The document discusses how Meredith Digital uses data to understand consumers and their interests and intent across multiple brands. It provides examples of how Meredith captures data on consumer profiles, actions, and behaviors from various sources and uses that data to generate insights, target audiences, understand consumer journeys, and drive personalized experiences. These data-driven strategies help inform client strategies, increase engagement, and directly impact Meredith's business through increased response rates, subscriptions, and consumer revenue.

1. Redefining Data
From Obstacle to Ultimate Tool
ALYSIA BORSA
EVP / Chief Data & Insights Officer
Meredith Digital
April 2017

2. See
Meredith Now
An innovative media company built
to serve dynamic, curious,
forward-thinking women
Sparking her imagination and
mapping her path through
brands she feels connected to
No one does more to move
her to action
110M Women
70%Millenials

3. She’s Always On. So Are We.
We learn about her as she interacts with
content & commerce that drives her life.
Wake up, check
email, Hallelujah!
Tons of other
moms responded
to your question on
Parents about
pull-ups
Refuel with a
morning snack
pinned from
Eating Well
Hit the ground
running with
Shape
workout video
Plan tonight’s
dinner, build your
shopping list &
browse local offers
from Allrecipes
Follow
Allrecipes’ easy,
step-by-step video
for chicken chili
Discover the perfect
red lipstick while
unwinding on
Shape
Check in with
EatThis before
you head out to
lunch with
colleagues
6AM
7AM
10AM 12PM
3PM
6PM
9PM
Share BHG’s
Fast & Fab
Decorating
Projects on
Facebook
2PM

4. Interest & Intent
We understand her
visit register email follow subscribe
share search list watch buy
3 billion >6 million new >6 billion 30 million
'I made it'
'I did it'
profiles
Add to Shopping List
Print/Save/Build Collections
Video Views
7 'Shops'
Local Offers
INTEREST
INTENT
Home
Services
200 Million Monthly Actions
66 million
125 Million
Consumer Database
90 Million
Digital Consumers
First Party Data
>25,000
Attributes
enter
50 million

5. Understand her INTERESTS
Visit, Email & Transaction Data
Understand her INTENT
Actions, Peak Cycles, High Frequency
IN-MARKET
Real-time Data
50%
of Allrecipes users
visit grocery store
within 24 hours
of site visit
Generate Awareness
Drive Engagement
Reach Her In-market
Use Data to Understand & Activate
Throughout Her Journey

6. Constantly assessing
the quality of our
data, capturing new
data and identifying
opportunities to
partner
Retailer
Publisher
Marketer
Data
Provider
Or Platform
What is the overlap in consumers?
Can I extend our audience profiles?
Can I identify new audiences?
Can I target more effectively?

7. Consumer Profiles Are
Always Changing
Lifestyle Beauty Health Shopping
• Beauty Queens
• Fashionistas
• Skincare
• Haircare
• Anti-Aging
• Wedding Planners
• Health Conscious
• Fitness Fanatics
• Healthy Cooking
• Natural/Organic
• Beauty Shoppers
• Walmart Shoppers
• CVS Shoppers
• Target Shoppers
• Big Box Shoppers
• Entertainers
• Luxury Lover
• Travelers
• Foodies
• Health & Wellness
• New Moms
Lifestage & Demographics
Peak Cycles, Seasonality, Frequency & Recency
Real-time Actions & Location

8.  Insights inform Client Strategies
 Target People & Audiences
Predicted Rise
of Gluten Free
Advertising
 Consumer Journey
 Real-time Profiles
Personalized Experiences
Driving 4X Engagement
Product & Content
 Subscription Targeting
 Drive Consumers in Store
Leading
Response
Rates
2nd Largest
Licensor
Consumer Revenue
1st Party Data & Insights Have
a Direct Impact to Our Business

9. Lessons Learned
Data integration isn’t easy…prioritize
& decide what to build/partner
Break down the silos…of the data
& the organization
Hiring/retention is a challenge…focus
on proactive & exciting work
1
2
3
It’s not just about the data but about
the business translation…‘so what?’4

10. Thank You!