Draft:Objective Platform
| Submission declined on 29 July 2025 by Pythoncoder (talk). This submission appears to read more like an advertisement than an entry in an encyclopedia. Encyclopedia articles need to be written from a neutral point of view, and should refer to a range of independent, reliable, published sources, not just to materials produced by the creator of the subject being discussed. This is important so that the article can meet Wikipedia's verifiability policy and the notability of the subject can be established. If you still feel that this subject is worthy of inclusion in Wikipedia, please rewrite your submission to comply with these policies.
Where to get help
How to improve a draft
You can also browse Wikipedia:Featured articles and Wikipedia:Good articles to find examples of Wikipedia's best writing on topics similar to your proposed article. Improving your odds of a speedy review To improve your odds of a faster review, tag your draft with relevant WikiProject tags using the button below. This will let reviewers know a new draft has been submitted in their area of interest. For instance, if you wrote about a female astronomer, you would want to add the Biography, Astronomy, and Women scientists tags. Editor resources
|  |
Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. NeutralMMMUser (talk) 15:17, 29 July 2025 (UTC)
Objective Platform is a marketing technology (MarTech) company based in Amsterdam, the Netherlands. Founded in 2014, the company provides software that helps brands measure and optimise the impact of their media investments across online and offline channels through always-on Marketing Mix Modelling (MMM). Objective Platform operates as a Software-as-a-Service (SaaS) provider and serves clients across multiple industries in Europe.[1]
History
[edit]Objective Platform (formerly known as Objective Partners) was founded in 2014 by Willem van der Weide and André Merkus.[2]. It began as a marketing consultancy firm focused on providing objective, transparent insights and advice to marketing professionals. Over time, the company transitioned into a SaaS business, incorporating its consulting expertise into a platform that clients could use independently.
The rebrand to Objective Platform reflects the company’s focus on delivering objectivity and transparency through its automated, single-source-of-truth solution. The platform empowers marketing teams to interpret insights autonomously while maintaining access to expert support.
Rooted in econometrics, Objective Platform draws on deep expertise in statistical modelling and data science. The company has a strong presence in marketing research and development and continues to explore innovative approaches to marketing measurement. It regularly collaborates with academic institutions and clients to refine modelling methodologies and test experimental designs — including the participation of the National Marketing Benchmark[3] and measuring the incremental value of sponsorship deals.[4][5]
The company has supported major brands across automotive, food and beverage, health and beauty, FMCG, energy, insurance, and telecommunication sectors. Case studies with clients such as Deutsche Telekom[6], VodafoneZiggo, Staatsloterij, Odido (formerly T-Mobile), Vattenfall, and Tele2 have demonstrated measurable business outcomes including increased ROI, uplift in sales and brand awareness, and more efficient media planning.[7]
Objective Platform is backed by Newion Partners, a Dutch venture capital firm.[8] The current CEO is Melle Staelenberg.[9]
Products and Services
[edit]Objective Platform provides an always-on MMM platform that integrates econometric modelling, automated data pipelines, real-time scenario planning, and increasingly machine learning, Bayesian statistics, and AI. The platform allows users to simulate marketing investments, evaluate ROI, and optimise budget allocation across time periods, channels, and campaigns.[10]
Key features include:
- Always-on Marketing Mix Modelling (MMM) – continuously updated models based on business-specific KPIs
- Media Scenario Planner – to test and compare future media plans
- Oppie – Objective Platform’s media investment optimiser
- Unified dashboards – offering both strategic overviews and granular campaign-level insights
- Transparent modelling logic – fully accessible and auditable
- Customisable framework – tailored to business structure, media strategy, and decision cadence[11]
Objective Platform also offers optional consulting support, including onboarding, data integration, and experiment design. This positions the company as a balanced solution between consultancy-heavy MMM vendors and do-it-yourself platforms like Google Meridian, offering the best of both worlds: strategic guidance without long-term dependency, and autonomy without complexity.[12]
Strategic Partnerships
[edit]In 2025, Objective Platform partnered with Vidmob, a creative data solutions provider, to integrate creative quality scores into MMM. The integration allowed marketers to link creative effectiveness with media performance. According to results from a global FMCG brand, high-scoring creative assets on TikTok led to a 36% increase in top-of-mind awareness and 28% more sales, while low-quality creative underperformed.[13]
Industry Recognition
[edit]Objective Platform was featured in Forrester’s Now Tech: Marketing Measurement & Optimization Solutions Q2 2021 report.[14] The company has also been covered in publications such as Adweek[15], Creativepool[16], Emerce[17], and Advanced Television.[18]
See also
[edit]External links
[edit]References
[edit]- ^ "Objective Platform Portfolio". Newion. Retrieved 29 July 2025.
- ^ "Newion rondt investeringsronde van 2 miljoen af voor Objective Platform". Emerce. Retrieved 29 July 2025.
- ^ "Objective Platform wordt derde partner Nationale Benchmark". Marketing Tribune. Retrieved 29 July 2025.
- ^ "Measuring the incremental value of sponsorship deals with Ajax and VodafoneZiggo". Objective Platform. Retrieved 29 July 2025.
- ^ "Ajax and Ziggo extend main sponsorship until 2025". VodafoneZiggo. Retrieved 29 July 2025.
- ^ "Datenbasierte Entscheidungen liefern den entscheidenden Mehrwert". Markenartikel. Retrieved 29 July 2025.
- ^ "Case Studies". Objective Platform. Retrieved 29 July 2025.
- ^ "Objective Platform Portfolio". Newion. Retrieved 29 July 2025.
- ^ "Objective Platform verwelkomt nieuwe CEO Melle Staelenberg". Emerce. Retrieved 29 July 2025.
- ^ "Unified Online Marketing Measurement". Think with Google. Retrieved 29 July 2025.
- ^ "Now Tech: Marketing Measurement & Optimization Solutions Q2 2021". Forrester. Retrieved 29 July 2025.
- ^ "Datenbasierte Entscheidungen liefern den entscheidenden Mehrwert". Markenartikel. Retrieved 29 July 2025.
- ^ "Vidmob and Objective Platform Announce Strategic Partnership". Adweek. 19 March 2025. Retrieved 29 July 2025.
- ^ "Now Tech: Marketing Measurement and Optimization Solutions, Q2 2021". Forrester. Retrieved 29 July 2025.
- ^ "Vidmob and Objective Platform Announce Strategic Partnership". Adweek. 19 March 2025. Retrieved 29 July 2025.
- ^ "Vidmob and Objective Platform Announce Strategic Partnership". Creativepool. Retrieved 29 July 2025.
- ^ "Objective Platform en Vidmob bundelen krachten". Emerce. Retrieved 29 July 2025.
- ^ "Vidmob, Objective Platform form strategic MMM partnership". Advanced Television. 18 March 2025. Retrieved 29 July 2025.