What is your objective?
INCREASE SALES
SALES MODEL
PREVENT CHURN
CHURN PREVENTION MODEL
OPTIMIZE BRAND
BRAND OPTIMIZATON MODEL
CUSTOMER ACQUISITION MODEL
Predict & Optimize Marketing's Impact on Sales
Sales models are used to understand the business drivers of a company’s commercial performance and to quantify how much they impact a chosen commercial objective, ranging from leading indictors to actual revenue. The model provides accurate historical attribution of marketing performance and the ability to forecast and optimize future investments through prescriptive analytics.
With silos of data scattered across offline and online, the companies must juggle between multiple dedicated models to measure the impact of marketing activities and investments, often left with incomparable data, leading to sub-optimization.
An accurate, future-proof cookieless model providing a full overview of which factors are impacting your chosen objective and by how much. We provide strategic insights explaining the effect of non-media related factors as well as tactical recommendations on how to optimize your media allocation.
- Ideally 3 years of historical data, (min. 2 years)
- Ideally daily media data (min. weekly), optimally down to publisher level
- Churn Prevention Model
- Brand Equity Analysis
- Portfolio / Halo Product Model
Learn how an international company increased media-driven sales by 17 % in just six months!
CHURN PREVENTION MODEL
Defend the base and prevent churn
Understand the internal and external factors that impacts churn and how to use marketing resources to prevent it. By determining which variables are causing churn and which marketing levers work in its prevention, it is possible to predict how to allocate marketing investments in order to reduce churn.
Churn is often a result of a highly complex consumer process with many influencing factors. These factors are usually analyzed for their isolated effect on churn, but this does not provide a real understanding of churn. Most companies are therefore unaware of how their marketing and brand strength can impact churn.
A holistic overview of which factors that affects churn and by how much. From impact of competitors, the companies brand strength, marketing to insights on how to prevent churn using media going forward.
- Ideally 3 years of historical data, (min. 2 years)
- Ideally daily media data (min. weekly), optimally down to publisher level
- Customer Acquisition Model
- Brand Elasticity Deep-dive
- Price-elasticity Deep-dive
BRAND OPTIMIZATION MODEL
Measure and optimize your brand strenght
A brand model identifies the drivers of your brand strength and quantifies the impact from each positive and negative driver. A brand model will deliver strategic insights into what factors and activities that drives your brand, but also operational insights on how to optimize the marketing and media investment going forward for maximum impact on your brand.
A significant part of the marketing and media spend focuses on supporting the brand. However, the decisions are based on gut feelings due to lack of profound analytics within this area. Therefore, the brand investment done in most companies are based on discussions around “beliefs” rather than fact-based insights.
Insights into which factors that drives your brand. Media marketing, PR, social media, competitors impact etc. based on this you will be able to optimize your brand investment going forward and predict an impact on your brand strength.
- Ideally 4 years of brand data as brand moves slow and the variation in data is low (min. 3 years)
- Customer Acquisition Model
- Brand Equity Analysis
- Price-elasticity Deep-dive
Learn how to how to optimize your strategic marketing investments in brand positioning and quantify brand's impact on sales.
Next generation of Marketing Mix Modeling
Kantar’s Unified Marketing Measurement and Optimization platform, HamiltonAI, empowers marketing professionals to drive business impact through accurately, compliantly and rapidly track, optimize and forecast marketing investments across all media channels.
Our models provide Tactical Media Insights and Strategic Business Insights:
Model Objective: We quantify all company-specific, industry-specific and macro-factors and measure their impact on your chosen commercial objective.
Strategic Business Insights: We provide diagnostic analytics explaining the effect of non-media related factors on your commercial objectives.
Tactical Media Insights: We provide prescriptive analytics optimizing your media allocation in relation to commercial objectives.
