Harnessing Embeddings and Vector Spaces to Decode Marketing Intent


One of the most significant challenges we face lies in deciphering the intent behind a myriad of consumer search queries. This challenge is not just about volume but the diversity and subtlety of language consumers use to express their needs. Consider the task of understanding and responding to searches related to a common desire: finding the perfect pair of running shoes. The queries might range widely in phrasing:

  1. “Best running shoes for marathons” — implies a need for high-endurance, performance-oriented footwear.
  2. “Comfortable sneakers for jogging” — suggests a preference for comfort over professional specifications.
  3. “Affordable running gear” — indicates budget constraints.
  4. “Eco-friendly athletic shoes” — reflects a value-driven search for sustainable products.
  5. “Trail running shoes with grip” — specifies a niche requirement within the broader category.

Each of these search queries, while orbiting the same core need, radiates distinct preferences, intents, and consumer personas. Traditional marketing approaches might categorize these under a broad “running shoes” campaign. However, such an aggregation overlooks the nuanced differences in consumer intent, leading to less targeted and ultimately less effective marketing efforts.

The challenge is multifaceted. Consumers, in their digital interactions, express their needs, preferences, and intents through a variety of search queries across platforms like Google, TikTok, Meta and YouTube. These queries, rich in diversity, hold the key to understanding consumer behavior at a granular level. However, standard text grouping methods fail to decode the deeper contextual meanings and sentiments behind these queries, leaving a gap in our comprehension and application of this invaluable data.

Our Solution’s Approach to TacklingThis Challenge

Our innovative solution leverages AI and vector space models to pierce through this fog of varied expressions, enabling us to identify and understand the unique contexts and intents behind each search query. By transforming these queries into embedding vectors and storing them in a FAISS vector space, we can use similarity analysis to not only group these searches more accurately but also to discern the underlying themes connecting seemingly disparate searches.

Implementing Our Solution

When applying our solution to the examples provided, here’s how the process unfolds:

  • Data Collection: We start with the wealth of information available from product, category, and brand metadata (product name, description, category details,color, material, discount, price etc) across Google, Meta, TikTok catalogs, and even Google Analytics item data. By creating an embedding vector for each item and informational piece, we encapsulate the essence of these entities in a format ripe for analysis. These embeddings are then stored in a FAISS (Facebook AI Similarity Search) vector space, setting the stage for sophisticated similarity searches. In parallel, we process data from various contextual sources, including search term reports, on-platform searches, TikTok searches where your ads appeared, and YouTube video titles/tags.
  • Vectorization: Each query is transformed into an embedding vector using advanced NLP models. This process captures the semantic essence of each search, transcending mere keyword matching to understand context and intent.
  • Similarity Analysis: We use cosine similarity and other models to compare these query vectors against product and other detail’s vectors in our FAISS database. This step identifies which products or categories or themes are most relevant to the queries.

You can limit the products that the model is looking for based on products’ availability, profitability or any data at your disposal to get the results you want.

Vector Storage and Embedding: A Technical Perspective

The creation of embedding vectors is at the heart of our methodology. Here’s a closer look at how this process unfolds:

from transformers import AutoModel, AutoTokenizer
import faiss
import numpy as np

# Initialize tokenizer and model for embeddings
tokenizer = AutoTokenizer.from_pretrained('sentence-transformers/all-MiniLM-L6-v2')
model = AutoModel.from_pretrained('sentence-transformers/all-MiniLM-L6-v2')

# Function to create embeddings
def create_embeddings(texts):
    encoded_input = tokenizer(texts, padding=True, truncation=True, return_tensors='pt')
    with torch.no_grad():
        model_output = model(**encoded_input)
    embeddings = model_output.pooler_output
    return embeddings.numpy()

# Sample data
texts = ["Latest Affordable Nike sneakers", "Affordable running shoes", "High-performance sports gear"]
embeddings = create_embeddings(texts)

# FAISS vector storage
dimension = embeddings.shape[1]
index = faiss.IndexFlatL2(dimension)

Leveraging Cosine Similarity for Deeper Insights

With our vectors stored, the next step involves deciphering the connections between search queries and our product vectors using cosine similarity and other sophisticated similarity models. This enables us to unravel which products or categories are resonating with current search trends.

# Example similarity analysis
results = []
for query_embedding in embeddings:
    similar_product_index = cosine_similarity_search(embeddings.reshape(1, -1), index)

Powering Up Visibility with Results

Armed with the knowledge gleaned from search trend analysis, you can optimize your marketing strategies to significantly boost product visibility. Here’s how:

  • Targeted Advertising: Utilize the identified trends to adjust your Google Ads campaigns, ensuring you target high-volume, relevant searches.
  • Dynamic Product Positioning: Feature products that align with trending searches on your website and landing pages.
  • Content Marketing Optimization: Tailor your blog posts and social media content to address trending topics and showcase relevant products.

Near real-time data analysis is crucial for maximizing the effectiveness of this approach. By continuously monitoring search trends and dynamically adjusting your marketing strategies, you can stay ahead of the curve and ensure your products are always in front of the right audience.

Other Use-Cases of Vector Space Models

The application of vector space models offers a multitude of benefits for digital marketing:

  • Enhanced Targeting Accuracy: Achieve laser-sharp targeting by pinpointing the exact search terms and product categories that matches with your target audience’s intent.
  • Streamlined Search Term Analysis: Analyze vast amounts of search data efficiently, identifying new opportunities and optimizing keyword strategies.
  • Dynamic Market Response: Respond swiftly to evolving search trends and capitalize on emerging market conditions.
  • Scalability and Adaptability: This approach is readily scalable to accommodate businesses of all sizes and adapt to diverse marketing contexts.

Conclusion: Embracing the Future of Marketing with AI

This article has unveiled the immense potential of integrating AI and data science techniques like vector space models and trend analysis into your digital marketing strategy. By leveraging these powerful tools, you can gain a deeper understanding of your audience, optimize your campaigns for maximum reach, and ultimately, revolutionize your product visibility.

We encourage you to explore the possibilities of embedding models and vector space analysis to propel your marketing efforts to new heights. Leverage Orphex, where this model is already primed and ready to use with all of your marketing platforms data already, allowing you to harness the full power of AI-driven marketing insights with no additional effort.