Marketecture: Get Smart. Fast.
00:08:57 · Ari Paparo, Sreenath Reddy
[00:08:57] S0: Small minority, yeah. [00:08:58] S1: Yeah but a large group doesn't maybe fully understand what is possible with AMC. Yeah. So they're a bit agnostic about where the signal comes from. Right? So we think about it in six buckets by the way. There's advertising. There's retail and operations. There is shop... Shopper intelligence from Amazon Marketing Cloud. There is cross channel data. I mean, one of the common questions these days is how is TikTok influencing my Amazon performance? That's cross channel [00:09:25] S0: use case. Right. [00:09:26] S1: Yeah. Can you get an answer to that in your in your analytics? Well, I think what we... Because we connect to both platforms, we can certainly, a, we can do the basics, which is correlated use of what's going on with some time. That's one. You're also taking an algorithmic path to understanding causality. But the key there is to have the underlying signals stitched together the right way so you can actually do these things, which is what [00:09:51] S0: we solve for. And so Amazon's offering connections to all their services. It's complicated. It's hard for many marketers to deal with it. Intentwise is aggregating it all, offering the AI gateway, and also connecting across retailers so... Or across media plans like TikTok, whatever. What are what are some success stories you've seen of your clients so far using using this stuff? They're going to Claude. What sort of things are they asking?
00:09:51 · Ari Paparo, Sreenath Reddy
[00:09:51] S0: we solve for. And so Amazon's offering connections to all their services. It's complicated. It's hard for many marketers to deal with it. Intentwise is aggregating it all, offering the AI gateway, and also connecting across retailers so... Or across media plans like TikTok, whatever. What are what are some success stories you've seen of your clients so far using using this stuff? They're going to Claude. What sort of things are they asking? [00:10:16] S1: I think the frame that we have settled on after watching a lot of their use cases is, again, back to four buckets, strategy and planning questions. Yeah. Right? Execution, simplifying the execution. Performance monitoring, is a big deal, and then troubleshooting. So one of the most common... Look. When you have a large catalog, there's always some... Something going on. Right? [00:10:38] S0: Yeah. Sure. [00:10:39] S1: Right? So, hey. Automatically knowing there's a sales anomaly here, either good or bad Yeah. And then understanding why is that happening. [00:10:48] S0: Right. [00:10:48] S1: Right? Right. Is it a Amazon drop price because it matched some price drop somewhere else and now it's not making enough money so I'm gonna... They can no longer can advertise. Yeah. Or or is it that prices drop, conversion has gone up and it's doing well? So identifying anomalies and understanding root causes is one of the most common use cases. [00:11:10] S0: Yeah. And how much of that is automated versus the versus the operator having to ask the questions?
00:11:10 · Ari Paparo, Sreenath Reddy
[00:11:10] S0: Yeah. And how much of that is automated versus the versus the operator having to ask the questions? [00:11:16] S1: Well, I think we, without Intentwise, they do go and ask a lot of... Well, let me address it two ways. Let me talk about a world without this infrastructure. Without this infrastructure, detecting an anomaly takes time and then figuring out root causes just because it depends on so many factors just takes forever. So invariably in our space, the top three to five, maybe 10 products get the most attention. The long tail doesn't get much attention. But with a platform like Intentwise, what happens is anomaly detection and a lot of root cause analysis is automated too. [00:11:49] S0: Right. [00:11:49] S1: Now you're asking an interesting question which is, do I become asking Intentwise or does it all proactively tell me? [00:11:55] S0: Yeah. Where I wanna know... I want Intentwise to tell me like, hey, you still have something on Father's Day sale and it's been four months since Father's Day. Yeah.
00:11:55 · Ari Paparo, Sreenath Reddy
[00:11:55] S0: Yeah. Where I wanna know... I want Intentwise to tell me like, hey, you still have something on Father's Day sale and it's been four months since Father's Day. Yeah. [00:12:03] S1: I think that we are at a place where the way we approach it is there's two interfaces with our clients. Right? One is one is our own agent. We call it Vizie that is proactively finding the anomalies and people can go dig in and see root causes and things like that. So that's one way of interaction. But another way of interaction, which is more in line with what a operator is doing day to day, which is I'm in my cloud, I'm in my Copilot. Frankly, nobody wants to go log into more tools anymore. So what we do is in those instances, we allow them to set up their own automations. In fact one of the things we do all the time is around workshops enabling these brand teams to get more and more AI enabled. So depending on specific use cases and things like that, we allow them to set up their own automation that's by the way very personalized And then this can can alert them either daily, weekly, monthly, whatever the cadence is. Yeah. Got it. [00:12:55] S0: And the question I keep getting asked is, fried by all kinds of companies is, like, do we need a UI anymore? Are are your clients, do you have clients who are just not, logging in anymore and just using Claude as the as the interface for your service?
00:12:55 · Ari Paparo, Sreenath Reddy
[00:12:55] S0: And the question I keep getting asked is, fried by all kinds of companies is, like, do we need a UI anymore? Are are your clients, do you have clients who are just not, logging in anymore and just using Claude as the as the interface for your service? [00:13:09] S1: Increasingly, I would say on the brand side, there's still a lot more education that needs to happen. But there's clearly, like with any technology wave, there is clearly earlier option going on, and it's there, and then the rest of them are slowly catching on. So absolutely, but it's a huge spectrum. [00:13:28] S0: Yeah. Okay. Let's do a quick lightning round, quick questions, quick answers. What's your... What's Intentwise's number one competitive advantage? [00:13:36] S1: In order to operate on marketplaces, there's a real need to bring all these fragmented signals together, but in a way that AI can interface with it and deliver extremely high accuracy. And so that AI ready data foundation and infrastructure is really our secret sauce, and everything comes off of that. Right. What's next? We still live in a world where way too much time is spent on super tactical activities just because either signals are not stitched together, sometimes there's a lack of expertise. I just think that we have a massive opportunity in leveling up the entire ecosystem's day to day workflows by leveraging AI so that more of their time shifts to the strategic which is how do I differentiate my product, how do I grow. Right? So that's what we want to continue to enable.
00:13:36 · Sreenath Reddy, Ari Paparo
[00:13:36] S1: In order to operate on marketplaces, there's a real need to bring all these fragmented signals together, but in a way that AI can interface with it and deliver extremely high accuracy. And so that AI ready data foundation and infrastructure is really our secret sauce, and everything comes off of that. Right. What's next? We still live in a world where way too much time is spent on super tactical activities just because either signals are not stitched together, sometimes there's a lack of expertise. I just think that we have a massive opportunity in leveling up the entire ecosystem's day to day workflows by leveraging AI so that more of their time shifts to the strategic which is how do I differentiate my product, how do I grow. Right? So that's what we want to continue to enable. [00:14:28] S0: Got it. And last question. If Intentwise was an animal, what animal would it be? [00:14:34] S1: I think a cow. [00:14:35] S0: Cow? Okay. Why a cow? That's because we've never gotten cow before. [00:14:40] S1: Yeah. Look. I think... Look. Look. Maybe that's where I come from. Know? Like, you know, the... This is... This will sound crazy to you maybe, but when I was a kid, I had an eye infection, and I was in my grandparents' village in South India. Okay. I'm a little bit far away from the city, so doctor is a little ways away. [00:15:01] S0: Yeah.