Case Study: The Economist achieves company-wide data-driven decision-making with Looker

Venerable media icon taps Looker to improve key business indicators through data

The Economist Group, a long-standing global media organization, was struggling with fragmented customer data from print, web, apps, CRM and marketing systems. Those silos produced inconsistent views of customer journeys, limiting the company’s ability to optimize products, retain subscribers, and demonstrate audience value to advertisers.

To fix this, The Economist centralized key data into Amazon Redshift and deployed Looker (with Cloud BI Limited) via a POC called REVEAL, starting with customer acquisition and expanding across teams. The platform delivered self-service dashboards and cross‑platform analytics, making the company data-driven: editorial, circulation and marketing teams now gain real-time 360° insights, personalize content and campaigns, better serve advertisers, and scale toward predictive analytics.

The Economist

Bobby Gill

Data Analytics Director