Guro Valland is responsible for editorial insights in the Norwegian business daily, Dagens Næringsliv. She is part of the audience engagement team that includes data journalists and programmers, marketers and social media engagers, who all sit in the middle of the newsroom. Guro is a strong believer of data driven insights to execute prioritizations that both safeguard journalistic integrity and increase audience engagement. And further, how this is core in cultural change to reach both editorial and commercial goals. Guro is a trained business journalist and has a master's degree in business marketing from Freie Universität Berlin. She is also a board member of Norwegian Online News Association (NONA).