Marketing Mix Modeling as a Service
Fast - Granular - Precise - Predictive
Hamilton AI covers the whole marketing and media planning process
The Hamilton AI platform is not just made for strategic decision-making but also for very operational purposes. These could be answering basic questions like:
1) What is the right marketing mix against current brand and business targets?
2) What is the optimal budget allocation between channels?
3) How should the optimal media plan look like down to publisher-level?
Advanced attribution, insights & predictions
Delivered in an easy user-interface
GET A BREAK-DOWN AND RANKING OF ALL SALES EFFECTS
First, Hamilton AI will create the business insights overview by decomposing total sales, showing contributions from all the media channels. However, it also factors in weather, competitor activities, season, macro-economic fluctuations etc. Media ROI is broken down on channel level TV, OOH, print, Display, Search, Social, etc. These returns can then be further broken down to individual media publishers as well.
OPTIMIZE FROM BUDGET OR SALES TARGET
Secondly, Hamilton AI lets you generate and evaluate multiple investment scenarios based on either a set budget or set business target . So either supply-driven and need to know the required marketing investment if you wish to sell e.g. X subscriptions or Y product units. Or you’re more demand-driven and want to know how much you can actually sell from different budget levels.
COMPARE INVESTMENT SCENARIOS
Now you can compare your options on predicted sales volume, profits, customer acquisition cost, and ROI for various investment scenarios. When you go with any scenario, Hamilton AI will provide you with a granular and actionable media investment plan per channel and individual media publisher. This plan can then be forwarded to your media agency or taken in-house for media buying.
Once your campaign is activated and launched, it’s easy to track daily media investments and sales performance against your brief. You will always be able to drill further down to publisher level for deeper insight on the sales contribution. This allows for reporting on e.g. spend, sales, profit, cost-per-sale and ROI on the individual media publisher level.
Example of various media investment plans with different profit outcomes
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Hamilton AI comes in the shape of an easy-to-use, cloud-based solution that displays the business impact of each creative campaign and media plan. Within the platform it’s possible to optimize and simulate the exact effects of any given marketing investment. Either by working from a set budget or sales target.