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Marketing
Decide where marketing budget goes: channels, promotions and customers, by the margin they bring.
Budget follows the calendar and the usual channels, and the return shows at quarter end. WhAI measures what every euro earns across channels, promotions and customers and brings the best decision, in euros.
Budget moved to the channels with the highest margin
Less spend on promotions that create no new sales
More value kept from customers about to stop buying
THE PROBLEM
Promotions and budget follow calendar and habit: nobody knows how much spend creates new sales.
Promotions without margin
They sell, but part of the spend funds purchases that would have happened anyway.
Customers who do not return
The drop shows up when the customer has already stopped ordering, or just before.
Budget on the usual channels
Spend stays on the usual channels, even where return and margin are lower.
SOLUTIONS FOR
Marketing
From budget to customer value.
The function's recurring decisions, each with its own data and constraints.
MARKETING
Budget allocation
Where to move the budget: to higher-margin channels and markets, at the same spend.
- Budget freed from non-incremental promotions
- Return per euro invested in marketing
- Higher margin at the same total spend
MARKETING
Budget allocation
Where to move the budget: to higher-margin channels and markets, at the same spend.
- Budget freed from non-incremental promotions
- Return per euro invested in marketing
- Higher margin at the same total spend
MARKETING
Channel contribution
How much of sales is incremental, channel by channel, and how much was already secured.
- Incremental sales separated from those already secured
- Cannibalization and pulled-forward demand measured
- Margin protected on full-price sales
MARKETING
Budget allocation
Where to move the budget: to higher-margin channels and markets, at the same spend.
- Budget freed from non-incremental promotions
- Return per euro invested in marketing
- Higher margin at the same total spend
MARKETING
Channel contribution
How much of sales is incremental, channel by channel, and how much was already secured.
- Incremental sales separated from those already secured
- Cannibalization and pulled-forward demand measured
- Margin protected on full-price sales
MARKETING
Funnel and customer value
What a customer is worth along the funnel, to decide where to invest to acquire and retain them.
- At-risk customers identified before they leave
- Acquisition budget moved to the highest-return segments
- Real margin after returns, shipping and acquisition
MARKETING
Budget allocation
Where to move the budget: to higher-margin channels and markets, at the same spend.
- Budget freed from non-incremental promotions
- Return per euro invested in marketing
- Higher margin at the same total spend
MARKETING
Channel contribution
How much of sales is incremental, channel by channel, and how much was already secured.
- Incremental sales separated from those already secured
- Cannibalization and pulled-forward demand measured
- Margin protected on full-price sales
MARKETING
Funnel and customer value
What a customer is worth along the funnel, to decide where to invest to acquire and retain them.
- At-risk customers identified before they leave
- Acquisition budget moved to the highest-return segments
- Real margin after returns, shipping and acquisition
A USE CASE
Marketing and promotions: from tactical spend to strategic lever.
The decision
Which promotions create incremental value, and where to move the budget.
What WhAI does
01
Separates incremental sales from those already secured
02
Measures cannibalization and demand pull-forward
03
Designs promotional mix and calendar at the same budget
04
Moves budget to higher-margin channels and markets
What the annual return depends on
Budget freed from non-incremental promotions
Margin protected on full-price sales
Return per euro invested in marketing
DECISION INTELLIGENCE
Decisions calculated on your numbers
WhAI: the missing layer for your decisions
WhAI turns the way your company decides into a calculation model. It simulates every choice before you act, estimates the probability of hitting the goal and tracks the outcome.
DISCOVER WHAI
AI NAVIGATOR
Which processes should you bring AI into?
AI Navigator is the assessment that identifies where AI creates the most value and which use case to start with: it cross-references data, process maturity, impact on margins and people, and returns your AI Value Map.
The highest-value use case
The KPIs to track
The estimated annual return
News & Resources
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