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Condé Nast's Journey Mapping with Fivetran: A Case Study
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Robots - Parallel Robots
Applicable Industries
- Buildings
- Consumer Goods
Applicable Functions
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Livestock Monitoring
Services
- System Integration
The Challenge
Condé Nast, a global media leader with 37 brands reaching millions of consumers, was faced with the challenge of managing and monetizing trillions of data points generated from its digital assets. The company lacked a central mechanism for managing and maintaining data integration sources, making data not readily available to consumers downstream. The demand to integrate more sources globally continued to grow, and pulling data into the data lake with custom scripts was cost prohibitive. Each marketing technology platform had its own API, data structure and other properties that required its own custom script. Creating the connectors on the fly and managing them on an ongoing basis wasn’t scalable, posing a significant challenge to the company.
About The Customer
Condé Nast is a global media leader with titles such as Vogue, GQ, The New Yorker, Vanity Fair, Wired, Architectural Digest (AD), and Bon Appétit. The company's 37 brands reach 72 million consumers in print, 442 million in digital, and 452 million across social platforms. Hundreds of millions of people around the world consume Condé Nast’s content across the company’s digital assets, generating trillions of data points and potential insights into their wants and needs. The company aims to deliver powerful, personalized and relevant experiences that inform and delight, while opening up new, sustainable revenue streams.
The Solution
To address this challenge, Condé Nast implemented Fivetran’s data integration solution. This solution was chosen for its intuitive controls, vast connector library and white-glove service. Fivetran automatically pulls data from dozens of scattered sources into Delta Lake, where it’s transformed and segmented into three layers – Gold, Silver and Bronze – for analysis in Qlik, Mode, and Databricks SQLA. This segmentation allows the team to maintain changes from the source via Fivetran and what they expose to the business. When a new source needs connecting, the team simply enters credentials in the Fivetran dashboard, and the data starts to flow. This solution has allowed Condé Nast to automate the data migration from first-, second- and third- party sources into the company’s lakehouse, Delta Lake on Databricks.
Operational Impact
Quantitative Benefit
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