EMR Power Rankings: Holiday 2025 is the comprehensive, data-driven guide for marketers seeking the most efficient and scalable returns on their holiday media investments.
Powered by Ovative’s proprietary EMRge™ platform, these rankings are built on the revolutionary principle of Enterprise Marketing Return (EMR), representing the most holistic measure of omnichannel performance available to today’s marketers. EMR captures the causal impact of marketing on brand equity, revenue, and customer value, answering business-critical questions that go far beyond outdated KPIs like reach or ROAS.
Ovative’s EMR Power Rankings are not theoretical calculations. They are brought to life using EMRge Modern MMM+, a next-generation marketing mix modeling solution, and real aggregated data across Ovative’s vast retail client portfolio. Outputs are normalized to reflect investment scalability and diminishing returns, resulting in channel scores on a 1–100 scale.
Simply put, the higher a channel’s ranking score, the greater its impact on EMR at scale. Download the EMR Power Rankings for the full reveal:
