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 ROASHow to implement a holistic “full funnel” approachProperly valuing funnel efforts, particularly at the upper funnelEstablishing a testing framework to generate the right lessons learnedAnd how to get stakeholder buy-in through metrics tied to revenue and customer file healthTo reference any of the materials discussed during this podcast or to get in touch with Beth and Troy, please see below:Ovative’s EMRGE: ovative.com/emrge/Ovative’s People: ovative.com/people/Ovative’s The Lead: Conversations That Matter: ovative.com/insights/the-lead-measurement/Ovative’s EMR Power Rankings: ovative.com/insights/2023-emr-power-rankings/Get in touch with Beth: Beth.mckigney@ovative.com (email) or linkedin.com/in/bethmckigney/ (LinkedIn)Get in touch with Troy: Troy.neidermire@ovative.com (email) or www.linkedin.com/in/troy-neidermire-4832491b/ (LinkedIn)Music by hooksounds.com*Sponsored Content*This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy