Demand for more personalised content in every customer experience continues to climb, yet the ability to analyse the impact of this content and connect it to business outcomes remains a challenge. As demand puts more pressure on marketing and creative teams, the ability to understand data at the image and attribute level — to see customer engagement, conversion and ROI tied to specific creative on your website — grows more critical.

To maximise team productivity, speed to market and ROI, you need to know which creative assets are impactful and which are showing signs of fatigue. You need tools to help your team analyse image data and performance with precision to deliver more engaging and relevant content to your customers — before your customers move on.

In this blog, we explore the critical role that Adobe Content Analytics plays in the content supply chain, providing image analysis that takes measurement beyond simple web vanity metrics and enables you to analyse the performance and impact of each piece of creative and its elements.

The challenges of measuring and analysing content performance.

To optimise future content creation based on what has proven to deliver value, teams need a centralised analytics solution to collect and analyse image data to discover what creative is driving the most impact. The problem for most organisations is that they lack the tools and operational alignment to do so.

Content analysis is often fragmented across teams, with isolated reporting that only covers basic asset viewability and engagement. This leads to costly and inefficient use of resources spent on manual analysis that offers incomplete, disjointed and delayed insights. Tracking creative performance at the image and attribute levels also requires tagging every individual asset and the manual approach — or one that uses disconnected data sources and tools — is very costly and difficult to scale.

How Adobe Content Analytics can help.

Content Analytics enables the collection and analysis of image data from across your websites. It uses AI and machine learning to extract and organise your webpage graphics by their elements and descriptive attributes, creating a detailed metadata profile for each unique asset. This allows users to analyse engagement and the impact of content on the customer journey, surfacing trends and optimisation opportunities for creative assets. It provides deeper insights into customer behaviours by connecting content data with customer interactions, identifying the most effective images, image attributes and web placements that drive engagement.

This enriched understanding allows your teams to more effectively personalise content and customer journeys, optimise audience segmentation and targeting and help shape your content strategies. Content Analytics can also help drive better business outcomes such as:

• Helping retailers understand which products, colours and scene attributes most resonate with users and result in purchases.
• Evaluating which hotel images and attributes in email promotions tie to the most visits and bookings.
• Analysing which show premiere images drive the most users to watch it or sign up for service.
• Understanding which images lead to more customer sign-ups and loan application submissions for young adults.

Key features and functions of Content Analytics.

Content Analytics performs and simplifies two otherwise complicated functions — content data processing and content analysis. Let’s look at each.

Automating and accelerating content data collection with AI.

Content Analytics drastically streamlines the set-up process for image analysis using advanced AI and machine learning services to extract and organise image attributes from your webpages. This technology automatically detects and analyses various elements of images, such as colour, background, emotion and aesthetics. By doing so, it eliminates the need for time-consuming manual identification and metadata tagging for each image.

Key features:

• Automatic image attribution. Reviews images and automatically assigns relevant attributes like colour, tone, emotion, keywords and mood, streamlining the metadata creation process.
• Data connections. Connects content event data with customer behavioural data, uncovering the impact of specific images on engagement and conversion rates.
• Automatic asset identification (in development). Assigns unique asset IDs to images across your website, preventing duplication when the same image appears on multiple pages or in different sizes.

By integrating these features, Content Analytics provides a scalable and efficient solution for analysing image data.

Analysing content to optimise performance.

Now that you have a scalable system in place to process the metadata of all your images, the stage has been set for analysis. Content Analytics empowers users to quickly and easily investigate large volumes of content data, uncovering trends, spotting anomalies, identifying content fatigue and gaining valuable insights from content exposure.

Out of the box, Content Analytics provides pre-built reporting templates that save time and streamline the analysis process. These templates allow users to delve deeper into the data and understand how it fits into the entire customer journey.

Key features:

• Advanced analysis. Filter data by asset, attribute, metadata, customer engagement and more to answer vital business questions.
• Asset inspector. View asset thumbnails within the user interface, with detailed insights into metadata, including assigned image attributes, page placements and performance metrics.
• Anomaly detection: Alerts users to statistically significant anomalies in your content data, such as sudden spikes or declines in engagement, helping you quickly identify and address issues.

Leveraging these features, your teams gain a comprehensive understanding of your content's performance to optimise strategies.

A stronger content supply chain with Content Analytics.

A robust, connected content supply chain encompasses five critical capabilities — workflow and planning, creation and production, asset management, delivery and activation and reporting and insights — all working in harmony to meet customer demands and maximise ROI.

Content Analytics provides insights that are vital to understanding the impact of your creative on customer engagement and conversion and where your content supply chain needs attention. As marketing and creative teams are expected to produce more high-performing content with the same or fewer resources, they need rapid, actionable insights into content performance at the experience, asset and attribute level. Only then will they be equipped to optimise content, campaigns and strategy — and consistently deliver value to your audiences and your business.

Learn more about Adobe Content Analytics.