Amsterdam, 1.9.2026 – We've published a new white paper with Just Eat Takeaway.com (JET) on what it takes to make marketing mix modelling work at scale. In it, JET shares the choices, challenges and lessons behind its rollout across five major markets.
The white paper comes at a time when marketers have more data than ever, yet fundamental budget questions remain difficult to answer. Advertising platforms, digital attribution and experiments can all give different answers to the same question. Which channels are actually creating incremental growth? Where are you over- or under-investing? And what happens when budget shifts from one channel to another? For JET, those were precisely the kinds of questions that led the team to add marketing mix modelling to its existing measurement approach.
JET's central lesson was that no single measurement method provides all the answers. Instead of searching for a single source of truth, the team built a system of truth in which marketing mix modelling, incrementality experiments and digital attribution are used alongside one another. In incrementality experiments, JET compares situations where marketing activity is present with comparable situations where it is not, helping isolate the additional effect caused by that activity.
The strength lies in the combination. When different methods point in the same direction, confidence increases. When they conflict, incrementality experiments provide an important reference point and the model can be tested and refined accordingly.
That difference has direct consequences for budget decisions. One channel appeared to add little value based on last-click attribution, while marketing mix modelling and incrementality experiments showed that it was contributing significantly more than the attribution data suggested. JET increased its investment accordingly. It illustrates a broader lesson from the white paper: last-click attribution focuses primarily on the final measurable touchpoint, can therefore underestimate the influence of earlier marketing activity and misses offline channels altogether. Looking across different measurement methods provides a more complete picture of what marketing is actually contributing.
JET began with a deliberate pilot in Canada, where it operates as SkipTheDishes, before scaling the approach to four further major markets. As the approach became more standardised and internal expertise grew, the time from first contact to a first working model fell from several months in Canada to a few weeks in later markets.
"We believe that building an MMM is easy, but building a good one is difficult. The most critical lesson we learned was defining success before you begin, and getting all stakeholders aligned on consistent KPIs from day one."
Sanne van der Meer, Global Manager MMM at Just Eat Takeaway
"A single source of truth is too rigid. It assumes one tool has all the answers. MMM became the piece that could provide the strategic, holistic view that complemented our existing measurement."
Yiğit Yazgı, Global Manager Marketing Science & Measurement at Just Eat Takeaway
"The debate has moved on from whether to use marketing mix modelling to how to implement it well. JET's experience shows that the answer is not to look for one perfect measurement method. Start with the decisions you need to make, combine different measurement approaches and keep testing and calibrating the model. That turns measurement from retrospective reporting into a foundation for better marketing decisions."
Melle Staelenberg, CEO, Objective Platform
Want to read the full story? Download the white paper to explore the choices, challenges and lessons behind JET's marketing mix modelling rollout.