At the new Meredith Corporation, the term \u201cso what?\u201d isn\u2019t a reference to the song popularized by the singer Pink. It\u2019s the desired nexus between the \u201cpersistent and dynamic data\u201d that America\u2019s largest magazine publisher collects on its consumers.<\/p>\n

\u201cIt\u2019s great to have data, but you need to turn it into the so what?\u201d says Alysia Borsa, the company\u2019s Chief Marketing & Data Officer, whose team is responsible for all consumer data and insights across the merged assets of Meredith and Time Inc.<\/p>\n

\u201cThe common goal for all of my team is really to understand our consumers. When we understand our consumers we drive advertising, we drive product, we drive editorial, we drive consumer revenue. So we have this common goal.\u201d<\/p>\n

One element of that goal is capturing and understanding user data not just based on the life stage of a consumer and their interests but on capturing the \u201cbillions\u201d of intent signals that Meredith sees.<\/p>\n

\u201cEvery time someone clicks on a video or opens an email or creates a shopping list or clicks to buy, they\u2019re helping us to understand their intent. So life stage, plus interest, now intent,\u201d Borsa says in this interview with Beet.TV.<\/p>\n

Complementing intent signals is the capability of creating profiles to understand consumers who are always changing. This is where persistent and dynamic means intersect.<\/p>\n

\u201cPersistent is I am a mom, I\u2019m interested in sports. There are persistent aspects about who I am and what I\u2019m interested in. But on Monday mornings versus Saturday afternoons I have different needs.\u201d<\/p>\n

Bringing everything together to create the \u201cso what?\u201d is what really unleashes the power of consumer data, according to Borsa<\/a>.<\/p>\n

\u201cThe whole team is focused on how do we develop insights to create, for example, video programming that impacts a client or that can drive engagement.\u201d<\/p>\n

Two recent examples are when the Better Homes & Gardens team \u201csaw a really interesting trend toward an interest in whipped cream and decorating eggs,\u201d Borsa explains. They created a video about dyeing Easter eggs that garnered 60 million views on Facebook, was shared one million times and was \u201ccross-promoted across multiple brands where we saw a seventy percent completion rate.\u201d<\/p>\n

Meredith\u2019s Real Simple title created a \u201cmomfessions\u201d video<\/a> based on insights. The resulting brand-sponsored video got 17 million views, according to Borsa.<\/p>\n

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB\u2019s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

At the new Meredith Corporation, the term \u201cso what?\u201d isn\u2019t a reference to the song popularized by the singer Pink. It\u2019s the desired nexus between the \u201cpersistent and dynamic data\u201d that America\u2019s largest magazine publisher collects on its consumers. \u201cIt\u2019s great to have data, but you need to turn it into the so what?\u201d says […]<\/p>\n","protected":false},"author":17,"featured_media":51453,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7129],"tags":[5279,6181,7162,7164,7180,7181],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51451"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=51451"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51451\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/51453"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=51451"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=51451"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=51451"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}