To be relevant in the travel industry nowadays, you need to be present both on and offline. This means you need a unified marketing strategy that makes use of different channels, from TV to display advertising and SEA.

But with changing demand between high and low seasons and all kinds of disruptions affecting the market, it’s hard to predict what your optimal spend should be. If you’re often asking yourself what the best media investment strategy is to achieve your KPIs, it may be time to consider a new toolset.

“Understand the effect of your campaigns across all channels to make better decisions.”

O/P has been working with clients in the travel industry for years. Our holistic and mature solutions can be modified to fit your specific needs. Work with us to analyze Multi Touch Attribution (MTA) across channels and forecast the most effective strategy to spend your media budget.



With this tool, you can forecast media campaigns and develop a media plan for the upcoming year. The calendar plan provides insight into the most effective and efficient period to start your campaigns. External factors such as competitor activities, seasons and media purchasing price differences are all accounted for in this solution.


In travel, conversions are not everything. Sometimes, selling products with a higher margin is more relevant. Our solution allows you to steer investment decisions according to conversions, margins or revenue.

Take your travel business to new heights with our software.


The Key to a Successful Media Mix Model

Media mix modelling allows you to measure the effect of our offline television and radio campaigns. This blog will discuss when to use the media mix model, how to set up a good media mix model and how to combine the results with those of the MTA model.
objective partners branding

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.

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 (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.