Objective Platform joins DMWF '25 with Just Eat Takeaway

At DMWF Europe 2025, held at RAI Amsterdam on 25 and 26 November, Objective Platform welcomed Just Eat Takeaway on stage for a session on how AI is changing the way marketing effectiveness is measured at scale.

The session, "AI Meets MMM: Just Eat Takeaway's Approach for Scaling Marketing Effectiveness", saw Elbert Fliek, former CTO at Objective Platform, joined by Christoph Liefländer, Senior Director Global Performance Marketing at Just Eat Takeaway. Together they walked through how one of Europe's largest food delivery businesses uses Marketing Mix Modelling to guide marketing decisions across multiple markets.

The conversation covered three areas: Just Eat Takeaway's path to using MMM to optimise marketing across markets, the role AI plays in making MMM more accessible and quicker to run, and the practical realities of scaling marketing measurement across a global operation.

DMWF Europe brings together more than 2,000 senior marketing professionals each year, making it one of the region's larger gatherings for marketing measurement and digital strategy.

The full session is available to watch here: https://www.youtube.com/watch?v=HBDZidRNzFQ

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