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Baileys And Guardian Labs Using Real-Time Data To Shape Content

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.

Read the whole story at The Guardian »

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