"What we hadn't realised, and what may turn out to be bigger benefit, is that it provides a deeper understanding our audience.
Without contravening people's privacy, the data supplied by users enables us to know much more about them, allowing us to observe patterns of interest and trends. In editorial terms, it allows for a degree of engagment. On the marketing front, it is very powerful indeed. We can target much more efficiently, and it gives us ideas about product development."