The franchise has grown massively and rapidly – in terms of revenue, the number of partners, the number of employees, and marketing budgets. This makes it increasingly less visible which franchise is marketing in which location, through which channels and with what level of success. There is a risk that too many “chefs” will initiate uncoordinated marketing measures, thereby driving costs more than revenue, and preventing the company from continuing to grow. Conflicts could emerge, particularly over the question of which product should be promoted on which channel and at what time. A common system is needed that fairly and objectively identifies potential and evaluates performance, thus enabling more efficient management of resources.
Neutrum EVO Optimizer consolidates data from all partner marketing channels – from the number of website views to customer value. Neutrum enhances this data with market and environmental data using EVO connectors – from search volumes and survey data to weather and soil moisture and building and population distribution. Neutrum EVO uses AI to measure and continuously monitor performance and sales drivers. EVO Optimizer benchmarks the marketing activities of headquarters and franchisees in real time based on how well they are exploiting their local potential and sets realistic target figures. The EVO extensions Budget Allocation and Recommendations show which mix of products and channels currently promises the best Return On Investment (ROI) in which region and with which budget, and suggest specific optimization steps for various marketing measures.
When the system was introduced at headquarters, almost half of the franchises opted for their own view to see where they stood compared to their colleagues and to optimize their own efforts based on the data. In the first year alone, the franchises achieved significant additional revenue in the single-digit million range thanks to the optimized product and budget allocation recommended by Neutrum EVO. The more often the partners use Neutrum EVO, the greater their advantage in budget efficiency. The ROI on ongoing license costs is 36:1 across the franchise.
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