Using Survey and Commerce Data to Drive Smarter Targeting and Audience Growth

Survey data tells you what your audience thinks. Purchase data tells you what they do. Ogden Publications had both and figured out how to connect them.

In this session, Megan Yaussi, Digital Marketing and Database Manager at Ogden Publications (publisher of the most popular and longest-running sustainable-lifestyle magazine, MOTHER EARTH NEWS, walks through how their team combines survey and poll responses with Shopify purchase history to build more precise audience segments. By linking behavioral and transactional data, they improved targeting, increased engagement, and opened up new opportunities for product promotion and upsell across their portfolio of niche media brands.

The session walks through the challenge of turning survey and commerce data into actionable audience segments, the approach they took, the lessons learned, and the results.