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

👋 Why is Media Mix Modelling (MMM) taking centre stage in modern measurement strategies? According to a recent survey by EMARKETER and Snap Inc., 𝟲𝟭.𝟰% of U.S. marketers spending $500,000 or more annually on digital advertising are 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗶𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗮𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗵𝗲𝗶𝗿 𝗠𝗠𝗠 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀. 👀 But what’s driving this surge in interest and what challenges might come with it? 1️⃣ MMM’s key strength lies in its ability to provide a comprehensive view of marketing effectiveness across channels. Unlike last-click attribution—which tends to favour easily trackable channels like paid search—𝗠𝗠𝗠 𝗲𝘃𝗮𝗹𝘂𝗮𝘁𝗲𝘀 𝗯𝗼𝘁𝗵 𝗼𝗻𝗹𝗶𝗻𝗲 𝗮𝗻𝗱 𝗼𝗳𝗳𝗹𝗶𝗻𝗲 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀. 👉 This makes it a game-changer for marketers aiming to adopt a holistic, privacy-compliant strategy. 2️⃣ Tech giants like Google and Meta are fuelling the momentum by introducing open-source MMM tools. These initiatives are 𝗱𝗲𝗺𝗼𝗰𝗿𝗮𝘁𝗶𝘀𝗶𝗻𝗴 𝗮𝗰𝗰𝗲𝘀𝘀 𝘁𝗼 𝗠𝗠𝗠, making it more attainable even for mid-sized advertisers. 👉 However, implementing MMM effectively requires a dedicated in-house team with strong data and analytical capabilities—something not all organisations can afford. 3️⃣ For those lacking in-house resources, SaaS MMM platforms, like Objective Platform, provide a viable alternative. We offer the 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 𝗼𝗳 𝗱𝗮𝘁𝗮 𝘀𝗰𝗶𝗲𝗻𝗰𝗲 𝘁𝗲𝗮𝗺𝘀 𝗮𝗹𝗼𝗻𝗴𝘀𝗶𝗱𝗲 𝗱𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱𝘀 𝘁𝗵𝗮𝘁 𝗲𝗻𝗮𝗯𝗹𝗲 𝘀𝗰𝗲𝗻𝗮𝗿𝗶𝗼 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝘃𝗶𝘀𝘂𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻. 👉 By outsourcing expertise, marketers can bypass some of the technical and resource barriers that come with implementing MMM internally, while still gaining actionable insights. 💬 Interested in levelling up your MMM strategy? Let’s chat! #ObjectivePlatform #SaaS #MarketingMixModelling #MediaMixModelling

✨ This year’s Christmas dinner gave us a chance to reflect on everything we’ve achieved together—and what a year it’s been! 2024 has been all about embracing change, teamwork and resilience. We’ve celebrated wins, delivered great results for our clients and proven that we’re stronger together as one unified team. A huge thank you to our amazing clients and partners—you inspire us every day. Your trust and collaboration mean the world to us. Wishing everyone on LinkedIn a joyful holiday season filled with laughter, love and good cheer. Happy Holidays 🌟 from all of us at Objective Platform! Annabell Ewert Johanna Serb Lucas De Bie Mariangela Reali Kim de Oude Rens van der Lee Alice Alchorne Christophe Sorne Lukas Pechacek Elbert Fliek Njeri Roisin Ndungu Konstantinos Pantelios Wouter de Boer Diana Sandu Tom Kolenberg Ruben de Groot Judith Grift Valeria Dmie Daan Calis Jeroen van der Putten Lorenzo Matterazzo Dina Bektemirova Laurien van de Coevering Marco Caglia Francisco Couto Famke van Trigt Doris Cornelius Marit Sloof Edwin Bos Melle Staelenberg Caya de Haas Charlotte Vanfraechem Koen Kant Arno Witte Yassine Haouas Vera Zentveld Jacopo Pierotti Lars Senneker Steven Engberts #ObjectivePlatform #TeamBonding #HappyHolidays

We’re thrilled to welcome some amazing new faces to our team! 🥳 👋 Johanna Serb joins us as our new Account Director. "I am looking forward to collaborating with clients to maximise the impact of media on their business success and working closely with teams to deliver valuable, data-driven solutions. Excited to grow as an expert in marketing solutions and contribute to Objective Platform's business growth." 👋 Lorenzo Matterazzo is our new Full Stack Developer. "I'm excited to contribute to building and enhancing the product by focusing on performance, writing clean and high-quality code and delivering a seamless user experience." 👋 Vera Zentveld steps in as our new Junior Data Scientist. "I'm looking forward to using data-driven approaches to deliver valuable insights, while continuing to learn and develop in this role." We’re confident that our clients and our team will greatly benefit from their expertise and dedication. Welcome aboard! 💙 Make sure to give them a warm welcome in the comments below 👇 #ObjectivePlatform #NewJoiners #WelcomeToTheTeam #TeamExpansion

Connecting the Dots: Marketing Mix Modelling & Data Impact at DMWF Amsterdam! 🌍 This week, Charlotte Vanfraechem and Annabell Ewert had the pleasure of meeting our valued partner Adverity at the Digital Marketing World Forum (DMWF) in Amsterdam. 👋 At Objective Platform, we know that every great Marketing Mix Model starts with one essential ingredient: high-quality, structured data. It’s the foundation for making impactful decisions and driving results. After all, "Garbage in, Garbage out" couldn’t be more true in our industry. A highlight of the event was Fabio De Bernardi's session, 𝗪𝗵𝘆 𝗕𝗮𝗱 𝗗𝗮𝘁𝗮 𝗶𝘀 𝗛𝗼𝗹𝗱𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗕𝗮𝗰𝗸: 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗮𝗻𝗱 𝗔𝗻𝗮𝗹𝘆𝘀𝘁𝘀. His insights into how poor data quality can derail marketing efforts resonated deeply with us. That’s why our partnership 🤝 with Adverity is so vital. By leveraging their expertise in data integration and harmonisation, we ensure that our models are built on a solid data foundation, empowering our clients to make smarter, more accurate marketing decisions. Thank you to Fabio, Katharina Leichter and the Adverity team for the inspiring discussions and ongoing collaboration. Together, we're shaping the future of marketing analytics! 💪 #DMWF #MarketingMixModelling #DataDrivenDecisions #Adverity #ObjectivePlatform #Partnerships #BetterDataBetterDecisions

👉 As we enter the final quarter of 2024, it's the perfect time to reflect on 𝗰𝗼𝗺𝗺𝗼𝗻 𝗺𝗲𝗱𝗶𝗮 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝗮𝗻𝗱 𝗵𝗼𝘄 𝘁𝗼 𝗮𝘃𝗼𝗶𝗱 𝘁𝗵𝗲𝗺. Whether it's relying on outdated ROI assumptions, focusing only on short-term impact, limiting budget planning to individual channels or failing to prepare for different scenarios. Marketing Mix Modelling (MMM) can help you make data-driven decisions to avoid these pitfalls and set you up for success. Ready to improve your media planning for 2025? Let's chat! 👋 #MediaPlanning #MarketingMixModelling #MMM #ObjectivePlatform

👋 We're hiring a 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗖𝗼𝗻𝘁𝗿𝗼𝗹𝗹𝗲𝗿 in Amsterdam! Are you excited to join a dynamic and growing team in Amsterdam? We're looking for a talented finance professional with at least 2 years of experience to work directly with our CFO. In this role, you'll collaborate with internal teams to ensure smooth financial operations and contribute to strategic initiatives. If you have strong analytical skills, a proactive mindset and are fluent in English, we’d love to hear from you! Apply here 👉 https://hubs.li/Q02YTRT50 #ObjectivePlatform #WeAreHiring #JoinOurTeam #FinancialTeam #BusinessController

👋 Last year, Meta introduced an 𝗮𝗱-𝗳𝗿𝗲𝗲 𝗽𝗮𝗶𝗱 𝘃𝗲𝗿𝘀𝗶𝗼𝗻 for its users across Facebook and Instagram, alongside its free version with fully personalised ads. Despite the introduction of this option, only a small percentage of users have opted for the paid version. Now, a 𝘁𝗵𝗶𝗿𝗱 𝗼𝗽𝘁𝗶𝗼𝗻 𝗵𝗮𝘀 𝗲𝗺𝗲𝗿𝗴𝗲𝗱 𝘁𝗼 𝗰𝗼𝗺𝗽𝗹𝘆 𝘄𝗶𝘁𝗵 𝗘𝗨 𝗱𝗮𝘁𝗮 𝗿𝗲𝗴𝘂𝗹𝗮𝘁𝗶𝗼𝗻𝘀: 𝗳𝗿𝗲𝗲 𝗮𝗰𝗰𝗲𝘀𝘀 𝘄𝗶𝘁𝗵 "𝗟𝗲𝘀𝘀 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗲𝗱 𝗔𝗱𝘀." 📱 👉 Here’s what that means: These "Less Personalised Ads" rely only on basic information like age, gender, location and current viewing content, rather than your full profile or browsing history. In other words, ads are not as targeted 🎯 as before. This new option helps Meta comply with EU user data rules, providing a way to serve ads without using extensive personal information of its users. While the impact on ad performance remains uncertain, this change could encourage advertisers to innovate in connecting with audiences 👥, potentially enhancing transparency and trust in digital advertising. #Meta #DataRegulations #PersonalisedAds #MarketingMixModelling

🧐 𝟰𝟬% 𝗼𝗳 𝗖𝗠𝗢𝘀' 𝘁𝗼𝗽 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝘆 𝗶𝘀 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝗥𝗢𝗜 𝗮𝗻𝗱 𝗱𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗲 𝗰𝗹𝗲𝗮𝗿 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 When asked, "Where do you need to improve marketing operations and connect functions across the company?" nearly half of marketing executives pointed to 𝙘𝙡𝙚𝙖𝙧 𝙖𝙩𝙩𝙧𝙞𝙗𝙪𝙩𝙞𝙤𝙣 𝙞𝙣 𝙩𝙝𝙚𝙞𝙧 𝙢𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 𝙢𝙞𝙭 𝙖𝙨 𝙩𝙝𝙚𝙞𝙧 𝙗𝙞𝙜𝙜𝙚𝙨𝙩 𝙘𝙝𝙖𝙡𝙡𝙚𝙣𝙜𝙚. Marketing Mix Modelling (MMM) offers a strong solution to tackle this issue, helping marketers understand the impact of every online and offline channel and fine-tune their strategies for the best possible ROI. Discover how we helped our client, the beauty brand #Rituals, gain a comprehensive view of their online and offline channels 👉 https://hubs.li/Q02Y1rk_0 #MarketingMixModelling #Attribution #ObjectivePlatform

Is your sponsorship delivering real value? 📊 Our VodafoneZiggo x Ajax case study reveals the impact of sponsorship as a strategic touchpoint in the broader marketing mix. Emerald Publishing’s research, Trends in Sport Sponsorship Evaluation and Measurement, shows that today’s most forward-thinking brands use data and modelling tools to link sponsorship metrics directly to business KPIs. Our client VodafoneZiggo applied this approach by integrating sponsorship as an additional media channel into the Marketing Mix Modelling (MMM) to measure the incremental value of their #Ajax sponsorship. The takeaway? 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽𝘀 𝘄𝗼𝗿𝗸 𝗯𝗲𝘀𝘁 𝗮𝘀 𝗽𝗮𝗿𝘁 𝗼𝗳 𝗮 𝗰𝗼𝗵𝗲𝘀𝗶𝘃𝗲, 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆—𝗻𝗼𝘁 𝗮𝘀 𝘀𝘁𝗮𝗻𝗱𝗮𝗹𝗼𝗻𝗲 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀. Want to know more? Download the full case study for all the insights! 👉 https://hubs.li/Q02X47Nj0 #SponsorshipStrategy #VodafoneZiggo #ObjectivePlatform #MarketingMixModelling