Objective Platform

💡 Exciting news in the world of marketing: Byron Sharp brings fresh perspectives to traditional marketing theories and brand competition! Released this month, a new article titled "𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁-𝗕𝗮𝘀𝗲𝗱 𝗔𝘀𝘀𝗲𝘁𝘀 𝗧𝗵𝗲𝗼𝗿𝘆 𝗼𝗳 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻" explores innovative ideas in brand strategy. It delves into a crucial topic that we've been helping our clients navigate: the balance between short-term performance campaigns and long-term brand investments. Here are the top 2 takeaways we found significant from the article: 1️⃣ 𝗥𝗲𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗦𝗵𝗼𝗿𝘁-𝗧𝗲𝗿𝗺 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗙𝗼𝗰𝘂𝘀: - Sharp's insightful research puts a spotlight on the limitations of strategies overly fixated on short-term performance metrics. This is seen in the discussions about shared customers, similar customer profiles, weak brand differentiation, similar satisfaction scores, and predictable loyalty patterns. - These observations suggest that short-term campaigns, which might target specific segments or rely heavily on differentiation, may not significantly impact a brand's standing in the long run. 2️⃣ 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗕𝗿𝗮𝗻𝗱 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴: - The article implies that continuous advertising and ensuring product distribution are crucial for maintaining a brand's mental and physical availability. This is a long-term strategy rather than a series of short-term tactics. - The consistent application of these strategies is portrayed as key to sustaining market share and achieving long-term success. We strongly encourage diving into the full article 👇 🔗 [https://hubs.li/Q02fYVtY0] Struggling to find the right balance between your long-term and short-term investments? Let's connect and explore solutions together! 🤝 #BrandStrategy #PerformanceMarketing #LongTermSuccess #ByronSharp #BrandBuilding

👋 Join us at #MIE25 in Amersfoort on March 18th for our Masterclass: 𝗙𝗿𝗼𝗺 𝗗𝗮𝘁𝗮 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: 𝗛𝗼𝗲 𝗣𝗼𝘀𝘁𝗡𝗟 𝗵𝘂𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴𝗽𝗿𝗲𝘀𝘁𝗮𝘁𝗶𝗲𝘀 𝗼𝗽𝘁𝗶𝗺𝗮𝗹𝗶𝘀𝗲𝗲𝗿𝘁 𝗺𝗲𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴 (𝗠𝗠𝗠). In this Dutch-language session in collaboration with PostNL, we'll share their complete journey from the first implementation of Marketing Mix Modelling to data-driven marketing optimisation: 🔹 The initial MMM implementation challenges 🔹 Key turning points in their measurement approach 🔹 Specific optimisations that improved ROAS Speakers:  Violet Engberts & Sanna Blonk (PostNL)  Melle Staelenberg (Objective Platform) See you there? 👋 Register now 👉🏻 https://lnkd.in/dC3rMkae #ObjectivePlatform Data & Insights Network #BrandMarketing #MarketingInsights

Join Objective Platform at MIE'25! 👋 During 𝗠𝗜𝗘'𝟮𝟯, PostNL and Objective Platform connected, marking the start of a successful collaboration in 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴 (𝗠𝗠𝗠). Since then, PostNL has fully implemented MMM, unlocking game-changing marketing insights and elevating their strategy. At 𝗠𝗜𝗘'𝟮𝟱, we're bringing their journey to you! In this exclusive masterclass, PostNL will share: 🔹 The strategic path from traditional analytics to advanced MMM 🔹 How data-driven decision-making revolutionised budget allocation 🔹 Real results and actionable insights that drove measurable impact Featured speakers: Violet Engberts & Sanna Blonk (PostNL) Melle Staelenberg (CEO, Objective Platform) 📅 Date: March 18, 2025 📍 Location: De Rijtuigenloods, Amersfoort 🗣️ Note: This masterclass will be in Dutch 🔗 Register here: https://hubs.li/Q037v8ld0 Data & Insights Network #MIE25 #MarketingMixModelling #DataDrivenMarketing #GenerativeAI

Exciting News! We’re partnering with Vandebron! 🎉 Objective Platform is proud to announce our collaboration with Vandebron, one of the most innovative energy providers in The Netherlands, committed to accelerating the transition to sustainable energy. 🌱⚡ With our expertise in Marketing Mix Modelling (MMM), we’re excited to support Vandebron in making smarter, data-driven marketing decisions. Our advanced measurement solutions will help Vandebron optimise the effectiveness of their media investments, align marketing efforts around shared KPIs and maximise the impact of their marketing spend. Our expertise in the energy sector positions us to deliver impactful results. We’re looking forward to this new chapter with Vandebron and the incredible opportunities ahead! To learn more about our other clients and success stories, click here 👉 https://hubs.li/Q0374BF30 #MarketingMixModelling #SustainableEnergy #ObjectivePlatform #Vandebron

👋 We're hiring a 𝗗𝗲𝘃𝗢𝗽𝘀 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿 in Amsterdam! Are you excited to join a dynamic and growing team in Amsterdam? We're looking for a talented DevOps Engineer with junior-level experience to join our innovative tech team. In this role, you'll collaborate with development and operations teams to build robust cloud infrastructure and streamline our deployment processes. If you have strong technical skills, love automation and are fluent in English, we'd love to hear from you! Apply here 👉 https://hubs.li/Q036KbYt0 #ObjectivePlatform #WeAreHiring #JoinOurTeam #DevOps #Amsterdamjobs

Inspired by this great event today at Privacy-Centric Adtech Summit organized by VIA Nederland and DDMA for educating and inspiring the industry with a privacy first future in media. Especially the break-out session Rethinking Effectiveness Measurement hosted by Yiğit Yazgı from Just Eat Takeaway.com. He told about applying effective measurement and how #MarketingMixModeling helped them to find the missing puzzle in their measurement practice together with Objective Platform! Thanks VIA, DDMA, DPG Media Nederland, Data & Tech Taskforce, Birgit Boing, Filip Pascal Schmidt, Mirjam Assink and others for organzing this great industry event! https://lnkd.in/e6Ah-duU

For years, marketers followed the classic 𝟲𝟬-𝟰𝟬 𝗿𝘂𝗹𝗲—60% brand building, 40% performance marketing. But with increasing pressure to show immediate ROI, this balance tipped heavily towards short-term tactics. 𝗡𝗼𝘄, 𝘄𝗲’𝗿𝗲 𝘀𝗲𝗲𝗶𝗻𝗴 𝗮 𝘀𝗵𝗶𝗳𝘁 𝗯𝗮𝗰𝗸! With advanced 𝗯𝗿𝗮𝗻𝗱 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗺𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴, companies can now quantify brand-building efforts more precisely, ensuring strategic budget splits that drive 𝗯𝗼𝘁𝗵 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗮𝗻𝗱 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗴𝗿𝗼𝘄𝘁𝗵. ✅ 𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: 🔹 Companies that focus solely on short-term wins risk long-term brand erosion 🔹 The right data-driven approach ensures 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 and better budget allocation 🔹 Measuring brand equity impact is no longer a guessing game—it’s now 𝗱𝗮𝘁𝗮-𝗯𝗮𝗰𝗸𝗲𝗱! 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀, 𝗶𝘁’𝘀 𝘁𝗶𝗺𝗲 𝘁𝗼 𝗿𝗲𝘁𝗵𝗶𝗻𝗸 𝘆𝗼𝘂𝗿 𝗯𝘂𝗱𝗴𝗲𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆! How are you balancing short-term performance with long-term brand growth? Let’s discuss 👇 📥 Discover how top brands are optimising their media mix in 2025. Download the white paper now: https://hubs.li/Q0368XKS0 #MarketingMixModelling #BrandEquity #PerformanceMarketing #MarketingStrategy #ObjectivePlatform

Another open-source MMM framework hits the market, this time from Google. So, the debate resurfaces: should companies build their own MMM?   Meridian joins existing open-source frameworks like Meta's Robyn and PyMC-Marketing, making it somewhat easier to build sophisticated MMM models. While Meridian brings interesting advances in geo-level modeling and reach & frequency optimization, these are evolutionary improvements rather than revolutionary changes - they make certain modeling tasks easier but don't fundamentally change the challenges of implementing MMM.   The hard truth? The model is just 20% of the solution. The reality is that implementing and maintaining a valuable MMM solution requires: ✓ Strong in-house data engineering capabilities  ✓ Experienced data scientists who can handle complex data preparation and modeling  ✓ Tools and dashboards for scenario planning and optimization  ✓ Processes for turning insights into actionable recommendations  ✓ Experience with incrementality testing and ROI measurement  ✓ Consistent data tracking across marketing, sales, and competitors   While digital agencies with measurement expertise might benefit from these frameworks to build client solutions, brands face a more complex decision. The frameworks are powerful, but like any DIY approach, they require significant technical resources and expertise to implement effectively.   The question isn't whether you can build a model. It's whether you can turn it into sustained business value.   #MarketingAnalytics #MMM #Marketing #DataScience

🏆 The Data & Insights Professional Awards 2025 are here! If you like what we're doing in this space, we would be incredibly grateful for your nomination. These prestigious awards celebrate excellence in Data & Insights and your support can help showcase the innovative work our team is so passionate about. Nominating takes just 2 minutes ⏱️ Deadline: February 14th, 2025 ➡️ https://hubs.li/Q034hHJh0 Thank you for your support! 🤝 Data & Insights Network #DataInsights #DINAwards2025 #Innovation #ObjectivePlatform

📊 Let’s dive into another marketing measurement trap: 𝘁𝗵𝗲 𝗹𝗮𝘀𝘁-𝗰𝗹𝗶𝗰𝗸 𝗵𝗶𝗷𝗮𝗰𝗸𝗲𝗿𝘀. These are campaigns or channels that swoop in at the final stage of a customer journey, claiming credit for conversions they didn’t fully drive. Think: • Cart abandonment emails • Cashback deals via affiliate networks • Branded search ads In traditional attribution models, these look like rockstar performers. But in reality, they often steal the last click from other channels. For instance, a customer might already be ready to purchase but clicks a cashback link to get that extra 3% discount. The conversion happens, but did the cashback offer really drive it, or was the sale already locked in? This isn’t inherently bad - some last-click tactics (like cart abandonment emails) cost very little and can nudge hesitant buyers. However, in other cases, these campaigns can lead to inefficiencies, as they shift credit away from channels that actually drove demand in the first place. In organisations where marketing teams have siloed KPIs, channel managers may optimise for their own metrics rather than focusing on what drives incremental results. This can lead to budget inefficiencies and missed opportunities for real growth. Marketing Mix Modeling (MMM) can help you better understand the true incremental impact of these campaigns by: 1️⃣ Analysing total sales trends, not just attributed clicks. 2️⃣ Accounting for cross-channel effects and other external factors. 3️⃣ Identifying which activities create new conversions versus capturing existing demand. Would love to hear about any campaigns or tactics you’ve encountered that seemed promising but turned out to be a total miss! #MarketingAnalytics #MMM #Incrementality #Attribution