Richard Branson’s Virgin empire incorporates a broad range of brands and companies that take in travel, TV, music and spaceships.
All these disparate businesses have their own websites, but the overall corporation is represented by Virgin.com.
This site has undergone a huge transformation in the past 10 years, morphing from a simple web portal into a content-rich site that aims to epitomise the Virgin brand experience.
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.