Case Study
Jessica Xiong
Business Development
Penske Media Corporation supercharges data accessibility and operational agility with Athenic AI, empowering 42 leading media brands to make faster, smarter decisions.
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 investing in a modern data stack, PMC’s teams lacked the ability to answer ad hoc questions quickly without support from analysts. Teams needed to compare content performance across brands and track real-time shifts in audience interest. However, with over 15 million web views per day and dozens of publications, the data was too complex to access independently. This created decision-making bottlenecks, reduced agility, and left strategic opportunities unexplored.
PMC needed a self-service solution that gave business users direct access to data and allowed them to respond to fast-changing media cycles with confidence.
PMC implemented Athenic AI’s natural language analytics platform to unlock access to Snowflake data for non-technical users. Athenic AI enables teams to ask complex questions in plain English and instantly receive clear, accurate insights without needing SQL or dashboard training.
With Athenic, editors, marketers, and business leads across PMC’s brands could self-serve their own data needs, compare content performance across sites, and react quickly to trends, freeing analysts to focus on higher-value projects.
Gabriel Koen
SVP of Technology, PMC
Athenic AI was rolled out across PMC with minimal ramp-up time. Its conversational interface required no formal training, and users were able to explore live Snowflake data confidently from day one.
50x Increase in Data Access: Teams that previously submitted analyst requests now access answers themselves—scaling insights across all 42 brands.
Accelerated Editorial Decisions: Editors use real-time performance data to prioritize content topics and optimize coverage during fast-moving news cycles.
Higher Operational Efficiency: Analysts are no longer bogged down by repetitive requests, freeing them to focus on strategic analysis.
Greater Content Relevance: Audience data is now directly informing article strategy, improving alignment with user interests across all platforms.
PMC continues to expand Athenic’s usage across its brands. As media cycles accelerate, Athenic AI empowers more teams to be data-driven—faster, independently, and at scale.
