Stories work. Creating compelling narrative is not only critical for a Publisher or a News organization but also for brands. And great storytelling is an art that requires not only great insight, but also great technology and data. In this session, Jonathan Fildes, Editorial Director, Features, BBC.com, will explore the art and science of editorial content: how one can use signals from analytics and social to commission content that resonates with an audience and how to use real time analytics to optimize the performance of a story both on and off site. Co-presenter Alistair McEwan, SVP Commercial Development of BBC Worldwide will share how facial coding technology can be used to measure the effectiveness of content-led marketing. Until now, the way of measuring the value of content-led marketing was based on what people did or said but what if we could find out how they felt?