Business Artificial Intelligence Platform

Take the guesswork out of your marketing by making data-driven choices that back into an ROI.
Process Our process
To take Media Scout from idea to launch, we ran the business through a rigorous five-step process. Our experiment-driven approach to product development draws heavily from the scientific method.
  • Investigation
  • Innovation
  • Evaluation
  • Creation
  • Launch
Methodology Our methodology

Our development approach draws on a combination of business and project management principles, including the agile framework and the Lean Startup method. Starting from the earliest stage, we rely on a rapid cycle of ideation, experimentation and iteration. We contain the chaos of uncertainty with discipline, and guide the product forward to final fidelity.

Investigation In the first, Investigation Phase, we tapped the market and listened for customer pain points and suggestions.
CEO
COO
CEO
CEO
CEO
User Needs The pulse of the market

To understand our customer, we conducted 50+ interviews with leaders of the media and marketing industry. We asked big-picture questions, and solicited specific feedback on desired features and market alternatives.

User Personas One customer, four personas

Following the interviews, we classified Media Scout’s customer into four key personas: “The Business Man,” “The Advertising Executive,” “The Content Marketer,” and “The Corporate Marketer.”

Tom “I WANT TO HARNESS THE POWER OF DATA TO DRIVE BOLD RESULTS.”
ABOUT
Occupation: Monetization Director
Company: The New Yorker
Education: B.S. in Finance
Location: New York City, New York
PERSONALITY
  • Ambitious
  • Busy
  • Analytical
  • Honest
  • Impatient
  • Results-driven
MOTIVATORS
Money
Recognition
Power
PROFESSIONAL GOALS
  1. To increase company revenue
  2. To be respected by members of his team as sophisticated, successful, and on the forefront of technology
FRUSTRATIONS
  • When his projects aren’t successful in achieving their goals
  • Not being respected
  • “Sugarcoating it”
  • Mindless decision-making
  • Low-quality products or service
  • Wasted time
User Experience “The Business Man”

With Media Scout, I can run projects that generate more engagement and yield higher payoffs for the company.

Top Drivers
User Experience “The Advertising Executive”

With Media Scout, I can use advertisements that resonate with my targets and drive more conversions for my clients.

Top Drivers
Alfred “I WANT TO PAIR MY AD IDEAS WITH DATA TO GET BIG RESULTS FOR MY CLIENTS.”
ABOUT
Occupation: Advertising Executive
Company: Ruckus Marketing, LLC
Education: B.A. in Advertising
Location: New York City, New York
PERSONALITY
  • Sociable
  • Busy
  • Analytical
  • Idealistic
  • Creative
  • Extroverted
MOTIVATORS
Money
Recognition
Power
PROFESSIONAL GOALS
  1. To increase company revenue
  2. To inspire people to purchase what his ads are selling
  3. To be known as a great salesman and communicator, with a deep understanding of consumer behavior
FRUSTRATIONS
  • When his creative ideas don’t land
  • Lack of recognition for his creative edge / sophistication
  • Not gaining enough results from his advertisements
Jess “I WANT TO USE CONTENT THAT GETS MY MARKETING CLIENTS BIG RESULTS. I WANT MY CLIENTS TO BE HAPPY.”
ABOUT
Occupation: Content Marketer
Company: Bandwidth Marketing Co.
Education: B.A. in English
Location: Chicago, Illinois
PERSONALITY
  • Clever
  • Empathetic
  • Enthusiastic
  • Sociable
  • Creative
  • Passionate
MOTIVATORS
Money
Recognition
Power
PROFESSIONAL GOALS
  1. To get more views, comments, likes, shares, and clicks on video content
  2. To make her clients money through well-performing videos
  3. To have clients that are happy with their results
FRUSTRATIONS
  • Being disliked or undervalued as a team member
  • Content that fails to engage
  • Content that isn’t strategic
  • Unhappy clients
User Experience “The Content Marketer”

With Media Scout, I can get my marketing clients better results — more likes, more clicks, more web traffic. More everything.

Top Drivers
User Experience “The Corporate Marketer”

With Media Scout, I can direct marketing campaigns that I know will make the company money. I can get a better estimate of our ROI.

Top Drivers
Susan “I WANT TO KNOW OUR CONTENT WILL PERFORM WELL. I WANT TO STOP GUESSING.”
ABOUT
Occupation: Marketing Director
Company: Coca Cola
Education: MBA
Location: Atlanta, Georgia
PERSONALITY
  • Detailed
  • Routine-oriented
  • Pragmatic
  • Polite
  • Reliable
  • Ambitious
MOTIVATORS
Money
Recognition
Power
PROFESSIONAL GOALS
  1. To increase company revenue
  2. To be promoted to a higher position within the company
  3. To be considered an asset by her boss and co-workers
FRUSTRATIONS
  • Unpredictability / inconsistencies
  • Capricious decision-making
  • Unreliability
  • Last-minute day-to-day changes
  • Bad manners or sloppiness
Innovation In the second, Innovation Phase, we synthesized the investigation’s findings into a problem-solution pair, and systematically challenged its assumptions.
Video About Stars
Problem Definition Poor video performance

Marketers and creators invest in video upfront, before they know how it will perform online. The inability to predict a video’s reception means budgets are often wasted on unpopular content.

Innovation Predictive video intelligence

Media Scout taps artificial intelligence to extract granular metadata from a customer’s video catalog. Content and performance data are coupled together to uncover actionable insights on what is and isn’t working. Such intelligence can guide future production decisions that perform.

Evaluation In the third, Evaluation Phase, we assessed the market viability by analyzing market size and the competitive environment.
Testing and Iteration User-level interviews

To control the risk, we tested our assumptions and ideas through pitching and ghost-selling to target customers.

Market Sizing Opportunity knocks

We identified the relevant market, and conservatively estimated its revenue potential. The exercise revealed a multi-billion-dollar opportunity in the digital media and marketing industry worth pursuing.

Potential Market
Opportunity
Total
Addressable
Market
Segment
Addressable
Market
Expected Share Of
Addressable Market
Market Trends Up and to the left

To ensure we would be riding the growth wave of a thriving, future-proof industry, we conducted a trends analysis on both the content marketing and digital video markets. We got another green light when all graphs pointed up and to the left.

Competitive Analysis Little fish in the sea

Our competitive analysis revealed a fragmented market of marketing technology solutions, each answering to a particular niche. Our solution was unique enough to be differentiated, but also clearly in the right ballpark.

Company Feature 1 Feature 2 Feature 3 Feature 4
A
X
X
B
X
X
X
C
X
X
X
Feature Comparison Essential over optional

We chose core product features by listening for customer must-haves. We then tabled nice-to-have features, and tossed functionality already abundant in the market.

Creation In the fourth, Creation Phase, we developed an MVP strategy, and tested the MVP in the market.
User Epics
User Journeys
User Stories
Epics & User Stories Product building blocks

With an outline of the product features in mind, we translated the functionality into detailed specifications. We organized micro-level user stories under thematic epics, which themselves sat under the macro user personas and problems. This process was led by the product and business teams, with regular technical input and adjustment from engineering. From the feature road map, an agreed-upon project scope, cost and timeline emerged.

Hypotheses A scientific method

The problem-solution pair was broken down into iunderlying hypotheses to be challenged through assumption testing.

X
?
HO: Data is the solution to better decision making.
HA: Poor video performance is a problem worth solving.
Assumptions Critical x uncertain

Assumptions were parsed out from top-level hypotheses, and plotted by their degrees of importance and uncertainty.

Minimum Criteria For Success Key Performance Indicators

To reduce ambiguity and subjectivity, we set direct, quantifiable milestones to measure. We attached minimum financial and performance targets to the MVP, so that we would be clear on what results were sufficient and which fell short of passing.

MVP Strategy A lean plan

Before shipping an MVP to market, we defined the purpose, scope, methods and KPIs of the ensuing process. We determined the what, why, where, when and how, so we would be clear on what exactly we were looking for and when to pull the plug.

Lo-Fidelity Wireframe The rough sketch

Building on the user stories and written documentation, we sketched out lo-fidelity mock-ups.

High-Fidelity Prototype UI/UX designs

The design team then fleshed out the mock-ups to include design details, user flows, copy writing and specific feature sets.

X
?
Null Hypothesis: We have product-market fit.
MVP Experiment The moment of truth

Once the engineering and design teams had built an interactive front-end, we set out to complete our MVP experiments. We took multiple approaches to testing the product’s viability, including customer pitches, live demos, landing pages, ad buys, and explainer videos. With each experiment, we were looking for product-market fit, as informed by our Minimum Criteria for Success.

Explainer Video A movie trailer

In one particularly telling experiment, we produced a Hollywood-style trailer of our product demo, and recorded audience response rates and reactions.