Employee-owned Minneapolis media and analytics agency; Patterson Dental among clients
About Collective Measures
Collective Measures is a media and analytics agency at 100 South 5th Street, Suite 2000, in downtown Minneapolis. Nina Hale started it in 2005 as a one-person search marketing consultancy, and it traded under her name for 15 years. In 2015 she sold the firm to its staff through an employee stock ownership plan, and it has been 100% employee-owned since. The agency took the Collective Measures name in April 2020, when Donna Robinson was CEO and Hale moved to board chair. Rachael Marret was CEO in 2023. Allison McMenimen Bakken and Luke Schlegel are now co-presidents. Headcount is 100 to 249.
The agency's core is media planning and measurement rather than local practice SEO. Its services cover strategy and planning, paid search, paid social, display and native, traditional media, online marketplaces, SEO and GEO, content, email and corporate communications. On analytics, it offers multi-touch attribution, media mix modelling, forecasting, offline data integration and cross-channel dashboards. It also runs Practix, a proprietary intelligence engine that pulls data sources together and tracks key metrics.
The dental link is Patterson Dental, which is a client. Patterson is a dental supply and technology distributor, not a practice, and no published case study describes that work. Other clients in health and insurance include Optum, UnitedHealthcare, Blue Cross Blue Shield of Minnesota and Medtronic, which has a featured case study. The wider client list includes 3M, Land O'Lakes, Andersen Windows and The Tile Shop. No dental clinics or DSOs are named.
The agency has a range of industry recognition. It won Adweek's Brand Campaign of the Year in 2021 for Deluxe's Small Business Revolution and CampaignUS's Best Data-Driven Media Plan the same year. It also won Search Engine Land's Best Overall SEO Initiative in the enterprise category. It has more than 20 Best Places to Work awards and is a Google Premier Partner, and it has made the Inc. 5000.
Client satisfaction is above 90%. It is rated 4.8 on Google from five reviews, mostly written under the Nina Hale name, praising its search marketing knowledge. Pricing is not published. Given its client base and media focus, it is a better match for DSOs, dental manufacturers or large groups with sizeable paid media budgets and a need for joined-up measurement. Single-location practices looking for local search help would find little evidence of that work here.
Collective Measures' Website
Collective Measures at a Glance
| Founded | 2005 |
|---|---|
| Team size | 100-249 employees |
| Headquarters | Minneapolis, Minnesota, USA |
| Leadership | Allison McMenimen Bakken (Co-President, Managing Director); Luke Schlegel (Co-President, CFO); Mike Baranowski (VP, Analytics and Data Engineering); Matt Larson (VP, Media and Connections Strategy); Nina Hale (Founder) |
| Languages | English |
| Pricing | $1,500-$3,000/month · $100-$150/hr |
| Tools & partnerships | Practix intelligence platform (proprietary); Google Premier Partner |
Dental Marketing Services
- Paid search
- paid social
- SEO and GEO
- content marketing
- media planning and buying
- multi-touch attribution
- media mix modelling
- offline data integration
- cross-channel dashboards
Why Dentists Choose Collective Measures
- Named dental industry client
- Strong analytics and attribution
- Paid media and SEO
- Minneapolis since 2005
- Good for DSOs
Key Strengths
- Combines ad platform and back-end system data into one dashboard for dental groups
- Sets up call tracking to see which ads bring patient calls, and audits analytics
- Designs multi-touch attribution models showing which channels bring in patients
- Uses a proprietary pixel to link digital ads to online and offline patient bookings
Awards & Recognition
- Adweek Brand Campaign of the Year 2021
- CampaignUS Best Data-Driven Media Plan 2021
- Search Engine Land Best Overall SEO Initiative (Enterprise)
- multiple Star Tribune and Minneapolis/St. Paul Business Journal Best Places to Work
- Inc. 5000
How the DSA Score Breaks Down
Points earned: 34.8 of 100 (profile 28 × 0.8 + client feedback 12.4). DSA Score: 87/100
What Clients Say About Collective Measures
- 2 on Google
In ShortPraise for SEM expertise.
Chris W calls the agency (then Nina Hale) the best, treating the client's company like family.
See it on designrush.comMaria Verven praises founder's enthusiasm for search engine marketing and clear SEM explanations; would refer advanced work.
See it on designrush.comWhere Collective Measures Is Listed
Questions Dentists Ask About Collective Measures
Has Collective Measures worked in the dental industry?
Patterson Dental, a dental supply and technology distributor, is a client. There is no published case study for that work, and no dental practices or DSOs are named.
Is Collective Measures the same agency as Nina Hale?
Yes. Nina Hale founded the agency in 2005, and it was renamed Collective Measures in April 2020. It has been fully employee-owned since 2015.
What measurement can they provide?
They offer multi-touch attribution, media mix modelling, forecasting, offline data integration and cross-channel dashboards. They also run a proprietary intelligence engine called Practix.
Do they offer SEO?
Yes. SEO and GEO are part of their services, and they won Search Engine Land's Best Overall SEO Initiative in the enterprise category. Their main strength is still paid media and analytics.
Who is Collective Measures best suited to?
Their clients are mostly large brands such as 3M, Optum and Land O'Lakes. They fit dental organisations with large media budgets better than single practices.
Reviews of Collective Measures
No reviews on this site yet. Have you worked with Collective Measures? Your review helps other dentists choose.