This document discusses how leveraging analytics can enhance the consumer experience and drive revenue growth. It provides examples of how analytics can be used to optimize content, products, and distribution strategies. The key points are: 1) Analytics can help define success metrics and indicators to measure the impact of strategies. 2) Analytics should drive the overall business strategy by providing insights into content, products, and distribution to have maximum impact. 3) Case studies are presented showing how analytics helped innovate and grow the Women Who Travel brand at Condé Nast through new content, products, and distribution channels.

1. LEVERAGING ANALYTICS TO ENHANCE CONSUMER
EXPERIENCE AND DRIVE REVENUE GROWTH
1
AINUL HUDA
Vice President – Analytics, Audience Development & Social Media
12/06/2019

2. CONDÉ NAST
Brands &
Experiences
Video &
Agency
Data &
Targeting
*Not Exhaustive

3. My Story
3
Steria
Data Engineering
Business Intelligence
Consulting
Deloitte
Consulting
Business Intelligence
AOL/VMG
Performance Marketing
Audience Development
Marketing Analytics
CONDÉ NAST
Analytics
Marketing & Strategy
Audience Development
WeWork
Analytics
Business Intelligence

4. Structure For Success
4

5. Defining Success
5
● Meaningful
● Tangible
● Flexible
● Measurable
INDICATOR OF
SUCCESS : ANALYTICS

6. Analytics Drive Strategy
DISTRIBUTION CONTENT
PRODUCT
ANALYTICS MAXIMAL
IMPACT

7. 7
Content
Optimization

8. Content - State Of The Union
8
*Illustration only

9. Exisiting Content Efficiency
9
*Illustration only

10. New Content Opportunity
10
*Illustration only

11. Brand Fit
11

12. Market Signals & Trends
12

13. 13
Product

14. Product Analytics Framework
14
INFRASTRUCTURE
GLOBAL TRACKING AND SYSTEMIZE HOW
ANALYTICS WILL SUPPORT
IMPACT
PRIORITIZATION & FEEDBACK LOOP
RESEARCH & INSIGHTS
INSPIRE PRODUCT STRATEGY & DRIVE
DATA CULTURE.
03
01 02

15. User Behaviour Insights...
15
Search Inclined
Content Inclined
Topic Inclined
BRAND A BRAND X BRAND B
BRAND C

16. Drive Product Design - Utility Led
16

17. Drive Product Design - Content Led
17

18. 18
User Interactions
Analytics to understand features
value to users
OLD SITE

19. Leads To Optimal Product Built
19
NEW SITE
Higher engagement scores due to
prioritizing features that matter

20. 20
Distribution

21. Traffic Diversifications
21
*Illustration only

22. Increasing Loyalty
22
SOCIAL
NEWSLETTERS
PARTNERSHIPS
SEARCH
DATA
&
INSIGHTS
INNOVATION
&
TESTING

23. 23
Revenue

24. Diversified Revenue Growth
24
ROI
SALESAFFILIATE
CONSUMER
REVENUE

25. Understanding Trade-Offs
25

26. Bringing It All Together….
26
Organic Acquisition Paid Marketing
Engagement
Loyalty & Purchase
Retention
KPI 2KPI 1
KPI 3
KPI 4
KPI 5
DISTRIBUTION CONTENT
PRODUCT
ANALYTICS

27. 27
Case Study
CNT: Women Who Travel

28. Insights Driving Innovation
28
Article
2017
FB Group
2018
Meetups
2018
Trips
2018
Vertical
2019
Newsletter & Instagram
2019
● CONTENT & PRODUCT
● BRAND EXTENSIONS
● DISTRIBUTION
● REVENUE
● DELIGHT CONSUMERS