At MIE'26, held on 10 and 11 February at the NBC Conference Centre in Nieuwegein, Objective Platform and Vandebron presented a session on why Vandebron introduced Marketing Mix Modelling and what its first results have shown.
MIE'26 ran under the theme "Insights as a Compass", bringing together more than 1,400 professionals across data, insights, marketing, research and AI over two days, with more than 50 sessions a day spanning corporate cases, applied research and strategy. Objective Platform's session ran in the Leadership and Strategy track on the first morning.
Kristina Tasheva, Lead Paid Media Manager at Vandebron, was joined by Melle Staelenberg, CEO at Objective Platform, to talk through Vandebron's decision to adopt MMM as marketing measurement grows more complex in a privacy-first environment, where attribution models alone leave gaps.
The session set out why Vandebron turned to MMM, how it now supports day-to-day marketing decisions, and what the early results reveal about channel impact and budget effectiveness.
