Question 1

What actually is "decision intelligence" for marketing spend?

Accepted Answer

It's software that logs the decisions your team makes about marketing spend — what was recommended, why, and what happened after — instead of just reporting metrics. Niti finds where spend is being wasted, recommends the specific action, and builds a permanent record of what worked.

Question 2

How is this different from our attribution or BI tool?

Accepted Answer

Attribution and BI tools tell you what happened. Niti tells you what to do about it, and then remembers whether that call was right. A dashboard doesn't recommend an action or track its outcome — Niti does both.

Question 3

Is Niti a CDP, an attribution platform, or an automation tool?

Accepted Answer

None of these. Niti doesn't move your data into a warehouse (that's a CDP), doesn't try to multi-touch-model every touchpoint (that's attribution), and doesn't execute campaigns for you (that's automation). It sits above your existing stack, reads from it, and produces ranked recommendations with reasoning and a graded outcome.

Question 4

What does "decision memory" mean?

Accepted Answer

Every recommendation Niti makes — the reasoning behind it, who approved it, and what actually happened afterward — is logged permanently. When the person who made a call leaves, the reasoning doesn't leave with them.

Question 5

Does it act on my ad accounts automatically?

Accepted Answer

No. Niti surfaces ranked recommendations — scale, reduce, kill — with the reasoning behind each one. You approve or decline. Nothing changes in your ad accounts without a human decision.

Question 6

How does Niti know if a budget call actually worked?

Accepted Answer

Every recommendation is tracked against its projected impact at set intervals after the call is made, then graded — favorable, neutral, or unfavorable — against what actually happened.

Question 7

What's a "confidence label" and why does it matter?

Accepted Answer

Every conclusion Niti reaches is tagged Confirmed, High Confidence, or Hypothesis, so you know whether you're looking at a verified fact or an educated guess before you act on it — instead of every finding sounding equally certain.

Question 8

Can Niti tell if a channel that looks inefficient is actually driving revenue somewhere else?

Accepted Answer

Yes — this is marketplace halo detection. Before flagging an ad set as underperforming, Niti checks whether it's quietly driving revenue on another channel (e.g., a marketplace) that the ad platform can't see.

Question 9

What happens when a metric moves and I don't know why?

Accepted Answer

Niti runs an automated root-cause chain — checking spend, campaign changes, inventory, and pricing — before naming a cause, so you're not guessing between "the ads died" and what actually happened.

Question 10

How long does setup take?

Accepted Answer

Read-only access is all Niti needs to start. Sources connect on day one, ranked recommendations are live by day two, and impact is confirmed by day fourteen.

Question 11

What access do you need to my systems?

Accepted Answer

Read-only, to start. Niti pulls order, spend, and catalog history without needing write access anywhere until you explicitly approve an action.

Question 12

What if my data is messy?

Accepted Answer

Niti is built to work with the data brands actually have, not a cleaned-up ideal version of it. Where a signal can't be explained by available data, Niti flags the gap explicitly rather than guessing.

Question 13

Which platforms does Niti connect to?

Accepted Answer

Shopify, Meta, Google, and — for multi-channel brands — marketplace data sources like Amazon, Flipkart, and Myntra, depending on where your brand sells.

Question 14

Is my data used to train models for other customers?

Accepted Answer

No — your data and decision history are yours. Niti never trains models on customer data.

Question 15

How is Niti priced?

Accepted Answer

A one-time activation fee covers a concrete first deliverable, plus a monthly subscription. It's not a platform-access fee — activation buys real, delivered work from day one.

Question 16

What if it doesn't work for us?

Accepted Answer

There's a 45-day outcome guarantee — if there's no confirmed favorable outcome, the second month is credited.

Question 17

Do I need a data team to use this?

Accepted Answer

No. Setup requires read-only access to your existing tools; there's no data pipeline or engineering project on your side.

Question 18

How is Niti different from Shopify Campaign Autopilot?

Accepted Answer

Autopilot automates campaign execution — it moves your existing budget across Meta, Shop, and email based on performance it can see. It doesn't resolve customers across marketplaces outside Shopify's own ecosystem, and its margin-awareness depends on you keeping COGS data accurate inside Shopify. Niti isn't an execution layer — it's the decision record underneath: margin-aware recommendations priced the same way every time, with the reasoning shown for each call, graded after the fact, and preserved as institutional memory. You can run Autopilot and Niti together — one executes within Shopify's ecosystem, the other keeps an auditable record of the decisions being made across all of them.

Question 19

Isn't Triple Whale's Moby AI already doing this?

Accepted Answer

Moby 2 has moved from reporting into autonomous execution — launching ads and rebalancing budgets on its own. Two questions worth asking any tool that acts autonomously, ours included: can it resolve identity and revenue across Indian marketplaces outside Shopify's and Meta's own visibility, and is the reasoning behind each action consistent and auditable months later — not just visible in the moment it happens. Niti is built around both: the same priced methodology applied to every call, and a permanent record of the reasoning and the outcome, not just a log of what ran.

Question 20

Why can't I just connect Claude (or ChatGPT) to my Shopify and ad accounts and ask it to analyze this myself?

Accepted Answer

You can, for a one-off question — a connected LLM can genuinely query your data and answer "why did revenue drop last week." What it won't do by default is the standing infrastructure: continuously monitor 200+ ad sets daily without being asked, resolve a customer's identity across store and marketplace before making a margin call, or apply the same priced logic call after call so a decision from three months ago can be audited the same way as one from today. A general assistant answers the question you ask, once. Niti is a system that watches by default and answers the same way every time — which is what makes grading a decision meaningful months later.

Question 21

Why pay for Niti when so much of this is turning into a free platform feature?

Accepted Answer

Execution is commoditizing fast — Shopify, Meta, and Triple Whale are all racing to automate the "what should I do" layer. That raises the value of an independent record, and specifically a consistent, auditable one: the more platforms are auto-executing on their own black-box logic, the more you need something outside any of them applying the same priced methodology every time and keeping a permanent, checkable record of why each call was made and whether it worked — especially once your spend or revenue crosses into marketplaces none of those platforms fully see.

Question 22

How is Niti different from Klaviyo, Braze, or other execution platforms?

Accepted Answer

Those platforms execute campaigns and are commercially incentivized to encourage more sending or spend. Niti's recommendations are priced against your margin, not the platform's own revenue — it can tell you to spend less on a channel, which a platform graded on that channel's volume structurally can't.

Question 23

Can I use Niti alongside my existing agency?

Accepted Answer

Yes. Niti is infrastructure that sits beneath agency work — it gives the agency and you a shared, permanent record of what was tried and what happened, rather than competing with agency services.

Stop guessing where your spend is wasted.

There are five leaks in every marketing budget.
Yet, no dashboard flags them.

Attribution leaks

Inventory-blind spend

Margin-blind scaling

Lost memory

No score kept

Two products: Niti Lift for the calls that move revenue. Niti Vantage for the why.

Niti Lift

Niti Vantage

The room guessed. Niti graded.

$20K spent. Nothing moved.

3× ROAS. Flat margin.

Sales down 22% in a week.

0.42×, not 2.06×.

Revenue down 50%. Not the ads.

Your first ranked action ships in 48 hours.

Connect & model

Recommendations go live

First actions taken

Impact confirmed

Connect & model

Recommendations go live

First actions taken

Impact confirmed

Questions worth asking

Enterprise-grade protection, whatever your size.

Bring one month of spend. We'll show you what it actually did.

Stop guessing where your spend is wasted.

There are five leaks in every marketing budget.Yet, no dashboard flags them.

Attribution leaks

Inventory-blind spend

Margin-blind scaling

Lost memory

No score kept

Two products: Niti Lift for the calls that move revenue. Niti Vantage for the why.

Niti Lift

Niti Vantage

The room guessed. Niti graded.

$20K spent. Nothing moved.

3× ROAS. Flat margin.

Sales down 22% in a week.

0.42×, not 2.06×.

Revenue down 50%. Not the ads.

Your first ranked action ships in 48 hours.

Connect & model

Recommendations go live

First actions taken

Impact confirmed

Connect & model

Recommendations go live

First actions taken

Impact confirmed

Questions worth asking

Enterprise-grade protection, whatever your size.

Bring one month of spend. We'll show you what it actually did.

There are five leaks in every marketing budget.
Yet, no dashboard flags them.