Objective Platform empowered a dynamic telecommunications provider in the Netherlands, Odido (previously known as T-Mobile Netherlands), to move beyond single metrics like last-click attribution and measure performance across both online and offline media.
Before initiating this project, the media team primarily focused on traditional sales metrics, such as acquisition and customer retention, while also considering long-term objectives and brand metrics.
How can we measure the effectiveness of our marketing across the full customer journey instead of relying on last-click attribution?
