Measurement Insights

Marketer’s Guide to Holiday 2020 | Edition 2: EMR Retail Power Rankings

Are you a retail marketer wondering how your planned holiday media investment stacks up? Do you have confidence in the channel mix needed to drive performance? Could you be missing any key media tactics to maximize enterprise marketing return? Ovative’s EMR Retail Power Rankings are here to help.

Marketers optimizing their media to the legacy metric of ROAS (Return on Ad Spend) are missing key opportunities to win. Traditionally marketers use ROAS to understand how their media is performing and identify opportunities to shift investment. ROAS is an outdated and misguided approach as it looks at online revenue as the only metric determining return.

This is why Ovative created EMR (Enterprise Marketing Return) a metric that holistically measures the impact of marketing investments. EMR incorporates online and offline revenue, future customer value, incrementality, and profitability into a single metric of success.

Meet the 2020 EMR Retail Power Rankings!

Today, we are sharing initial EMR insights including anonymized retail client data to make your holiday media mix work harder. Ovative’s EMR Retail Power Rankings highlight the paid media channels and tactics driving the highest returns for retail marketers and the difference in performance compared to legacy ROAS. Use these rankings to ensure you are investing in the right channels this holiday season and not missing any key media opportunities.

Download the full EMR Retail Power Rankings here.

EMR Retail Power Rankings Methodology

Ovative’s EMR Retail Power Rankings are calculated by anonymizing 2020 performance data and EMR scores across our retail client base. Each of the key EMR components (Online Sales, Offline Sales, and Future Customer Value) are scored on a scale of 0-100. Adjusting for scale and diminishing returns, a weighted average is calculated to determine the EMR Power Score. The higher the score, the stronger that channel or tactic is in driving EMR or a specific component of EMR (e.g. with a score of 85 in “Offline Sales,” Facebook Upper Funnel is the strongest at driving in store sales for our clients). For each Power Score you will also see the comparison to legacy ROAS metric for each channel and tactic.

Key Definitions 

  • EMR Power Score: Holistic impact of media. 
  • Legacy ROAS Score: Comparison point to how legacy systems (e.g. Google Analytics Last Click) measure return. 
  • Delta: Difference between EMR Power Score and Legacy ROAS. 
  • Online Sales: Impact of media on ecommerce revenue. 
  • Offline Sales: Impact of media on in store or non-online revenue. 
  • Future Customer Value: Long-term value of acquiring a new customer. 

EMR Retail Power Ranking Answer These Key Questions

  • I have $500K to drive more enterprise marketing return, which channels/tactics should drive my strongest return?
  • Are my budgets allocated to fully maximize offline return?

Top Ten Channels Driving Offline Sales

  • How can I reallocate my media to different channels/tactics to drive more revenue online if my stores close?

Top Ten Channels Driving Online Sales

Interested in reading more from Ovative on how to prepare for this holiday season? We’ve put together The Marketer’s Guide to Holiday 2020 | Edition 1 Playbook available here to share key consumer insights and trends, potential complications to plan for, and actionable recommendations to win.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!

Download the full EMR Retail Power Rankings here.


Chuck Anderson-Weir

Senior Manager, Measurement

About the Author

Chuck is a Senior Manager on the Measurement Solutions team at Ovative. He has 10 years of marketing analytics, digital marketing, and measurement technology experience, specializing in the retail industry. Chuck thrives in bringing data to life to drive action and measurable business value.

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