CLIENT CASE VRT
How VRT connected editorial teams and data analysts to drive better decisions
Connecting the data analysts' expertise to drive smarter decisions
About
VRT
VRT is the public broadcaster of the Flemish Community in Belgium. With a strong portfolio of television channels, radio stations, digital platforms, and streaming services, VRT reaches millions of viewers, listeners, and online users every day.
As a public service broadcaster, VRT focuses on delivering high-quality journalism, offering reliable information and fighting disinformation. Digitisation creates lots of opportunities here. With the public at heart, we can adjust our media offer in a customised and personalized way.
DIGITAL CHALLENGE
As audience behaviour increasingly shifts across digital platforms, VRT wanted to strengthen how data supports editorial and strategic decision-making across its organisation. The goal was not simply to make more data available, but to ensure insights could actively help the editorial teams and channels contribute to broader VRT objectives.
“The VRT Media intelligence team chose to invest in centrally coordinated, on‑site data analysts within the editorial teams, and Stitchd was one of the partners in helping us build and scale this model.”
Aline Cadron
Product owner Data insights, VRT
Key points
Media intelligence analysts as strategic partners
By embedding Media Intelligence analysts directly within editorial environments, VRT strengthened the connection between audience insights and editorial decision-making. Working closely with content teams allowed analysts to better understand editorial priorities, identify emerging audience trends and translate data into concrete strategic and tactical recommendations.
Rather than acting purely as reporting specialists, analysts became active partners in helping editorial teams make better-informed decisions aligned with VRT’s broader objectives.
Local and central data analysts
The VRT Media Intelligence team decided to embed local analysts in the editorial teams while structurally aligning them with the central local analysts. This ensured full transparency across ongoing analyses and eliminated duplicate requests. The result: greater efficiency, clearer ownership, and stronger cross-team alignment.
More relevant Power BI dashboards
By working closely with editorial teams, the VRT Media Intelligence analysts identified the dashboards that truly mattered to their day-to-day operations and uncovered existing data and reporting gaps. This allowed us to develop new Power BI dashboards tailored to their specific needs, transforming reporting into focused, actionable insights.
CLIENT CASES
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