Knowledge Center

Latest blogs & whitepapers

lessons media budget

Three Valuable Lessons to Help Allocate your Media Budget

Our team lead data science, Arno Witte, wrote a series of blogs on media budget allocation for Emerce. They focus on conversion attribution, steering on marginal ROI and factors to include in investment elasticity models. Read them here!

Measuring the effect of media spend on brand consideration

Struggling with the balanced allocation of marketing budgets between performance marketing and branding? We researched the long-term effect of brand consideration campaigns and found a way to incorporate branding objectively in media budget allocation calculations.
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.

Improving Analytical Maturity in the 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.