Marco Vigano' presented on the future of publishing in the data era. He discussed how Conde Nast Italia is using various media integrative platforms to produce content across multiple channels and engage audiences through social media and events. Data is crucial to Conde Nast's strategy, as they are using tools like machine learning and analytics to improve advertising, create personalized content, and gain insights from their large user base and content. Looking ahead, Vigano' explained that publishers must distribute content wherever audiences are, through platforms like Google and smart speakers using voice data.

1. FUTURE OF PUBLISHING IN THE DATA
ERA
MARCO VIGANO’ - DIGITAL CHIEF TECHNOLOGY OFFICER - @SASHA0423

2. 1. Condé Nast Italia System
Who is CN?
2. Media integrative platforms
Let’s talk about content production, social and experience
3. Data Strategy
Advertising, Content, Machine Learning, Analytics
4. What’s next?
EXPERIENCE IS
1 MILLION
FB AND IG INTERACTIONS PER
MONTH
8%
IG ENGAGEMENT RATE
+10 MILLIONS
TOTAL REACH PER MONTH
CONDE’ NAST NETWORK
15 MIO TOTAL FAN BASE CN
50 MIO INSTANET MONTHLY IMPRS*
AGENDA

3. Who is CN?

4. CONDÉ NAST ITALIA SYSTEM
CONDÈ
NAST
fanbase
500k
event
participation
NUMBERS
readers● MAGAZINE
● DIGITAL
● SOCIAL MEDIA
● EVENTS
PLATFORMS
• a unique selection of brands in
terms of content, numbers and
positioning;
• a selected, diversified audience;
• a system of media and
distribution platforms constantly
evolving;
• a high level of engagement.
> > > TARGET
MARKET
>
> > >visitors
affluent
millennians
business
dandy
print
professionals
smart
elite
digital
page views
3.2
interactions
per second
25
main
events per
year
circulation
5,6mio 1,3mio
27mio 177mio
16,4mio
Source: Audipress 2019/1, ADS moving average 3/19, Webtrekk average Jan-May 2019, Social 05-2019

5. Source: Webtrekk, AVG 2019, update May 2019 / Social Platforms, Update May 2019
NEWS, CELEBRITIES & ENTERTAINMENT
12 MIO UNIQUE
VISITORS
2.7 MIOTotal Fan Base
TECHNOLOGY & INNOVATION
5 MIO UNIQUEVISITORS
1.4 MIOTotal Fan Base
BEAUTY,WELLNESS & FASHION
2,3 MIO UNIQUE
VISITORS
1,1 MIOTotal Fan Base
FOOD & CONVIVIALITY
4,1 MIO UNIQUE
VISITORS
1. 5 MIOTotal Fan Base
FASHION, STYLE FOR MEN
1,3 MIO UNIQUE
VISITORS
822 KTotal Fan Base
FASHION, BEAUTY, CULTURE &
INFLUENCING
2,1 MIO UNIQUE
VISITORS
6,6 MIOTotal Fan Base
BRANDS
INTERIOR DESIGN & ART
220.000 UNIQUE
VISITORS
130.000Total Fan Base

6. MAGAZINE
AUDIENCE
DIGITAL
SOCIAL EVENTS

7. *Source: Google Analytics
AGE
GENDER
19%
25% 23% 23% 25%
10%
30%
34%
27%
28% 28%
18%
27%
21%
20%
20%
20%
17%
24% 20%
30%
19%
27%
55%
VANITYFAIR WIRED VOGUE GQ GLAMOUR LCI
44+
35-44
25-35
18-24
81%
35%
81%
23%
89%
72%
19%
65%
19%
77%
11%
28%
VANITYFAIR WIRED VOGUE GQ GLAMOUR LCI
Female Male
Best target markets for having influence
AUDIENCE

8. media
integrative
platforms

9. CONTENT
PRODUCTION
SOCIAL EXPERIENCE DATA
media integrative platforms

10. CONTENT
PRODUCTION

11. CONTENT
PRODUCTION
CONTENT
PRODUCTI
ON
IN HOUSE
PRODUCTIONS
WHITE
LABEL
• BRANDED CONTENT
• NATIVE ADVERTISING
• MULTI-PLATFORM PROJECTS
• ADVERTORIAL CON SHOOTING
• VIDEO PRODUCTIONS
• SHAREABLE
• VIDEO PRODUCTIONS
• TAILOR-MADE CREATIVITY

12. SOCIAL

13. SOCIAL
SOCIAL
EXPERIENCE IS

14. IDENTIKIT
18 – 26
main target market, that goes all the way to the 15-30 age range
Mostly girls
with some boys as well
92% Italian
CHARACTERISTICS
• Always seeking what’s new;
• Desire to reflect what they see;
• More difficult to engage in a conversation but
won over.
EXPERIENCE IS
1 MILLION
FB AND IG INTERACTIONS PER
MONTH
8%
IG ENGAGEMENT RATE
+10 MILLIONS
TOTAL REACH PER MONTH
CONDE’ NAST NETWORK
15 MIO TOTAL FAN BASE CN
50 MIO INSTANET MONTHLY IMPRS*
*InstaNetricopre social-media posts embedded in the pages of women’s sites: VanityFair, Vogue
Experience is

15. Has been a success since the first two modules* were
launched:
CN Social Academy
CONDÉ NAST along with SDA BOCCONI
“We believe in the culture of Social Media Marketing for successful
digital strategies, and this is why we want to invest in tomorrow’s
content creators”
3
PARTNERS
40
Students trained
More than
2,000
SIGNED UP FOR EACH
MODULE
more than 200
content pieces created
*Theme 1° module: Beauty ;Theme 2 ° module: Lifestyle & Men’s Passions

16. CN Social Talent
Agency
WHERE IS THE MARKET GOING?
• Talents as content creators;
• Quality content;
• Storytelling;
• Authentictiy, reputation and
credibility.
▼
HOW IS CONDE’ NAST REACTING?
▼
Integrated approach
with CN properties
Opportunity to
be published
on CN
properties
Great
Customer
Base
Promotion on CN properties
(for microinfluencers &
Academy)
Integrated
Communicatio
ns project
High-end
target
▲
▲
FOR THE TALENTFOR THE CLIENT
6 TALENTS
SOCIAL ACADEMY
21 TALENTS
NEW TALENT RECRUITMENT

17. EXPERIENCE

18. EXPERIENCE
EVENTS
• Sponsorship
• Partnership
• Tailor Made
Events
EXPERIENC
E
CROSS MEDIA
PROJECTS
(Print_Web_Socia
l and Local)
CO-MARKETING
ACTIVITIES

19. Frame Experience
Store
EXPERIENCE STORE able to “frame” the trends, projects
and most interesting content to experiment with.
A store based on the idea of INCLUSION where offering new
ways of interacting among readers, users, followers, the
editors and brands.
An INSPIRATIONAL SPOT where brands can evangelize via:
Online is becoming more
and more important but at
the same time stores must
become a real experience.
“
”
 CULTURE
 HERITAGE
 INNOVATI
ON
 MEET UPS
 INTERACTI
ON
 SHOPPING
and…EXPERIENCES

20. BE HUNGRY FOR DATA

21. DATA
DATA UNIT
PRINT
CIRCULATIO
N
DIGITAL
CIRCULATIO
N
ON SITE
REGISTRATIONS

22. DATA
DATA
From “UNDRESSED” to “PROFILED”
Creating a UNIQUE DATABASE
based on FIRST DATA from Condé Nast’s user base.
1- DATABASE MARKETING CLIENT – USER CENTRIC
Integration of print and digital free pass subscribers, registered
users, those signed up to event response of users. Integration of
social-world world.
2- DATA ENRICHMENT
Enriching profiles with new information (demographic, behavior,
preferences and interests). Update GDPR consent forms.
3- ENGAGEMENT
Dedicated newsletters and initiatives (event invitations, partner
communications, etc..).
4- LIFE CYCLE MANAGEMENT
Campaigns for managing life cycle of subscribers, Welcome for
new users, Retention for those about to expire, Reactivation for
those already expired.
MILESTONES
 Engage and maintain active users
 Increase user base
 Creating quality audience
 Building a user-centric vision

23. ADVERTISING CONTENT MACHINE
LEARNING
ANALYTICS
data strategy

24. ADVERTISING

27. • RTB (RealTime Bidding)
* CPM – Cost Per Mille = Cost for 1,000 adv impression
advertising
• Programmatic buying
adv placement based on user interests, age, sex, for
example:
- demographics (male / female / 18 – 45),
- geography (3 min from a beach),
- time of day (7-10PM)
- weather (sunny)
- device (smartphones)
Programmatic & RTB
IAB = Interactive Advertising Bureau
DSP = Demand-Side Platform
SSP = Sell-Side Platform

28. advertising
DMP: Data Management Platform
• Unified and centralized technology platform used for
collecting, organizing, and activating large sets of data
from disparate sources
• DMP is built on five interconnected pillars: collection,
unification, organization, activation, and analytics.
• DMP + Programmatic
and RTB
sell better advertising
based on clustering
and user behaviour

29. CONTENT

32. content
Wow!!!!!

33. content
Publishing forecast (Data from La Cucina Italiana)
• Editors: What is the best time for
publishing content?
• IT: How I can saving money in my
infrastructure?
Predictable workload
Unique Users 27 Jun – 4
Jul

34. content
Heatmaps
demo

35. MACHINE LEARNING

38. IMAGES TEXT USERS
machine learning
PILLARS

39. IMAGES TEXT USERS
machine learning
PILLARS
autotagging
celebs recognition
discover old content
natural language
processing history recomendation

40. machine learning
Images: Computer Vision
Computer vision allows
computers to gain an
understanding of digital
images and videos.
It seeks to automate tasks
that human vision can
achieve.
This involves methods of
acquiring, processing,
analyzing and understanding
digital images, and extraction
of data from the real world to
produce information.
For CN: Image tagging + Celeb
recognition = help editorial
team
What is CV?

41. machine learning
Images: Computer Vision
autotagging
celebs recognition
discover old content
1. Shaq
2. Shaquille
3. Diesel
4. The Big Fella
5. Shaquile O’Neal

42. demo
machine learning
Amazon Rekognition and Google Cloud
Vision APIs

43. machine learning
Text: Natural Language Processing
Natural language processing is
the ability of a computer
program to understand human
language as it is spoken.
For CN: Topic extraction +
article tagging
= help editorial team
What is NLP?

44. machine learning
NLP: TEXT CLEANING
Remove: frequent words, stop words, symbols, and numbers.
Keep: nouns, verbs, adjectives, and adverbs.

45. machine learning
Facendo le dovute proporzioni se il Napoli allo
scudetto ci dovesse arrivare davvero la festa
durerebbe giorni o settimane. Il metro di paragone è
la notte appena passata. Passata sveglia in tutta la
città e con più di 10 mila persone all’aeroporto ad
aspettare gli eroi. Erano quasi le tre del mattino
quando è atterrato l’aereo che riportava a casa la
squadra partenopea dalla vittoria di Torino che ha
sancito il ritorno a meno uno in classifica dalla
Juventus a quattro giornate dalla fine del campionato.
È una vittoria che vuol dire speranza e che è stata
festeggiata a Napoli con un delirio
fare dovuto proporzione napoli scudetto arrivare
davvero festa durare giorno settimana metro
paragone essere notte appena passato passato sveglio
città molto persona aeroporto aspettare eroe quasi
mattino atterrare aereo riportare casa squadrare
partenopeo vittoria torino sancire ritornare menare
classificare juventus giornata fino campionare essere
vittoria diro speranza festeggiare napoli delirio
collettivo fuoco artificio rievocazione maradona tuffo
NLP: TEXT CLEANING EXAMPLE

46. demo
machine learning
Google NLP

47. machine learning
CV + NLP = RECOMMENDATION: COLLABORATE
FILTERING

48. ANALYTICS

49. analytics
Measure everything
- Measure and track results
accross time
- Understand users behavior
- Design products and
servirvices that maximize
customer acceptance
- Measure ROI
- …
Why is important?

50. demo
analytics
Google Analytics

51. WHAT’S NEXT?

52. What’s next?
NEW Publisher Digital Transformation: Content
everywhere
- Again… Data become crucial to
understand impact of content
distribution
- Content must follow users /
customers
- Kill Homepages? (5% - 10% total
traffic)
- Kill Website?
From Mobile first to Content
Distribution first!!!

53. What’s next?
Choose your destiny!

54. What’s next?
Choose your destiny!
Google Ecosystem for a Publisher:
- Google SERP (Search Engine Results
Pages)
- Google News
- Google app
- Chrome sugestion

55. What’s next?
Facebook Tango Down (45 minutes)

56. MAYTHEVOICE BEWITHYOU

58. Smart speakers

60. La Cucina Italian Skill
• Alexa, apri La Cucina Italiana
• Alexa, apri La Cucina Italiana e dammi la
ricetta di {oggi}
• Alexa, apri La Cucina Italiana e trova una
ricetta con {tagliatelle} e {funghi}

61. La Cucina Italiana
Custom Skill

62. VOICE DATA

63. IL FUTURO DEL PUBLISHING NEL MONDO DEI
DATI
Thank you
MARCO VIGANO’ - DIGITAL CHIEF TECHNOLOGY OFFICER - @SASHA0423