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Our collection of musings on digital marketing, media and measurement.
Get Your Organization Ready for Enterprise Marketing Return
One of the most common mistakes we see when it comes to marketing measurement is an over-reliance on technology to solve problems. Far too many marketers look to a given tool, technology or platform to unlock value without first appreciating the many other elements that must be in place in order to drive value. Gartner’s […]
What is Enterprise Marketing Return?
Enterprise Marketing Return is one part metric, one part mindset. It’s a new metric that unifies marketing return by incorporating online and offline revenue, future customer value, incrementality and profitability. It’s also a mindset that pushes business leaders to transform how they approach marketing. Enterprise Marketing Return is at its best when metric and mindset […]
5 Ways to Connect Digital to In-Store Sales
90% of shoppers research a CPG product before making a purchase. Of those shoppers, 80% of them research on digital devices. While these stats emphasize the influence digital experiences have on purchase behavior, 90% of people are still going into the store to purchase products. People are researching online and purchasing offline. This poses a […]
Google Withdraws A360: Your Guide to finding a MTA Alternative
With Google’s recent decision to close the beta of their Attribution 360 measurement platform, many businesses are in a position where they need to find an alternative solution. Knowing how difficult it is to find an analytics platform that measures the effectiveness of marketing investments among channels, locations and devices, Ovative Group created Google Withdraws […]

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