3 Ways Condé Nast Personalized Customer Journeys with Treasure Data
Last updated April 24, 2025
Understanding your customers is essential for delivering personalized, contextual experiences, but without the right tools, getting that complete customer view is a challenge.
By implementing Treasure Data Customer Data Platform (CDP), Condé Nast has unified all of its customer data, forming a 360-degree view of its customers and allowing it to see the broader connections between brands and within each country. Check out this blog post for Condé Nast’s tips on uniting teams around a CDP.
A content business with 37 brands operating in 32 countries, Condé Nast’s digital transformation over the past several years included consolidating, centralizing, and standardizing its global operations. The CDP has enabled the company to improve its understanding of how customers interact with it generally and across all brands and markets. With the help of Treasure Data’s Customer Journey Orchestration tool integrated with the CDP, Condé Nast can understand where customers are in their journey and deliver the personalized experiences needed to drive engagement and conversions.
The fruits of this transformation are showing. With help from Ian Phillips, CRM Data Manager at Condé Nast, we’re sharing three examples of campaigns the company has been able to launch powered by Treasure Data.
Selling event tickets to a highly targeted audience
The first example is a campaign that focused on quality over quantity.
Condé Nast ran a campaign promoting a fashion event they were selling tickets for. It was a small event, but the tickets had a high price point.
In Treasure Data, the team created a highly engaged audience segment that included individuals who attended specific events over the past year, made purchases in the store, and subscribed to magazines. They also included individuals who spent a certain amount (which allowed them to calculate revenue across all revenue streams). The segment totaled 600 individuals.
Additionally, they sent out the same promotion to a list of 60,000 people. The 600-person list sold more tickets than the 60,000 list.
Phillips said there is a case for sending something to a broad audience, such as to build brand awareness or cement a brand purpose. But it’s a law of diminishing returns.
Determining what seeds to plant to engage your audiences is key. Condé Nast doesn’t want to oversaturate its audience; sending relevant communications to precise targets is more important.
Implementing a winback journey for Vogue Magazine subscribers
Condé Nast always ran customer win-back campaigns prior to implementing Treasure Data, but was looking to get more sophisticated and automated in its outreach.
The marketing team wanted to change that using the CDP and customer journeys. Using Treasure Data’s Customer Journey Orchestration tool integrated with the CDP, Condé Nast set up a journey that targets lapsed Vogue magazine subscribers whose subscriptions expired 91 days ago. In the first stage of the journey, customers receive a personalized winback email promoting the benefits of resubscribing.
The journey divided customers into domestic and international groups and adapted the timelines according to these groups. Domestic customers receive the first email in one week, and international customers receive it in one month. If no subscription occurs, domestic customers are retargeted with paid social ads, while international customers move directly to the next step.
In the final stage, domestic customers receive a promotional SMS and email, while international customers receive a last-chance print subscription offer.
The CDP also helped the marketing team determine the stage of customer relationship with each customer and the journey was adapted using this information. For example, people who bought a subscription with another brand would be put on hold for a month. Everyone else went straight into the journey for the next communication.
Phillips said they couldn’t easily do this type of segmentation without Treasure Data CDP or build these journeys without its journey orchestration tool. Without the data from the other brands, they couldn’t identify who recently subscribed to another brand or what stage of the journey they were at. The marketing team now automates this program and continually optimizes it.
We didn’t have that data richness, and the CDP has given us that … We’ll be able to measure how things are progressing and see very easily what changes affected the bottom line.
Re-engaging lapsed Vogue Collection subscribers
The final example from Condé Nast involves a Vogue Collection subscription winback journey. This journey is for lapsed UK customers who haven’t purchased from Vogue’s e-commerce store selling Vogue-branded merchandise in the last six months but made a purchase 6–18 months ago. This journey provided an opportunity to craft a personalized journey related to their past purchases, and ensure communications are customer-centric.
Using logic and automation within the journey orchestration tool, the journey begins with a personalized winback email with dynamic content. Customers who click certain links get a different experience, such as a follow-up email. Customers who don’t purchase within one week receive social or display ads (Meta or Google) based on their preferences for about one month.
If they still don’t purchase within one month, the final stage offers a discount via email, and the journey ends if no purchase is made. Phillips said that if customers don’t engage at all, they are put into a holding pattern for about a year before they are eligible to be put back on the journey. The campaign underscored how Condé Nast can use marketing channels like email and paid media together to drive more engagement as opposed to independently. Deep dive into Condé Nast’s use of Treasure Data and how it has helped the company transform marketing strategies and enhance the customer experience. Watch the full session to hear more:
