Measurement Insights

What is Enterprise Marketing Return?

Enterprise Marketing Return is one part metric, one part mindset.

It’s a new metric that unifies marketing return by incorporating online and offline revenue, future customer value, incrementality and profitability. It’s also a mindset that pushes business leaders to transform how they approach marketing.

Enterprise Marketing Return is at its best when metric and mindset come together, as evidenced by our clients experiencing a 25% increased return on their marketing investments.

Enterprise Marketing Return delivers this type of return because it maximizes the value brands get out of their marketing investments by answering these types of questions:

  • What is the impact of my digital spend on e-commerce and in-store revenue?
  • How does digital media impact my customer segments and their lifetime value?
  • What is the incremental impact of my digital media spend on revenue?
  • How do I optimize my digital media spend to product or service margin?

One Part Metric

When we calculate Enterprise Marketing Return as a metric, we incorporate the following variables.

Enterprise Revenue: visibility to full enterprise value driven by digital media including e-commerce and in-store sales.

Future Customer Value: incorporate channel-level customer counts and lifetime value of new and reactivated customers to understand the future value to the business.

Incrementality: an adjusted return that accounts for the true causal impact of media on a sale or conversion.

Profitability: incorporate channel-level product margin profitability to provide visibility to bottom-line impact of investments.

One Part Mindset

EMR is also shift in mindset that challenges marketing leaders to think beyond individual channel performance, to remix marketing strategies and apply a customer-segment lens on growth and decision-making. When we talk through this mindset with our clients, we encourage them to focus on four key pillars that are critical to enabling EMR at their organization. Here is what they look like in their ideal state.

People: Team members are organized around and incentivized on driving value across the entire organization, rather than on individual channel performance.

Process: Internal organization is structured around consumer needs, enabling cross-channel collaboration and decision-making that emphasizes value at an enterprise level instead of within a channel silo.

Data: A unified view of data, including CRM, POS, website, email, paid digital advertising with a unique customer identifiers to power insights and decisions around the consumer.

Technology: The marketing tech stack is built around the people, process and data (instead of the other way around), as well as the the objectives and variables that drive your business.

Unlocking Value with EMR

As marketers become equipped with Enterprise Marketing Return insights, they’re able to take action and make smarter decisions about how to make most of their marketing investments. While there are several ways to unlock value with EMR, we’ve outlined a few below.

Media Mix
Remix and reallocate media budget based on enterprise return optimization.

Holistic Optimization
Optimize within and among channels, devices, geographic locations, categories audiences and promotions.

Customer File Health
Develop plans to increase health of customer file through new, reactivate and retain media strategies.

Profitably Scale
Scale digital media spend across channels and the purchase funnel within existing and new tactics.

Find Your Way to EMR

We recognize all brands experience Enterprise Marketing Return at different levels; it’s just a matter of figuring out where you are, what you need and how to keep the momentum going.

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 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


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


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