In an industry like automotive, where marketing spend is so intrinsically linked to the number of sold cars, knowledge about the impact of your media investment is important.
Transparency is the key. Ask yourself: “Is the money we are putting into marketing actually working - and what is the link to sold cars?” This can be answered with the Hamilton AI marketing measurement and optimisation tool.
Hamilton AI uses the most advanced AI powered technology to develop client specific models and combines this with human interpretation by a team of highly experienced former media agency and consumer analytics experts
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For a large automotive company implementing Hamilton AI has proved to be an impactful tool, providing business transparency and the ability to significantly optimise media investment.
Photo: By creating different models it is possible to service companies in dynamic markets consisting of different regions etc. The picture compares the cost per car sold between regions.
Prior to working with Hamilton AI the automotive company was tracking the performance and success of campaigns based on website traffic.
This approach wasn't precise enough and worked as a black box, which did not provide the needed transparency in establishing a link between marketing and sales.
The insights has helped the automotive company settle internal discussions about how radio as a channel is impacting sales or how efficient brand campaigns are at driving short-term sales.
Hamilton AI has a built-in function making it possible to quickly run predictions on future marketing campaigns. This will enable you to test out different hypotheses before allocating funds to a given media campaign. It is possible to quantify the efficiency of campaigns, and Hamilton AI even suggests alternative strategies designed to optimise spending.
In a world where supply lines are stretched, components are in demand and consumer behaviour is changing in the face of uncertainty, the enhanced accuracy in predicting sales is invaluable.
The marketing team can now demonstrate and quantify the value of marketing. They have certainty about internal investments, and even the PR department can determine how their work is contributing to short-term sales.
The Hamilton AI platform is dynamic and very easy to use, and can be updated with new data on a very frequent basis. It makes it possible to quickly establish what works, when it works and why it works, and use the insights to simulate and plan activities ahead.
The high level of granularity is a trademark of Hamilton AI. Instead of just measuring performance on a media channel level, Hamilton AI can establish how each individual publisher performs, and the effect of different campaign types.
Photo: In the business insights tab the sales contribution of all the different media and non-media factors can be analysed in depth.
The effect of non-media business drivers and external factors such as competitor spend, competitor incentives, macroeconomics and holidays, can be measured as well. The model also accounts for different synergy effects. For instance, how a TV campaign is making online advertisement even more efficient.
Model granularity also extends to individual nameplate level media investments, making it possible to determine how a campaign focused on a specific nameplate contributed to sales.
With Hamilton AI the customer has gotten the transparency they wished for, along with a full breakdown of how all relevant business drivers are affecting sales.
UMMO