Hamilton AI takes marketing effectiveness to a whole new level
Total Marketing Modeling in the Hamilton AI platform can be applied for several purposes. The most obvious being to document the specific sales contributions of various marketing investment. Not only across channels but also in each and every touchpoints along the customer journey. From these insights it is then possible to select a more effective marketing and media strategy by letting the Hamilton AI predict the outcome. Then everything is set for activating a new plan to harvest greater returns.
There are multiple use cases for Hamilton AI
Total Marketing Modeling is a multi-purpose platform for an AI like Hamilton. Several value creating marketing use cases are made practical from the TTM method:
A more optimal media investment allocation leads to uplift in sales and profits
BUDGET SETTTING. One use case is figuring out what the right paid budget should be per channel against a set sales target. In this example you can see a significant in media generated returns by using the plan optimized by Hamilton AI.
Hamilton AI can calculate the effects of competitor advertising based on an industry efficiency index
COMPETITIVE IMPACT. Another case would be adjusting for competitor’s media efficiency. Some of the competitors are obviously getting more or less out of their investments. This means that a marketing team reinforced by Hamilton AI can optimize its own investments directly against the impact of competitor spend.
CUSTOMER ACQUSITION COST. As we’ve mentioned, Multi-Touch attribution is time-consuming and getting more difficult due to the loss of third-party cookies and GDPR. As Hamilton AI doesn’t rely on any cookies and is fast to implement – less than 6 weeks – it can quickly optimize paid media investments. Not just on a high-level monthly basis but on a weekly basis for each touchpoint. We’ve seen CAC go down as much as 20% or more by optimizing individual media publisher spend in real time.
CUSTOMER CHURN. It’s completely possible to repurpose the model from a sales or revenue response variable to a customer churn or retention variable. The Hamilton AI platform may often have a business growth focus but it can easily have a variation that predicts the marketing and media investments needed to keep customer churn at at low level.
Example of how Hamilton AI can decompose all relevant brand variables to their sales effect
BRAND EQUITY. How much should I invest in branding? A question that tens of thousands of marketers – and their bosses – have asked over the years – up until now it’s been quite a science and a heavy burden to figure that one out. No one has really made the exact link between specific brand drivers against baseline sales.
But using the same Total Marketing Modeling methodology as when separating media effects against sales and combine this with consumer panel data, Hamilton AI can pin out which brand variables are contributing to business growth and where in the customer journey they’re proving their worth.
Not only is this kind of brand measurement now a real possibility. By integrating the marketing and media modeling effects with the brand driver effects, you can optimize your marketing and media plans to ensure that there’s enough budget for branding to secure and increase baseline sales over time. That’s eventually what will increase the accumulated brand equity and as such the total value of your business.
Hamilton AI is employed by leading brands
Here are some of the brands that today are gaining from having Hamilton AI as a very smart marketing colleague, especially in the telco and financial services sectors.