Case Study: NAPCO Media builds a data-driven content culture with Parse.ly

How to change corporate culture with access to data

NAPCO Media, a business-to-business digital media company, faced a challenge in aligning its content strategy with audience engagement. With most of its editors uncomfortable using Google Analytics, there was a significant disconnect between the content being produced and what resonated with readers. President Dave Leskusky sought a solution to empower his team with accessible data to shift the corporate culture from prioritizing ad revenue to putting content and readers first.

The company implemented the Parse.ly analytics dashboard to provide editors with digestible and intuitive audience insights. This solution led to a dramatic increase in data adoption, with 33 editors now regularly using the platform compared to fewer than ten with the previous tool. Parse.ly empowered the content team to make informed decisions, which helped cultivate reader communities and provided the sales team with valuable data to monetize content and close future deals.

NAPCO Media