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 https://ovative.com/map/ 

ABOUT OVATIVE GROUP

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! 


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.

Steve Benson

Steve Benson

Chief Financial Officer

About the Author

Steve is the Chief Financial Officer of Ovative. Steve is responsible for the company’s IT, corporate accounting, treasury, tax, financial planning and analysis, and Business Operations

Prior to joining Ovative, Steve provided finance and accounting advisory services to clients. Before that, he spent 23 years at Target Corporation, leading Finance and Accounting teams.

Steve enjoys distance running, woodworking, and traveling. Steve and his wife have two sons, and they enjoy escaping to the Minnesota north shore.

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.

Steve Baxter

Steve Baxter

Executive Vice President, Strategic Initiatives

About the Author

Steve is the Executive Vice President of Strategic Initiatives at Ovative. Steve has been with the company since 2010 and launched Ovative’s media practice in 2012.

Prior to joining Ovative, Steve worked at Target for 8 years where he led development of Target’s CRM initiatives, Digital media analytics and Target’s Media Network. In 2005, Steve developed Target’s proprietary in-house capabilities to both measure in-store sales impact from digital brand investments and personalize marketing messages across both digital and non-digital channels.

Steve is an industry leader on topics including marketing, advanced measurement, ecommerce, and monetization. Steve enjoys fishing, camping, golfing and trying to stay competitive in any sport with his three boys. Steve enjoys escaping to the MN north shore with his wife, boys and dog whenever possible.

Lindsy Steinberger

Sr. Manager, Paid Search

About the Author

Lindsy is a Sr. Manager on the Paid Search team at Ovative.

Tyler Spiwak

Analyst, Measurement Solutions

About the Author

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

Lillian Smith

Senior Analyst, Paid Social

About the Author

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

Beth McKigney

Senior Vice President, Measurement

About the Author

Beth is the Senior Vice President of Measurement at Ovative. She is responsible for developing, implementing, and supporting proprietary technology products that enable clients to unlock insights across marketing channels and devices. Since joining Ovative in 2013, Beth built Ovative’s Site Analytics & Optimization practice and Ovative’s unified marketing measurement tool, MAP. She is spearheading development of new technology products focused on advanced analytics, testing and reporting.

Prior to joining Ovative, Beth spent 9 years at Target in multiple digital and marketing analytics roles. She defined and delivered Target’s email and mobile marketing strategies, identified and defined Target.com guest-facing technology enhancements, and managed site-wide promotional marketing plans.

Beth is a thought leader in advanced analytics and optimization strategies. She regularly advises clients on strategies to improve their marketing effectiveness and is a published thought leader. She lives in Brooklyn Park with her husband, two boys and dog, Sota.  Beth’s an avid University of Minnesota sports fan (especially football – Row the Boat!) and enjoys downhill skiing, biking, hunting and fishing.

Dianne Anderson

Senior Vice President, Media

About the Author

Dianne is the Senior Vice President of Media at Ovative. She is responsible for delivery and growth across paid digital media, traditional media, marketplaces, and creative services. Since joining the company in 2013, Dianne has been a key leader in establishing new channel practices, a strategic voice in media and marketing strategy and a driver scaling best in class teams. She regularly advises clients on ecommerce, retail, digital media and measurement strategies.

Prior to joining Ovative, Dianne spent 8 years at Target leading strategy and activation of digital e-comm and brand marketing initiatives.

Dianne is passionate about music, leading ukulele lessons for the team and participating in office musical collaborations.  Her happy places are Northern Wisconsin, the Boundary Waters Canoe Area and the Upper Peninsula of Michigan, where she enjoys making memories with her family.

More Awards & Press

AWARD

Ovative Group Named Google Premier Partner Winner for Online Sales

Ovative Group is a Google Premier Partner Awards winner in Online Sales and a finalist in Lead Generation. The... Read More »


Ovative

Insights Team

AWARD

Ovative Group Named to Minneapolis / St. Paul Business Journal’s Fast 50 List

For the seventh time, Ovative Group was included on Minneapolis / St. Paul Business Journal’s (MSPBJ) Fast 50 list... Read More »


Ovative

Insights Team

NEW VP

New Ovative VP to Maximize Paid Media Capabilities and Strategic Partnerships

Ovative named their newest Vice President of Paid Media, Andy Pierce, overseeing the firm's Paid Social channel practices.... Read More »


Ovative

Insights Team

accent bar