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.