Episode 83

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Published on:

26th Feb 2024

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 testing framework to generate the right lessons learned
  • And how to get stakeholder buy-in through metrics tied to revenue and customer file health

To reference any of the materials discussed during this podcast or to get in touch with Beth and Troy, please see below:

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About the Podcast

Omni Talk Retail
Omni Talk Retail provides news, analysis, and commentary on the latest trends and issues in the retail industry
Omni Talk Retail provides news, analysis, and commentary on the latest trends and issues in the retail industry. It covers a wide range of topics related to retail, including e-commerce, technology, marketing, and consumer behavior. The podcast regularly features industry experts, Chris Walton and Anne Mezzenga, as well as retail thought leaders who all share their insights and perspectives on the latest developments in retail.

About your hosts

Anne Mezzenga

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Anne Mezzenga is an entrepreneurial Marketing Executive with nearly 20 years in the retail, experience design, and technology industries.

Currently, she is one of the founders and Co-CEOs of Omni Talk.

Prior to her latest ventures, Anne was most recently the Head of Marketing and Partnerships for Target’s Store of the Future project. Early in her career, Anne worked as a producer for advertising agencies, Martin Williams and Fallon, and as a producer and reporter for news affiliates NBC New York and KMSP Minneapolis.

Anne holds a BA in Journalism from the University of Minnesota – Twin Cities.

When Anne is not busy blogging, podcasting, or sharing her expertise with clients, she loves spending time with her husband and two boys and partaking in all the Minneapolis food scene has to offer.

Chris Walton

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