75%growth in unique podcast listeners
$5Min sales revenue in first 8 months
POLITICO, the most robust news operation and information service in the world specifically focused on politics and policy, used an insight community to drive advertising revenue, learn more about its audience and create a centralized insight engine.
As it enters its second decade, POLITICO needed a way to get ongoing audience feedback and data to drive growth, expansion and sales. As a startup, POLITICO had successfully relied on gut instincts, but as it matured it wanted to pivot to a data-driven, gut-aided organization.
The company launched the POLITICO Insiders insight community to gather the opinions of its audience. Through API integrations, POLITICO leveraged the community to better understand how people engaged with its platforms and why. Within just one year of launch, POLITICO Insiders informed expansion and product innovation decisions. The success of the community drove the development of a new audience insight and data team.
The sales team leveraged insights from Insiders to add value to dozens of pitches by focusing on clients’ target audiences, resulting in wins of more than $5 million in revenue. Clients have told us they don’t get that kind of granularity anywhere else.
Managing Director, Audience Insights & Data, POLITICO
As we continue to evolve, it’s imperative that our most vital asset–our audience–remains central to everything we do. By unifying and deepening our understanding of existing audiences, we can smartly reach, engage and grow new ones.