Marketecture: Get Smart. Fast.
00:00:10 · Ari Paparo, Sreenath Reddy
[00:00:10] S0: Welcome to Marketecture, where you can get smart with in-depth interviews of leading executives. I'm Ari Paparo. I'm joined today by Sreenath Reddy, who is the founder and CEO of Intentwise. Sreenath, thank you so much for being here. [00:00:21] S1: Well, thank you for having me, Ari. [00:00:22] S0: Tell me about Intentwise. What what do you do? [00:00:24] S1: Yeah. So if you look at brands that operate on marketplace like Amazon, so Amazon shares a ton of data and signals across various functions, advertising, retail, operations, so on and so forth with the brands. What we do is we have built AI ready data foundation that unifies all these signals and then adds value in a couple of ways, right. So one is deep analytics. So you get all your critical business questions answered, eliminate all your blind spots, but also on execution side, advertising optimization to help you maximize advertising efficiency. And then more importantly, we all live in this agentic world now, allowing operators to do all of what I mentioned through their own favorite workflows and AI tools like Right. Copilot, ChatGPT. So that's what we do.
00:00:24 · Sreenath Reddy, Ari Paparo
[00:00:24] S1: Yeah. So if you look at brands that operate on marketplace like Amazon, so Amazon shares a ton of data and signals across various functions, advertising, retail, operations, so on and so forth with the brands. What we do is we have built AI ready data foundation that unifies all these signals and then adds value in a couple of ways, right. So one is deep analytics. So you get all your critical business questions answered, eliminate all your blind spots, but also on execution side, advertising optimization to help you maximize advertising efficiency. And then more importantly, we all live in this agentic world now, allowing operators to do all of what I mentioned through their own favorite workflows and AI tools like Right. Copilot, ChatGPT. So that's what we do. [00:01:16] S0: Yeah. We wanna talk about that, especially as it relates to Amazon in a minute. So... But let's get a basic sense a little bit more about how folks use you. So the customer's a brand or an agency. Right? And they're selling they're selling stuff on multiple retailers, and they get all these reports from all the different retailers. And even from Amazon, they might get 10 different reports. Is that kind of the situation? Yes. Right. So what... What's the, like, coffee cup in the morning use case for you? They log in to Intentwise or go to Claude and ask Intentwise what's up. What what are they asking? What are they doing?
00:01:16 · Ari Paparo, Sreenath Reddy
[00:01:16] S0: Yeah. We wanna talk about that, especially as it relates to Amazon in a minute. So... But let's get a basic sense a little bit more about how folks use you. So the customer's a brand or an agency. Right? And they're selling they're selling stuff on multiple retailers, and they get all these reports from all the different retailers. And even from Amazon, they might get 10 different reports. Is that kind of the situation? Yes. Right. So what... What's the, like, coffee cup in the morning use case for you? They log in to Intentwise or go to Claude and ask Intentwise what's up. What what are they asking? What are they doing? [00:01:46] S1: Yeah. No. That's great. Great question. I think we think about... Today, we... If think about a typical ecommerce managers day to day. Right? We think about their time in four buckets. Either planning, strategizing, executing against those plans, monitoring performance, and then diagnostics. Something went wrong, why? [00:02:05] S0: Right. Right. Right.
00:02:05 · Ari Paparo, Sreenath Reddy
[00:02:05] S0: Right. Right. Right. [00:02:07] S1: So a typical day would be you come in, you've established your connectivity with Intentwise already. Let's say you're using Claude or Copilot. You've got this automated view of, hey, here's what's going well, what's not going well in your business. And then that leads to some questions. Hey, what happened and why? Or the company decided to spend another $250,000 where can I deploy it? Right, so strategic questions, Even execution which we'll get into more. Look, I'm running low on inventory on certain products. Am I still spending money on ads on those products? Oh, I am. Let me pause those ads. So all of those can happen from planning to execution to performance monitoring to diagnostics from within your workflow. But what's power... Powering all that underneath is the Intentwise platform. [00:02:56] S0: It it is hard running running a retail business, I'll I'll tell you. A lot a lot of different components. So, like, what is example, like, of of an insight that is a common thing? You you said the new budget. Like, how would I figure out, you know, how to spend $250 if I didn't have it yesterday?
00:02:56 · Ari Paparo, Sreenath Reddy
[00:02:56] S0: It it is hard running running a retail business, I'll I'll tell you. A lot a lot of different components. So, like, what is example, like, of of an insight that is a common thing? You you said the new budget. Like, how would I figure out, you know, how to spend $250 if I didn't have it yesterday? [00:03:12] S1: Yeah. That's a great great question. I think ultimately, you are trying to figure out what is the most incremental way to deploy those dollars. Right? So figuring out what products are running at an efficiency where I can add more to them. Right? Figure out what campaigns or what keywords. Where would I pull back? Right? If the question is, hey, I need to take money out. Right? So I think, you know, in order to address that question, you need a combination of you need all the underlying data stitched together and available and the data should have meaning and then that data should have a layer of what's called ontologies which is there's a certain hierarchy to advertising accounts. The system should know that and then once you ask the question you go and process by each dimension where is a potential incremental opportunity, how do I divvy up. That's how that will work.
00:03:12 · Sreenath Reddy, Ari Paparo
[00:03:12] S1: Yeah. That's a great great question. I think ultimately, you are trying to figure out what is the most incremental way to deploy those dollars. Right? So figuring out what products are running at an efficiency where I can add more to them. Right? Figure out what campaigns or what keywords. Where would I pull back? Right? If the question is, hey, I need to take money out. Right? So I think, you know, in order to address that question, you need a combination of you need all the underlying data stitched together and available and the data should have meaning and then that data should have a layer of what's called ontologies which is there's a certain hierarchy to advertising accounts. The system should know that and then once you ask the question you go and process by each dimension where is a potential incremental opportunity, how do I divvy up. That's how that will work. [00:04:05] S0: Right. Right. So you might be looking at things like your inventory and your margin and, you know, where you're not selling as much as you'd like and what the top sellers are and all those sort of things. So it's a mixture of availability, advertising stuff. And then your system, Intentwise, is... Can be used for analytics, but it also could be used to actually run new ads or to change settings and things like that.