Brands and agencies have rushed to use a panoply of software tools and solutions to help them understand their place in a changing search context. Now, they’re using those same tools to direct media planning and buying operations.
Tinuiti is categorizing and collating prompts used by consumers, mapping them to audience personas and intent, Using Profound, software used to evaluate zero-click search behavior. In some cases, that means category-wide analyses; in others, competitor reviews.
The methodology that Jen Cornwell, senior director of AI innovation at Tinuiti, and her team is developing marks the first steps toward building an audience graph for AI search, and is aiding both organic content and paid media strategies for clients, particularly regarding retail media spending. Since Tinuiti began using Profound in this way six months ago, it’s run 100 search audits on 10 clients, she said, but declined to name the clients.
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