15+ websites and 25+ eNewsletters – that’s a heck of a database. The North American audience was in the 2M range and no one had any idea what it truly looked like.

The Challenge

Understand audience brand crossovers and database health in a virtually all manual environment. The goal was to use this data to inform roadmap decisions regarding discontinuing, merging or starting up new brands/products as well as informing the editorial calendar.

The Actions

The first step in the process was to validate each database record. I was able to do that through a third party platform. We eliminated 300,000 invalid contacts.

I then went through the entire database, downloading the audience for each brand in CSV. I then uploaded to an excel spreadsheet where I would do a comparative analysis for crossovers between two brands.

The Results

I discovered there were several brands with crossover of greater than 75%. This led to further analysis around content of the brands to determine if it made sense to merge the brands or keep them separate. I also used this data to refine or redefine personas. Further analysis regarding highest performing content would be needed in order to understand if the crossover audiences were reading the same types of content on both brands or completely different content and if the content was different was it in the same general vein.

The result of this study was a smaller, but more engaged audience, which sales was able to leverage in their pitches to increase closed/won rates. It also engendered the content study and follow up with cross-functional stakeholders regarding the brand roadmap and editorial calendar.