🙎‍♂️Portfolio & Context

Uploaded: Jun 15 2023

The History & Evolution

When it comes to executing basic reports like Behavior, Intent and Mentions, we rely directly on signals coming in from some known platforms like Meta, Google, Snap etc. So the direction is simple. We use these signals to help brands make informed decisions.

However, when it comes to creatives it is not so straight forward. The path we took was to carry forward learnings from Insights and create plans for media which later evolved to a creative plan. When we added creative pre-flight the idea was to connect the media and creative plans together, so that a user can learn from an insight, create a media plan and then create a creative plan as per the media plan.

However, the problem was with creative it could give us ideas but something that were not activatable. So we added fields like Brand Name, Category and Product Name, to only realize that the users found it irritating to enter the same information over and over again. Then there were cases of spelling mistakes and wrong inputs. So we added Briefs.

Briefs were presets that someone can build in from the setting page and attach it with an organization. We were able to attach briefs to modules like Discover and creative pre-flight. However, we realized to make creatives activatable, it is important to add a lot more context to learnings from insight and brief.

Portfolio

What is a Portfolio?

Portfolio is a more evolved version of Brief that identifies that different users come from different walks of life. However, seldom does a user changes the product line he/she works for. For example if a user works from Alienware, he/she will be there for a while. Hence, it only makes sense if we don't ask the user to enter his product line/brief time and time again.

On the other hand there are some portfolios that are applicable at an org level and can be assigned by an admin to various users within an organization. So as solution, now a user will be able to build a portfolio that will comprise of a brand name, category and product name (optional) and attach it to a country. Each portfolio will be built under an organization. Hence, when we select an organization, we also get to select a portfolio assigned. The user will have an option to select a default portfolio as well.

If a user does not have a portfolio assigned, he/she can create a private portfolio visible to and usable by the user alone. An Org level portfolio can only be created by an admin.

Why do we need Portfolio?

Portfolio itself is a type of context. So depending on the portfolio a user selects, the reports will assume some contexts like brand, category and name along with a country by default and give results accordingly. As we evolve further, we will be looking to add more context to portfolio like (web assets).

Where will it be used?

• Discover

• Pre-Flight Creative

We intend to bring Portfolios in across all modules of consumr.ai

Learnings

What are Contextual Learnings ?

Learnings is an extension of Portfolio. As mentioned above that a Portfolio itself is a Context, this feature gives additional purpose to any assets or recommendations we produce that is slightly in the grey. Through this feature we will now be able add business, product, category or competitor related questions to the portfolio and consumr.ai will be able to find the answers and based on search results and curate them to give you a summary. A user will further be able to tweak it by entire giving it a free flow text as feedback, a URL to learn from or a keyword to add as a factor to the write up. This will allow us to arrive at a more specific answer to the questions in the bank

Where will it be used?

Imagine going to pre-flight creative and adding answers that are relevant to the campaign or plan that we are building. To give you an example: A Bank wants to create a relevant communication with reference to a campaign to promote a credit card.

While your Portfolio include Brand Name as XYZ bank, Category: Credit Cards and Product name to be : XYZ Bank Credit Card. You can now attach a question like what are the most competitive USPs of XYZ Bank Credit Card.

The intelligent algorithm of consumr.ai, does a few searches and learns from the result and curates an answer that talks about a more generic benefits of any credit card and you are not happy with it. You can add a tweak like a competitor's link and the algorithm will learn from it and give you comparative benefits of your credit card to the competitor's credit card.

Now while preparing your pre-flight creative, you import the details of the insight and then add the learning from the question consumr.ai has curated to perfection. It will create the most perfect campaign brief there can be. The more learnings you add in, the higher chances will you have to create a high quality brief.

Demonstration Video