Compass Insight: user stories
Here is how our clients are benefiting from Compass Insight: from product development to content marketing, account management and knowledge leadership: jump straight to the use case most relevant to you.
And don’t hesitate to reach out at contactus@retechnica.com.
Let’s set the context first: Compass Insight is the ultimate media monitoring solution. It aggregates content from any source you choose, uses machine learning to personalise, filter and categorise it for you, and enables you to read, analyse, and share that content your way.
It is loved by product developers, content marketers, marketeers and innovators. Here are some of their stories.
Product development: faster to market
A large, established technology company, Tech.co, has an ageing product portfolio, and no credible growth strategy. Profits are slowing down only marginally for now, so business as usual is keeping everyone busy. A perfect recipe for slow but inevitable stagnation.
The 8-people Product Development (PD) team is given a new mission: identify areas where Tech.co can be competitive at scale, and build credible business cases to persuade senior management and the relevant business units to act.
However, as the PD team now needs to explore a vast number of opportunities, they find themselves spending hours a day trawling through specialised news sites, blogs, Twitter, newsletters, etc. Further, any knowledge they acquire is not searchable, they struggle to share it even within the PD team, and find themselves searching information on the internet when they need it — again and again.
Enter Compass Insight.
The PD team adds their preferred sources of information, or feeds, to Compass Insight in minutes. In the process, they discover more feeds they are not familiar with, and add some web searches about specialised topics, to throw the net wide. They also forward their favourite newsletters to Compass Insight: all the useful links in them will be picked up as new content.
As they only care about a fraction of the content from those sources, they spend a few minutes to teach to the system what is relevant to them. This way, what doesn’t matter can be automatically filtered away: it turns out, only 10% of the content is of interest. In 30 minutes, they have a system in place that will save them hours a day by giving them immediate access to high-quality, fresh content. They can keep up with daily news on their commute to work from their phone.
They choose to build a set of tags that enables them to filter and analyse the content: their ‘Competitors’, the ‘Products’ in their portfolio, but also the ‘Customer Experiences’ where they believe Tech.co can play a role. Compass Insight understands these tags thanks to its machine learning, and proceeds to apply them automatically to new content. Thanks to the tags, the PD team can design automated daily email alerts bespoke to each of the Product leaders, who are added to Compass Insight as read-only users.
They take the lead by sparking a knowledge-driven dialogue straight on the platform, with sharing, comments and mentions. They start sending a weekly newsletter with the most relevant content and their commentary, to inspire and influence the product leaders.
The first Compass-Insight-powered business case they write up exceeds expectations: not only can they find information in minutes, from market shares to growth prospects to apt examples, but they also find inspiration for unexpected ideas to support their hypothesis. Now they can go from idea to a compelling business case for the Tech.co product board in days, with the confidence that they are on top of what matters to their company and to their role.
Content marketing: signal from the noise
A high-growth energy company, ‘Energy.co’, is striving to differentiate from its larger, but less innovative competitors. Not long ago, they created a 30-people Content team to engage their customers with exclusive, real-time, extra-relevant news from primary sources.
This team has ambitions to either share hard-to-find news or create original content, but, as their clients are global, *each of them* ends up spending at least 1 hour a day visiting the 30–40 often antiquated sites of their primary sources, in the off-chance something new and useful is posted there.
Enter Compass Insight.
Initially only a handful of team members trial the platform as Admins. They add the many hundreds of feeds that they collectively monitor, but Compass Insight makes this process painless. Many of the sites are static, and the news section is what matters: Compass Insight can reliably extract the content from just that section. As this was easier than expected, they proceed to add other feeds they had wished they had time to follow: now they can.
Finally all the content is in one place for them: they can now zoom in on their area of focus. This happens effortlessly on Compass Insight, as it automatically creates a per-user personalised section called My Content, based on the user’s behaviour, with its own personalised automated daily email alert.
Compass Insight becomes a goldmine to generate original content: it enables them to spot patterns, to perform highly targeted searches, and create lists with content relevant to a story. It is time to invite the rest of the team.
The team is now starting to leverage our machine learning by categorising the content with their own tags, to facilitate filtering and pattern finding.
Account management: knowledge to engage
Some of the more entrepreneurial members of the Business Development (BD) team at the Corporate Accounts unit of an international bank, Bank.co, would love to stay relevant to their large client base with uniquely topical, timely content. But they never find the time for this type of innovation. If only a solution existed that simply suggested the right content to share with their clients.
Enter Compass Insight.
A handful of BD team members at Bank.co go ahead and create a Compass Insight account: why not, there’s a free trial. They add feeds relevant to a selection of their most important clients, including web search alerts for the clients’ names and those of the competitors, company blogs, twitter accounts, but also more general business news. They can search for many keywords at the same time, so this takes minutes.
Then they add a tag for each of their clients, and quickly assign, say, the tag ClientX to content that is relevant to that client: it may be because they are mentioned, or a competitor is, or it’s about their industry.
Finally, each of them creates a search that includes only the tags of their own clients. The content in that search is what they’re after: each article is likely to be relevant to one of their clients.
Each team member can now follow news relevant to each client, and engage them by sharing with a click. Now they can invite the rest of the BD team to show off the new process and teach them how to get up to speed in minutes.
Knowledge leadership: powering your voice
The Strategy team of a global publisher, Journal.co, needs to lead the company through the ongoing digitalisation of their industry. This is an important, complex and delicate topic, where stakeholders at Journal.co have different, often contrasting stances.
Yet change is needed. The Strategy team must build a compelling argument for it, and influence the decision makers to remove obstacles to innovation. Prioritising initiatives, building fact-based business cases for experiments, fostering an atmosphere of collaboration: this will not be easy.
Content plays a key part: exposing the broader team to new ideas, persuading them of the need for innovation, gathering the necessary facts, etc. In practice, this looks less exciting: scanning through industry newsletters, following thought leaders on Twitter (and soon being overwhelmed by it), searching again and again to find relevant data, sharing useful articles on the Slack channel, where they are routinely ignored. There has to be a better way.
Enter Compass Insight.
At the start, they know what content they want as feeds in their account: e.g., their carefully curated, but oft-ignored, Twitter timeline, their favourite newsletters, forwarded to their Compass Insight account to import the useful links, the main industry publications. Some of them requite login and password, but Compass Insight can handle that.
They train the account’s relevance to filter out the least applicable content: this takes minutes. Then they invite carefully selected, forward-thinking colleagues at Journal.co, and set them up with personalised daily email alerts to keep them engaged, and get their feedback. They begin to share content internally, and can discuss it directly on Compass Insight. These colleagues soon become vocal supporters.
The Strategy team begins creating lists of useful content, and once a week, they send an editorialised version of it as a newsletter for Journal.co leadership. This enables them to lead the knowledge agenda and drive the conversation about innovation. More and more colleagues are asking to get onto Compass Insight now: a good problem to have.
Concluding
We hope these stories illustrate for you what Compass Insight enables you to achieve, and perhaps makes you curious to try it out.
Don’t hesitate to get in touch with us at contactus@retechnica.com: we’re the makers of Compass Insight.
