Digital media environment for analysis of audience segments in a digital marketing campaign

Abstract

Techniques and systems are described to enable users to optimize a digital marketing content system by analyzing an effect of components of digital marketing content on audience segments, environments of consumption, and channels of consumption. A computing device of an analytics system receives user interaction data describing an effect of user interaction with multiple items of digital marketing content on achieving an action for multiple audience segments. The analytics system identifies which of a plurality of components are included in respective items of digital marketing content. The analytics system generates data identifying different aspects that likely had an effect on the achieving an action on the items of digital marketing content, such as components of the items of digital marketing content, environments of consumption, channels of consumption. The analytics system outputs a result based on the data in a user interface.