Objective Platform is a SaaS solution designed to track and optimise 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 optimisation models. All models are configured to your brand’s specific business needs and dynamics.
4. Visualisation: This flexible layer visualises the previous steps in a series of dashboards and optimisation 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.
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.
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.
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.
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.
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.
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.
Every company is different. A standardised 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.
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 optimisation tool. Media agencies often provide input into the unique business dynamics of shared clients, enabling us to better configure our models and drive innovation.
Within 6 weeks it’s possible to start working with your first insights in Objective Platform.
