Insight DURUM
Insight DURUM is the recommendation engine of DURUM.ai. It analyzes the data of the displayed period and proposes concrete actions for your marketing, your sales and your funnel, with an estimated impact and a confidence level.
Where to Find Them
Recommendations live in the My Dashboard tab of the dashboard (dashboard_bi permission). In the widget library, Diagnostics category, add the Recommendations widget and the Weekly Insight widget. The former /ai-insights address redirects to the dashboard.
Recommendations Widget
The widget generates its recommendations on every display, from the selected period and filters. Nothing is computed in advance.
Categories
| Category | Label | Example rules |
|---|---|---|
| Strategy | Strategy | Revenue goal ahead or behind, contradictory indicators, trend break, role of each channel |
| Spend | Budget | ROAS negative for 7 days or more, budget to increase, spend anomaly, ROAS or CPA goal |
| Creative | Creative | Two ads concentrate the spend, low-CTR ads, dead creative |
| Funnel | Funnel | Stage that drops off, weak link in the journey, gap between lead sources, slow conversion, payment follow-ups |
| Sales | Sales | Rep coaching, no-show per rep, average ticket gap, close rate drop, revenue concentration, blocking objection, talk ratio |
| Scheduling | Scheduling | Day of the week to avoid for meetings |
Anatomy of a Recommendation
| Element | Description |
|---|---|
| Priority | URGENT, MEDIUM or INFO. For several rules, priority depends on the duration of the problem, its share of budget and its trend |
| Category | One of the six categories above |
| Title | The observation in one line, with the entity concerned (campaign, ad, rep, day) |
| Description | The precise diagnosis: figures, comparison, probable cause |
| Impact | An illustrative scenario presented as a range, never a single figure |
| Confidence | Percentage between 40% and 95%. A recommendation below 40% is not displayed |
| Action | The recommended tactic, in one or more steps |
INFO
A high confidence does not mean you must apply the recommendation. It means the data clearly supports the observation. The final decision is always yours.
When the Widget Is Empty
The widget shows "No recommendations" in three cases: the period contains neither spend nor any event; the data confidence index is too low; or no rule fires (overall performance is strong). The exact thresholds are described in the Recommendation Methodology.
Weekly Insight Widget
This widget displays up to five highlights, classified by type (Trend, Anomaly, Comparison, Milestone, Opportunity) and by severity (critical, warning, success, info). Example rules:
- ROAS up or down more than 20% versus the previous period;
- no-show rate above 30% (critical above 45%);
- close rate below 10%;
- collected revenue milestones reached ($10K, $25K, $50K, $100K);
- CPL down more than 15%;
- drop-off above 70% at a funnel stage;
- collection rate below 70%;
- a day of spend at more than twice the average;
- atypical comparison period (ROAS more than 40% away from the 14-day median);
- budget spread over at least three campaigns at less than 15% of volume each.
Recommendations and Actions
Recommendations are informational. They identify trends, anomalies and opportunities in your data; it is up to you and your account manager to decide whether and how to act.
Examples of real recommendations and possible actions:
| Recommendation | Possible action |
|---|---|
| "Avoid meetings on Monday" (no-show above 30% on that day) | Move appointments to the best day indicated, double the reminders 24 h and 2 h before |
| ROAS below 1 for 7 days or more, with the probable cause (CTR too low, broken funnel, closing) | Fix the named cause before touching the budget |
Two ads concentrate more than 70% of spend, verdict fatigue or saturation | Prepare new creatives, or change the audience if it is saturation |
| A rep closes far less than the best of the team over 15 or more shows | Test what works for the best rep, without judging style |
Getting the Most from Recommendations
Check the widget at least once a week over a period of at least 28 days: that is the length that gives the maximum confidence index on spend. A problem flagged on Monday may be gone by Friday if metrics improved, since everything is recomputed on every display.