marcapo supports over 65,000 local sales partners, e.g. dealers or representatives, for over 60 major brands in achieving the optimum advertising and sales impact locally. A centrepiece: the marketing portal. Here, each retailer is provided with brand-compliant, high-performance advertising material that they can customise in self-service and place in all common media from the portal within the brand's guidelines. The marcapo consultants help them to determine the optimum budgets and the right mix of measures. With so many advertising media - from leaflet distribution to programmatic advertising - thousands of products and tens of thousands of sales territories, the challenge of finding the right answer for every local situation is huge. This calls for an AI solution that keeps an eye on all relevant variables, runs through all scenarios and makes the best recommendation for each retailer. This not only maximises the service for retailers, it is also the necessary basis for intelligently automating campaign planning and placement.
marcapo relies on the Neutrum EVO Optimiser from Hase & Igel. For this purpose, the data on all bookable advertising spaces and quantities as well as the budget and performance data of all bookings are recorded for each retailer, each region and each advertising medium. The EVO-AI not only automatically makes the completely differently formatted data sources along the funnel comparable, but also incorporates crucial contextual information for the evaluation of potential and performance: Local demand, building and population structure, purchasing power, weather and more - all precisely mapped to the specific retailer area. Automatic modelling with the Model finder-engine from Hase & Igel uses machine learning to recognise which factors in which combination generate more demand and better advertising impact. External influences such as the local age structure, the weather at the time of the campaign or seasonal patterns are clearly distinguished from the advertising medium's own contribution to results from the performance data of a campaign. This makes it possible to precisely calculate how much budget in which combination of advertising media and at what time for a certain product at a certain location promises the best result. Triggered by enquiries from retailers or marcapo consultants, this information is then used by Hase & Igel The data is fed into the marcapo system in real time via an API (programming interface). The result: automatic, AI-supported media planning that responds perfectly to the situation on site and the planned time periods.
Retailers and brands that use the marcapo marketing portal receive a service that is unique in this form: the local sales partner not only finds continuously optimised, effective advertising material that they can adapt extremely easily and place in a wide variety of channels with just a few clicks, they also receive an individual media plan (which advertising material, in which channel, with how much budget, at what time) that is perfectly tailored to their local situation and offers a maximum return on marketing investment. And they can have their campaigns continuously optimised on the basis of AI. At least as individual and well-founded as in the most complex projects of the largest consultancies, but available at any time with just a few mouse clicks - and with the favourable cost balance of a platform. Someone else says you can't have the best of all worlds...
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