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Trinity Mirror sales director lauds free-to-use analytics tool that claims to offer emotional data about online audiences

Trinity Mirror’s use of VisualDNA’s new analytics has helped it gain more emotional data around those visiting their websites.

The free-to-use WHYanalytics tool, developed by VisualDNA, has been praised by Shaun Jordan, digital sales director at Trinity Mirror, for the insight it has given the publisher, allowing better understanding of its audience demographic and behavioural characteristics.

"Brands define audiences by emotive characteristics, but most existing analytics tools just give you basic demographic information. The more we know about our audience, the better we can meet brand campaign briefs and monetise our inventory. The addition of VisualDNA emotive insights gives us an even deeper understanding of who is visiting our website and why - delivered in real time through WHYAnalytics,” said Jordan.

The tool, which has been running trials over recent months has now opened itself up to publishers with the aim of delivering real-time understanding about website visitors and claims to leverage over 160 million anonymously profiled users to deliver information that can aid audience profiling.

The tool has been created by the company's team of psychologists, statisticians, designers and engineers who have created visual quizzes using psychological research and applied mathematics.

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