Dark Horse
noun: dark horse; plural noun: dark horses;
A team, or entity that emerges to prominence or success unexpectedly or is not widely regarded as a favorite. The expression is used in contexts to describe an underdog or someone whose talents or potential were previously underestimated or unknown.
What we do…
Knowing what to sell and to whom at what time when working to a business-centric profit target is time-consuming, labour intensive and all too often based on “vibes”.
We help businesses achieve a dynamic, demand-centric, seasonally-driven commercial activation of a their product and finance data so they can be assured they are making the most of their assortment given seasonal trends and profit targets.
The main output being ai powered suggestion of the optimum categorisation of a company's product ranges in order to achieve profitable growth through auction-based media, allowing retailers to make full use of their assortment, including some of those which might be dark horses.
How we work…
Team Alignment
Understand the profit target that merchandising finance and eCom teams are working to and ingest product information, typically via a line detail document or product feed.
Product enrichment & initial cost setting
Automate the allocation of allowable cost at the SKU level and create the embeddings to cross-reference with market-wide customer data. The MVP uses Open AI and Google Gemini for semantic understanding to generate embeddings for the product information to cross reference with Google Trends.
Layer on seasonality “depth” & re-calibrate assumptions
Automate the process by which we can understand seasonality to provide bid adjustments based on anticpated demand. In cases where there isn’t a perfect match between the embeddings and the identified trend, an affinity score is applied to weight the allowable cost.
Re-Categorise Google Ads Account Structure
With the allowable cost information calibrated to demand at that time we automate the process of creating the Google Ads Account structure to populate the bulk import sheet. This is shared with the client for approval.
Forecast Generation
Generate a bottoms-up budget forecast based on allowable cost, desired sales targets and seasonal demand for the up-coming 6 months to improve forward growth assumptions.