Gabriel Koen
SVP of Technology, PMC
Penske Media Corporation (PMC) is a premier global media and information services company headquartered in Los Angeles, California. With a portfolio of 42 iconic brands such as Rolling Stone, Billboard, Variety, The Hollywood Reporter, and Deadline, PMC reaches more than 400 million people annually and generates over 6 billion web views per year.
As part of a broader data transformation initiative, PMC implemented a modern analytics stack including Snowflake, Google BigQuery, and Looker. While these tools powered executive-level dashboards, business users across departments still struggled to access specific insights needed for daily decision-making. To bridge this gap, PMC turned to Athenic AI.
Industry: Media & Entertainment
Location: Los Angeles, California, USA
Customers: 400M+ annual global readers across 42 brands
Despite a modern analytics infrastructure, PMC’s editorial and business teams struggled to quickly answer ad hoc questions without analyst support. With 15+ million daily web views across dozens of publications, accessing and comparing content performance data independently was difficult.
This bottleneck limited editorial agility and left key strategic opportunities unexplored. PMC required a self-service BI tool that empowered users to explore real-time data and react confidently to rapidly changing media cycles.
PMC adopted Athenic AI’s conversational analytics platform to provide direct access to live Snowflake data, enabling non-technical users to ask complex questions in plain English and receive instant, clear visual insights—no SQL or dashboard expertise required.
This empowered editors, marketers, and business leads across PMC’s 42 brands to independently explore content performance, react swiftly to emerging trends, and reduce reliance on analysts, who could then focus on strategic initiatives.
Athenic AI was deployed quickly at PMC, requiring minimal onboarding. Users across editorial and business teams confidently explored live Snowflake data using a zero-code conversational interface from day one, accelerating data-driven decision-making.
50x Increase in Data Access: Teams formerly reliant on analysts now independently access insights, scaling across 42 media brands.
Accelerated Editorial Decisions: Editors leverage real-time performance metrics to prioritize stories and optimize coverage during fast-moving news cycles.
Improved Operational Efficiency: Analysts focus on high-value strategy instead of routine data requests.
Enhanced Content Relevance: Audience behavior data informs article strategy, improving alignment with reader interests across all platforms.
As media cycles accelerate, PMC expands Athenic AI usage to empower more teams with conversational BI—enabling faster, independent, and scalable data-driven decision-making across its global portfolio.
