of accuracy and quality in customer data.
- Supported company in drive to increase direct revenues from 20% to 30%.
- Created lifetime opportunity to sell, merchandize, and promote premium media brands.
- Increased customer base and drove revenue growth.
- Enabled geo-location for more effective customer targeting.
