Awards & Press

Introducing a Standalone Media Mix Modeling Option within MAP for Enhanced Marketing Insights 

MINNEAPOLIS, MINN. June 21, 2023  

Ovative Group, a leading provider of advanced marketing analytics solutions, is proud to announce the addition of a standalone Media Mix Model option to its unified marketing measurement tool, MAP. This new option allows organizations to leverage the power of Media Mix Modeling without the need for Multi-Touch Attribution (MTA), catering to their specific data limitations or unique business requirements. 

Originally, MAP was created to combine our AI-driven Media Mix Model and Multi-Touch Attribution methodologies, enabling the generation of actionable insights across various marketing channels. However, we understand that certain organizations may be seeking to incorporate more modeled outputs into their ongoing media planning and optimization processes (see our recent webinar with Forrester on the topic of data deprecation). 

With the introduction of this new option, organizations solely interested in Media Mix Modeling or those operating in contexts where Multi-Touch Attribution is not applicable can now benefit from MAP’s remarkable capabilities, including: 

  1. Customer Measurement: Gain a comprehensive understanding of the incremental customers driven by your media efforts, while accurately predicting the future value these new customers will bring to your business. 
  2. Enhanced Testing Integration: Seamlessly integrate in-market testing results with the model, ensuring the most accurate reporting and facilitating informed decision-making. 
  3. Measurement Services: Access a team of dedicated measurement experts who are committed to harnessing your data to drive better business performance. These experts work together with you, providing valuable insights and recommendations to optimize your marketing strategies. 

Ovative Group is delighted to introduce a standalone MMM option within our MAP solution, addressing the diverse needs of organizations seeking alternatives to Multi-Touch Attribution,” said Kati Stewart, Senior Product Manager, Measurement at Ovative Group. “We believe that this new offering will empower our clients to unlock actionable insights, make informed marketing decisions, and achieve greater ROI.”

By expanding the MAP platform with this Media Mix Modeling option, Ovative Group reinforces its commitment to delivering tailored and innovative marketing analytics solutions that drive measurable business growth. 

For more information about MAP, please visit 


Ovative Group is a leading provider of advanced marketing analytics solutions, dedicated to helping organizations drive data-informed decision-making and achieve optimal business outcomes. With our innovative modules and dedicated team of experts, we empower businesses to unlock the true potential of their marketing efforts. Let’s talk about how we can take your marketing measurement to the next level! 

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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