Conde Nast just announced the introduction of” digital catalyst groups” to facilitate digital audience buying processes. Christopher Reynolds, VP of marketing analytics at Conde Nast, explained during a panel at the Adobe Summit that Conde Nast has developed catalyst groups in order to efficiently deliver advertisers digital audiences.
Conde Nast’s digital analytics team has classified Conde Nast 55 million subscribers into 10 audience segments. The analytics team scoured over on and off-line data and syndicated research. Catalyst groups include “Alpha-Millennial,” which account for young influencers; “Lovemark Mom,” moms who prefer brand names over generic brands; “Motor Maven,” consumers who are ahead of the car curve; the well-traveled “Shopping without Borders” group; the “Tech-thusiast” set; and mostly-single and highly social “On-The-Towners.”
“The idea of delivering huge customer volume and let advertisers choose doesn’t work anymore”, Christopher Reynolds, VP of marketing analytics at Condé Nast, said during a panel at the Adobe Summit which is taking place in Salt Lake City, Utah.
To make editorial changes based on trending analytics may not result in the best content for a media properties core audience.
Interaction between editorial and analytics
Asked by Brad Rencher, SVP and General Manager of Digital Marketing at Adobe?, about the relationship between the editorial team and the digital analytics team at Conde Nast. Reynolds noted that the editorial team often works more with gut feeling and that this does not have to be a bad thing. Digital Analytics, however, allows to see what a media properties core audience. On the other side, Reynolds warned that to make editorial changes based on trending analytics (e.g. Trending themes on Twitter) may not be the best fit for the core audience.