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menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-7769"><a href="https://web.archive.org/web/20191017051814/http://spark.telegraph.co.uk/toolkit/success-stories/">SUCCESS STORIES</a> <ul class="sub-menu"> <li id="menu-item-7770" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-7770"><a href="https://web.archive.org/web/20191017051814/http://spark.telegraph.co.uk/toolkit/success-stories/editorial/">EDITORIAL</a></li> <li id="menu-item-7771" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-7771"><a href="https://web.archive.org/web/20191017051814/http://spark.telegraph.co.uk/toolkit/success-stories/commercial/">COMMERCIAL</a></li> </ul> </li> </ul></nav></div> <div class="cl"></div> </header> <div id="primary" class="content-area"> <main id="main" class="site-main" role="main"> <section class="top-section"> <div class="pageHero" style="background-image: url(https://web.archive.org/web/20191017051814im_/http://spark.telegraph.co.uk/toolkit/wp-content/uploads/2016/07/Toolkit-background.002.jpeg);"> <div id="pageHeroCopyWrapper"> <div class="pageHeroCopyInner"> <h1> Commercial Insight </h1> <div class="entry-content-page"> <p>The Telegraph’s Commercial Insight team are using new and innovative techniques to better understand our audience.</p> </div> <a class="heroButton scrollToContent" href="#" style>Reveal more<span class="heroButtonIcon"></span></a> </div> </div> </div> </section> <section class="main-section"> <div class="pagePanel noVideos"><h2>Going beyond demographics</h2><p><span style="text-decoration: underline;"><b>Telegraph Ai:</b></span></p> <p> </p> <p><span style="font-weight: 400;">Telegraph A</span><i><span style="font-weight: 400;">i </span></i><span style="font-weight: 400;">is our proprietary clustering tool, which allows us to create and analyse interest based segments using our 1st party audience data. It’s both an audience insight and segmentation tool that helps us:</span></p> <p> </p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">find audiences that align with specific mindsets and interests</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">understand what topics and channels they engage with</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">understand when and where they engage with our digital content</span></li> </ul> <p> </p> <p><span style="font-weight: 400;">Ultimately it allows us to go beyond demographics and understand behaviours and complementary interests.</span></p> <p> </p> <p><span style="text-decoration: underline;"><b>Galvanic Skin Response (GSR):</b></span></p> <p> </p> <p><span style="font-weight: 400;">The Insight team are utilising Advanced Research Techniques more and more and this year expect to see more in this area. 聽One of the techniques we have been showcasing has been our GSR capabilities:</span></p> <p> </p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Every time we have an emotional reaction to stimulus, the conductivity of our skin changes. 聽This change is picked up by incredibly sensitive Galvanic Skin response sensors, and paired with facial coding, we can see the positivity and intensity of the reaction.</span></li> </ul> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">These engagement moments are key – if linked to branding, they drive values such as consideration or trust.</span></li> </ul> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">In the example below, someone is being tested whilst watching a charity campaign, we see emotional peaks occur around the final brand message.</span></li> </ul> </div><div class="expander"></div> <div class="videoWrapper border " id="video-content"> <div class="videoWrapperInner"> <div class="video-player" id="video-8213" data-video-id="FzbzAzaDE6GHaCtpzbbfCQkIfakP1RmA"> </div> <p class="video-title">NSPCC GSR Test</p> </div> </div> <div class="videoWrapper border " id="video-content"> <div class="videoWrapperInner"> <div class="video-player" id="video-8214" data-video-id="EyNmkzaDE6PcZ_ZLlO0x18bw04aftDeQ"> </div> <p class="video-title">Telegraph Brand Video</p> </div> </div> <div class="videoWrapper border " id="video-content"> <div class="videoWrapperInner"> <div class="video-player" id="video-8215" data-video-id="NsNWkzaDE6Nk-8q2HY_N7lsyh4qkV7yy"> </div> <p class="video-title">Lexus Test</p> </div> </div> </section> <div id="scrollToTop"> <a class="scrollToTopLink" href="#">Back to top</a> </div> </main> </div> <script type="text/javascript" src="https://web.archive.org/web/20191017051814js_/http://spark.telegraph.co.uk/toolkit/wp-includes/js/wp-embed.min.js?ver=5.2.4"></script> <script type="text/javascript"> /* <![CDATA[ */ jQuery(document).ready( function($) { $("ul.menu").not(":has(li)").closest('div').prev('h3.widget-title').hide(); }); /* ]]> */ </script> <script type="text/javascript" src="https://web.archive.org/web/20191017051814js_/http://player.ooyala.com/v3/620bb1a729e4f55b9ec3bb9707aa5e4?platform=html5-priority"></script> <script src="https://web.archive.org/web/20191017051814js_/http://spark.telegraph.co.uk/toolkit/wp-content/themes/toolkit/js/video-player.js"></script> <div class="menu-footer-container"><footer><nav class="footerMenu"><ul><li id="menu-item-3126" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-3126"><a href="https://web.archive.org/web/20191017051814/http://spark.telegraph.co.uk/toolkit/advertising/contactus/">Contact</a></li> <li id="menu-item-3698" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-3698"><a href="https://web.archive.org/web/20191017051814/http://spark.telegraph.co.uk/toolkit/advertising/terms-and-conditions/">Terms and Conditions</a></li> <li id="menu-item-3179" class="twitter menu-item menu-item-type-custom menu-item-object-custom menu-item-3179"><a target="_blank" rel="noopener noreferrer" href="https://web.archive.org/web/20191017051814/https://twitter.com/TelegraphWorks">Telegraph Works</a></li> </ul></nav></footer></div> </div>  <script type="text/javascript"> /* <![CDATA[ */ jQuery(document).ready( function($) { $("ul.menu").not(":has(li)").closest('div').prev('h3.widget-title').hide(); }); /* ]]> */ </script>   <script> // (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ // (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), // m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) // })(window,document,'script','https://web.archive.org/web/20191017051814/https://www.google-analytics.com/analytics.js','ga'); // ga('create', 'UA-42749649-1', 'auto'); // ga('send', 'pageview'); </script> </body> </html>