We started with a vision – to transform the measure of marketing success.

Ovative Group was founded in 2009 by Dale Nitschke. Dale spent 30 years in retail and digital experience, including serving as President of Target.com. In his experience leading Target.com and Target's guest data strategy, Dale was frustrated that marketing metrics never tied to true business outcomes like incremental revenue and customers. So he built Ovative to connect marketing to these business outcomes. 

Soon after, Ovative created Enterprise Marketing Return (EMR), a metric and measurement methodology. EMR has enabled transparent conversations between marketing and finance, and more confident marketing investment decisions—huge unlocks for companies that are looking for new and sustainable growth levers.

Over the past 15 years, Ovative has grown to be one of the largest independent media and measurement firms in the country. Today, we have a team of over 550 marketing experts and manage over $1.5B in media annually. We believe that marketing can transform your business—drive more revenue, strengthen your customer file, and build your brand—and we can help you do it.