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 ROAS is an outdated and misguided approach as it looks at online revenue as the only metric determining return.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.


Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of Target.com and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

More Measurement Insights

Measurement Insights

Transforming Consumer Packaged Goods Marketing Success with Enterprise Marketing Return

One of the biggest challenges in CPGs is the lack of consumer-level data to make better decisions for the... Read More »


Senior Manager, Consulting

Measurement

How to Measure AI Advertising Campaigns

A new generation of campaign management tools are utilizing machine learning to increase efficiency and campaign performance.... Read More »


Analyst, Measurement Solutions

WEBINAR

Marketing Measurement is Changing, Don't Fall Behind

Experts from Ovative's measurement team, Beth McKigney and Troy Neidermire, hosted a webinar alongside Forrester's Tina Moffett discussing how... Read More »


Insights Team

accent bar