Frequently Asked Questions

Objective Platform

For all your questions about our software solution.

What is Objective Platform?

Objective Platform is a SaaS solution designed to track and optimize multi-channel media investments. It consists of four layers:
‍
1. Data Extraction
We build connections to all relevant engagement and advertising platforms to automatically collect and deliver data to Objective Platform on a daily basis. The result of all data in one location: transparency and clarity, as all teams and agencies are working with the same data.

2. Data Transformation
All raw data is cleansed, paired and structured to ensure the data meets business needs and is ready to model with. Raw and transformed data is monitored by our Data Quality Layer.

3. Modelling
We build our own models and run these on the transformed data. The most important models behind Objective Platform are our attribution models, including multi-touch attribution, marketing mix modelling and unified models, as well as our prediction and optimization models. All models are configured to your brand’s specific business needs and dynamics.

4. Visualization
This flexible layer visualizes the previous steps in a series of dashboards and optimization tools. All dashboards are configured for your brand, are updated daily and are dynamic. You can select time periods, granularity and media channels to view, for example, or run scenarios for upcoming time periods.

Why Objective Platform?

Advertising platforms are all fighting to claim credit for the same conversions. Lack of transparency makes it difficult to identify opportunities or saturation and effectively allocate spend across channels. Objective Platform is completely independent from media buying. We let the data speak. Every single insight and any advice you find in Objective Platform is purely based on your data. And as we built all the models ourselves, we can tell you exactly how these results came to be.

What is included in Objective Platform?

Each brand has different needs, so we built a flexible solution. Objective Platform breaks down into standalone modules and features.

Based on your business questions, objectives and media channels, we define a starting point and a roadmap to expand and advance your tracking and optimization capabilities.

Modelling

For all your questions about our modelling techniques.

What is multi-touch attribution (MTA)?

- Multi: multiple channels
- Touch: places where you interact and leave a footprint
- Attribution: giving value to something

So MTA is, in essence, the process of assigning the value of a conversion to where a consumer has been across multiple media channels.

Why does MTA outperform last click?

We like the analogy of a bank robbery. A team works together to rob a bank – there’s the brain, the brute force, the lockpick, the getaway driver. According to last click models, the getaway driver takes the entire loot, simply because he was the last to contribute.

Realistic? No.

MTA ensures each robber gets that share of the loot equal to his contribution. Back to marketing terms: MTA shows you exactly what each on- and offline media channel contributes to business outcomes.

What is marketing mix modelling (MMM)?

We can track individual customer journeys for several online media channels, but for some channels data is only available at an aggregate level.MMM allocates value to these channels, such as TV, radio, or Facebook impressions. It also allows us to model the impact of external factors on media, such as seasonality and the weather.

What is unified measurement?

The marketing landscape is incredibly complex. To model all its different aspects, you need multiple techniques. Both MTA and MMM have their respective strengths and weaknesses. But running separate solutions for various media channels and other factors can get ‘real complicated real fast.’

In the end, you want a single source of truth to justify cross-channel comparisons. To achieve this, we combine several attribution models into a unified measurement solution. This creates a holistic overview of all on- and offline media channels and other factors of influence while capturing all the measurable complexity.

How can I find out which channels contribute to my KPI and by how much?

Using the unified model, we know exactly what the impact of each media channel in the customer journey is. We calculate the added value of each channel over time and the synergies between them.

Can I measure the effect of both traditional and digital media on online sales?

Yes. Because we are able to combine MTA and MMM in a single unified model, we can capture the impact of traditional and digital media on both online sales. We can observe, for example, whether your TV spot results in more branded search traffic and how this impacts conversions.

And what about the impact of traditional and digital media on retail sales?

Definitely. If you’ve read the questions above this answer’s almost getting boring, but this is exactly what the unified model does: bringing together online and offline. And based on statistics, we can also calculate the RoPo (research online, purchase offline) effect. We can expand upon this with any data you have available, such as loyalty program data.

How do I measure the impact of TV and radio?

We find the incremental effect generated by TV and radio campaigns on baseline sales. Whereas standard media mix models available in the market can only take the long-term effect into account, we measure both the long-term and immediate effect of TV and radio spots.

Can I measure the impact of OOH and folders?

Yes, this is similar to measuring the effect of TV and radio campaigns. We look for the impact a certain OOH pressure makes – in other words, which change in baseline online sales, retail sales or website traffic do we observe in periods you carry out OOH. We can split this on a regional level.

Can I gain insights into & optimize my walled gardens?

We break down your walled gardens, such as Facebook campaigns. Using media mix modelling, we can measure the incremental impact of all channels on your KPIs.

Aside from clicks, can I measure the impact of display views?

Definitely. Adding our Objective Tracking pixel to your campaigns will allow us to track impressions and incorporate these in our attribution models. It is compatible with all (display) advertising systems. We also incorporate any existing tracking solutions.

Can I measure cross-device effects?

We can incorporate any cross-device data you have, for example through account logins or loyalty programs. We also have several cross-device data partnerships with advertising platforms to expand on this.

Business

How we help answer your business questions.

Can I take external factors into account?

Yes. We know your result is influenced by more than your media activities. We take one-time special events and general factors such as seasonality, the weather, holidays, salary weeks, etc. into account on a standard basis.

Can I take dynamics specific to my business into account?

We also model the dynamics specific to a certain industry or business. These have a continuous but variable impact on your business over time and interact with the impact of your media activities, such as competitor pricing.

How can I eliminate wasted spend across media channels?

We know exactly what each channel delivers, and we know exactly what each channel costs. We then calculate what each channel will deliver at varying levels of future spend. If the return is too low relative to the investment, you don’t want to make the investment. Our Media Budget Optimization tool helps you reach an optimal budget allocation.

When and how do I adjust my investments or media mix?

Objective Platform provides you with the necessary info in one place during all your decision-making moments. How often you adjust your spend or media mix depends on the type of investment. For some channels, your always-on campaigns can be adjusted in almost real time, whereas you might adjust your traditional media at a lower frequency as you are bound by contracts. Objective Platform supports each decision level with insights, scenarios and advice.

Data Science

What is data science to us?

Before Objective Platform in its current form was founded, we implemented standard attribution software. These were black boxes. When clients started asking questions about the models and outcomes, no one could answer them.

So we started writing our own attribution models, and this eventually grew into Objective Platform. Our data scientists write the models, so they know them inside out and can configure them to meet any brand’s specific needs. Thanks to our data scientists, we are adaptable and flexible, and are able to share the workings of the modelling core of our software solution with our clients.

Why is data science important?

Every company is different. A standardized software solution can only go so far in modelling a company’s specific business dynamics and answering their business questions.

Our customer success teams always include data scientists and we invest a lot of time in getting to know the business. The data scientists make sure the business side is configured in our models and software.

Implementation

On the implementation of Objective Platform.

How does Objective Platform fit into my media landscape?

Objective Platform is a marketing analytics company and independent from media buying. We work alongside media agencies to deliver value to our shared clients.

We support media agencies in creating data-driven media plans for shared clients and train them in the use of our optimization tool. Media agencies often provide input into the unique business dynamics of shared clients, enabling us to better configure our models and drive innovation.

What does the implementation process look like?

We’ve identified three implementation phases help you start using a unified solution, successfully embed it in your organization and subsequently help you reach its full potential:

1. Onboard
2. Take off
3. Evolve

Set a clear scope and involve the team during the Onboard phase, build a decision structure and start regularly optimizing marketing activities and media budgets during the Take Off phase and expand during the Evolve phase.

How quickly can I be up and running?

Within 6 weeks it’s possible to start working with your first insights in Objective Platform.

Everything you need to know