LOCAL BRANDING
4.0

AI-SUPPORTED MORE SUCCESS FOR LOCAL RETAILERS BIG BRAND

MARCAPO

A LEADING PROVIDER OF LOCAL BRANDING AND MARKETING PORTALS

CHALLENGE

Marcapo supports more than 65,000 local sales partners, e.g. dealers or agents, for over 60 major brands in achieving the optimum advertising and sales impact locally. At its heart: the marketing portal. Here, each dealer is provided with brand-compliant, high-performance advertising materials, which he can individualize in self-service and place within the brand’s guard rails from the portal in all common media. The Marcapo consultants help them determine the optimum budget and the right mix of measures. With the multitude of advertising media – from brochure distribution to programmatic advertising -, thousands of products and tens of thousands of sales territories, the challenge of finding the right response for every situation on site is great. This calls for an AI solution that keeps track of all relevant variables, runs through all scenarios, and thus makes the best recommendation for each retailer. This not only maximizes the service for dealers, it is also the necessary basis for intelligently automating campaign planning and placements.

SOLUTION

Marcapo relies on the Neutrum EVO Optimizer from Hase & Igel. For this purpose, data on all bookable advertising spaces and unit numbers is recorded for every retailer, every territory and every advertising medium, as is the budget and performance data for all bookings. EVO AI not only automatically makes the completely different formatted data sources along the funnel comparable, but also incorporates crucial contextual information for evaluating potential and performance: Onsite demand, building and population structure, purchasing power, weather and more – all precisely mapped to the specific retailer area. Automatic modeling with Hase & Igel’s model finder engine uses machine learning to identify which factors in which combination create more demand and better advertising impact. In this way, 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. Thus, it can be precisely calculated how much budget in which combination of advertising media and at which time promises the best result for a specific product at a specific location. This information, triggered by the request from retailers or marcapo consultants, is fed into the Marcapo system by Hase & Igel via API (programming interface) in real time. The result: automatic, AI-supported media planning that responds perfectly to the situation on site and the planned time periods.

CUSTOMER BENEFIT

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 optimized, effective advertising media that he can adapt conveniently and place in a wide variety of channels with just a few clicks, he also receives an individual media plan for this (which advertising media, in which channel, with how much budget, at what time) that is perfectly tailored to the situation at his location and offers a maximum return on marketing investment. And he can have his campaigns continuously optimized 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 favorable cost balance of a platform. And who says you can’t have the best of all worlds…

“With HASE & IGEL’s solutions, we’re taking local branding to a new level, letting every local retailer benefit from AI and data capabilities that were previously only available to the biggest players in the advertising market.”

– THOMAS ÖTINGER, MANAGING PARTNER  MARCAPO

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