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Marketers face increasing challenges in assessing media effectiveness due to attribution complexity, fragmented data sources, varying measurement standards and ensuring data quality. Additional hurdles include adapting to evolving consumer behaviour, cross-device tracking, privacy regulations and rapid technological changes.
Our Universal Insights dashboards simplify these complexities by providing clear evaluations of media effectiveness over time. They align fragmented data, ensure consistent measurement and offer actionable insights into channel performance, product impact and campaign effectiveness. This empowers marketers to adapt quickly to changing behaviours and regulations while optimising their strategies.
Advertisers and their agencies typically work with pre-planned media strategies for the year. After careful consideration, specific budgets are allocated across the media mix. But what happens when additional media budget becomes available during the year and you need to determine where it can be spent most effectively?
In our Media Scenario Planner, we have the possibility to create multiple media scenarios. If increasing Brand Consideration is the top priority, it would be wise to allocate the budget according to scenario 3 to achieve the highest brand uplift. However, if performance targets take precedence, allocate the extra budget as outlined in scenario 2 to maximise conversion uplift.
Search is often regarded as a key channel and because it typically sits close to the point of conversion, many measurement tools identify it as a strong driver of conversions. However, these tools often overlook the influence of upper-funnel channels on your customers' search behaviour.
In this analysis example it was clear that upper-funnel media channels were underestimated, while paid search was overspent. Following these insights, our client adjusted the model based on the new learnings.
We analysed the incrementality of branded search for a client’s keywords using a geographic A/B test. The core question was: What impact do paid search campaigns have in areas where they are active compared to areas where they are turned off?
The geographic A/B test revealed that active paid search campaigns significantly drive incremental sales in targeted areas, confirming their value in boosting branded search performance.
A client suspected that one of their social media channels was being overvalued in their attribution model. To validate this, they decided to pause the channel for a month and set clear objectives: assess whether the pause led to a decrease in overall conversions, analyse the difference between expected and actual conversions across other channels, and evaluate if other channels compensated for the missing conversions from the social channel.
Pausing the social channel revealed an overvaluation, as Search conversions increased to offset the decline in social conversions. While Display and Affiliate channels saw minor declines, Search absorbed much of the lost volume, confirming its stronger contribution to overall performance.
Our consultancy services offer tailored support and insights to help you fully leverage Objective Platform.
Objective Platform offers many insights, but for critical business questions, our expert consultants in econometrics are here to help with analysis and advice tailored to your needs.
Many companies with various structures use Objective Platform. We don't just provide a product; we also offer additional support, including platform training, model explanations and expert advice.
Though many insights are available in Objective Platform, some clients need custom insights. We offer a library of custom dashboards or can create new ones tailored to your needs.
At Objective Platform, we believe experiments are key to media measurement. They challenge media beliefs and improve models. We offer services to support your testing and learning.
