Module positioning
Positioning Consumer Insights
The CMO module. Its differentiator is that the number is category-relative and auditable, which is exactly what listening tools don't give you.
Leads inRetail & DurablesBFSI · Neobank
What it is, in one line
"One screen that answers 'how is the brand doing', and answers it relative to your whole category, with the sources behind the number visible."
Why it matters commercially
Most listening tools tell a brand what its own mentions did. The difference that closes deals is the category-relative view: your share of category voice, your rank against every tracked competitor, and the movement versus the prior period.
"Sentiment is down 3 points" is a slide nobody acts on. "You dropped to #7 of 11 and here's who took the share" is a number a brand lead takes into a review. That's the pitch.
How to position it by industry
| Industry | The angle | Proof to use |
|---|---|---|
| Retail & Durables | Lead (co-sell with Brand Moderator). Sub-brand-level sentiment, which line customers love and which one they're quietly hating. | Bata sub-brand breakdown |
| BFSI · Neobank | Lead (co-sell). Sentiment, topics and SOV across the five platforms that matter, including ones they don't own. | Revolut's platform list |
| Consumer Internet & Media | Expansion, but strong for OTT and media where share of voice is the scoreboard. | Category rank |
| BFSI · Broking | Support. Useful for competitive content intelligence, less as a standalone buy. | Content Discovery pairing |
| FMCG & D2C | Expansion, sequenced after social data is connected. | |
| B2B & Industrial | Rarely. Don't force it. | |
| Agencies | Sell as the client-reporting layer, the brand-health section of the monthly deck, automated. |
Demo it like this
Open Social
Let the four headline tiles land, topic…
Go straight to share of category…
This is the moment that differentiates…
Expand the source list
This number is auditable
Switch to Sub-Brands if they have…
Drop into Mentions and read one…
Always end on evidence; aggregates get…
- Open Social. Let the four headline tiles land, topic spikes, reach, net sentiment, mentions.
- Go straight to share of category voice and the rank. This is the moment that differentiates us.
- Expand the source list. "This number is auditable."
- Switch to Sub-Brands if they have a portfolio, find the line that's underperforming.
- Drop into Mentions and read one real post. Always end on evidence; aggregates get challenged in the room.
Watch-outs
- The module is mid-revamp. Consumer Insights was restructured to Social / Sub-Brands / Mentions, and Revolut's fuller dashboard is expected post-revamp. Show what's live; don't narrate the roadmap as if it shipped.
- Distinguish Mentions from the Review Queue. Mentions is for reading and understanding; the queue is for replying. Prospects conflate them constantly.
- Emotion analysis and finer cohort/category breakdowns in spike detection are in flight (Bata Phase 2), not shipped.
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