Case Study: Meredith achieves unified, enterprise-wide customer analytics with Segment

How Meredith Corporation unified customer data analytics across its more than 30 brands with Twilio Segment

Meredith Corporation, a major U.S. media company with more than 30 brands (People, Allrecipes, Sports Illustrated, etc.) and 175M+ monthly visitors, faced a fractured, brand-driven data landscape: dozens of unique data architectures and siloed datasets that blocked enterprise-wide measurement, cross‑brand insight, and efficient tooling. Leadership set a six-month deadline to unify and standardize data to turn their massive digital scale into a growth opportunity.

Meredith implemented Segment to centralize data collection, enforce a single data-capture standard, and push standardized events in real time to downstream tools. The unified infrastructure eliminated manual data merges, delivered real-time enterprise KPIs, enabled rich cross-brand consumer profiles for targeting and product decisions, and shifted the organization toward consistent, data-driven growth across all brands.

Meredith

Grace Preyapongpisan

Vice President, Business Intelligence