Opportunity

Kohl's was measuring, planning, and optimizing their digital media channels using last-click platform data. Ovative was brought in to shift the conversation to meaningful enterprise KPIs that would support adoption and action across client functional teams and agency partners.

Impact

$ 250 m
in annual digital marketing efficiency
15 %
increase in enterprise sales YOY
Approach
1
We began our journey with an audit of the client’s existing data assets and capabilities. We identified online-to-offline measurement as a significant gap, then built an analytics environment where CRM and store transaction data could be merged with digital touchpoints. This environment was used to conduct a series of in-market tests, which proved the value of optimizing digital investments to drive enterprise (store and online) revenue simultaneously.
2
Over the course of the next two years, we led the client through the development of a comprehensive marketing measurement stack. Our work was focused on implementing an MTA tool, creating enterprise reporting, and guiding the client through an incrementality testing roadmap.
3
Throughout this process, we worked with C-suite stakeholders to ensure their teams were able to independently utilize the newly developed measurement capabilities. Kohl's implemented the recommendations we made across affiliate, display and search to improve the incremental impact of their digital media. Kohl's measurement environment, coupled with wide organizational alignment, gave them a significant competitive advantage.
Enterprise Marketing Return
(EMR)
Hover over the EMR graphic to learn more.
E-COMMERCE
IN-STORE

IN-STORE

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Discovered that display was driving 6X as much revenue when considering Enterprise Marketing Return as opposed to e-commerce only.

CUSTOMER FUTURE VALUE

CUSTOMER FUTURE VALUE

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Leveraged analytics environment to understand which media tactics drove the most new customers to Kohl’s business and invested in strategies to grow the Kohl’s customer file.

INCREMENTALITY

INCREMENTALITY

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Kohl’s estimated that display media was driving a large piece of their offline revenue. To prove this hypothesis and measure incrementality, we partnered with LiveRamp by using their IdentityLink tool. To complete the test, we combined anonymized CRM data, online and offline transaction files, and display impression logs via LiveRamp’s IdentityLink identity resolution capabilities.

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