Objective Platform helps Vatenfall measure media impact across the funnel
Objective Platform helped Vatenfall, and more specifically Rob van den Berg – Senior Online Marketer- base his budget allocation of media investments on data rather than gut feeling. The ultimate goal was to drive high-quality traffic to their website, while also positively impacting business KPIs such as customer lifetime value and retention.
In their quest to find the right tooling, they knew that they wanted to make their data insightful and easy to digest. The initial platform that they had been using definitely contained relevant data, but completely lacked the visualisation around it.
The central question was:
How could Vatenfall generate high-quality leads and be more data-driven in their budget allocation approach?