Spotlight Series | Why Unified Marketing Measurement Is Key to Business Success
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…
The skinny
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