Enterprise Marketing Return

We measure and optimize marketing investments using a holistic metric called Enterprise Marketing Return (EMR).


Enterprise Marketing Return is a unified optimization metric that aligns business leaders to the metrics that impact their business most.

EMR looks beyond traditional metrics like Return on Ad Spend (ROAS) and last-click attribution to understand the true value of marketing investments across consumer touchpoints.

At Ovative, we believe maximizing return is about more than a marketing metric. EMR offers a strategic framework to think beyond individual channel performance, identifying and unlocking opportunities for profitable enterprise growth with the customer at the forefront of all conversations:

  • People: Organize and incentivize team members to drive value across the entire organization, rather than on individual marketing channel, sales channel, or business unit
  • Process: Enable cross-channel collaboration and decision-making to serve the customer across their path to purchase
  • Data: Develop a unified view of data including CRM, POS, website, email, and paid and owned digital and traditional advertising to power insights and decisions
  • Technology: Build the marketing tech stack to enable people, process, and data decisions, instead of the other way around


When moving from ROAS to EMR, clients remix between 25-40% of their marketing spend, resulting in meaningful increases in performance.

Within the first 12 months of measuring and optimizing to EMR, our clients experience a 25% increase in return on their marketing spend.


EMR is comprised of four pillars:

  • Enterprise Revenue:

    Consider marketing’s impact on every sales channel including online, offline, and mobile
  • Future Customer Value:

    Measure the long-term impact of marketing on a healthy customer file including customer acquisition, retention, and lifetime value
  • Incrementality:

    Focus on the truly causal impact of marketing as seen through modeling and testing
  • Profitability:

    Incorporate margin to emphasize the bottom-line impact of investments
Understanding marketing’s impact on each of these pillars is critical to success. Exposing these components of return while bringing them together into a single, unifying metric allows for powerful optimization decisions.


EMR enables different discussions and better decisions.

This illustrative breakdown compares last-click ROAS by channel to EMR. As you can see, EMR enables a “fair” comparison of performance across channels, fostering transparent and data-driven tradeoff discussions. EMR is an evolution. We partner with our clients to work toward this holistic view based on unique business dimensions, data availability, and org readiness. MAP, Ovative’s unified marketing measurement tool, helps automate and unlock a more in depth look at EMR.

EMR Power Rankings

EMR Power Rankings

Ovative’s EMR Power Rankings highlight the paid media channels and tactics driving the highest returns for marketers and the difference in performance compared to legacy ROAS. Marketers can use these rankings to ensure they are investing in the right channels and not missing any key media opportunities.

EMR Power Ranking Answer These Key Questions 

  • Are my budgets allocated to fully maximize Enterprise Marketing Return
  • Which tactics can I lean into to maximize Future Customer Value and maintain a healthy customer base?
  • How can I reallocate my media to different channels/tactics to drive more revenue online if my stores close?
  • I have $500K to drive more in store revenue, which channels/tactics should drive my strongest return?
  • Am I wasting money because I am allocating budgets based on Last Click ROAS?

MAP Brings EMR to Life

We built MAP, our proprietary unified marketing measurement tool, to help our clients unlock EMR. Using MAP, clients like Academy Sports, Coach, and LOFT have established a more holistic view of marketing impact.

Executive marketing analytics dashboard, part of MAP from Ovative


Ovative helps all of our clients increase their Enterprise Marketing Return. We partner with each client to define an EMR roadmap specific to their business and priorities. We support them over the long-term to manage the internal change required to evolve their measure of marketing success. 

Enterprise Marketing Return Insights

Proprietary insights, analyses, and perspectives for marketing and measurement leaders.

Schedule An EMR Assessment Now