{"id":115108,"date":"2025-11-07T11:03:38","date_gmt":"2025-11-07T11:03:38","guid":{"rendered":"https:\/\/www.marketingtechnews.net\/?p=115108"},"modified":"2025-11-07T11:03:41","modified_gmt":"2025-11-07T11:03:41","slug":"why-leading-brands-are-moving-to-saas-marketing-mix-modelling","status":"publish","type":"post","link":"https:\/\/www.marketingtechnews.net\/news\/why-leading-brands-are-moving-to-saas-marketing-mix-modelling\/","title":{"rendered":"Why leading brands are moving to SaaS marketing mix modelling"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Making Data-Driven Marketing Decisions Has Never Been This Accessible<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For years, Marketing Mix Modelling has been the domain of consultancies and annual reports \u2013 expensive, opaque and frustratingly static. But what if you could have real-time insights, predictive forecasting and AI-powered optimisation at your fingertips? Welcome to the next generation of MMM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Challenge Modern Marketers Face<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing leaders are navigating unprecedented complexity. Click-based attribution models fail to capture the full customer journey, leaving brands without clear insights into what truly drives conversions. Offline media and external factors like seasonality, competitor activity and business dynamics remain invisible in traditional measurement approaches. Meanwhile, CMOs want to know: &#8220;How can I convince my CFO to increase budget?&#8221; or &#8220;Which campaigns truly drive incremental value?&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These aren&#8217;t just theoretical problems \u2013 they&#8217;re daily realities affecting marketing professionals across various industries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Next-Gen Revolution in MMM<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Objective Platform, an Amsterdam-based SaaS marketing measurement provider, is reimagining what&#8217;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 \u20ac10 billion in media investments for brands.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What makes this approach different? Transparency, automation and intelligence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike traditional &#8220;black box&#8221; MMMs that deliver quarterly extracts, Objective Platform offers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Streamlined, automated data integration<\/strong> from 200+ sources<\/li>\n\n\n\n<li><strong>Complete transparency<\/strong> from model configuration to insights \u00a0<\/li>\n\n\n\n<li><strong>Campaign-level granularity<\/strong> rather than the typical channel-level insights<\/li>\n\n\n\n<li><strong>A Media Scenario Planner<\/strong> that optimises your plans for the best incremental results<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meet Oppie: Your Optimisation Assistant<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The platform&#8217;s standout feature is &#8220;Oppie&#8221;, 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 \u2013 helping clients achieve up to 20% uplift in incremental ROAS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through our Media Scenario Planner, marketers can create multiple &#8220;what-if&#8221; scenarios, test different budget allocations and forecast outcomes before spending a single euro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Real Results &amp; AI Product Roadmap: The Just Eat Takeaway Story<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just Eat Takeaway needed to optimise marketing across multiple markets. Objective Platform was part of their measurement framework to enable data-driven budget allocation at scale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Looking ahead, the platform is actively developing AI capabilities to make MMM even more accessible. Join our speaking session at DMWF to learn more about what&#8217;s on the roadmap.<img decoding=\"async\" width=\"603\" height=\"2\" src=\"\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/digitalmarketing-conference.com\/europe\/?trackingcode=MarketingTech\">See us at DMWF Europe!<\/a><\/strong><br>\ud83d\udccd <strong>Visit us at Booth 158<\/strong> to discover how Objective Platform can transform your marketing measurement strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83c\udfa4 <strong>Don&#8217;t miss our speaking session:<\/strong><br><strong>&#8220;AI Meets MMM: Just Eat Takeaway&#8217;s Approach for Scaling Marketing Effectiveness&#8221;<\/strong> \u2013 Learn how JET utilises Marketing Mix Modelling to optimise marketing across markets and how AI makes MMM more accessible and efficient.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Speakers:<\/strong><br>Elbert Fliek, CTO, Objective Platform<br>Christoph Liefl\u00e4nder, Senior Director Global Performance Marketing, Just Eat Takeaway<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Making Data-Driven Marketing Decisions Has Never Been This Accessible For years, Marketing Mix Modelling has been the domain of consultancies and annual reports \u2013 expensive, opaque and frustratingly static. But what if you could have real-time insights, predictive forecasting and AI-powered optimisation at your fingertips? Welcome to the next generation of MMM. The Challenge Modern [&hellip;]<\/p>\n","protected":false},"author":60381,"featured_media":115110,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2446],"tags":[101,147,2409],"ppma_author":[2276],"class_list":["post-115108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance-marketing-tools","tag-customer-experience","tag-dmwf","tag-saas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why leading brands are moving to SaaS marketing mix modelling - Marketing Tech News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketingtechnews.net\/news\/why-leading-brands-are-moving-to-saas-marketing-mix-modelling\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why leading brands are moving to SaaS marketing mix modelling\" \/>\n<meta property=\"og:description\" content=\"Making Data-Driven Marketing Decisions Has Never Been This Accessible For years, Marketing Mix Modelling has been the domain of consultancies and annual reports \u2013 expensive, opaque and frustratingly static. 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