Ovative’s Beth McKigney and Troy Neidermire join Chris and Anne for the latest installment of their Retail Technology Spotlight Series to discuss how shifting to unified marketing measurements, like Enterprise Marketing Return (EMR), can help retailers and brands optimize budget allocation, incrementality, and overall business outcomes.
In this podcast, Chris and Anne go deep with Beth and Troy on:
- The limitations of overly relying on legacy metrics like ROAS
- How to implement a holistic “full funnel” approach
- Properly valuing funnel efforts, particularly at the upper funnel
- Establishing a testing framework to generate the right lessons learned
- And how to get stakeholder buy-in through metrics tied to revenue and customer file health
Watch the interview now on YouTube
To reference any of the materials discussed during this podcast or to get in touch with Beth and Troy, please see below:
- Ovative’s EMRGE: https://ovative.com/emrge/
- Ovative’s People: https://ovative.com/people/
- Ovative’s The Lead: Conversations That Matter: https://ovative.com/insights/the-lead-measurement/
- Ovative’s EMR Power Rankings: https://ovative.com/insights/2023-emr-power-rankings/
- Get in touch with Beth: Beth.mckigney@ovative.com (email) or https://linkedin.com/in/bethmckigney/ (LinkedIn)
- Get in touch with Troy: Troy.neidermire@ovative.com (email) or https://www.linkedin.com/in/troy-neidermire-4832491b/ (LinkedIn)
Be careful out there,
– Chris, Anne, and the Omni Talk team
Music by hooksounds.com
Omni Talk® is the retail blog for retailers, written by retailers. Chris Walton founded Omni Talk® in 2017 and have quickly turned it into one of the fastest growing blogs in retail.