Where does the data in the Message Map come from?

Vennli has developed a proprietary way to surface relevant messaging topics for particular markets at each stage of the customer journey. We call this approach Content Ecosystem Mapping. It uses Internet search engine results pages and Vennli’s artificial intelligence to generate topic recommendations that are specific for a particular persona, product category, and competitive set. Vennli uses graph theoretic techniques and natural language processing to analyze the results from a carefully designed set of search queries. Using machine learning algorithms, the topics are also scored by customer intent in order to classify the appropriateness of certain topics by stage of the customer journey. The graph analysis enables Vennli to score topics by overall relevance to the audience as well as score topics by competitor association so that priority can be given to those topics that will most likely differentiating an organization from its competition.