PopSugar Uses Adobe’s New Data Visualization Tool To Find ‘Unexpected Correlations’ Between Content

TrendingAdobe has combined more components of its Creative and Marketing clouds.

Its launch Thursday of Analysis Workspace for Adobe Analytics, a Marketing Cloud visualization tool, uses creative elements inspired by products like Photoshop.

The self-serve tool is designed to be a slicker way to query reports than relying on a spreadsheet. It presents a customizable drag-and-drop environment that visualizes data elements, said Nate Smith, senior product marketing manager for Adobe Analytics.

“We wanted to make data analytics accessible to any role in the marketing organization, whether you’re a mobile analyst or search engine marketer,” he added. “We’ve been working on the creative element ever since we acquired Omniture. As we’ve moved Creative Cloud to an SaaS model, you will begin to see a lot more examples of integration between that and Marketing Cloud.”

Adobe also rolled out new features for content and data curation and sharing. While someone on the merchandise team at a retail brand might create reports around product, orders and revenue, a digital marketing colleague might want conversions by device type.

Analysis Workspace can, for instance, highlight customer segments and align them with revenue. Or, a marketer can break down a top-selling SKU to see what time of day the product moves most.

“This is about two and a half times faster than our tool formerly known as SiteCatalyst,” Smith said. SiteCatalyst is now Adobe Analytics. “The difference is, it’s not just web data. You can connect Analysis Workspace back to our customer attributes feature and pull in CRM data and monitor things like drop in orders or revenue.”

Lifestyle publisher and ecommerce subscription site PopSugar uses Adobe Analytics and has beta tested Analysis Workspace to assist in content planning and strategy. 

PopSugar’s data encompasses an audience of more than 85 million and a product catalog featuring 30 million items from 1,400 retailers. Its 100 editors and creators are beginning to use the tool to understand what content is resonating cross-category.

For instance, Adobe helped PopSugar’s editors determine that Halloween was a huge trending topic in June.

“Last year, we started to capture that intelligence and plan around it, and saw page views increased 300%,” Anna Fieler, EVP of marketing for PopSugar and ShopStyle, told AdExchanger. “We also found that creating costumes out of items you already own was a popular interest.”

At the same time, PopSugar uncovered that its top celebrity trend this summer was Taylor Swift, so Fieler said its editors combined trending items to create a piece of content called “17 Ways To Be Taylor Swift This Halloween.” The piece contributes to what PopSugar expects will be more than 1 billion page views around Halloween content.

Adobe has also helped PopSugar uncover unexpected combinations between trends, which has fueled its own content planning, as well as placement for paid native ads, Fieler said.

PopSugar’s ecommerce business, ShopStyle, will also use Analysis Workspace, which Fieler expects will help the team visualize traffic, conversions and click-throughs around merchandise.

“Analytics are becoming a lot more interactive,” she said. “When I began my career, I was using BusinessObjects 1.0 and it took about a day to run a query. It’s easier now to do an A/B test in real time and to use data not just as a tool after the fact, but in the creation stage.”

Adobe Analysis Workspace is generally available Thursday to all Adobe Analytics users.


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