Measurement Insights

Evaluating the ROI of Your Advanced Measurement Tool

Most organizations spend more than half a million dollars annually on advanced measurement tools such as multi-touch attribution (MTA) or media mix modeling (MMM). However, if your marketing technology stack is not driving meaningful change in behavior, this investment is of little to no value. Marketers need to hold advanced marketing measurement technology accountable for the ROI it yields, just as they would with any other investment. The best way to do this is with a team of experts dedicated to surfacing the insights needed to move your business forward.

At Ovative, we are focused on helping our clients translate measurement insights into meaningful actions that drive incremental revenue. That is why we offer customizable, hands-on service support with every implementation of our Marketing Analytics Platform (MAP).

Leveraging the insights and service support from MAP, our clients are empowered to take the following action on their media:

  1. Media Mix: Remix and reallocate media budget across channels based on enterprise return optimization
  2. Channel Optimizations: Optimize within channels to drive the best enterprise ROAS (geo, device, category, audience, promos, etc.)
  3. Customer Strategies: Develop digital customer strategies to increase health of customer file (e.g., acquire more new customers or reactivate lapsed customers)
  4. Profitably Scale: Profitably scale media spend across media channels (lower-to-upper funnel), within both existing and new tactics/media

We track the incremental effect these actions have on your customer file and your bottom line, so that you know the precise ROI of your investment.

Our average client experiences a 10-15x return on their MAP investment in Year 1, and this return increases over time as activations become increasingly sophisticated.

If you’ve invested in an advanced marketing measurement tool and can’t articulate the value it’s providing, challenge yourself and your partners to assess this. If you or your partners are not able to articulate the return-on-investment you’re getting from the tools you’re using, Ovative Group can lead you through the process of re-evaluating your investment and finding a better solution.

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!


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.

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