Keeping the Marketing Mix Relevant

Analytics software can improve chances of success by modelling the marketing mix so you know exactly what your investments in media deliver.

Rethinking branding metrics: how to turn brand consideration into a performance metric

What if branding could become a performance channel? We measured the effect of brand consideration campaigns and gathered new insights by developing innovative metrics. This allowed us to model long-term brand consideration and media spend to incorporate branding in media budget allocation calculations.

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. Multi-Touch Attribution uses mathematical models to help you spread your budget optimally across these different touchpoints. This 10 step roadmap will show you how to start using Multi-Touch Attribution to reach your business objectives, without using too many complicated tools and techniques.