During the keynote this morning at #AdobeSummit, Contribution Analysis was demoed within Adobe Analytics. This is a huge step forward for digital analysts to quickly make sense of large data sets and distill quick and actionable insights from all the factors that contributed to specific spikes and trends.
The Integration of Adobe Social data sources into Adobe Analytics enables a social marketer to both identify anomalies in key conversion and social engagement metrics and also find which attributes of that social content is responsible for that anomaly.
For example,
If I look into Adobe's Twitter Presence and want to analyze an anomaly that occurred on February 27th
I can run a Contribution Analysis and can run and view an automated report that will show all of the social attributes that helped contribute to the anomaly detected.
From this report I can see the types of content, the publishing authors, the time of day & day of week that the content was published, I can also see the top social posts that contributed to that spike to quickly isolate what is going on.
Looking at the top posts shown in this report we can quickly find that there were a few Adobe tweets that had a significantly higher amount of retweets than the average tweet. This provides valuable insights for a social marketer looking to optimize their social content strategy to understand which elements of their social content are most influential in driving social engagement or downstream conversion.
