Unlocking Digital Growth Through Modern Measurement
Northern Tool + Equipment faced a pivotal moment as traditional customer engagement approaches began to show diminishing returns. With consumer behaviors shifting from catalog and promotion-driven shopping to omni-channel digital experiences, it became increasingly important to re-evaluate media strategies. The business was at a crossroads, balancing longstanding print and traditional investments with the growing need to meet consumers where they engaged online.
31%
lift in incremental revenue
APPROACH
Modern measurement guided a digital transformation
By implementing advanced measurement with EMRge™ Modern MMM+, our proprietary marketing intelligence platform’s MMM, our experts empowered key decision-makers to shift their investment approach and confidently embrace digital. Through education, transparent weekly MMM outputs, and hands-on adoption sessions, we demonstrated digital marketing’s tangible value in capturing evolving consumer preferences.
Using a robust forecast and actualization process, our experts built trust in data-driven mix shifts and established a foundation for sustained buy-in on digital-first strategies. Targeted geo tests validated the incremental lift in revenue and brand health stemming from expanded digital platform investment—including but not limited to YouTube and Google’s Demand Gen and Standard Shopping.
This comprehensive, measurement-driven approach transformed media spend, reducing Northern Tool’s reliance on print by over 80%.
IMPACT
Digital-first strategy drove profitable growth
By integrating modern measurement and driving a digital-first strategy, Ovative positioned Northern Tool to unlock meaningful business growth. These results underscored the power of modern measurement and disciplined investment to unlock meaningful business growth.
31%
lift in incremental revenue
35%
lift in incremental new customers
15%
uplift in brand consideration
23%
increase in iROAS (incremental return on ad spend)
