Digital Marketing Content Control based on External Data Sources

In a digital medium environment to control output of digital marketing content, a method implemented by at least one computing device, the method comprising:

• obtaining, by the at least one computing device, social network data describing a plurality of topics involving social network communications communicated via a social network system;
• identifying, by the at least one computing device, which of the plurality of topics are relevant to the digital marketing content based on respective said social network communications;
• generating, by the at least one computing device, a score indicating whether the identified topics are likely to have a positive or negative effect on conversion of a good or service associated with the digital marketing content, the generating based on natural language processing of respective said social network communications using machine learning;
• and
• controlling, by the at least one computing device, output of the digital marketing content based at least in part on the score.

In a digital medium environment to control digital marketing content output with respect to digital content, a system comprising:

• means for obtaining social network communications from a social network system, the social network communications pertaining to digital content;
• means for generating a score indicative of interest exhibited by a user population with respect to the identified digital content, the generating means including means for processing the social network communications using natural language processing as part of machine learning;
• and
• means for controlling output of the digital marketing content with respect to the digital content based at least in part on the generated score.