The concept of "data-driven media" is a hot topic right now, but actually adopting a performance-based approach to content requires more than just numbers. It calls for a cultural shift from a purely editorial mindset to one that combines creativity with science. Refinery29 and NPR are two successful media companies with very different audiences and histories — R29 is a fast-growing, digital-only fashion and lifestyle brand, while NPR has evolved beyond its roots in terrestrial radio to both online and mobile platforms in a way that few legacy brands can boast. Ultimately, both have built company cultures that not only accept but also leverage data to create better and more successful content. Through tools like dashboards, newsletters, and both off-the-shelf and custom analytics solutions, this conversation will address how media companies can adopt data-driven practices that empower, rather than alienate, writers and facilitate the creation of higher-quality content across the board.