Conductor adds Insight Stream to its Searchlight platform
The new insight engine culls recommended actions from the platform’s streams of data, part of a marketing tool trend of automatically separating the wheat from the chaff.
These days, it’s hard to find a digital marketer who isn’t swimming in data.
To help marketers keep their head above water, content intelligence platform Conductor is today joining the parade of companies that have begun to offer intelligent assistants.
The New York City-based firm is launching Insight Stream, a kind of business intelligence assistant that surfaces actionable insights and recommendations you will probably want to know about. Insight Stream is now part of the company’s Searchlight platform for optimizing content-based traffic.
The data comes from feeds Conductor has been employing — its large-scale web crawling, the site-audit tool DeepCrawl, Google Analytics and Search Console, and Adobe Analytics.
CEO Seth Besmertnik told me his company intends to add other data sources. The basic idea of Insight Stream, he said, is to “look at a [data feed’s] dashboard as a human would,” discover useful information, and then present it in a way that a layperson might understand.
The marketer’s responses to these “stories” — Conductor’s term for the insights — help train Insight Stream’s machine learning about what kinds of insights are more important.
Insight Stream is the latest effort by a marketing platform to automatically point out key insights to marketers.
One of the jobs for the recently announced Einstein artificial intelligence layer across Salesforce’s clouds, for instance, is to pop up useful insights. Earlier this month, micro-segmenting marketing platform Optimove launched Optibot, an intelligent assistant that suggests best practices and possible one-click actions. And Adgorithms’ expanded “self-driven marketing/ad platform,” made available in August, continually offers insights and recommendations.
Besmertnik said that, to his knowledge, no one else in content marketing or SEO tools is providing this kind of insight engine.
About The Author
Kochava launches deterministic attribution for mobile web
Smart marketing still hinges on humanity, not technology
Forget B2B and B2C; the future of marketing is P2P