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Ovative Group Reveals 2025 EMR Power Rankings, Empowering Marketers to Drive Omni Sales Impact

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MINNEAPOLIS, March 24, 2025 /PRNewswire/ — Ovative Group, a leading performance marketing and measurement firm, unveiled its highly anticipated 2025 EMR Power Rankings, providing marketers with essential data on which paid media channels drive the highest Enterprise Marketing Return (EMR). As brands navigate an increasingly omni-focused landscape, these rankings deliver actionable insights to optimize media investments and maximize business impact.

With the lines between ecommerce and in-store sales continuing to blur, Ovative’s proprietary EMR framework—powered by its EMRge™ technology—offers a holistic approach to measuring media’s full-funnel impact. Unlike traditional ROAS metrics, EMR accounts for online and offline revenue, future customer value, incrementality, and profitability, empowering marketers to make smarter, more sustainable media investment decisions.

“The 2025 EMR Power Rankings go beyond digital performance metrics to reveal the true impact of media on a brand’s bottom line,” said Alexander Matoushek, author of the EMR Power Rankings report. “This data is a game-changer for brands looking to maximize omni-channel profitability.”

Key Insights from the 2025 EMR Power Rankings:

TikTok: Despite regulatory uncertainty, TikTok surged in effectiveness, especially in driving in-store sales.Retail Media: Climbed from #15 to #8 in under nine months, proving its increasing value in the media mix.Connected TV (CTV): Dropped from #6 to #16 as audience fragmentation and saturation challenge its effectiveness.Upper Funnel Channels: TikTok, Meta, and audio saw increased impact on in-store sales, underscoring the importance of investing in top-of-funnel brand-building efforts.

How Brands Can Take Action

Marketers can leverage the 2025 EMR Power Rankings to determine which channels are right for their brand and partner with Ovative’s experts to craft a customized media strategy tailored to their business needs. Full rankings and insights can be accessed here.

About Ovative Group

Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging deep industry expertise, we help brands like Domino’s, Facebook, The Home Depot, General Mills, Disney, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself.

At Ovative, we don’t just track data—we redefine success. How do we do it? Our proprietary MarTech platform, EMRge™, helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge™ is the first MarTech platform to measure businesses holistically. We raise the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land.

For more information about Ovative, visit our website or follow Ovative on Facebook, Instagram, LinkedIn, and Twitter.

Media Contact:
Jasmin Stevens
VP, Marketing
jasmin.stevens@ovative.com

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Ivalua Named a Leader in Supplier Value Management Platforms, Q4 2026 Evaluation by Independent Research Firm

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Report cited Ivalua’s unified, agentic “power of one platform”, with superior scores for vision and innovation

REDWOOD CITY, Calif., Oct. 27, 2026 /PRNewswire/ — Ivalua, the enterprise AI platform for procurement, today announced that it has been named a Leader in The Forrester Wave™: Supplier Value Management Platforms, Q4 2026.

In the report, Forrester states:  “Ivalua delivers a very broad, cohesive SVM (Supplier Value Management) platform, earning excellent scores across supplier onboarding, performance and risk monitoring, category management, globalization, mobile P2P, and platform extensibility.”

The Forrester report also noted: “Ivalua’s ‘power of one platform’ vision of a unified, agentic procurement operating system stands out in a market with a plethora of best-of-breed entrants with standalone AI.” The report goes on to state that “Ivalua’s IVA platform applies agentic AI across the entire source-to-pay lifecycle, earning superior scores for vision and innovation”. Forrester also cited Ivalua’s unified data model and 360-degree view of suppliers and categories, which provides a differentiated experience across direct, indirect and services spend.

Customers interviewed by Forrester value Ivalua’s integrated architecture and AI vision, and its ability to replace fragmented environments. The need is clear: in a recent survey of 800 global procurement and supply chain decision makers, only 21% of organizations described their critical supplier data as a single, trusted source.

“Ivalua’s AI platform has allowed us to rapidly unlock measurable value from AI and continue scaling its impact. Ivalua’s unique approach provides the context and controls needed to deploy enterprise-grade AI that works how we need it to, with confidence,” Michael Schürmann, CPO at Körber.

“We believe this recognition reflects what defines Ivalua’s vision: AI delivers greater, faster value in procurement when it runs on unified data and workflows, building an AI of trust. Our single platform gives enterprises one place to manage all spend and suppliers, and a foundation to deploy agentic AI with speed and at scale. We are proud to be recognized by Forrester as a Leader,” said Franck Lheureux, CEO at Ivalua.

Access the full report: The Forrester Wave™: Supplier Value Management Platforms, Q4 2026.

Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. This report is part of a broader collection of Forrester resources, including interactive models, frameworks, tools, data, and access to analyst guidance. For more information, read about Forrester’s objectivity here .

About Ivalua 

Ivalua is the only truly unified, enterprise AI platform for managing spend and suppliers. We seamlessly connect people, AI, workflows and data, making businesses more profitable, resilient, and sustainable. We are trusted by over 500 of the world’s most admired brands and consistently recognized as a leader by Gartner and other analysts. Learn more at www.ivalua.com. Follow us on LinkedIn.

Notes
The survey of 800 procurement and supply chain decision-makers in the US (200), UK (200), Germany (200), and France (200), was conducted by Sapio Research on behalf of Ivalua in March 2026.

Global Media Contact

Corporate Communications

media@ivalua.com

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Robots & Pencils appoints Helen Vetrano as VP of Data & Decision Science

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Retail analytics leader builds the data foundation behind faster, higher-performing agentic AI, as the company invests in its East Coast presence

CLEVELAND, Oct. 27, 2026 /PRNewswire/ — Robots & Pencils, an applied AI partner that deploys frontier AI for measurable business outcomes, today announced the appointment of Helen Vetrano as Vice President of Data and Decision Science.

Vetrano leads the company’s Data & Decision Science practice, which ties data quality and business intelligence to the velocity and performance of the agentic AI systems Robots & Pencils builds for clients. She brings 20 years of analytics experience, including agency work at Digitas and Cramer, followed by nearly 15 years in retail at Crocs, Talbots, J. Jill, and her own consultancy advising mid-market retailers on analytics and data strategy. Based in Boston, Vetrano anchors an investment in the East Coast that puts Robots & Pencils closer to clients in the region.

“Agentic AI is only as fast and as capable as the data underneath it,” said Len Pagon, CEO of Robots & Pencils. “You bring agents to the data party, not the other way around. Helen is wicked smart, brings deep domain expertise, and is practical. Every client starts at a different level of data maturity, and she knows it. She prescribes the right solution for where they are, and that is how they get the business outcomes they are seeking.”

Enterprise executives are under pressure to grow with flat budgets, optimize costs and keep security tight, all while delivering a platinum customer experience. Fall short and they risk handing market share to competitors. “Excelling in uncertainty requires great decisions, and great decisions are made with great insight,” said Vetrano. “This practice gives enterprise leaders the data foundations and intelligent systems to make confident, accelerated decisions.”

Enterprises move fast and need answers quickly, but data systems often can’t keep up. “I’ve seen this challenge from both the commercial and IT side; AI can help close that gap, but only if the platform underneath is built to support it,” said Vetrano. “Robots & Pencils delivers resilient engineering focused on business outcomes. It’s an offering I would buy, and I joined to help scale it.”

The practice meets the client at the point of their greatest need. “For some organizations that means surfacing critical context and a shared language across teams or developing the predictive models that matter,” said Vetrano. “For others it means just getting data into reports consistently. With a solid data foundation, clients can focus on outcomes, like planning where to spend the next marketing dollar, allocating resources where they are most needed, or intercepting a struggling student.”

The practice builds client data foundations on leading platforms, including AWS, Databricks, and Snowflake, so people and agents reach a working system of truth quickly.

“Helen brings a retail leader’s instinct for data, built on business outcomes,” said Jeff Kirk, EVP of Applied AI at Robots & Pencils. “She pairs that instinct with the business and data context platform work our clients depend on, so every agentic AI system we build starts on data clients can trust.”

About Robots & Pencils
Robots & Pencils is an applied AI partner that deploys frontier AI for measurable business outcomes. An AWS Advanced Tier Services Partner, AWS Pattern Partner, AWS Business Value Realization (BVR) Launch Partner, and Databricks Certified Partner, with delivery centers in the United States, Canada, Eastern Europe, and Latin America, the company combines world-class UX with elite engineering talent for rapid, enterprise-grade delivery. Founded in 2009, Robots & Pencils has earned the trust of leaders in Consumer Products and Retail, Utilities, Financial Services, Life Sciences, Manufacturing, Education, and more, with a reputation as a high-velocity alternative to traditional global systems integrators.

Contact: Christina Morello
christina.morello@robotsandpencils.com

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Nucleus Research Releases 2026 Embedded Analytics Technology Value Matrix

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Leaders in the embedded analytics market include Google, Oracle, Progress Software (Domo), Salesforce, and ThoughtSpot.

MIAMI, Oct. 27, 2026 /PRNewswire/ — Nucleus Research has published its 2026 Embedded Analytics Technology Value Matrix, examining how vendors are advancing headless architectures, agentic self-service, and multi-channel analytics delivery to address evolving customer requirements. As AI-assisted development accelerates the creation of dashboards and data products, organizations are prioritizing platforms that can distribute governed insights efficiently and scale deployments without increasing administrative complexity.

Customers are placing greater emphasis on natural language interaction, agentic self-service, and consistent analytics delivery across web, mobile, messaging tools, and AI assistants. These capabilities extend the reach of analytics investments while reducing the development effort required to support multiple user experiences.

“Faster application development creates value only when organizations can put those applications to productive use,” said Alexander Wurm, Principal Analyst at Nucleus Research. “The strongest returns from embedded analytics will come from reusing governed business logic across channels, reducing deployment overhead, and making insights accessible within the workflows where decisions are executed.”

Headless architectures and Model Context Protocol (MCP) support are enabling vendors to separate business logic from presentation and expose analytics capabilities to AI agents. Nearly every vendor evaluated has shipped or previewed an MCP server over the past year, reflecting the market’s shift toward agent-accessible analytics.

Multi-tenant management is also becoming a critical purchasing consideration. For software providers managing hundreds of customer environments, centralized configuration and governance can reduce administrative effort and the ongoing cost of maintaining deployments.

As adoption expands, the financial value of embedded analytics will depend on efficient distribution, reusable semantic models, and the ability to scale governed analytics without proportionally increasing operational costs.

Leaders in the Value Matrix excel in both functionality and usability, offering consolidated integration that delivers strong returns and supports adoption at scale. Leaders in this year’s Value Matrix are Google, Oracle, Progress Software (Domo), Salesforce, and ThoughtSpot.

Experts offer deep, specialized integration functionality suited to complex and technical requirements. Experts in this year’s Value Matrix are GoodData, Microsoft, Qrvey, Simba, and Strategy.

Accelerators focus on usability and ease of deployment, delivering integration that enables quick adoption. This year’s Accelerators are Hex, Omni, Plotly, Sigma, and Zoho.

Core Providers offer essential, reliable integration for organizations with focused needs. This year’s Core Providers are Embeddable, Luzmo, Posit, Sisense, and Yellowfin.

To download the 2026 Embedded Analytics Technology Value Matrix, click here.

About Nucleus Research

Nucleus Research is the recognized global leader in ROI technology research. Using a case-based approach, we provide research streams and advisory services that allow vendors and end users to quantify and maximize the return from their technology investments. For more information, visit NucleusResearch.com or follow our latest updates on LinkedIn.

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