75%

growth in unique podcast listeners

$5M

in sales revenue in first 8 months

Drove the development of a new audience insight and data team

Overview

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.

Fast facts

Industry
Media & entertainment
Category
Product innovation
Use cases
Product development and evolution
Monetization
Key benefits
Stakeholder alignment
Audience engagement
Speed to insight
Agility

Business challenge

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.

Solution

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.

Results

75%

growth in unique podcast listeners

$5M

in sales revenue in first 8 months

Drove the development of a new audience insight and data team

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