At Objective Partners we strive to provide you with the insights that you need to enable you to maximise your marketing ROI. We continuously aim to give our clients the tools to make smart business decisions. Our clients are always at the center of our thinking, hence getting their feedback and input are key in helping us shape a roadmap that will help our clients grow their success.
We’ve recently introduced Objective Labs to bring together our clients and facilitate the conversation. Since Multi Touch Attribution is a hot topic in the Media & Marketing industry, we wanted to create a platform where we can exchange knowledge, leverage on each other’s learnings and brainstorm ideas.
Our Objective Labs workshop was built up in different stages. After running through all potential new features for our roadmap, we asked to prioritize the features. This exercise gained us useful insights into which features are most valuable to our existing client base. Even though we review and add new features to our roadmap on a regular basis, it was highly important to hear from the horse’s mouth which new features will be most beneficial to have in your day-to-day job.
Since two heads are better than one, we split up in small groups for a brainstorm session on new features in the second half of the day. From these break-out sessions, we learned that considering the personalized onsite customer journey in our models and being able to forecast traffic and conversions with a set budget or budget cut, are very important.
We finished off the day with a drink and an informative presentation from Screen6 on how to use the probabilistic method to solve the problem of cross-device tracking. This fueled the discussion on the challenge around cross-device tracking that the industry faces and the possibility to get a holistic view on the full cross-device user journey.