Dark Horse

noun: dark horse; plural noun: dark horses

A team, or entity that emerges to prominence or success unexpectedly or is not widely regarded as a favourite.

The Challenge:

Figuring out what to sell, to whom, at what time when working to a business-centric profit target.

What we solve:

We help businesses transcribe their inventory documentation into auction-based media campaigns.

The Output:

A.I. inferred product categorisation in order to achieve profitable growth through auction-based media, revealing in some cases those products which might reveal themselves as dark horses.

The Process

  • We start with a retailer’s line detail document — rows and rows of product data waiting to reveal opportunity.

  • Using semantic recognition via Vertex AI, we align each product with real-world search demand. Think of it as fluent translation — from SKU-speak to search-speak.

  • We calculate how much we can afford to spend to acquire a customer — based on each product’s intake margin.

  • We assume future demand mirrors the past. That way, we model media spend across time — matching auction-based cost with seasonal appetite.