Signyl / Market intelligence
Know what changed outside your accounts
A result can change because of your work, your market or both. Signyl brings relevant outside evidence into the decision.
Look beyond the account report
Demand, a competitor's offer, local conditions or a shift in the conversation around a category can change what a result means. These are questions to investigate alongside the account data.
Search demand, public pages, approved social sources, research and relevant economic or local series can contribute evidence. Signyl selects sources for their relevance, freshness and permitted use, with the evidence available to inspect.
A hypothetical market change
A competitor changes its delivery promise
That observation might matter to your campaign. It does not establish why your sales changed.
Establish the observation
Retain the source, when it was observed and what changed. Distinguish the advertised promise from measured delivery performance.
Ask the useful question
Does speed of delivery influence this audience's choice? Did the relevant customers encounter the competing offer?
Decide what to investigate
Look for supporting customer and account evidence. Compare an appropriate response with leaving the campaign unchanged.
A correlation is a lead
Series can move together by chance, because they share a seasonal pattern or because a third factor affects both. Testing many possible relationships makes this especially important.
Use baselines, held-out observations and evidence appropriate to the question. Preserve the distinction between a useful association and a causal claim. A relationship that stops holding should lose influence rather than survive as received wisdom.
Compare possible responses ↗Make the change worth your attention
A useful alert identifies the evidence, what changed and which decision might need another look. See when a source is stale or unavailable, so a gap does not look like an unchanged market.
Recurring account reviews can bring those observations into the next plan. Choose which changes deserve a notification and keep routine checks in the account record.
Ongoing work ↗Research prospective customers with sources
Discovery and account analysis can help identify relevant businesses, understand their public presence and prepare a sourced assessment. A research candidate is not automatically a qualified prospect.
Finding a contact or preparing a teardown does not authorize outreach. Sending, publishing or adding records to a connected system requires the permission appropriate to that action.