Fulfilment Risk Insights Powered by AI

Proactively identify at-risk campaigns and publishers to prevent under-delivery and missed deadlines.

Since generative AI burst onto the scene in 2022, software companies have raced to build it into their offerings. These implementations run the gamut from small scale productivity boosts (like LinkedIn’s ad copy drafting) to total workflow replacements (like Zapier’s natural language automation creation). With such a broad spectrum of possibilities, we took a long, hard look at how we could bring AI into the Convertr platform.

First and foremost, we’re pragmatists here at Convertr. Every decision we make is driven by what delivers the most day-to-day value for our users. We want to add AI features because they’re useful, not just for the sake of touting our software as ‘AI-powered.’ This led us to a goal – leverage AI to make an existing feature smarter, more proactive, and ultimately more valuable. 

At its core, Convertr turns your campaign data into clear insights via the campaign dashboard and business insights tools. While effective, these tools are outcome-oriented, showing you what’s already happened. This became a clear opportunity to introduce AI – we want to empower you to leverage your campaign data predictively and proactively, enabling you to pivot and optimize your campaigns in real-time.

With that in mind, we turned to a core use case for Convertr – publisher management. Marketers managing multiple third-party lead providers know it can be challenging to stay on top of them. Publishers deliver leads erratically – large volumes one week and barely a few the next, making it hard to know who’s on track and who’s at risk.

The current risk solution (that lives in Business Insights) is somewhat rigid – take the percentage of leads delivered and compare it to the percentage of campaign time passed. If the delivery percentage is greater than time passed, you’re on track. If not, you’re at risk. We’re applying linear expectations to a non-linear activity, making the insights less accurate than they could be. Enter – Fulfilment Risk Insights.

Introducing AI-Powered Fulfilment Risk Insights

Our first foray into AI turns historical publisher performance data into proactive notifications, highlighting which partners are at risk for under-delivery before it’s too late to pivot. 

The Fulfilment Risk feature will assign your campaigns to one of three categories:

• Low Risk – Publishers are likely to fulfil their current campaign requirements.
• Medium Risk – Publishers are somewhat unlikely to fulfil their current campaign requirements.
• High Risk – Publishers are very unlikely to fulfil their current campaign requirements.

A campaign’s risk category is determined based on a dozen data points (lead volume requirements, campaign progress (number of valid leads), changes in campaign progress over time, just to name a few) compared over the course of 20 intervals across the campaign timeline. By analysing trends across your campaigns, our model helps identify patterns that indicate success and highlight areas that may need attention.

Let’s walk through what we’ve developed.

When you log in, you’ll notice a new section on the dashboard designed to alert you to any potential campaign delivery risks. This analysis is specifically focused on publisher performance and The model is trained exclusively on your campaigns, not across our client base, aiming to maximize accuracy and relevance by tailoring these insights to your unique efforts. These insights are also governed by user permissions, ensuring that individuals only see the data relevant to them. 

From the dashboard, the ‘View Campaigns’ button will take you to a dedicated window highlighting which campaigns have medium and high risk publishers.

From this view, you can navigate directly to a specific campaign. The updated Publishers tab now includes a Fulfilment Risk overview to surface these insights.

Similar to the dashboard, clicking through to ‘View Publishers’ allows users to see a detailed breakdown of at-risk publishers and links to quick actions to review allocations or contract terms.

Overall with this new feature, we’re on a mission to equip users with a powerful tool that helps them stay ahead of the curve by proactively identifying and mitigating risks before they impact delivery. 

For more information,  check out our guide Fulfilment Risk Insights in the support centre.

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