Making Data-Driven Marketing Decisions Has Never Been This Accessible
For years, Marketing Mix Modelling has been the domain of consultancies and annual reports – expensive, opaque and frustratingly static. But what when you could have real-time insights, predictive forecasting and AI-powered optimisation at your fingertips? Welcome to the following generation of MMM.
The Challenge Modern Marketers Face
Marketing leaders are navigating unprecedented complexity. Click-based attribution models fail to capture the total customer journey, leaving brands without clear insights into what truly drives conversions. Offline media and external aspects like seasonality, competitor activity and business dynamics remain invisible in traditional measurement approaches. Meanwhile, CMOs want to know: “How can I persuade my CFO to increase budget?” or “Which campaigns truly drive incremental value?”
These aren’t just theoretical problems – they’re each day realities affecting marketing professionals across various industries.
The Next-Gen Revolution in MMM
Objective Platform, an Amsterdam-based SaaS marketing measurement provider, is reimagining what’s possible with Marketing Mix Modelling. Trusted by leading brands including Unilever, Just Eat Takeaway, Odido, Deutsche Telekom, Rituals and VodafoneZiggo, the platform has analysed over €10 billion in media investments for brands.
What makes this approach different? Transparency, automation and intelligence.
Unlike traditional “black box” MMMs that deliver quarterly extracts, Objective Platform offers:
- Streamlined, automated data integration from 200+ sources
- Complete transparency from model configuration to insights
- Campaign-level granularity slightly than the standard channel-level insights
- A Media Scenario Planner that optimises your plans for the perfect incremental results
Meet Oppie: Your Optimisation Assistant
The platform’s standout feature is “Oppie”, an intelligent media planning assistant that helps marketers optimise their media plans. Oppie analyses your current spending, identifies inefficiencies and recommends budget reallocations across channels – helping clients achieve up to 20% uplift in incremental ROAS.
Through our Media Scenario Planner, marketers can create multiple “what-if” scenarios, test different budget allocations and forecast outcomes before spending a single euro.
Real Results & AI Product Roadmap: The Just Eat Takeaway Story
Just Eat Takeaway needed to optimise marketing across multiple markets. Objective Platform was a part of their measurement framework to enable data-driven budget allocation at scale.
Looking ahead, the platform is actively developing AI capabilities to make MMM much more accessible. Join our speaking session at DMWF to learn more about what’s on the roadmap.
See us at DMWF Europe!
📍 Visit us at Booth 158 to discover how Objective Platform can transform your marketing measurement strategy.
🎤 Don’t miss our speaking session:
“AI Meets MMM: Just Eat Takeaway’s Approach for Scaling Marketing Effectiveness” – Learn how JET utilises Marketing Mix Modelling to optimise marketing across markets and the way AI makes MMM more accessible and efficient.
Speakers:
Elbert Fliek, CTO, Objective Platform
Christoph Liefländer, Senior Director Global Performance Marketing, Just Eat Takeaway
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