Case Study: Northern Tool + Equipment achieves digital growth with Ovative Group’s modern measurement

Northern Tool + Equipment lifts incremental revenue 31% with Ovative Group

Northern Tool + Equipment faced diminishing returns from traditional engagement methods like catalogs and needed to balance these legacy investments with the growing demand for digital channels. They partnered with Ovative Group, utilizing their EMRge™ Modern MMM+ marketing intelligence platform, to re-evaluate their media strategy and unlock digital growth.

Ovative implemented a modern measurement approach that educated stakeholders and provided transparent data, building trust for a digital-first strategy. This included validated geo tests and a robust forecasting process, which led Northern Tool to reduce its reliance on print by over 80%. The results included a 31% lift in incremental revenue, a 35% increase in new customers, and significantly improved marketing efficiency, earning Ovative the customer's 2025 Partner of the Year award.

Northern Tool + Equipment