MAP Raises the Bar with New Integrated Testing Functionality 

Incrementality testing is the gold standard in understanding true marketing performance. However, marketing measurement technologies today are not able to rapidly incorporate testing to make their models smarter and insights more actionable.

Ovative’s newest product enhancement to MAP, Integrated Testing, allows marketers to update their measurement models with inputs from testing in near real-time. The result is that marketers have fresh insights at their fingertips for improved decision-making and driving better business outcomes.


Meet MAP! 

There are many ways to assess marketing, but not many accurately measure the impact. Using Ovative’s AI-driven measurement tool MAP marketers see a 15% increase in their marketing return. Powered by Ovative’s holistic marketing metric, Enterprise Marketing Return (EMR), MAP’s Unified Model combines MMM and MTA measurement to help marketers understand the true value of their marketing investments across consumer touchpoints.


What is Integrated Testing:

Integrated testing is a new capability that easily incorporates incrementality test results into MAP’s Unified Model. After running an incrementality test for a specific channel or tactic, MAP rapidly ingests the test results to better inform and teach the Unified Model about the relative performance of that channel or tactic.


Why is Integrated Testing Unique?


Unlike other Unified Models that can only be updated quarterly or even annually, the Integrated Testing feature within MAP allows marketers to incorporate their testing results as soon as they are available. This allows action to be taken from MAP in near real-time rather than waiting for that next quarterly model update to act on new learnings. With refreshes weekly, MAP provides the most timely and actionable outputs in the market.


The ability to see test results integrated into reporting, as soon as a test has concluded, also instills confidence in investment decisions being made. When test results, performance reporting, and measurement experts are aligned around a cohesive and compelling story that will drive results; program efficiency and growth follow.


Testing and measurement outputs are only valuable as the ability to activate off learnings. That’s why MAP technology is always supported by a team of Measurement Experts that help our clients take meaningful action on the tool’s insights. 


So, What’s A Marketer to Do?

Incrementality testing should be part of every best-in-class marketing program. Marketers should consider if their program has the following:

  • An incrementality testing roadmap that prioritizes tests that will drive the most significant impact and return.
  • Training on incrementality testing and analysis to ensure results are grounded in empirical evidence and significance.
  • Actionable results are produced from the testing and are used to change future actions or inform future decisions.
  • Incrementality factors are ingested in marketing performance and measurement source of truth, improving the quality of measurement outputs and aligning the organization on performance.

Testing is a part of our DNA at Ovative, but testing is only as valuable as the ability to activate off learnings. That’s why our MAP technology is always supported by a team of Measurement Experts that help our clients take meaningful action on the tool’s insights. We’d love to talk to you about your testing and measurement goals! We are here to help.

Let’s Work Together To Optimize Your Marketing

Ovative Group is a digital-first media and measurement firm. We bring together the best of media, measurement, and consulting to enable an enterprise approach to marketing that increases our clients’ profitable revenue, strengthens their customer base, and creates sustainable competitive advantage. 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 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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