Joshua Dreller
Sr. Director, Content Marketing @ Skai
Read the press release about Skai’s Executive Solutions capabilities
With our recent launch of Executive Solutions, decision-makers and leaders now have a suite of AI-powered capabilities to help them plan, forecast, and orchestrate omnichannel campaigns. Executive Solutions includes features that aggregate and visualize data from all media in one place so that executives can stand taller than the walled gardens and track spend and performance across all publishers and channels.
Five questions with Skai VP of Product Crissi Cupak on Executive Solutions
Crissi is a 10-year veteran of Skai who has first-hand experience with the evolution of our software and how our clients have used it. As we leaned into building a truly omnichannel platform, Crissi was well-positioned to develop a brand new offering aimed specifically for executives with cross-channel decision-making needs.
In this interview, Crissi shares all the details about who Executive Solutions is for, how it works, and the exciting new capabilities that will be added soon.
What is Skai’s Executive Solutions?
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This is Skai’s new offering, launched this year. Its purpose is to unify all data – performance and marketing data from any channel, and any other data brought into the Skai platform – so it can be classified in a relevant, contextual way. Then, executives can create visualizations or media plans that connect to forecasts and budgets. The ultimate goal is to give executives better decision-making tools.
What problem was Skai’s Executive Solutions built to solve?
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Executive Solutions removes the borders between channels. Those borders can be a real problem for advertisers who have siloed data and views into only those channels they support, whether that’s apps, search, social, or retail media. But consumers don’t see or understand different channels. “Consumers move between Google and Facebook and TikTok and Amazon…if we’re not unifying that data and we’re not giving you a system that allows you to see how they’re operating and moving between those channels then you as a marketer cannot make the decisions that will allow you to really meet the consumer where they’re at,” Crissi says.
Why has Skai decided that now was the right time for Executive Solutions?
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“Skai invested in Executive Solutions this year because we really are leaning into what it means to be an omnichannel platform,” Crissi says. We found that in order to be truly omnichannel, we needed to move up the level of decision-making from the day-to-day activation and optimization use cases to longer-term media planning goals and business objectives. The audience for that is different from the hands-on marketers we’ve been focused on; it’s the executives who make those cross-channels decisions, and we needed to build a solution just for them.
Who is Skai’s Eecutive Solutions for, and why should marketers care?
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Executive Solutions is built for media executives, which is really anybody who has the executive decision-making power over a cross-publisher, cross-channel, cross-brand, or cross-market budget. The typical Executive Solutions user is responsible for allocating budgets in a multitude of different segments and has to make the best most efficient decisions possible. “The reason why they should care is that this tool is going to give them the most accurate real-time, updated insight into how their teams and how their media is pacing according to their budget plan. It’s going to give them recommendations and forecasts for the outcomes of those budgets on a monthly, quarterly, or annual basis,” Crissi says.
What’s coming next for Skai’s Executive Solutions?
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“What’s coming next for Executive Solutions is really exciting,” Crissi says. “What we’ve already built is the Executive HQ, which is really focused just on the visibility of the data and performance…now we’re going to be taking that data and releasing something called Spotlights.” Spotlights, launched last week, is an anomaly detection system that also identifies the drivers of the anomaly. Every month, everyone who uses our solution will automatically get Spotlights that identify the anomalies in revenue, impressions, spend, and more. Another upcoming release is a media forecasting tool that will allow executives to forecast 24 months’ worth of revenue.
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