For automotive companies, the customer journey takes place both on and offline. Buyers are using search engines to look up car specifications. In some cases, they expect to customize cars and place a pre-order, but the deal is usually sealed at a brick and mortar store.

Making the link between offline conversions and an online customer journey is tough, especially if your company has multiple dealerships and offices. A request for a test ride is an example of a soft conversion. Selling a car is a real conversion. Our software enables you to analyze soft conversions to reconstruct the customer journey, making it easier to manage your media investments on a strategic level.

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Our conversion dimension module analyzes soft conversions and helps you steer them towards your KPIs. The type of soft conversion differs depending on your campaign. For example, you can choose to boost the number of test drives or brochure downloads.


To help you track offline media, Objective Partners developed a module and a smart dashboard that helps you visualize the effect of offline media campaigns and get actionable insights with prediction figures for the upcoming week or month. Our modeling technique is based on the Benchmark model, which includes offline media such as TV, radio, out-of-home adverting and more. Our software also accounts for external factors and your specific business characteristics. Using historical data and specific KPIs, you’ll be able to determine how to spend your budget in different media channels – from time slots to specific TV and radio networks.


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Optimizing media budgets can be quite a challenge in today’s omnichannel world. This article presents four important lessons to help allocate your media budget

Myth Busters: measuring the effect of TV and radio commercials

Many advertisers struggle to gain valuable insights into the effectiveness of their TV and radio commercials. Objective Partners collaborated with Screenforce and RAB and conducted research into the effectiveness of TV and radio commercials of 13 large advertisers.

Implementing Multi-Touch Attribution in 10 Steps

Multi-Touch Attribution: many organizations talk about it, but only a few are actually implementing it.  Let’s start by defining Attribution. Attribution is the process through which you allocate budget from your revenues to the marketing touchpoint(s) a customer was exposed to before making a purchase....