Case Study

PMC Scales Self-Service Analytics with Athenic AI

Empowering editorial and business teams across 42 iconic brands with conversational analytics on live Snowflake data — no SQL, no analyst queues.

52×

increase in data access

iconic media brands powered

400M+

annual global readers reached

“Athenic AI augments our data capabilities by allowing our non-technical users to access data more directly and much faster. The platform helps us produce greater value from our data by increasing the number of people who can access insights.”

Gabriel Koen

SVP of Technology, PMC

About the Customer

Penske Media Corporation

Penske Media Corporation 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 — then turned to Athenic AI to unlock real-time, self-service access for non-technical users across editorial and business teams.

Industry

Media & Entertainment

Location

Los Angeles, California, USA

Customers

400M+ annual global readers across 42 brands

Challenge

Limited Self-Service Access to Real-Time Editorial Insights

Despite a modern analytics infrastructure, PMC's editorial and business teams struggled to quickly answer ad hoc questions without analyst support. PMC needed to:

➤Access content performance data across dozens of publications independently
➤Compare metrics across 15+ million daily web views without analyst help
➤React confidently to rapidly changing media cycles
➤Free analysts from routine data requests to focus on strategy

This bottleneck limited editorial agility and left key strategic opportunities unexplored.

Solution

Natural Language Analytics for Instant, Self-Service Insights

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. Deployment required minimal onboarding, with editors and business leads exploring live Snowflake data from day one.

➤Direct connection to PMC's live Snowflake data warehouse
➤Plain-English queries with instant visual responses
➤Zero-code conversational interface usable from day one
➤Rapid rollout across editorial and business teams with minimal onboarding

Results & Impact

Empowering Real-Time Data-Driven Decisions

Athenic AI 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 higher-value strategic initiatives.

➤52× increase in data access with teams formerly reliant on analysts now exploring insights on their own
➤Accelerated editorial decisions with real-time performance metrics guiding coverage during fast-moving news cycles
➤Improved operational efficiency freeing analysts to focus on high-value strategy instead of routine requests
➤Enhanced content relevance as audience behavior data informs article strategy across all platforms