• The Guardian, Wednesday, December 3, 2014 6:57 AM

Diageo and Guardian Labs are testing a new approach to branded content for Baileys that uses data to inform content strategy in real-time. Content will be specially created for the cream liqueur brand by the Guardian Labs team with topics decided by real-time analytics data from the Guardian’s Life & Style and Culture sections. Content that is seeing a surge in readership will help steer the branded content strategy for Baileys, with information such as platform, source and geographical location also being used.

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