CASE STUDY
How Cortical.io Semantic Search Engine is helping a global company automate its marketing claim verifications
Customer
Consumer goods giant
Goal
Automate the task of finding research studies to support marketing claims
Challenges
- Ensuring that marketing claims about a product are not misleading or deceptive is a major challenge for companies that must comply with consumer protection laws and industry self-regulatory guidelines
- Marketing claims are most trustworthy when supported by sound or factual research results, for example from clinical studies and consumer reports
- Almost 300,000 new clinical studies are registered every year, making it impossible to manually keep track of new evidence related to a specific product
- The scientific vocabulary used in such studies strongly differs from the marketing jargon used to describe a product to consumers
- The product-relevant scientific information is often not formulated in words, but encapsulated within chemical formulation
- As a result, the verification of marketing claims is a long and tedious process involving human-based tasks of searching, and manually validating evidence documentation
Solution
- Unsupervised training of Cortical.io Semantic Search Engine to learn the vocabulary used in the company’s marketing claims and evidence documentation (consumer reports, clinical study reports, fact sheets, other scientific material)
- Configuration of a data extraction engine for common names, formulation and ingredients of consumer products
- Enabling the filtering of search results based on common formula name, formula coding, or a combination of formula ingredients
- Enabling searching with queries formulated as marketing claims to identify related scientific information
Results
- Discovery of new sources of evidence within scientific literature
- Automation of the marketing claim verification process
- Reassignment of claims support research to junior researchers
- Reallocation of expensive subject matter experts’ time to more demanding tasks
The Cortical.io Difference
- Cortical.io Semantic Search Engine understands the meaning of marketing claims and matches them with research studies, even if they do not use the same vocabulary
- Extraction models can be trained very quickly, based on annotations by the firm’s subject-matter experts on only a handful of sample clinical reports
- The solution instantly extracts quality structured data from research studies and other sources of evidence
- The feedback of subject matter experts on the quality of search results is directly looped back into the system to facilitate continuous learning while preserving consistent results