For years, Condé Nast subscribers looked forward to beautiful monthly editions of Vogue, Vanity Fair, GQ and Architectural Digest. But things are different today. “Consumer demand doesn’t allow for content production that slow,” says Dan Stubbs, who was previously over digital analytics at Condé Nast.
The demand for continuous content has been a challenge for the publisher. But by tapping into rich data about their readers’ preferences, interactions with their products and what type of content attracts new people, they’re able to quickly respond to customer expectations.
“With all this data we collect, we now have a tight feedback loop and can feed information over to the editorial teams and really create a lot of daily content,” Stubbs says. It also allows Condé Nast’s marketing team to be very specific about which people receive which offers — explaining to fashion-conscious men, for example, how a subscription to GQ can help them dress better.
This is just one example of how businesses are putting data into the hands of those who need it most, so they can act quickly to deliver great customer experiences. And a better bottom line.