Knowledge Center

Latest blogs & whitepapers

objective partners branding metrics

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.

Analytical Maturity in the Dutch Travel Industry

To be able to make decisions for all business processes based on maths and analytics, analytical maturity is critical. We highlight the importance of data and analytics, report the results of our study to determine the level of analytical maturity in the Dutch travel industry, analyse emerging trends and extract several lessons for the future.
unified model

Interview Thomas Cook: the Unified Model

In this video Christoph Lieflaender and Bas Touw discuss the results Thomas Cook has achieved using Multi Touch Attribution and the Unified Model together with Objective Partners.
multi touch attribution algorithm

Multi-Touch Attribution (MTA): Why, What, How?

Multi-Touch attribution (MTA) is a topic widely discussed in the field of e-commerce and marketing, yet the number of companies actually carrying out conversion attribution using MTA remains low. This blog will discuss why conversion attribution via the MTA model is important, what a good MTA algorithm looks like and how it can be applied.
data quality

How to improve your data quality in four easy steps

Data quality is a factor of extreme importance. Nowadays, most big companies collect data with the intent of making data-driven decisions to create value. Facilitated by improving technology, analyzing data can provide companies with valuable insights that enable better decisions and lead to a competitive advantage.

Food for thought when creating an analytical roadmap

This blog will briefly guide you through some important points to keep in mind when building an analytical roadmap and will help you avoid unnecessary pitfalls.