"Times ExplorAItion pulls together multiple data sets, including stripped-back subscriber behavior, reader panels, engagement stats and third-party PAMCo industry data, and feeds them into synthetic-audience platform Electric Twin to generate versions of key audience segments."
"High-net-worth individuals and business decision makers tend to be really time poor. We can emulate those using Times Exploration and do lots of questions with that panel, which makes it much easier if you're an advertiser targeting those segments."
"Before launch, the marketing team used Electric Twin to explore what topics this audience felt were missing, how the section should be framed and named, and even how to brand it visually."
News UK has developed a synthetic audience-planning tool called Times ExplorAItion, utilizing first-party data from The Times. This tool integrates various data sets, including subscriber behavior and engagement statistics, to create audience segments without using personally identifiable information. Advertisers can quickly test campaigns and propositions. The tool has been operational for months, aiding in subscription strategies and content decisions. The Times has seen a 7% increase in digital subscribers, reaching 659,000. The tool also informed the launch of a dedicated parenting channel by identifying audience interests.
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