There’s nothing sweeter than linking marketing to revenue. Just ask Geoff Schiller, chief revenue officer of POPSUGAR. The lifestyle media company uses data to provide content that tantalizes readers and advertisers alike.

In advance of Schiller’s session on innovation and disruption in publishing at DMA’s &THEN 2016 conference, I had the opportunity to ask a few questions via email about POPSUGAR’s affinity for data and its knack for native advertising.

POPSUGAR is in one of the most competitive categories in consumer publishing, yet its success is exceptional. How are you using data to drive growth?

Data is embedded within the DNA of POPSUGAR, from leveraging content analytics to our predictive tool, Trendrank. Data informs editorial decisions, as well as content marketing efforts—either way, [we use] data to amplify our results.

How can marketers looking to develop native content use predictive data to inform their decisions regarding content or native ad strategy?

For us, we have the benefit of leveraging Trendrank, [which] allows us to identify trends before they’ve “crested” and allow our brand partners to be a part of the build-up versus the climax of virality.

Sounds like marketers must respond in real time to news, cultural events, and trends to ensure that their brand stands out. What’s one example of a company whose native ads are performing well in terms of engagement or conversion?

Being honest, I have to say that we’re doing it the best. We use a composite of visits, time spent, and social sharing called the POPSUGAR Engagement Score. Our PES results on behalf of brands have been phenomenal.

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Also from DMA’s &THEN 2016 conference:

7 Decision Drivers Marketers Can Tap to Influence Customer Behavior
The Happy (Re)Marriage of First- and Third-Party Data
Why CMOs Are, In Fact, Chief Mystery Officers
Data: The New Marketing Currency in a Time of Change
Marketers Live in an “and” World
5 Marketing “Shoulds” in an Overwhelming List of “Coulds”