Objective Media Plan 2019

Are you preparing your media plan for the upcoming year and are you calculating how to most effectively invest your media budget? You have your business targets, but how do you distribute your media over different channels to achieve them?

To help you solve this challenge, Objective Partners created the Objective Media Plan. Together with you, we gather insights into:

  • How much media budget you need to spend in order to achieve your business targets in 2019
  • How to invest your budget over the different media channels in 2019

This results in a fact-based and data-driven media plan for 2019.

How does it work?

This one-time report is set up in three steps: the collection of data, the running of attribution models and the prediction of different scenarios for 2019.

media plan 2019

1. Collecting Data

First, we collect the required historical data. Together with you we make sure that these datasets are complete and delivered in the right format. For this one-time analysis we need:

  • Engagement data (Google Analytics, DMP, Relay42, etc.)
  • Cost data (AdWords, Affiliates, Display etc.)

Data quality is key to creating a trustworthy scenario analysis. The data is therefore monitored continuously and automatically checked on quality. Any inaccuracies in the data are taken out of the analysis.

2. Mapping Customer Journeys (Attribution Models)

In the second step we create insights into the added value of each on- and offline channel in the customer journey. We estimate the value of each touchpoint and analyse the successful (converting) and unsuccessful  journeys.

External factors that possibly affect the customer journey and conversions are taken into account. These can include the weather, salary week, hour, etc. Together with you we also identify your unique business dynamics and take these into account.

You’ll then know the effectiveness of each marketing channel.

3. Predicting Budget Scenarios

When we have our understanding of the customer journeys and the ‘real’ added value of each channel, we are able to determine the budget elasticity of the media investment per channel. This is needed to predict the added value of each marketing channel for every given media budget.

Based on the budget elasticity per channel we are able to predict different budget scenarios for 2019. Depending on the available data, we give you 3 different budget scenarios. Possible scenarios are, for example:

  • To maximize your revenue based on your media budget 2019.
  • To achieve the maximum amount of conversions using your media budget for 2019.
  • To realize your revenue target, while spending a minimum amount of your budget.


Objective Partners supports you in creating a data-driven media plan for 2019 in cooperation with you and your media agency.

Based on the available data we give you insights into the attributed values of your on- and offline customer journeys and the budget elasticity of your media investments. You will then receive three different budget scenarios for 2019.

During this project you will be in touch with one of our account managers and a business consultant. The insights and scenarios you receive are ready to use and will provide you with opportunity to optimize your ROI and revenue. Is it possible to earn more if you invest more? Or can you invest less and earn the same amount or more? We will find the answers.

Do you want to know more?

Do you want more information about this new service? Get in touch with us today, by mail (sven.meijer@objectivepartners.com) or give us a call (+31 6111010932).

Sven Meijer

Sven Meijer