Glossary

This glossary defines product-specific terms used across the Skeleton Key docs and app. Where a term has a fuller treatment elsewhere, the entry links to the canonical page once.

Brand

A top-level workspace inside an organization that holds Campaigns and a Brand Profile. The brand selector in the sidebar filters every page to one brand's content. See Core concepts for the containment model.

Brand Map

A brand-rooted knowledge graph showing how insights, strategies, tactics, and metrics connect across phases. The map is filtered by campaign at view time. See Brand Maps.

Brand Map edge

A directional link between two elements in a Brand Map. Each edge has a confidence score, and the UI hides edges below 0.75 by default; you can adjust the threshold with the slider. Skip-level edges (a research insight feeding a Media Plan tactic with no Strategy element between) carry a confidence penalty.

Brand Map element

A single node in a Brand Map. Elements are extracted from agent outputs by phase and come in four types: insight (circle), strategy (diamond), tactic (square), and metric (triangle).

Brand Profile

The AI-generated profile of a brand's positioning, audience, values, and tone. A completed Brand Profile is required before any Campaign can be created inside a brand. Generation takes about 2 to 3 minutes. See Brand.

Brand role

A user's permission level on one specific Brand: Admin (manages collaborators and runs all workflows), Standard (runs all workflows), or Viewer (read-only). Brand role is distinct from Org role. See Brand permissions.

Campaign

A workspace inside a Brand for one specific marketing initiative. Each campaign has its own brief and its own Research, Strategy, and Media Plan outputs. See Campaigns.

Chat

The AI assistant grounded in your Brand Profile, Research, Strategy, and Media Plan outputs. It lives at /chat and as an embedded panel on the four output pages. Chat does not search the web. See Chat.

Citation

A link from an output back to its source. There are three types: Brand document (a file you uploaded), Skeleton Key output (an upstream run or the Brand Profile), and External web (a public URL). See Citations.

Documents

The per-brand file repository for PDFs, Word, Markdown, CSV, and Excel files. Files are uploaded once and selected per run as opt-in context, with a 10 MB cap per file. See Documents.

Lineage

The workflow chain visible in the Brand Maps sidebar, with one chain per Research, Strategy, or Media Plan grouping inside a campaign. The Lineage list shows an edge-count badge that updates as you move the confidence slider.

Media Plan

The output of the Planning phase. A single unified output organized into three on-page sections: Overview, Charts, and Plan Details. See Media Plan.

Organization

The top-level container, also called an Org. Every user belongs to at least one. Owners and Admins can create Brands inside their organization and manage who has access. See Orgs and roles.

Org role

A user's permission level on one organization: Owner (full control, one per org), Admin (everything except deletion or ownership transfer), Member (use workflows on accessible brands), or Guest (view-only access to specific brands).

Phase

One of the workflow phases that produces a core output: Research, Strategy, and Planning. Inside a campaign, each phase requires the previous to be complete before it becomes available. Brand Profile and Campaign are setup, not phases. See Core concepts.

Refine

Iterating on an output by giving the agent feedback. Refining produces a new run that builds on the previous one, and refining an upstream phase marks downstream phases as stale. See Refine.

Rerun

Generating a phase from scratch with the same inputs. A rerun produces a new run, and the previous run stays in version history.

Research

A workflow phase. Five analyst agents (Category, Competitor, Consumer, Culture, and Social) run in parallel and feed two synthesis reports. The full run takes about 6 to 8 minutes. See Research.

Restore

Promoting an earlier run from version history to current. Restore produces its own new run that captures the restore event; the version you restored from stays in history.

Run

One generation event on a Brand or Campaign, also called a workflow run. A run can be an initial generation, a Refine, a Rerun, a Restore, or an edit. Version history is the chain of runs on a phase.

Skeleton Key

The product itself: an AI-powered marketing intelligence platform that automates a large share of desk research and first-draft writing for marketing teams.

Staleness indicator

A UI flag on a downstream phase when the upstream phase has been refined or rerun, signalling that the downstream output no longer reflects the latest upstream version. See Core concepts.

Strategist

One of the four agents that run during a Strategy phase: Goals, Audience, Comms, and Media. They run in sequence rather than in parallel.

Strategy

A workflow phase. Four strategists run in sequence (Goals, Audience, Comms, Media) followed by a Strategy Summary. The full run takes about 12 to 15 minutes. See Strategy.

Strategy Summary

The synthesis document produced after all four strategists complete. It distills the four strategist outputs into one report.