At Econsultancy’s JUMP conference last week, which formed part of the Festival of Marketing, Virgin’s Bob Fear described how the site was redesigned by the content team working hand-in-hand with data scientists. Fear’s team consists of journalists and writers, so the thought of working with big data appeared somewhat confounding at first. However after working with an external agency, Fear’s team was able to create a new content strategy based on analysis of its audience behaviour. The data analysis formed the foundation of what we were doing, but my team then put the creative spin on it and worked out the stories we needed to tell to appeal to our target audience. Here’s how they did it..."