The Telegraph: Delivering the future of news today

About Telegraph Media Group

The Telegraph is a multimedia news publisher with brands that include The Daily Telegraph and The Sunday Telegraph. The Daily Telegraph is one of the most widely circulated daily broadsheet newspapers in the UK. It reaches a global audience of more than 89.1 million readers monthly over print, The Telegraph website, and digital apps.

Industries: Media & Entertainment
Location: United Kingdom

Using Google Cloud Platform, The Telegraph analyzes digital behaviors to understand audiences and improve engagement and advertising performance across a growing number of channels and platforms.

Google Cloud Results

  • Gains insight into audience and customer landscape to inform product, design, and marketing decisions
  • Processes daily advertising campaign performance data in 8 minutes compared to 2.5 hours
  • Uses real-time analysis to instantly receive feedback on errors

Processed up to 4TB of data in less than a minute

The Telegraph delivers quality, trusted, award-winning journalism, 24 hours a day, across its digital and print properties as well as through leading digital partners. Founded in 1855, The Telegraph has built a diversified commercial model, with equal strength across advertising, subscriptions and circulation, commerce, and events. The Telegraph’s portfolio includes The Telegraph website and app, The Daily Telegraph and The Sunday Telegraph print titles, and The Telegraph Edition app.

Almost 22 million Britons consume content across the portfolio monthly, with a growing global digital audience through 89 million browsers a month enjoying The Telegraph’s perspective on the world. The Daily Telegraph is one of the most widely circulated daily broadsheet newspapers in the United Kingdom.

To remain competitive with other paid and free news sources, The Telegraph needs a greater understanding of how to reach customers effectively and engage them across channels. The company leverages a massive enterprise data warehouse that ingests more than 140GB of data daily to learn more about its existing and potential subscriber base.

The Telegraph began looking for a way to achieve real-time, actionable results to react to the changing market faster. Ultimately, the company chose Google Cloud Platform (GCP) to power its next-generation enterprise data lake. Through extensive testing and comparison, GCP proved to deliver the fastest, most cost-effective, scalable, and flexible solution for analyzing and delivering audience insights to support multiple facets of the organization’s digital advertising business.

“With Google Cloud Platform, we can effectively and efficiently bring together our granular data from multiple sources into a single data lake. We’re analyzing data and gaining insight in minutes so that we never miss our moment to optimize our interactions with audiences,” says Toby Wright, Chief Technology Officer at Telegraph Media Group.

“After migrating to BigQuery, teams can process the same data in eight minutes instead of in over two hours, with zero infrastructure management.”

Toby Wright, Chief Technology Officer, Telegraph Media Group

Engaging with readers

The Telegraph continually loads clickstream logs, advertising logs, and a range of other first- and third-party data sources into BigQuery for a deep and connected view of all behavioral data for analytics. By analyzing data from many sources, the publishing house gains a deep understanding of what interests its readers, which informs editorial, marketing, and advertising decisions.

Previously, it could take The Telegraph days to build, maintain, and tune data models. With Cloud SQL providing sub-second response times, GCP delivers deep-dive analytics in minutes so that teams can take advantage of the moment. Integration with Cloud Pub/Sub allows The Telegraph to provide millions of users with real-time content recommendations for even greater engagement.

Designing around data

Combining data and analysis in the GCP with TensorFlow, The Telegraph’s Data Science team constructs audience segments for content, recommendations, and advertisements that speak to readers. And on a bigger scale, understanding audiences can help publishing teams answer questions about product, design, and marketing.

As The Telegraph prepared to launch its premium subscription service, the company compared the reading habits of its most engaged customers to general audiences. “We could see that our most engaged readers were more likely to consume opinion and comment pieces, making these areas good candidates for premium content. This data fueled a productive discussion with our editors that helped shape the targets for premium production,” says Toby.

“Google Cloud Platform provides us the technology and data that we need to continue reaching audiences with quality content for another 160 years.”

Toby Wright, Chief Technology Officer, Telegraph Media Group

Communicating results to advertisers

One key part of business is reporting campaign results to advertising clients. Comparing the audiences to the previous day traditionally required at least 2.5 hours to crunch the numbers, not to mention significant hours spent spinning up and managing the infrastructure.

“After migrating to BigQuery, teams can process the same data in eight minutes instead of in over two hours, with zero infrastructure management,” says Toby.

Audience segmentation also plays a role in advertising success. The Telegraph uses the insights into reader behaviors to connect advertisers with receptive audiences or to find the most attractive way to promote subscriptions and paid content. Making the most of these diversified revenue streams is key to the publisher’s success in the changing news market.

“With more ways for consumers to consume our content, we believe that a diversified model is the key to our success. Google Cloud Platform provides us the technology and data that we need to continue reaching audiences with quality content for another 160 years,” adds Toby.

About Telegraph Media Group

The Telegraph is a multimedia news publisher with brands that include The Daily Telegraph and The Sunday Telegraph. The Daily Telegraph is one of the most widely circulated daily broadsheet newspapers in the UK. It reaches a global audience of more than 89.1 million readers monthly over print, The Telegraph website, and digital apps.

Industries: Media & Entertainment
Location: United Kingdom
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Try Kubernetes Engine, BigQuery, and other Cloud Platform products with $300 in free credit and 12 months.

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