Objective Platform

💡 Exciting news in the world of marketing: Byron Sharp brings fresh perspectives to traditional marketing theories and brand competition! Released this month, a new article titled "𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁-𝗕𝗮𝘀𝗲𝗱 𝗔𝘀𝘀𝗲𝘁𝘀 𝗧𝗵𝗲𝗼𝗿𝘆 𝗼𝗳 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻" explores innovative ideas in brand strategy. It delves into a crucial topic that we've been helping our clients navigate: the balance between short-term performance campaigns and long-term brand investments. Here are the top 2 takeaways we found significant from the article: 1️⃣ 𝗥𝗲𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗦𝗵𝗼𝗿𝘁-𝗧𝗲𝗿𝗺 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗙𝗼𝗰𝘂𝘀: - Sharp's insightful research puts a spotlight on the limitations of strategies overly fixated on short-term performance metrics. This is seen in the discussions about shared customers, similar customer profiles, weak brand differentiation, similar satisfaction scores, and predictable loyalty patterns. - These observations suggest that short-term campaigns, which might target specific segments or rely heavily on differentiation, may not significantly impact a brand's standing in the long run. 2️⃣ 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗕𝗿𝗮𝗻𝗱 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴: - The article implies that continuous advertising and ensuring product distribution are crucial for maintaining a brand's mental and physical availability. This is a long-term strategy rather than a series of short-term tactics. - The consistent application of these strategies is portrayed as key to sustaining market share and achieving long-term success. We strongly encourage diving into the full article 👇 🔗 [https://hubs.li/Q02fYVtY0] Struggling to find the right balance between your long-term and short-term investments? Let's connect and explore solutions together! 🤝 #BrandStrategy #PerformanceMarketing #LongTermSuccess #ByronSharp #BrandBuilding

We took advantage of the lovely summer 🌞 weather in Amsterdam to have some nice BBQ food, enjoy refreshing drinks, and share some fun and laughs. Thank you to everyone who joined us and made it a memorable day! 💙 We're always looking for great talent to join our amazing team. Check out our open positions and see how you can be part of our next adventure 👉 https://hubs.li/Q02HWf6H0 #ObjectivePlatform #TeamOuting #JoinOurTeam

📢 Google 𝗮𝗯𝗮𝗻𝗱𝗼𝗻𝘀 third-party cookie deprecation plans. After years of uncertainty and speculation, Google has announced that 𝗶𝘁 𝘄𝗶𝗹𝗹 𝗻𝗼𝘁 𝗯𝗲 𝗱𝗲𝗽𝗿𝗲𝗰𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗶𝗿𝗱-𝗽𝗮𝗿𝘁𝘆 𝗰𝗼𝗼𝗸𝗶𝗲𝘀 𝗶𝗻 𝗖𝗵𝗿𝗼𝗺𝗲. Instead, they plan to roll out a new solution: a one-time prompt that enables users to set preferences that will apply across Google browsing experiences. This decision comes after extensive discussions and feedback from the advertising industry, acknowledging the pivotal role that third-party cookies still play in digital advertising and user tracking. What this means for you: 🍪 For now, advertisers and marketers can continue to leverage third-party cookies for targeted advertising and analytics. 🍪 This move provides temporary relief to businesses that have been unclear on how to prepare for a cookie-less future. 🍪 Despite this decision, the focus on user privacy remains stronger than ever. Google has stated it is still exploring alternative solutions that prioritise user consent and transparency. As the digital landscape evolves and regulatory pressures increases, marketers must innovate and invest in 𝗮𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 like first-party data, Marketing Mix Modelling, and privacy-centric technologies. Read more about the news here 👉 https://hubs.li/Q02HDbrR0 #DigitalMarketing #ObjectivePlatform #GoogleChrome #ThirdPartyCookies

𝗔𝗿𝗲 𝘆𝗼𝘂 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗶𝗻𝗴 𝘁𝗼 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗮𝗰𝗰𝘂𝗿𝗮𝘁𝗲𝗹𝘆? 👋 With Apple and Google’s privacy changes complicating digital ad tracking, marketing mix modelling (MMM) is making a strong comeback. However, setting it up correctly is 𝗰𝗿𝘂𝗰𝗶𝗮𝗹 to avoid costly mistakes. Working with an MMM that combines historical data with new insights can make your predictions more accurate and reliable. This is where 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁𝘀 🧪 come into play. Experiments allow you to fine-tune MMM, ensuring your marketing measurement is as effective as possible. At Objective Platform we guide our clients through setting up and evaluating experiments, helping them build better models and fostering trust in measurement outcomes. Discover when to incorporate experiments into your MMM and what it takes to create a successful experiment in our new blog post 👉 https://hubs.li/Q02GVwzP0 #MarketingExperiments #ObjectivePlatform #MarketingMixModelling

Step into Q3 with our exciting new quarterly theme: 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗗𝘆𝗻𝗮𝗺𝗶𝗰𝘀! You've heard of business dynamics, but 𝘄𝗵𝘆 𝗮𝗿𝗲 𝘁𝗵𝗲𝘆 𝗰𝗿𝘂𝗰𝗶𝗮𝗹 𝗶𝗻 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴 (𝗠𝗠𝗠)? It's because they offer invaluable insights into consumer preferences, market trends, and competitive landscapes. By integrating these insights into MMM, businesses can: 👉 Predict consumer responses more accurately to marketing efforts. 👉 Tailor marketing strategies to current market conditions. 👉 Quickly adapt to changes in consumer behaviour and economic shifts. Let's look at an example 👇 Streaming services such as Netflix, Hulu, Amazon Prime Video, and Disney+ operate in a highly competitive market, where 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗽𝗿𝗶𝗰𝗲 𝘀𝗲𝗻𝘀𝗶𝘁𝗶𝘃𝗶𝘁𝘆 plays a crucial role. For instance, with 270 million subscribers, Netflix often sets a benchmark for pricing strategies in the industry. The current subscription prices for Netflix, Hulu, Disney+, Amazon Prime Video, and HBO Max show a competitive landscape 𝘄𝗵𝗲𝗿𝗲 𝗺𝗶𝗻𝗼𝗿 𝗽𝗿𝗶𝗰𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀 𝗰𝗮𝗻 𝘀𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁𝗹𝘆 𝗶𝗺𝗽𝗮𝗰𝘁 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗰𝗵𝗼𝗶𝗰𝗲𝘀. Price distance in subscription costs between services, is crucial as it influences market positioning, consumer perception and media budget. Netflix’s recent introduction of an ad-supported tier at $6.99 per month is a strategic move to attract price-sensitive customers and diversify revenue streams. It provides Netflix with the flexibility to compete effectively, especially if competitors lower prices or if their pricing negatively impacts Netflix’s subscriber growth. By leveraging MMM, businesses like yours can gain insights into price sensitivity, helping you develop pricing strategies, forecast revenue impacts, and allocate investments effectively. 🤝 #ObjectivePlatform #BusinessDynamics #PricingStrategy #StreamingService

We're looking for a 𝗙𝘂𝗹𝗹-𝗦𝘁𝗮𝗰𝗸 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗲𝗿 to join us in Amsterdam! 👋 Are you excited about building and shaping a business from the ground up? We're looking for someone experienced in Java, Spring Boot, and Angular, with proven knowledge of relational databases. If this sounds like you, we want to hear from you! 👉https://hubs.li/Q02DRKvk0 #ObjectivePlatform #WeAreHiring #JoinOurTeam #FullStackDeveloper

Onze klant Talpa Network in gesprek bij Out Of Home Masters over de kracht van traditionele media en het belang van goede media measurement. Ook benieuwd hoe Objective Platform jou met MMM kan helpen? Neem contact met ons op! 👋 #ObjectivePlatform #MarketingMeasurement #MarketingMixModelling

🏆 In the spotlight of UEFA EURO 2024, we're so excited to share our own win in football: our talented team won the Adfocup competition! 🥇 The Adfocup is the premier football tournament that brings together marketing companies every year for a day filled with football matches, networking, and just having a good time. We couldn’t be prouder of our team’s hard work and dedication. Thank you everyone for coming and showing your support! 🙌 #Adfocup #TeamVictory #MarketingChampions Alice Ito | Caya de Haas | Marit Sloof

Yesterday, the women of Objective Platform 🙋♀️ attended the TNW Conference to explore the current and future challenges in tech, and to gain insights from international industry leaders, policymakers, startups, and investors. The day also provided an opportunity for the women at O|P to connect with colleagues from different departments, fostering stronger internal relationships. Encouragingly, the proportion of women in tech roles is gradually increasing 📈. For instance, the percentage of new tech roles filled by women rose from 29.4% in 2020 to 30.9% in 2021. At O|P, we are proud that 𝟰𝟯% 𝗼𝗳 𝗼𝘂𝗿 𝗦𝗧𝗘𝗠 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝘀 𝗮𝗿𝗲 𝗵𝗲𝗹𝗱 𝗯𝘆 𝘁𝗮𝗹𝗲𝗻𝘁𝗲𝗱 𝘄𝗼𝗺𝗲𝗻 👏. This stands as a testament to progress and potential in our industry. We're currently looking for new talent to join our team, don't hesitate and apply here: https://hubs.li/Q02CMWZk0 #ObjectivePlatform #WomenInSTEM #WomenInTech #TNW #AmsterdamEvent #TechEvent Charlotte Vanfraechem | Miša Sajovic | Annabell Ewert | Njeri Roisin Ndungu | Famke van Trigt | Kim de Oude | Caya de Haas | Beste Tutal | Anna Kopyakova | Alice Ito | Mariangela Reali | Valeria Dmie | Marit Sloof | Laurien van de Coevering | Kinda Hamwi | Dina Bektemirova

🌟 Do you know the 𝘁𝗼𝘁𝗮𝗹 (𝘀𝗵𝗼𝗿𝘁 𝗮𝗻𝗱 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺) 𝗲𝗳𝗳𝗲𝗰𝘁 of your media? Focusing solely on short-term performance can cause you to overlook the extensive benefits of investing in brand-building channels. 🤔 While immediate returns from strategies like 𝘀𝗲𝗮𝗿𝗰𝗵 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 are visible, the lasting impact of channels like 𝗧𝗩 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 often goes unnoticed yet is crucial for long-term brand building. Discover the other 4 reasons why measuring brand health is essential for your marketing strategy & a little sneak peek into our Direct vs Indirect Effects Dashboard 👉 https://hubs.li/Q02CzN-x0 #BrandHealth #ObjectivePlatform #BrandMarketing