MARKETING CONTROLLING
& SALES CONTROLLING

SUCCESS WITH SYSTEM

MARKETING CONTROLLING IS NOT A CHORE – IT’S ESSENTIAL FOR SALES MANAGEMENT:

Only if it is crystal clear across the entire funnel and all channels where you stand and what each measure has brought, can you determine the value contribution, learn from successes and setbacks and continuously optimize. After all, marketing and sales are not an end in themselves, but must serve the business – if you manage by results, you will get much more revenue with the same budget. The greatest challenge here is to bring together the data from the various channels and systems, make them comparable, and correctly assign results to measures (attribution). We solve them with AI.

MARKETING CONTROLLING AND SALES MANAGEMENT WITH HASE & IGEL: WHAT IS IT?

The natural enemy of successful marketing and sales controlling is the silo. Where everyone sees only “their” channel or “their” funnel stage, success and efficiency are a matter of luck. The only way to achieve sustainable success is to map the process from the achievable contact to the realized customer value from a single source – across all channels. Only in this way can you optimize the effect instead of just contacts, clicks or leads. And only then can you recognize the interactions between channels and campaigns and between brand and sales. As the “Best Business Technology Solution for Marketing and Communication” (German Stevie Awards 2022 and 2023), our system specializes in creating this integrated view with confirmed success drivers. Only those who recognize the levers can operate them successfully – and clearly name and proudly represent the value contribution of their work.

HASE & IGEL FACTOR:

NEUTRUM
EVO OPTIMIZER

CONTROL INSTEAD OF JUST MEASURING

How well are my products, channels & campaigns performing? Am I using my budgets correctly? The EVO Optimizer reveals it:

  • Best Business Technology Solution for Marketing (Stevie Awards 2022 and 2023)
  • Evaluate success for all channels and entire funnel
  • Real-time benchmarking against demand, competition & environment
  • AI recommendations on budget, channel mix & optimization opportunities
NEUTRUM EVO OPTIMIZER

NEUTRUM AI TARGETER

IN THE RIGHT PLACE AT THE RIGHT TIME

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022).
  • Contextual & Semantic Targeting without Cookies
  • The right content on the right channel at the right time
  • Including competitor & advertiser analysis
NEUTRUM AI TARGETER

WHAT DO MARKETING CONTROLLING AND SALES MANAGEMENT DO FOR ME?

  • Gain clarity about the entire process and all channels: Where are you – and why?
  • Control from the effect (e.g. sales, awareness) instead of just counting contacts, clicks or leads.
  • Discover and create interactions between channels and between brand and sales.
  • Clearly and objectively identify and prove the value proposition of your actions.

Measuring and recognizing alone has never made anyone richer. But you can only become more successful on an ongoing basis if you have clarity about your data and draw the right conclusions from it. Our AI system creates the basis for this.

FINALLY THE 360° VIEW

BANK MEASURES SUCCESS ACROSS CHANNELS FROM CONTACT TO CUSTOMER VALUE

Stadtsparkasse Düsseldorf wants to determine the value contribution of its marketing measures. With the AI solution from Hase & Igel, the data from all channels and the CRM are combined and analyzed along the entire funnel – evaluated with realistic benchmarks: A bridge between marketing and sales for optimal control.

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SUCCESS STORIES

SOFAS FOR TOMORROW

FURNITURE MANUFACTURER ALREADY KNOWS WHAT CUSTOMERS WANT IN THE FUTURE

As an upholstered furniture manufacturer with its own production in Europe, it is particularly important for DOMO to know as far in advance as possible what customers will buy. With the applications of Hase & Igel, the company recognizes which trends are relevant and how the demand per construction type, colors and equipment per sales location develops.

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DATA INSTEAD OF GUT FEELING

AGENCY ASSOCIATION USES COMMUNICATION OPPORTUNITIES IN REAL TIME

One of the core tasks of an association is to be a concise voice for its members in public. In order to identify the really relevant topics faster and more precisely, to recognize positioning opportunities earlier and to increase campaign capability, AIKA uses data-driven, intelligent applications from Hase & Igel.

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FIT MEDIA STRATEGY

UNIVERSITY ATTRACTS THE RIGHT STUDENTS MORE EFFICIENTLY

It makes little sense to advertise courses of study that are overrun even without advertising. Enormedia uses the AI-supported solutions of Hase & Igel to find those study programs from digital behavioral data that need to be advertised more intensively – and to determine the appropriate media mix based on data in order to reach the target group efficiently.

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MARKETING CONTROLLING AND SALES MANAGEMENT À LA HASE & IGEL – THAT’S HOW WE DO IT:

  • We work with you to determine which marketing and sales channels you want to map and how you want to differentiate by products, regions and units.
  • We connect your own data across all your systems and silos to create a learning system – and also draw on external data sources on demand, competition and the environment.
  • Our AI system makes the data comparable and determines correlations, cause and effect. This gives you not only transparency about the results, but also a realistic classification of how they come about and how good they are.
  • Our software shows you intuitively and very differentiated the results, their efficiency and quality – and gives you optional recommendations on how you can improve your mix and individual measures.

CUSTOMER VOICES

“Bridging marketing and sales data across channels is a game changer for us that we have wanted for many years. It creates the basis for efficient, data-driven management.”
Martin Garczorz
medial sales Stadtsparkasse Düsseldorf
“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
“World class service! Has brought us to a new level in the area of marketing!”
Raphael Opilski
ISOTEC specialist company Waterproofing Technology OPL GmbH & Co. KG

AND HOW DO I GET MY MARKETING CONTROLLING NOW?

1

Get a non-binding appointment right now, where we can discuss your concerns together. This way we will find the optimal configuration of our system for you and can create a quote.

2

If you give us the go-ahead, we will set up your solution and either provide you with the software that you can use to perform the analyses yourself, or deliver the collected and analyzed data to you in the software.

3

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

FREQUENTLY
ASKED
QUESTIONS

What makes our solution the “Best Business Technology Solution in Marketing and Communication” (German Stevie Awards 2022)? First and foremost, there are three aspects:
1.) We connect the data from all your systems and channels along the entire funnel – and confidently include even those that are considered “hard to measure”. This means: from the potential contact to the realized customer value, from the advertising booking system to the CRM, from Google Ads to large-scale billboards, you get a real 360-degree view as a basis for the calculations.
2) We not only look at your own data, but also include data on demand, competition and the environment (e.g. population structure, weather, etc.). This way your goals and budgets are automatically adjusted to the market and are therefore extremely realistic. For example, 10% more sales is only cool as long as you don’t know that demand has increased by 25%….
3) There are many dashboards. We don’t just show you data in nice graphs – our AI runs the whole gamut of multivariate statistics and modeling to prove correlations instead of just asserting them, and to determine the best models to predict your performance. This gives you real leverage instead of just nice visualizations.
Are you already doing everything? Maybe you are already well ahead of the curve. Then congratulations! But maybe you can learn a trick or two from our AI. Find out during a non-binding initial consultation.

Our solutions work entirely in the cloud. You don’t have to install anything or make any IT introductions. You don’t have to change anything in your existing systems either: Our tool only requires automatic exports from – or read access to – your existing systems.

No, that is not possible. You always have transparency over and access to all your data and the models used, but we don’t give away our algorithms. After all, this is our lifeline and we are way ahead of the market. You wouldn’t trust your patents and secret recipes to anyone else, no matter how great the sympathy.
However, you can integrate our solutions into your own – e.g. by sending requests for calculations from your own tools via API into our system and we send you the results back. Then you keep all assets with you.

Damn good point. Of course, we’ll be happy to sign a confidentiality agreement with a penalty clause (and we can also prove that we have a high level of insurance protection against possible financial losses). Likewise, we are ready to sign a commissioned data processing contract, although this is usually not necessary for our solutions (almost never is the processing of personal data necessary). Security and absolute protection of data and results against unauthorized access are vital for us – accordingly, we take this seriously.
On the subject of data sovereignty, however, the case is quite simple: it always lies with you. All data in our system can be exported in a format of your choice at any time with just one mouse click. Also the data of the used models. You will never be bound to us to not lose any data – we want to keep you as a customer because you are convinced.

You can definitely do it yourself with our tools – that’s what they are for 🙂
But the optimal setup depends on what you want to find out and in what depth and breadth. We will work it out together in a free initial consultation.
Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we don’t impose our consulting on you 🙂
However, one thing we always do together initially is to define your channels, products and regions/units as well as to determine the optimal models with which the system will start running. After all, these are fundamental points for everything that comes after – these decisions should therefore be made consciously and reflected upon together.

Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. In principle, however, you should assume a five-digit sum in any case. The drivers for costs are:

  • How many sales and marketing channels do you want to investigate?
  • How many countries or regions should be analyzed separately?
  • How many combinations of products and campaigns do you want to cover?
  • How many different roles/decision makers do you want each to have their own views?
  • Do you use our tools as they are, or should we adapt them to your existing solutions and standards?
  • How much support do you want for the ongoing analyses?

These are the questions we will clarify with you in a free initial consultation. Arrange it now!