Item & Campaign Details
Content metadata and analytics for items and campaigns
Detailed branded content metadata and analytics for individual content items or campaigns are only a click away when viewing content feeds.
1) First navigate to any feed via the Feeds icon in the main menu.
2) Click the image tile of the article that you are interested in.
Note that analytics are only available for web items, as opposed to social posts. If you're having trouble finding web items, click in the toolbar at the top of the screen, and restrict your feed to Web Articles only.
ITEM DETAILS for FULL PUBLISHERS
Clicking an image tile in the feed will open the Item Details screen in a new browser tab.
Note that the screens are different for standard and full publishers. We'll start with Item Details for a full publisher.
Check the list of standard and full publishers here.
The main constituents of the Item Details screen are outlined in the image below.
Check the tabs below to learn more about the information contained in the Item Details screen.
Metadata
The campaign metadata includes the Header and the first rows of widgets underneath.
Beginning with the Header…
Note that the Campaign Name differs from the Article Title only if there is a clearly distinct name given to the campaign.
The blue ‘View Campaign’ button lets users navigate via a single click from the current Item Details screen to the more comprehensive Campaign Details screen.
In the row of widgets below the header, more metadata is displayed, including Benchmarks for number of images and videos (if included) as well as for word count.
Refer to the section below for more information on Benchmarks.
Content Analytics
Our AI-based Content Analytics go beyond metadata, to score and describe the article or campaign content in a number of different ways.
Originally developed with a university data lab, the proprietary algorithms behind the analytics have been trained on thousands of digital branded content articles, and provide consistent results, enabling comparisons across articles and campaigns (as well as at the brand and publisher level).
Visit the dedicated Content Analytics guide for a full explanation of each of the following 4 analytics:
- Branding
- Archetypes
- E-R Balance
- Topics & Themes
Note that Content Analytics are available for full publishers only.
Benchmarks
Benchmarks allow for easy comparison of the Item or Campaign content against broad averages.
BENCHMARKS DEFINED
Contalto's Benchmarks are effectively industry averages for Content Analytics scores, as well as some metadata values.
They are contextual in that they are calculated for the relevant brand sector or sub-sector. In the example below, the Switzerland Tourism brand is automatically benchmarked against all brands belonging to the ‘National Tourism Promotion’ sub-sector, which is also user-switchable to the broader ‘Travel & Tourism’ sector.
The active benchmark is displayed top-right, together with the Analysis Period.
BENCHMARK DISPLAY
Benchmarks are displayed either numerically (for metadata) or graphically (for content analytics) in a dark pink colour.
Benchmark display in metadata:
Read as…
The number of images in this article or campaign is 4, which is below the benchmark value of 5. Meanwhile, the word count of 917 is significantly higher than the benchmark of 553.
Benchmark display in content analytics:
Read as…
The Archetype scores for this item or campaign are all above the benchmark - especially so for the ‘Informative’ archetype.
The branding level for this item or campaign is around twice that of the benchmark.
ITEM DETAILS for STANDARD PUBLISHERS
The Item Details screen for standard publishers lacks the detailed metadata and analytics of full publishers, but usefully displays all other content (web articles or social posts) from the same brand over the past 12 months.
CAMPAIGN DETAILS (Full Publishers only)
There are two ways to launch the Campaign Details screen:
1) Click the settings icon in the toolbar, and switch from ‘Items’ to ‘Campaigns’
Your content feed will now display campaigns as opposed to individual items. Clicking on the campaign image tile that you're interested in will launch the Campaign Details screen in a new browser tab.
2) In an Item Details screen, click the ‘View Campaign’ button at the top of the screen.
Note that campaign details are only available for full publishers.
Check the list of standard and full publishers here.
The main constituents of the Campaign Details screen are outlined in the image below.
Check the tabs below to learn more about the information contained in the Campaign Details screen.
Metadata
The campaign metadata includes the Header and the next two rows of widgets underneath.
Beginning with the Header…
Below the header, the first row of widgets tells us that this campaign consists of just 1 web content item + 6 social posts.
The Campaign Type is either ‘Hub’ or ‘No Hub’. For Hub-type campaigns, users can click to view the item detils screen for the campaign hub.
Benchmarks are shown for image count (and videos if present) as well as word count. Check the Benchmarks section below for full details.
More campaign metadata appears in the 2nd row of widgets:
Brands are badged as ‘New’ if there was no other activity for the same brand-publisher combination in the previous 12 months, or ‘Existing’ if there have been other campaigns (in P12M) before this one.
The ‘Partner’ badge applies if the publisher accounts for less than 50% of the brand's activity over the past 12 months. ‘Preferred’ indicates more than 50% but less than 100% of the brand's activity, and 'Exclusive denotes a 100% share over the past 12 months.
This publisher's share of the brand's activity is also shown in the pie chart.
Content Analytics
Our AI-based Content Analytics go beyond metadata, to score and describe the article or campaign content in a number of different ways.
Originally developed with a university data lab, the proprietary algorithms behind the analytics have been trained on thousands of digital branded content articles, and provide consistent results, enabling comparisons across articles and campaigns (as well as at the brand and publisher level).
Visit the dedicated Content Analytics guide for a full explanation of each of the following 4 analytics:
- Branding
- Archetypes
- E-R Balance
- Topics & Themes
Note that Content Analytics are available for full publishers only.
Benchmarks
Benchmarks allow for easy comparison of the Item or Campaign content against broad averages.
BENCHMARKS DEFINED
Contalto's Benchmarks are effectively industry averages for Content Analytics scores, as well as some metadata values.
They are contextual in that they are calculated for the relevant brand sector or sub-sector. In the example below, the Switzerland Tourism brand is automatically benchmarked against all brands belonging to the ‘National Tourism Promotion’ sub-sector, which is also user-switchable to the broader ‘Travel & Tourism’ sector.
The active benchmark is displayed top-right, together with the Analysis Period.
BENCHMARK DISPLAY
Benchmarks are displayed either numerically (for metadata) or graphically (for content analytics) in a dark pink colour.
Benchmark display in metadata:
Read as…
The number of images in this article or campaign is 4, which is below the benchmark value of 5. Meanwhile, the word count of 917 is significantly higher than the benchmark of 553.
Benchmark display in content analytics:
Read as…
The Archetype scores for this item or campaign are all above the benchmark - especially so for the ‘Informative’ archetype.
The branding level for this item or campaign is around twice that of the benchmark.
For more information on Content Analytics, including Benchmarks, view the related article below.