• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Quarterly Trends Webinar
    Get the latest insights on digital marketing campaign performance for Q4 2022
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q3 2022
Back to Blog

Transformative Insights for Marketers: Five Questions with Signals Analytics Chief Research Officer, Kobi Gershoni

Skai™

June  24, 2020

For marketers, maximizing advertising ROI generally means optimizing programs by leveraging insights from their advertising performance datasets—like impressions, clicks, and conversions—and internal business data, such as from customer surveys and actual sales performance. But wIth new developments in artificial intelligence (AI) and natural language processing (NLP), the way marketers approach advertising and campaign strategy is changing dramatically. 

Marketers today recognize that traditional tools and approaches are hampering their ability to be more strategic and that there are new opportunities to elevate the tactical and identify new opportunities to capture the growing audiences in e-commerce and social media and respond to shifting consumer needs. Increasingly, marketers recognize that to be competitive, they need to be much more in tune with their audience and meet them where they are, and to tie back that knowledge to marketing performance and overall business objectives. 

Data needs context to be valuable

There is a disruption occurring with martech and adtech and it requires marketers to go deeper with analytics in order to reliably move the needle. To further complicate things, consumer privacy walls continue to go up, media platform data is becoming more opaque and consumers’ are not responding to old advertising tactics. The only way out is with contextual insights that tell the story behind the numbers, that surface trends, predictive insights, and real consumer sentiment in the context of what is happening in the overall market. 

What does this mean exactly? What makes insights more contextually relevant to marketers? To start, they must be based on external data—diverse market trends about brand perception, consumer interests, and predictions for what’s around the corner—in addition to the direct feedback derived from day-to-day marketing activations. 

Next, they need to be specific, surfacing real signals as opposed to noise, zeroing in on what is meaningful for the specific business or objectives at hand. And, of course, they need to be timely. This level of access and analysis capability requires augmentation from artificial intelligence and can help generate directional insights for marketers. As a honed organizational skill, it will empower them to better connect with customers, capitalize on upcoming opportunities, and provide a leg up on the competition within their category. 

Many are already thinking this way. In a Gartner blog post earlier this year, more than 60% of respondents to a recent poll said they believe augmented analytics—those driven by artificial intelligence and machine learning—will have a high or transformational impact on their ability to scale the value of analytics in their organization.

signals

“For example, a fast-food restaurant chain did not consider the location of more-profitable fountain drinks relative to bottle drinks. During a store remodel, the restaurant shifted the location of the fountain drinks and the augmented analytics system picked up a 20% increase in sales of fountain drinks and profitability — changing plans for future store design.” from Scale the Value of Analytics by Gartner.

To explore more about the potential for marketing insights, we spoke to co-founder and Chief Research Officer for Signals Analytics whose configurable advanced analytics platform enables organizations to fulfill data-driven objectives, by turning disconnected and disparate data sets into actionable intelligence, which in turn, drives sustainable growth.

Five Questions with Signals Analytics Chief Research Officer, Kobi Gershoni

What does Signals Analytics do?

Gershoni: Signals Analytics is an advanced analytics platform that leverages external data to surface trends and predictive insights. Leading fast-moving consumer goods (FMCG) and pharma manufacturers use Signals Analytics to determine strategic and tactical business decisions around product innovation, portfolio optimization, product positioning, and messaging. Companies leveraging the insights generated by the Signals Analytics platform experience faster time to insight, a longer shelf life for new products, fewer product changes post-launch, and sustainable growth outcomes. 

Marketers use Signals Analytics to uncover trends and predictive insights that demystify marketing roadblocks in developing audience strategy, product positioning, performance benchmarks, channel and media mix, and relevant creative.

What are the data sources that Signals Analytics taps into?

Gershoni: We connect more than thirteen thousand external data sources, such as social media, e-commerce sites, news, blogs and forums (Facebook, Amazon, Walmart, newswires, etc.) and use patented NLP and machine learning capabilities to surface insights around the voice of the consumer, product claims and attributes, business updates and announcements, and other signals of marketplace innovation like patent filings. The Signals Analytics data lake is also able to ingest third-party-owned data sources like Nielsen, Informa, Brandwatch, IRIs, and others, as well as internal data sources.

These data sources are continually streamed into the data lake, which allows the insights to be generated on a timely basis. 

Why are insights found outside of the advertising performance data set valuable to marketers?

Gershoni: To be successful in marketing today requires a constant, always-on approach that is in tune with consumer sentiments and desires. The problem is that standard marketing analytics provide only performance metrics (after the fact) without all of the qualitative inputs that are critical to impacting the success of marketing campaigns.

Some data platforms provide only the point of view of social listening, but there are many, many more data sources that when connected, provide a holistic picture of what is really happening in the market and how consumers are feeling about specific products or their desire for new products.

Having that information means:

  • The ability to opportunistically optimize search or social campaigns towards specific keywords, imagery and messaging
  • Understanding the differences in customers and trends between retailers and across marketing channels in order to position and price products most effectively by channel
  • Insight about competitor initiatives, performance and brand health that guides realistic KPIs and benchmarking
  • Deeper insight into the interplay of channels within and outside of your existing media mix and optimized ad budget allocations across channels

In other words: marketing that is based only on internal data is incomplete, and therefore always somewhat inefficient. But when you close the gap between your internal data and the right mix of external data, your marketing can be more visionary, based on more contextually relevant insights, and becomes a truly strategic function for your business.

What actually is a transformative insight? How does one define it and how does a marketer know one when they see it?

Gershoni: The difference between insights and transformative insights are threefold: actionability, impact potential, and the magnitude of change. First, the insight must lend itself to be actionable. There must be an opportunity for the marketer to actually implement some sort of next steps in order to benefit from it. If the insight is too outside of the box—or simply too complex or expensive—to execute, then it’s an interesting piece of information, but not transformative.

The impact potential too must be high for an insight to be truly valuable. If implementing the insight barely moves the needle, then it still could be a solid insight, but it won’t bring about the dynamic change that an organization desires. Finally, the magnitude of change must be considered. Does it pivot your company into a new direction or just validating something on the course you are already on? Transformative insights, by definition, should take your business scope into areas where you hadn’t explored before and open up new avenues for you to benefit. 

No one really knows if an insight is going to be transformative until it is put into action and the results are measured. However, these are some of the shared traits that I’ve seen—in hindsight—in which insights have the most transformative effect.

How does a marketer apply a transformative insight to make it actionable and get the maximum impact?

Gershoni: That’s a tough question because every insight is unique and how you take action on it differs depending on so many variables. From my experience, the companies who have been able to successfully turn transformative insights into transformative results have been the ones that are able to commit the most to leverage the information to their benefit. Although methodical testing and learning is always a recommended course of action, it’s the marketers who decide to really pivot on the new information and make sweeping changes based on how they believe the insight should be best utilized that seem to reap the most reward. Big results require a big commitment. 

It can be a bit nerve-racking to move into new areas and to place bets on new insights. However, if you truly believe that the insight offers real value, then the only way to capitalize on it is to use it to change the way that your organization views the world. That can be very uncomfortable because change is always hard, but that’s how I’ve seen insights-to-action work best. 

Interested in learning more?

Skai’s suite of products helps marketers to not just manage and drive performance for their marketing programs, but it delivers the insights needed to make the best data-driven decision making.

Do your marketing platforms help you get to the next level?

To learn more about how recent innovations in artificial intelligence and machine learning can help your marketing program, contact us to set up a brief demonstration of our suite. 

Book a Meeting of Skai

Related Posts

  • The Next Wave of AI Data Analytics Will Revolutionize Marketing
    Read More
  • Sisense and Signals Analytics Partner to Bring the Power of External Data into the Enterprise
    Read More
  • A shopping cart is pushed down the aisle at a grocery store.
    3 Types of Data Marketers Need for CPG Retail Analytics
    Read More
  • Data Insights Aren’t Enough; It’s Time to Prioritize Impact
    Read More
  • One of the four paper airplanes takes a different flight path.
    Marketing Experiments: Leading the Way to Transformative Marketing
    Read More
  • The 10 Key Market Intelligence Data Sources Brands Should Focus On Right Now
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Audience, Data, Data & Insights, Plan, Research, xPAx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint