Building the Intelligence Flow

A Deep Dive Into Components of the Creative Pre-Flight Flow and How consumr.ai processes intelligence

June, 2023

Introduction

Before we dive deep into the intelligence workflow for creative pre-flight on consumr.ai, it is important to understand why we built this module in the first place.

Modes of a Campaign

There are typically three key modes of an advertising campaign:

Pre-flight: This is the planning and preparation phase before the campaign goes live. It involves evaluating and setting up crucial aspects such as design, content, targeting, messaging, and technical requirements, ensuring compliance with ad platforms and regulations, as well as establishing campaign goals and tracking methods. The primary objective is to identify potential issues, align the campaign with the overall marketing strategy, and verify all components function as intended. This mode is crucial to tailor-make and decode the seed/starting point of your campaign and derive intelligence and insights that lead to your eventual campaign outcome.

In-flight: Also known as the active phase, this is when a campaign is live and being delivered across the targeted channels. In-flight management includes monitoring campaign performance, analyzing key performance indicators (KPIs), and making data-driven adjustments to optimize results. During this phase, marketers may refine targeting, adjust bid strategies, adapt messaging or creatives, and reallocate budgets to enhance the performance of the campaign, ensuring it meets its predefined objectives.

Post-flight: This phase occurs after the completion of the campaign and involves a thorough analysis of the results. Post-flight analysis allows marketers to assess the overall effectiveness of the campaign by comparing performance against the predetermined goals and industry benchmarks. By examining both successes and areas for improvement, valuable insights can be gained to guide future marketing efforts. This phase may also involve reporting the campaign results to stakeholders and identifying lessons learned to be applied to subsequent initiatives.

The Purpose of Creative Pre-flight

Creative Pre-flight on consumr.ai is designed to help you take advantage of intelligence and real-time behavioral and consumer consumption signals to arrive at the most optimal communication strategy that resonates with your consumer. It will form the base of your entire creative and media campaign strategy by forming a link between consumer insight [behavior report from an unpacking of a first party data set, decoding people interested in a meta interest which may be a topic, theme or brand and area of interest OR an intent report based on a keyword] and an entire campaign construct.

Combining behavioral and consumer consumption signals to creative strategy and media effectiveness is a no-brainer in forging a bond that resonates in the mind of consumers to make them more attuned to receiving your brand’s communication. It’s simple psychology. Communication work best when people pay attention. A creative will work best when it is introduced into an attentive environment, and when the creative quality and essence is sufficient to capture attention. Only then will creative messaging have an opportunity to encode the brain by eliciting an emotional response.

Getting Started with Creative Pre-flight

Your journey with Creative Pre-flight on consumr.ai starts with an insight. An insight can come from 2 broad places:

1. Behavior Report [Decoding an Interest, First Party Data Set or URL]: Start with running a behavior report [read blog on behavior report]to garner insights into what defines your specific consumers in relation to a meta or snapchat interest, a first party data set or a URL. The behavior report reveals not just demographic insights about your desired meta or snapchat interest or topic, first party data set or a URL but unearths your key audience interests and passions. This forms the basis of a consumer understanding process that builds context into your Creative Pre-flight journey on consumr.ai.

2. Intent Report [Decoding a Keyword or URL]: Start with running an intent report to garner insights into what comprises your consumer’s mindset in consonance with content consumed around a particular keyword, topic or area of interest. You may also input a URL and consumr.ai’s brief intelligence algorithm will traverse through the content on the page provided to extract key themes which will form the base of your intent report. This forms the basis of a consumer understanding process that builds context into your Creative Pre-flight journey on consumr.ai.

You may add additional context to your Creative Pre-flight journey on consumr.ai using our context builder engine [read blog on Creative Pre-flight: Stage 1: Building Context ]

The Creative Pre-flight Process

The Pre-Flight Mode button which is at the end of each run in behavior report and intent report navigates you as a user from an ‘insights mode’ where you build an understanding of your consumer, to a ‘pre-flight mode’, where you are guided to a flow that helps you plan your consumer targeting strategy and your creative communication strategy.

The Creative Pre-flight journey on consumr.ai is designed to guide you through a process of learning from your consumer behavior and intent signals to generate a creative campaign, outline and creative messaging.

Stage 1: Build Context

The build context flow is the first stage in your Creative Pre-flight journey on consumr.ai. With Context Builder powering Client Portfolio in consumr.ai, add more context to your Creative Pre-flight journey by selecting sources of intelligence to provide consumr.ai with more understanding of the consumer behaviour and kinds of consumer you want your communication strategy to address.

Building context is essential in setting the foundation for the entire creative pre-flight campaign structure and outcome, providing essential background information that shapes and guides the creative process. Incorporating context into the brief ensures that all intelligence derived or known is important and incorporated into a brief creation process. Specifically, context plays a vital role in several aspects:

1. Brand positioning: Providing context helps the algorithm understand the current market landscape, competition, and the unique value proposition of the brand. This can be derived from your behavior or intent runs, tweaked basis your past learnings and strengthened by our proprietary model that sources dynamic understanding of audience and category as well as challenges. This knowledge enables consumr.ai to develop a campaign that effectively communicates the brand's identity and differentiates it from competitors or meets the goal you wish communication to solve for.

2. Target audience: Contextual information about the target audience, including demographics, psychographics, and consumer behavior, enables consumr.ai to tailor messaging and visual storyboards to resonate with the intended audience or messaging effectively.

3. Cultural and social nuances: Understanding the cultural context and social trends relevant to the campaign, brand, product or topic analyzed allows consumr.ai to develop a content strategy or content that effectively engages the target audience and avoids any negative backlash due to insensitivity or misinterpretation with checks and safeguards built into our engine.

Begin setting context by filling up the form below:

Insights

This section analyses output from three types of reports from which you can build intelligence. consumr.ai synthesizes intelligence from Behavior Reports, Intent Reports, and Mentions Reports to create a holistic understanding of consumers. This contextual information serves as the foundation for informed creative campaign intelligence, enabling marketers and their teams to develop targeted and engaging communication strategies that cater to their consumer's interests, behaviours, and mindset. By using this data-driven approach, brands can better connect with their consumers and, ultimately, drive better outcomes.

You may select insights from multiple report types by clicking on the checkbox near the report type in the dropdown:

Learn from Behavior Report

Build context into your Creative Pre-flight briefs with insights from a behavior report [read blog on behavior report].

consumr.ai allows you to import intelligence of top themes [areas of passion], demographic [age and gender] and geographic [country] from a pre-run behavior report. This report could include insights gleaned in relation to an interest on meta, amazon or snapchat, a first party data set or behavior of audiences who view a URL.

Learn from Intent Report

Build context into your Creative Pre-flight briefs with insights from an intent report [read blog on intent report]. Select an intent report from the drop down to glean insights derived from a URL or keyword of a pre-executed intent report.

Toggle between:

Seasonality: Defines a recency for insights gleaned via the intent report. Topical refers to insights gleaned basis content generated and consumed in the last 90 days. Evergreen refers to insights gleaned basis content generated and consumed in the last 365 days.

Core Keywords: These keywords refer to the most essential keywords that emerge as a processing of your intent report. They are highly relevant to your core brief of an intent report and are recommended by our intelligence engine basis relevancy, frequency and strong intent.

Learn from Mentions Report

Build context into your Creative Pre-flight briefs with insights from a Mentions Report. The Mentions Report analyses social listening of content that exists from blogs, Pinterest, World Wide Web, TikTok, YouTube, Facebook, google around a particular topic, interest or keyword.

Intelligence derived from a Mentions Report (which can be selected from the dropdown menu) can be used to build up further context into your Creative Pre-flight briefs.

Select a TakeAway Type

The Mentions Report analysis lets you select key Takeaway types that consumr.ai processes for intelligence. Key Takeways from the Mentions Report analysis on consumr.ai is an artificial intelligence generated processed summary of all content around a brand, product or topic that has been processed and categorized by the voice of the source of content. This is broadly bucketed into 4 major ‘voices’: Journalists, Creators, Conversers and Amplifiers

Journalists: Journalists deliver news articles and expert insights. consumr.ai’s proprietary algorithm processes content from news articles, news sources, Bing, google, news sections of the web and news related publications to arrive at an AI generated summary.

Creators: Creators craft engaging social content. consumr.ai’s proprietary algorithm processes content from social media platforms such as meta, Instagram, TikTok, etc. to arrive at an AI generated summary.

Conversers: Conversers spark discussions and comment on a brand, product or topic. consumr.ai’s proprietary algorithm processes content from platforms like twitter, reddit, blogs and other such sources to arrive at an AI generated summary.

Amplifiers: Amplifiers drive interactions through reshares, reposts, re-tweets and comments to amplify content. consumr.ai’s proprietary algorithm processes such content from social platforms to arrive at an AI generated summary.

Select a Take Away

The Take Away section allows you to select a processed Take Away from the Mentions Report analysis that layers intelligence processed by a summary of content analyzed that can be fed into your Creative Pre-flight briefs.

Tags

These refer to a summarization of the most popular emerging tags or topics or themes that emerge as a processing of insights analyzed in the Mentions Report and can be fed into your Creative Pre-flight briefs.

Once you have inputted context from Insights, you will be prompted to select Questions

Questions in consumr.ai are built from Context Builder in the Product Portfolio. [read more]

AI recommended questions built by consumr.ai’s powerful brief recommendation engine that scours through the web to recommend business contexts you would like to use to drive more understanding of your product or category. These appear in the dropdown menu.

You may also add an additional, custom question. Enter a specific question you feel the answer to which would add more value in the context it provides to your brief. by consumr.ai’s powerful brief recommendation engine will then scour through the web to recommend context to use to drive more understanding of your product or category.

Stage 2: Creative Intelligence

Once you have built context, you are guided to a Brief Creation section within the Creative Pre-flight process.

Our intelligent brief creation engine process context built from your insight runs [behavior, intent or mentions reports] as well as questions derived from generative AI and processed intelligence from Large Language Models to generate a smart brief that forms the base of your communication strategy.

This section of the Creative Pre-flight process on consumr.ai will serve as a guiding blueprint that ensures all stakeholders and creative teams are aligned on the campaign's goals and direction, streamlining the process and fostering efficient collaboration powered by data driven insight that marries rich audience information processed from your consumer behavior to a communication strategy as an output.

Our AI-powered brief intelligence engine can revolutionize the way creative briefs are generated by intelligently analyzing your consumer behavioral data and crafting a concise, impactful guideline that highlights vital components such as Campaign Objective, Tonality, and Campaign Approach.

The Campaign Objective specifies the desired outcomes and goals of the campaign/communication strategy, such as increasing brand awareness, driving sales, or generating leads.

Tonality refers to the overall voice, style, and mood that should be used in ad messaging to effectively engage the target audience and represent the brand's identity.

Lastly, the Campaign Approach outlines the strategies, media channels, and creative ideas that will be utilized to achieve the campaign's objectives. Using consumr.ai’s AI-driven brief intelligence engine, marketers can efficiently create well-informed, data-backed creative briefs that empower their teams to develop innovative and effective advertising campaigns.

Explain creates an AI generated understanding of each suggestion of the approach. Using our proprietary intelligence over LLMs [large language models], consumr.ai builds transparency and understanding of why a recommendation is made and how insights processed by the tool is used to generate recommendations.

Rewrite allows you to provide feedback to our fine tuned brief generation engine to re-create a new brief altogether. You may provide additional context you may know of the brand or communication strategy if it is drastically different from the recommendation provided. Our intelligence algorithms will then re-work on the brief with the insights you have shared by incorporating it into our prompting engine to generate a new brief altogether.

Tweak allows you to suggest a directional change to provide more context or suggest an edit that doesn’t require an overhaul to the approach. You can simply input your tweak via voice or text into the tweak prompt and our engine will incorporate your suggestion and generate a new brief output for you basis your suggestion.

Stage 3: Campaign Outline

The campaign outline is a view on consumr.ai’s Creative Pre-flight journey that delineates the overarching structure and key components of your communication strategy born out of your consumer insights and intelligence built in consumr.ai, providing a clear roadmap for creative teams and stakeholders to follow in your communication approach. By leveraging our proprietary AI-driven brief intelligence engine, the process of generating a campaign outline is streamlined, ensuring a data-backed and well-structured foundation for developing impactful consumer communciation efforts.

The first element, The Insight, reveals the core understanding of the target audience's motivations, perceptions, and/or pain points, which allows for the creation of strategically tailored messaging. It could also include for a novel insight based on current and upcoming trends.

The Tagline is a concise and memorable phrase encapsulating the key message or value proposition of the campaign, effectively drawing the attention of the audience and leaving a lasting impression.

Lastly, The Campaign Construct details the overall framework, design elements, and narrative threads that will be used to bring the campaign to life across various media channels and platforms. By harnessing the power of consumr.ai’s AI-powered brief intelligence engine, marketers can generate compelling and cohesive campaign outlines that provide the necessary guidance for executing successful and goal-oriented advertising campaigns. This becomes a pivotal foundation in the Creative Pre-flight journey on consumr.ai

You may Tweak or Re-write each component of the Campaign Outline which will be fed into our prompting engine to generate a more refined output basis your recommendations.

Explain creates an AI generated understanding of the campaign outline by building transparency into how insights were processed to arrive at the outline.

Visualise takes our AI generated campaign outline and flow and using a combination of generative AI models for creative visualisation, provides an AI generated creative Moodboard.

Our AI-generated creative mood board is a visual representation of the overall aesthetic, tone, and direction of your campaign, generated through our creative visualization engine to give you an idea to better brief your creative stakeholders.

Stage 4: Content Types

Content Types define the various forms of content generated in the Creative Pre-Flight process on consumr.ai. In the journey of sourcing data driven intelligence about your consumers from the Behavior Report, the Intent Report and the Mentions Report; these are layered with your brief input and added intelligence via the Context Builder engine. This is then processed with our fine tuned and specialized content generation engine that harnesses the power of industry grade large language models and generative AI models to further process intelligence of your brand [consumer brief and context] to generate AI generated content types which may be worked upon further by your creative teams or pushed directly on to platforms as required. Using a bunch of prompt engineering techniques, modelling and several checks for relevancy, safety etc, the AI behind our specialized content generation engine will help create content at scale to empower your teams to deliver superior output at a high churn rate.

Types of Content Generated:

For each content type, you may input in to not just the content generated but also provide an input into 2 primary elements of the output basis which your creative type is generated:

1. Tonality

This is the nature of the feel/voice of the content type generated. You can select amongst a range of tones that go as a feedback into our custom content generation engine to create creative inspirations that match the mood you are trying to go after.

Tones may be of the following types:

2. Call to Action

A Call to Action determines the outcome of your content type and communication strategy. This field of input allows you to guide our custom content generation engine to create creative inspirations that incorporates the outcome of your communication.

Call to Action may be of the following types:

Paid Ads/Posts

Paid ads, also known as pay-per-click (PPC) ads or sponsored ads, are a form of online advertising where advertisers pay a fee each time their ad is clicked/interacted by a user. These ads are designed to drive traffic to a website, landing page, or product by appearing on search engine results pages (SERPs), social media platforms, or other websites. Paid ads generated in the Creative Pre-Flight process on consumr.ai is a form of AI generated content type using your insights from the consumr.ai brief intelligence engine and is processed and pre-fed into the consumr.ai content generation engine that harnesses the power of industry grade large language models and generative AI models to further process intelligence of your brand [consumer brief and context] to generate AI generated content types which may be worked upon further by your creative teams or pushed directly on to platforms as required.

Search Ads

These appear on search engine result pages (e.g., Google, Bing) when users search for specific keywords or phrases. They are usually text-based ads with a headline, description, and URL, and are displayed above or below organic search results. Search Ads generated in the Creative Pre-Flight process on consumr.ai is a form of AI generated content type using your insights from the consumr.ai brief intelligence engine and is processed and pre-fed into the consumr.ai content generation engine that harnesses the power of industry grade large language models and generative AI models to further process intelligence of your brand [consumer brief and context] to generate AI generated content types which may be worked upon further by your creative teams or pushed directly on to platforms as required.

Selecting this Content Type generates 3 core ideas for you to build up your search ads basis intelligence derived from consumr.ai.

Each core idea will have a Headline & body copy:

Selecting a variation and moving to Refine will allow you to generate more variations based on the theme/core idea you have selected. Our intelligent creative generation engine will give you multiple permutations and combinations of Headline and Ad Copy basis the core theme selected.

Selecting multiple headlines & ad copy headers will allow you to generate variations born out from your core theme:

A social post is a piece of content, such as a message, update, or share, that is published on a social media platform like Facebook, Instagram or a social platform. This option helps design post copy for your social posts. Social Posts generated in the Creative Pre-Flight process on consumr.ai is a form of AI generated content type using your insights from the consumr.ai brief intelligence engine and is processed and pre-fed into the consumr.ai content generation engine that harnesses the power of industry grade large language models and generative AI models to further process intelligence of your brand [consumer brief and context] to generate AI generated content types which may be worked upon further by your creative teams or pushed directly on to platforms as required.

Selecting this Content Type generates 3 core ideas for you to build up your social post copy basis intelligence derived from consumr.ai.

Primary text: the copy that appears at the top, below your account name and above the ad creative. Only the first 125 characters will show, but you can write more.

Headline: appears just below the image, 40 characters or less.

Description: just below the headline, 30 characters or less.

Create Visuals: Let’s you select the visual from the ad account and allows you to superimpose to select your variation of Social Post generated from consumr.ai over that visual.