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 unclear which franchisee is marketing in which location and through which channels, and with what 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 efficiently. Conflicts are increasingly emerging, 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 efficient management and ongoing optimization.
The Neutrum EVO Optimizer consolidates data from all partners’ marketing channels – from website impressions to customer value. Hase & Igel has enhanced 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 structure. EVO ‘s AI uses this data to determine the actual performance and sales drivers and continuously monitors them. EVO 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” automatically show which mix of products and channels currently promises the best return on investment in which region and with which budget, and suggest specific optimization steps for individual marketing measures.
When the system was introduced at headquarters, almost half of the franchisees opted for their own view to see where they stood compared to their colleagues and to optimize their efforts based on data. In the first year alone, the franchise achieved significant additional revenue in the single-digit million range thanks to the optimized product and budget allocation recommended by EVO . The more often the partners use their EVO system, the greater their advantage in budget efficiency compared to franchisees without EVO – scientifically proven. The ROI on ongoing license costs is 36:1 across the franchise.
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