MARKETING GOALS
AND BUDGET ALLOCATION

THE MARKETING GOD DOES NOT ROLL THE DICE

WHAT GOALS DO I WANT TO ACHIEVE WITH MY CAMPAIGNS AND CHANNELS?

So very concrete, without blah-blah and clearly measurable? This question is often the end boss in marketing and sales. But it’s like in navigation: without a goal, you merely arrive somewhere and then talk yourself into it. You want an even nastier opponent? Voilà: Budget Allocation. How much money do I have to invest to achieve my goals? And how do I best allocate it among channels and measures? Here, too, you can guess or follow some gurus. But that’s like setting off on a journey and rolling the dice on how much to put in the tank – and whether it’s gasoline or diesel. Fortunately, there’s a better solution: Data-Driven Marketing with AI.

MARKETING GOALS AND BUDGET ALLOCATION WITH HASE & IGEL: WHAT IS IT?

One thing no one takes away from you: decide what you want to achieve. More customers? More customers who cost no more than X euros per customer and buy for at least YZ euros? More brand awareness in the target group? Our solutions allow you to choose such goals (we are happy to be your sparring partner) – and make your world much brighter and easier from this step on: because what kind of target value you can realistically achieve, how much budget you need for it and what is the perfect combination of measures to efficiently get ahead – that’s what our algorithms determine based on robust data. And not just the data from all your own channels. But also with data from your competitors, on demand in the market and on all those factors that influence your business – such as weather, purchasing power or traffic.

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

HOW CAN I BENEFIT FROM CLEARER MARKETING GOALS AND A MODELED BUDGET ALLOCATION?

  • Plan your measures more realistically and reliably from the outset.
  • Play through what can be achieved in which way and with which effort.
  • Continually identify where you can achieve more success with the same budget.
  • Measure yourself against fair and realistic premises that really fit your market.

Fortunately, people are not light switches that always react in the same way to the touch of a finger. Nevertheless, they are not unpredictable. With a good database and AI, it’s no magic trick to define realistic marketing goals and use the appropriate budgets optimally.

Wie ein Spirituosen-
Hersteller während der Pandemie relevant blieb.

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TAETi PATUS.

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Learn More!

SUCCESS STORIES

Screenshot Dashboard Traffic und Werbung

Gehör für die Jugend

NGO identifiziert Medien, Influencer und Zeiten für mehr Impact

Tobis Profi-Tipp:

Um den Interessen junger Menschen in Medien und Politik mehr Raum zu verschaffen, nutzt die Stiftung zwei Anwendungen von Hase & Igel, die aus der Kommunikation in journalistischen und sozialen Medien die optimalen Medien, Influencer, Anlässe und Zeitpunkte für die Positionierung im Thema Generationengerechtigkeit ermitteln.

Read More

Passgenaue MEDIASTRATEGIE

Hochschule gewinnt effizienter die passenden Studierenden

Tobis Profi-Tipp:

Für Studiengänge zu werben, die auch ohne Werbung überrannt werden, macht wenig Sinn. Enormedia nutzt die KI-gestützte Lösungen von Hase & Igel, um aus digitalen Verhaltensdaten diejenigen Studiengänge zu finden, die intensiver beworben werden müssen – und datenbasiert den passenden Media-Mix zu bestimmen, um die Zielgruppe effizient zu erreichen.

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Screenshot Dashboard Traffic und Werbung

Wettbewerb präzise angreifen

Softwarehersteller durchleuchtet vor Markteintritt seine Konkurrenz

Tobis Profi-Tipp:

Um schnell Erfolg zu haben, will ein Hersteller von Dokumentenmanagement-Systemen vor dem Eintritt in ein neues Produktsegment verstehen, wie die Wettbewerber agieren: welche Strategien sie verfolgen, in welchen Kanälen sie präsent sind und mit welchen Budgets sie operieren. Hase & Igel hilft, passgenau mit den richtigen Instrumenten anzugreifen.  

Read More

MARKETING GOALS AND BUDGET ALLOCATION À LA HASE & IGEL – THAT’S HOW WE DO IT:

  • We spar with you to define your decision-making needs and types of goals: What do you want to achieve and what tools do you have to do it? This makes it clear which data will help you to plan this in a well-founded and precise manner.
  • We combine your own data on marketing measures and customer interactions across all systems and silos into a learning system – and draw on external data sources on demand, competition and the environment.
  • Our AI system identifies patterns, highly differentiated drivers of success and failure, and thus arrives at models that optimally predict your performance.
  • Now you only have to enter what you want to achieve – and which premises (e.g. for a channel mix) you might want to specify. The algorithms suggest realistic target values, suitable budgets and their optimal distribution.

CUSTOMER VOICES

“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
“The best of Big Data Germany has to offer.”
Prof. Dr. Stephan Buchhester
Head of Diagnostics, Institute for Behavioral Economics

AND HOW DO I GET MY DATA-DRIVEN MARKETING GOALS AND BUDGET ALLOCATION 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 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 define your goals and channels and 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!