There are multiple use cases for HamiltonAI
Our Unified Marketing Measurement and Optimization platform, HamiltonAI, is a multi-purpose platform with several value creating marketing use cases:
HamiltonAI takes marketing effectiveness to the next level
AI-driven marketing analytics and optimization powered by the HamiltonAI platform can be applied for several purposes. The most obvious is linking Marketing to Sales and document the specific sales contributions of various marketing investments. Not only across channels but also in each and every touchpoint along the customer journey. From these insights it is possible to select a more effective marketing and media strategy by letting the HamiltonAI predict and optimize the outcome.
A more optimal media investment allocation leads to uplift in sales and profits
BUDGET SETTTING.
We help many Marketing Leaders flip the traditional role of marketing from a passive receiver of budgets to become a proactive stakeholder and transforming the budget to be perceived as an investment opportunity that is directly tied into the growth ambitions and targets set by the board and management.
Using target-based optimization our AI-driven marketing measurement and media optimization platform, HamiltonAI, provides valid insights to support you in adjusting expectations to what is achievable with the given marketing budget.
In this example you can see a significant uplift in media generated profit by using the plan optimized by HamiltonAI.
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. Competitor’s media activity has a direct consequence for your sales, and HamiltonAI can quantify the exact impact. This means that a marketing team reinforced by HamiltonAI can optimize its own investments directly against the impact of competitor spend.
CUSTOMER ACQUSITION COST.
Multi-Touch attribution is time-consuming and getting more difficult due to the loss of third-party cookies and GDPR. As HamiltonAI 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 HamiltonAI 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 HamiltonAI 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, HamiltonAI 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.
Would you like to discuss your marketing use case?
Let us discuss your marketing use case and determine how soon you can expect to see improved results.
No mather how mature your company is in the field of Holistic Marketing Measurement or which specific use case you have – we are ready to guide and help you in the right direction:
