No items found.

The Incrementality Blog

Research Reports
Haus Platform
Education
Inside Haus
Industry News
Show search box

Education

Go deep on the fundamentals of incrementality, MMM, and more.

Marketing Mix Modeling: Why Experiments Must Anchor MMM

Marketing Mix Modeling: Why Experiments Must Anchor MMM

Education
Oct 1, 2026
Marketing Mix Modeling in 2026: Which MMM Is Best for An Enterprise Business?

Marketing Mix Modeling in 2026: Which MMM Is Best for An Enterprise Business?

Education
Sep 30, 2026
The Good, The Bad, and the Ugly of Building In-House MMM

The Good, The Bad, and the Ugly of Building In-House MMM

Education
Sep 23, 2026
Can A Model Predict Incrementality?: An Interview with Professor Brett Gordon

Can A Model Predict Incrementality?: An Interview with Professor Brett Gordon

Education
Sep 22, 2026
Why Incrementality Testing Belongs with Your MMM and Where to Start

Why Incrementality Testing Belongs with Your MMM and Where to Start

Education
Aug 4, 2026
Why Your MMM Disagrees with How You Actually Plan

Why Your MMM Disagrees with How You Actually Plan

Education
Jul 16, 2026
High Demand, Higher Stakes: Measurement During Peak Season

High Demand, Higher Stakes: Measurement During Peak Season

Education
Jul 9, 2026
How to Talk to Your Boss About Causal MMM

How to Talk to Your Boss About Causal MMM

Education
Jul 7, 2026
GeoLift to cMMM: Getting more from your incrementality practice

GeoLift to cMMM: Getting more from your incrementality practice

Education
Jun 30, 2026
Are You Ready for An MMM?

Are You Ready for An MMM?

Education
Jun 17, 2026
Why Enterprise Marketing Teams Stay Stuck on Bad Data (And How the Good Ones Get Out)

Why Enterprise Marketing Teams Stay Stuck on Bad Data (And How the Good Ones Get Out)

Education
Jun 2, 2026
What is an enterprise incrementality platform?

What is an enterprise incrementality platform?

Education
May 28, 2026
Choosing a marketing measurement platform for media and entertainment

Choosing a marketing measurement platform for media and entertainment

Education
May 25, 2026
AI marketing measurement: What do you need in your stack?

AI marketing measurement: What do you need in your stack?

Education
May 24, 2026
What is causal marketing?

What is causal marketing?

Education
May 20, 2026
Meta is changing its attribution settings. Here’s what you need to know.

Meta is changing its attribution settings. Here’s what you need to know.

Education
May 19, 2026
Diversifying The Right Way: A Framework for Calculating the Marginal Efficiency of Your Marketing Channels

Diversifying The Right Way: A Framework for Calculating the Marginal Efficiency of Your Marketing Channels

Education
May 12, 2026
Three Lessons Marketers Can Learn From a Failing Football Club

Three Lessons Marketers Can Learn From a Failing Football Club

Education
Apr 27, 2026
Is Your Marketing ROI Real? A Brief History of Scanners and Sales

Is Your Marketing ROI Real? A Brief History of Scanners and Sales

Education
Apr 13, 2026
How to Run Geo Experiments During Sporting Events

How to Run Geo Experiments During Sporting Events

Education
Mar 16, 2026
How long should you run an incrementality test for?

How long should you run an incrementality test for?

Education
Mar 10, 2026
The Best Incrementality Testing Tools: How to Choose

The Best Incrementality Testing Tools: How to Choose

Education
Mar 9, 2026
How to Tie a Super Bowl Ad to Business Outcomes

How to Tie a Super Bowl Ad to Business Outcomes

Education
Feb 4, 2026
MTA vs. MMM: Choosing Between Multi-Touch Attribution and Marketing Mix Modeling

MTA vs. MMM: Choosing Between Multi-Touch Attribution and Marketing Mix Modeling

Education
Dec 26, 2025
MMM Software: What Should You Look For?

MMM Software: What Should You Look For?

Education
Dec 5, 2025
How are incrementality experiments different from A/B experiments?

How are incrementality experiments different from A/B experiments?

Education
Nov 5, 2025
How Traditional Marketing Mix Modeling (MMM) Works in 2025 — and Why It’s Evolving

How Traditional Marketing Mix Modeling (MMM) Works in 2025 — and Why It’s Evolving

Education
Oct 31, 2025
Marketing Measurement: The Fundamentals

Marketing Measurement: The Fundamentals

Education
Oct 19, 2025
Incrementality: The Fundamentals

Incrementality: The Fundamentals

Education
Oct 9, 2025
Marketing Attribution: The Fundamentals

Marketing Attribution: The Fundamentals

Education
Oct 3, 2025
Can You Measure The Incrementality of Out-Of-Home (OOH) Marketing?

Can You Measure The Incrementality of Out-Of-Home (OOH) Marketing?

Education
Sep 26, 2025
Trust In, Trust Out: Why An MMM Built on Experiments Yields More Accurate Results

Trust In, Trust Out: Why An MMM Built on Experiments Yields More Accurate Results

Education
Sep 17, 2025
What To Test in Q4: Advice from Haus Experts

What To Test in Q4: Advice from Haus Experts

Education
Sep 16, 2025
Marketing Mix Modeling (MMM) Fundamentals: A Modern Guide

Marketing Mix Modeling (MMM) Fundamentals: A Modern Guide

Education
Sep 15, 2025
Incrementality Experiments: A Comprehensive Guide

Incrementality Experiments: A Comprehensive Guide

Education
Sep 4, 2025
Optimizing Meta Ads: A Playbook for Brands

Optimizing Meta Ads: A Playbook for Brands

Education
Aug 15, 2025
Is Meta Incremental?

Is Meta Incremental?

Education
Aug 13, 2025
Geo Experiments: The Fundamentals

Geo Experiments: The Fundamentals

Education
Aug 7, 2025
When Is It Time To Start Incrementality Testing?

When Is It Time To Start Incrementality Testing?

Education
Jul 23, 2025
Why Incrementality? (And How to Start Testing)

Why Incrementality? (And How to Start Testing)

Education
Jul 11, 2025
What's The Difference Between Test-Calibrated MMM and Causal MMM?

What's The Difference Between Test-Calibrated MMM and Causal MMM?

Education
Jul 7, 2025
Incrementality Experiments: Best Practices and Mistakes to Avoid

Incrementality Experiments: Best Practices and Mistakes to Avoid

Education
Jul 1, 2025
Incrementality vs. Attribution: What's The Difference?

Incrementality vs. Attribution: What's The Difference?

Education
Jun 20, 2025
Building An Incrementality Practice: A Practical Guide

Building An Incrementality Practice: A Practical Guide

Education
Jun 13, 2025
Assembling A Marketing Measurement Plan

Assembling A Marketing Measurement Plan

Education
Jun 6, 2025
Incrementality Testing vs. Traditional MMM: What's The Difference?

Incrementality Testing vs. Traditional MMM: What's The Difference?

Education
May 30, 2025
Optimizing Your Paid Media Mix in Economic Uncertainty: Your 5-Step Playbook

Optimizing Your Paid Media Mix in Economic Uncertainty: Your 5-Step Playbook

Education
May 26, 2025
Incrementality Testing: The Fundamentals

Incrementality Testing: The Fundamentals

Education
May 22, 2025
Marketing Measurement: What to Measure and Why

Marketing Measurement: What to Measure and Why

Education
May 5, 2025
What You’re Actually Measuring in a Platform A/B Test

What You’re Actually Measuring in a Platform A/B Test

Education
May 1, 2025
Should I Build My Own MMM Software?

Should I Build My Own MMM Software?

Education
Apr 11, 2025
Understanding Incrementality Testing

Understanding Incrementality Testing

Education
Apr 2, 2025
How to Know If An Incrementality Test Result Is ‘Good’ – And What to Do About It

How to Know If An Incrementality Test Result Is ‘Good’ – And What to Do About It

Education
Mar 21, 2025
Getting Started with Causal MMM

Getting Started with Causal MMM

Education
Feb 24, 2025
Getting Started with Incrementality Testing

Getting Started with Incrementality Testing

Education
Feb 7, 2025
Incrementality School, E6: How to Foster a Culture of Incrementality Experimentation

Incrementality School, E6: How to Foster a Culture of Incrementality Experimentation

Education
Jan 16, 2025
Incrementality School, E5: Randomized Control Experiments, Conversion Lift Testing, and Natural Experiments

Incrementality School, E5: Randomized Control Experiments, Conversion Lift Testing, and Natural Experiments

Education
Nov 21, 2024
Incrementality School, E4: Who Needs Incrementality Testing?

Incrementality School, E4: Who Needs Incrementality Testing?

Education
Nov 14, 2024
Incrementality School, E3: How Do Brands Measure Incrementality?

Incrementality School, E3: How Do Brands Measure Incrementality?

Education
Nov 7, 2024
Incrementality School, E2: What Can You Incrementality Test?

Incrementality School, E2: What Can You Incrementality Test?

Education
Oct 31, 2024
What is Incrementality? (Incrementality School, Episode 1)

What is Incrementality? (Incrementality School, Episode 1)

Education
Oct 24, 2024
3 Ways to Perfect Your Prime Day Marketing Strategy

3 Ways to Perfect Your Prime Day Marketing Strategy

Education
Jun 26, 2024
Maximize Your Q4 Growth With 4 High-Impact, Low-Risk Tests

Maximize Your Q4 Growth With 4 High-Impact, Low-Risk Tests

Education
Nov 8, 2023
Why Maturing Direct to Consumer Brands Need to Run Incrementality Tests

Why Maturing Direct to Consumer Brands Need to Run Incrementality Tests

Education
Sep 15, 2023
5 Signs It’s Time to Invest in Incrementality

5 Signs It’s Time to Invest in Incrementality

Education
Aug 9, 2023
Why You Need a 3rd Party Incrementality Partner

Why You Need a 3rd Party Incrementality Partner

Education
Jul 6, 2023
How Automation Is Transforming Growth Marketing

How Automation Is Transforming Growth Marketing

Education
May 30, 2023
The Secret to Comparing Marketing Performance Across Channels

The Secret to Comparing Marketing Performance Across Channels

Education
Mar 2, 2023
Attribution vs Marketing Mix Modeling: Are Any Of Your Methods Precise?

Attribution vs Marketing Mix Modeling: Are Any Of Your Methods Precise?

Education
Feb 8, 2023
How to Use Causal Targeting to Save Money on Promotions

How to Use Causal Targeting to Save Money on Promotions

Education
Feb 1, 2023
Are Promotions Growing Your Business or Losing You Money?

Are Promotions Growing Your Business or Losing You Money?

Education
Feb 1, 2023
User-Level Attribution Is Out. Geo-Testing Is the Future.

User-Level Attribution Is Out. Geo-Testing Is the Future.

Education
Jan 27, 2023
Connecting Media Spend to Box Office Revenue

Connecting Media Spend to Box Office Revenue

Education
Marketing Mix Modeling: What's Changing?

Marketing Mix Modeling: What's Changing?

Education

Latest articles

Tags

AI
Amazon
AppLovin
Architect
Causal MMM
DTC
Enterprise
Experiment results
GeoLift
Google
Haus company news
Haus Spotlight
Incrementality School
iOS
Market Volatility
Measurement Strategy
Meta
MMM
Omnichannel
PMAX
Privacy
Retail
Science
TikTok
YouTube

Do YouTube Ads Still Perform?

Haus' Head of Strategic Insights Tyler Horner analyzes what’s held up since our last YouTube report, what’s shifted in the Demand Gen era, and best practices for YouTube in 2026.

Oct 14, 2026
Research Reports

Marketing Mix Modeling: Why Experiments Must Anchor MMM

Causal marketing mix modeling is only as strong as its experiments. Learn why experiment anchoring improves response curves, validation, and budget decisions.

Oct 1, 2026
Education

Haus Named in Forrester's Marketing Measurement And Optimization Platforms Landscape

Measurement that only explains what already happened doesn't help global enterprises decide what to fund next. So Haus built the stack differently.

Sep 30, 2026
Haus Platform

Marketing Mix Modeling in 2026: Which MMM Is Best for An Enterprise Business?

Compare five marketing mix modeling (MMM) options for enterprise teams: causal, open-source, consultant-led, test-calibrated, and traditional MMM.

Sep 30, 2026
Education

No More Fighting Complexity with Complexity: Why Haus Built Architect

Architect for Haus' Causal MMM is now live. VP of Product Greg Dale lays out just how much data busywork it deletes for marketers.

Sep 23, 2026
Haus Platform

The Good, The Bad, and the Ugly of Building In-House MMM

Haus' Senior Applied Scientist Ittai Shacham has built in-house MMM — so he's seen how the early promise of in-house MMM can slowly fade away as trust erodes.

Sep 23, 2026
Education

Can A Model Predict Incrementality?: An Interview with Professor Brett Gordon

Stanford Professor Brett Gordon sat down with Haus' Joe Wyer, Olivia Kory, and Phil Erickson to discuss his influential research around marketing measurement and incrementality.

Sep 22, 2026
Education

Measuring Impact from Day One: How to Measure Incrementality Without Historical Data

See how Haus ColdStart uses comparable KPIs to test the incrementality of new products, markets, and channels that lack historical data.

Aug 7, 2026
Haus Platform

Why Incrementality Testing Belongs with Your MMM and Where to Start

MMM alone can't beat multicollinearity and noise. See why incrementality testing should anchor your model, with real results from StockX and OluKai.

Aug 4, 2026
Education

Introducing Causal Attribution: An Evidence-Backed Method for Making Daily Spend Decisions

Causal Attribution uses experiments to debias attribution, giving marketers a reliable read on daily performance that isn’t based solely on clicks and views.

Jul 29, 2026
Haus Platform

Fast, Confident, and Wrong: The Risk of Noisy Incrementality Tests

We simulated a year of marketing decisions 36 million times. Accuracy protected the business. Volume didn't.

Jul 23, 2026
Research Reports

Is Meta’s Incremental Attribution Outperforming Standard Attribution?

A year ago, Haus data showed Meta’s standard attribution performing better than their Incremental Attribution setting. Fresh analysis tells a new story.

Jul 16, 2026
Research Reports

Why Your MMM Disagrees with How You Actually Plan

The model should adapt to the way your business actually decides — which goes as far as your experiments allow

Jul 16, 2026
Education

High Demand, Higher Stakes: Measurement During Peak Season

In this guide, we outline a better way to plan, test, and measure marketing during peak demand periods.

Jul 9, 2026
Education

How to Talk to Your Boss About Causal MMM

If you’re gearing up to propose a Causal MMM, then that probably means your current MMM isn’t cutting it, and you’re ready to make the case for something better. 

Jul 7, 2026
Education

GeoLift to cMMM: Getting more from your incrementality practice

GeoLift answers whether a channel worked. Causal MMM answers what to spend on each channel.

Jun 30, 2026
Education

Haus Names Olivia Kory Chief Marketing Officer

Four years ago, we were a small team with a big point of view. Today, we're trusted by the most sophisticated marketing organizations in the world.

Jun 29, 2026
Inside Haus

How Film Studios and Streamers Measure Marketing ROI

We analyzed dozens of incrementality experiments to learn how leading studios and streaming platforms use testing to answer the questions that matter most.

Jun 25, 2026
Research Reports

Is AppLovin More Than a Hype Channel?

AppLovin is proving it can drive efficient DTC growth — now the question is how durable that performance is as the channel matures.

Jun 18, 2026
Research Reports

Are You Ready for An MMM?

You're likely ready for an MMM when you’re no longer relying on just one or two channels and instead have activated a mix of channels. Let's dig deeper into what that looks like.

Jun 17, 2026
Education

Can An AI Agent Make Budget Decisions You’d Bet Your Business On?

Marketers have long made billion-dollar budget calls on incomplete data. Architect is built to change that.

Jun 3, 2026
Haus Platform

Why Enterprise Marketing Teams Stay Stuck on Bad Data (And How the Good Ones Get Out)

Most enterprise teams know their marketing data isn't good enough. Haus Enterprise Measurement Strategist Kevin Keeley knows a thing or two about where the best ones start.

Jun 2, 2026
Education

How to Turn Your MMM Into A Decision Engine, with Haus’ Hannah Perez

For many enterprise businesses, their traditional MMM is packed with data but not actionable. Here's how Haus' Hannah Perez helps them operationalize MMM and experiments.

Jun 1, 2026
Inside Haus

What is an enterprise incrementality platform?

Every marketing team is running the same race: spend is growing, channels are multiplying, and the finance team wants to know whether any of it is actually working.

May 28, 2026
Education

Choosing a marketing measurement platform for media and entertainment

Media and entertainment companies don't have a measurement problem; they have several, stacked on top of each other in ways that make standard measurement tools look inadequate before you've even started.

May 25, 2026
Education

AI marketing measurement: What do you need in your stack?

Most marketing teams are spending money on measurement. The harder question is whether they're measuring the right things, with the right tools, in a way that actually leads to better decisions.

May 24, 2026
Education

What is causal marketing?

Incrementality is the marketing term for causality. An incremental conversion is one that resulted specifically from ad exposure, meaning it wouldn't have happened without the marketing.

May 20, 2026
Education

Meta is changing its attribution settings. Here’s what you need to know.

Meta is overhauling its attribution settings, including a new Incremental Attribution option. Here's what's changing and how to test what works for your brand.

May 19, 2026
Education

Diversifying The Right Way: A Framework for Calculating the Marginal Efficiency of Your Marketing Channels

An effective channel diversification strategy starts with grounding your thinking in marginal efficiency — not average efficiency. Here's how to do that.

May 12, 2026
Education

Three Lessons Marketers Can Learn From a Failing Football Club

What Tottenham’s collapse reveals about the right — and wrong — way to use advanced analytics.

Apr 27, 2026
Education

Is Your Marketing ROI Real? A Brief History of Scanners and Sales

When brands cut prospecting to chase ROAS, they stop replenishing future demand – and history illustrates what happens next.

Apr 13, 2026
Education

Meta’s Attribution Overhaul: What Marketers Should Do Next

Meta’s attribution changes could be affecting more than your reporting. Here's why you should retest your setup and how to use lift tests to settle the debate.

Apr 7, 2026
Industry News

How Haus’ Tom O’Bara helps billion-dollar enterprises with their biggest marketing investment decisions

Learn how Haus’ Tom O’Bara helps global brands and studios run impactful incrementality tests and answer their hardest measurement questions.

Mar 31, 2026
Inside Haus

How to Run Geo Experiments During Sporting Events

We unpack how Haus uses covariate stratification to help enterprise streaming platforms, broadcasters, and sportsbooks accurately measure the impact of ads run during live sports.

Mar 16, 2026
Education

How long should you run an incrementality test for?

We offer heuristics for determining test duration based on data from thousands of Haus tests and advice from Haus Measurement Strategists.

Mar 10, 2026
Education

The Best Incrementality Testing Tools: How to Choose

Whether you’re actively evaluating incrementality platforms or simply curious to learn more, consider this checklist your first stop.

Mar 9, 2026
Education

How Haus Scales Causal Marketing Measurement Without Human Bias

How automating hundreds of causal models a week – and grading them with a blind exam – yields better outcomes for businesses.

Feb 24, 2026
Research Reports

How to Tie a Super Bowl Ad to Business Outcomes

The Haus playbook for measuring tentpole brand campaigns

Feb 4, 2026
Education

From Guesswork to Causal Truth: Measurement Lifer Feliks Malts’ Best Practices for Incrementality Testing

Haus’ Feliks Malts has partnered with hundreds of teams on their incrementality testing programs. Here's how he ensures they're set up to drive real business impact.

Jan 28, 2026
Inside Haus

Causal Intelligence, Explained: How AI Powers Incrementality Testing at Haus

Haus is built on AI and machine learning that strengthens the speed, accuracy, and reliability of incrementality tests.

Jan 8, 2026
Haus Platform

MTA vs. MMM: Choosing Between Multi-Touch Attribution and Marketing Mix Modeling

Let's unpack the differences between multi-touch attribution (MTA) and marketing mix modeling (MMM) and when each approach comes in handy for marketers.

Dec 26, 2025
Education

Measuring Big Brand Moments With Time Tests

Now live in the Haus app, Time Tests estimate the incremental impact of a significant change to your business when test and control groups aren’t feasible.

Dec 15, 2025
Haus Platform

The Cyber Week Incrementality Report: How CTV, YouTube, and Paid Social Drive ROI

We analyzed over a hundred incrementality tests before, during, and after BFCM 2025 and uncovered dramatic delayed conversion effects.

Dec 11, 2025
Research Reports

MMM Software: What Should You Look For?

We discuss some of the key questions to ask a potential MMM provider — and the importance of prioritizing causality.

Dec 5, 2025
Education

The TikTok Report

Can TikTok scale? How much omnichannel impact does TikTok have? Haus’ analyses of hundreds of TikTok incrementality tests answers these questions and more.

Dec 4, 2025
Research Reports

Causal Intelligence: How AI Works in Haus

Haus' AI-driven platform unleashes scientific rigor, reduces manual errors, and makes complex analytics accessible and actionable for every marketer.

Nov 21, 2025
Haus Platform

Why Identification Matters: Changing How We Think About MMM

Identification is all about teasing out real causal relationships between tactics and outcomes — and it's the backbone of Haus’ Causal MMM.

Nov 11, 2025
Haus Platform

How are incrementality experiments different from A/B experiments?

Use A/B testing to optimize and incrementality testing to prove impact. Dive into differences, use cases, and how to pick the right test.

Nov 5, 2025
Education

How Traditional Marketing Mix Modeling (MMM) Works in 2025 — and Why It’s Evolving

Traditional marketing mix modeling (MMM) often relies on linear regression to illustrate correlation, not causation — but that's changing.

Oct 31, 2025
Education

“It Felt Like A Civic Duty”: Why MMM Specialist Arthur Anglade Joined Haus

Haus Principal Measurement Strategy Specialist Arthur Anglade has seen a lot of MMMs in his day. He sits down to explain why Causal MMM is different.

Oct 22, 2025
Inside Haus

Marketing Measurement: The Fundamentals

Learn the fundamentals of marketing measurement — from ROAS and MMM to incrementality testing — and discover how to measure true campaign impact.

Oct 19, 2025
Education

Introducing Causal MMM

Meet Causal MMM: A marketing mix model that inspires trust, provides clarity, and drives smart marketing investments.

Oct 16, 2025
Haus Platform

Incrementality: The Fundamentals

Let's explore incrementality from every angle — what it is, what you can test, and what you need to get started.

Oct 9, 2025
Education

World-Renowned Economist Susan Athey Joins Haus As Scientific Advisor

In this Q&A, John Bates Clark Medal-winning economist Susan Athey discusses why Haus is a company she just had to be a part of.

Oct 6, 2025
Inside Haus

Marketing Attribution: The Fundamentals

Discover what marketing attribution is, how it works, its pros and cons in 2025, and why incrementality testing provides a more precise measure of ROI.

Oct 3, 2025
Education

When Is Branded Search Worth the Investment?

Our large-scale analysis of real-world, branded search incrementality experiments unpacks when branded search is most effective and how best to leverage it.

Sep 29, 2025
Research Reports

Can You Measure The Incrementality of Out-Of-Home (OOH) Marketing?

Experiments reveal causality and establish the ground truth for cross-channel decision-making — even when it comes to OOH campaigns.

Sep 26, 2025
Education

How Hoon Hong Uses Testing To Help Haus Customers Sharpen Their Storytelling

Learn how Haus Measurement Strategist Hoon Hong uses incrementality tests to sharpen brands' storytelling and connect with key audiences.

Sep 23, 2025
Inside Haus

Trust In, Trust Out: Why An MMM Built on Experiments Yields More Accurate Results

Traditional MMM fails on bad data. Learn how Haus treats experiments as ground truth, taming noise and multicollinearity for trustworthy guidance.

Sep 17, 2025
Education

What To Test in Q4: Advice from Haus Experts

Haus experts offer four useful, non-obvious incrementality tests that can prepare you for the busiest period of the marketing calendar.

Sep 16, 2025
Education

Marketing Mix Modeling (MMM) Fundamentals: A Modern Guide

Explore key concepts, benefits, and practical steps around MMMs — helping you measure and optimize marketing effectiveness.

Sep 15, 2025
Education

Incrementality Experiments: A Comprehensive Guide

We explore incrementality experiments from all angles — what they are, why they matter, and how they translate into business impact.

Sep 4, 2025
Education

Optimizing Meta Ads: A Playbook for Brands

From balancing the funnel to optimizing creative, our new guide has data-backed tips for improving performance on Meta.

Aug 15, 2025
Education

Is Meta Incremental?

We analyzed 640 Meta experiments on the Haus platform, revealing key insights into Meta's incrementality.

Aug 13, 2025
Education

Geo Experiments: The Fundamentals

Explore geo experiments from all angles — what they are, why they matter, and how you can use them to measure incremental impact.

Aug 7, 2025
Education

GeoFences: Precise Geographic Control for Marketing Experiments

GeoFences enable you to exclude markets from your test that aren’t relevant to your business — helping you focus more deeply on the ones that are.

Aug 6, 2025
Haus Platform

The Meta Report: Lessons from 640 Haus Incrementality Experiments

An exclusive Haus analysis show Meta is incremental in most cases — but is the platform's move toward automation improving incremental efficiency?

Jul 28, 2025
Research Reports

When Is It Time To Start Incrementality Testing?

At our Open Haus AMA, a customer asked us: “How do you know when a brand is at the scale where investing in an incrementality tool makes sense?”

Jul 23, 2025
Education

Why Incrementality? (And How to Start Testing)

In our recent Open Haus AMA, we were asked why incrementality has become such a buzzword in marketing. Let's dive in.

Jul 11, 2025
Education

Run Cleaner, More Accurate Holdout Tests with Haus Commuting Zones

Based on open source mobility data collected from mobile phone GPS data, Haus Commuting Zones minimize spillover and improve test accuracy.

Jul 9, 2025
Haus Platform

What's The Difference Between Test-Calibrated MMM and Causal MMM?

Sometimes used interchangeably, it’s worth clearly distinguishing between these two approaches and what they accomplish.

Jul 7, 2025
Education

Incrementality Experiments: Best Practices and Mistakes to Avoid

Incrementality testing requires proper design and intentional analysis. Let's walk through some best practices (and potential mistakes).

Jul 1, 2025
Education

How An Applied Math Professor Turns Her Expertise Into Impact at Haus

We talked to Senior Technical Fellow Vanja Dukic about her journey to Haus and how Haus lets academics translate their knowledge into action. 

Jun 26, 2025
Inside Haus

Haus Launches Fixed Geo Tests to Measure Billboards, Regional, and OOH Activations

Haus’ exclusive Fixed Geo Tests enable marketers to rigorously measure campaigns that are traditionally difficult to quantify.

Jun 23, 2025
Haus Platform

Incrementality vs. Attribution: What's The Difference?

Dive into the key differences between attribution and incrementality — how each approach works, when they're useful, and key pros and cons.

Jun 20, 2025
Education

Building An Incrementality Practice: A Practical Guide

Building an incrementality practice is vital for any brand that's trying to improve decision making. Let's explore how to get started.

Jun 13, 2025
Education

How Victoria Brandley Went from Early Haus Customer to Haus Measurement Strategist

Measurement Strategist Victoria Brandley walks us through her full-circle journey to Haus and how she became an incrementality believer.

Jun 9, 2025
Inside Haus

Assembling A Marketing Measurement Plan

Let’s walk through how to build a marketing measurement plan that puts experimental data at the center.

Jun 6, 2025
Education

What Brands Should Be Thinking About In Advance of Prime Day 2025

Our Measurement Strategists explain which tests can make a difference as you prep for Prime Day 2025.

Jun 5, 2025
Industry News

Incrementality Testing vs. Traditional MMM: What's The Difference?

Let's explore some of the differences between traditional media mix modeling and incrementality testing.

May 30, 2025
Education

Optimizing Your Paid Media Mix in Economic Uncertainty: Your 5-Step Playbook

When macroeconomic conditions shift, marketers should proactively partner with finance, understand how budgets may change, and test for efficiency.

May 26, 2025
Education

Incrementality Testing: The Fundamentals

Incrementality testing isolates true campaign impact — giving you clarity, confidence, and a case your CFO will love.

May 22, 2025
Education

Marketing Measurement: What to Measure and Why

This guide outlines the metrics, testing methods, and proven frameworks you can use to measure marketing effectiveness in 2025.

May 5, 2025
Education

Why An Econometrics PhD Left Meta To Tackle Big Causal Questions at Haus

Senior Applied Scientist Ittai Shacham walks us through life on the Haus Science team and the diverse expertise needed to build causal models.

May 2, 2025
Inside Haus

What You’re Actually Measuring in a Platform A/B Test

Platform creative tests may not meet the definition of a causal experiment, but they can be performance optimization tool within the bounds of the algorithm.

May 1, 2025
Education

Beyond the Buzzwords: Why Transparency Matters in Incrementality Testing

Brands need to have complete information to make responsible decisions like their company depends on it.

Apr 29, 2025
Haus Platform

Should I Build My Own MMM Software?

Let's unpack the pros and cons of building your own in-house marketing mix model versus working with a dedicated measurement partner.

Apr 11, 2025
Education

Why An Analytics Expert Left Agency Life to Become Haus' First Measurement Strategist

Measurement Strategy Team Lead Alyssa Francis sat down with us to discuss how she pushes customers to challenge the testing status quo.

Apr 10, 2025
Inside Haus

Understanding Incrementality Testing

Fuzzy on some of the nuances around incrementality testing? This guide goes deep, unpacking detailed examples and step-by-step processes.

Apr 2, 2025
Education

How to Know If An Incrementality Test Result Is ‘Good’ – And What to Do About It

Plus: What to do when a test result is incremental but not profitable, and a framework for next steps after a test.

Mar 21, 2025
Education

Why A Leading Economist From Amazon Came to Haus to Democratize Causal Inference

We sit down with Principal Economist Phil Erickson to talk about Haus’ “unhealthy obsession” with productizing causal inference.

Mar 19, 2025
Inside Haus

Haus x Crisp: Measure What Matters in CPG Marketing

When real-time retail data meets incrementality testing, CPG brands can finally measure what’s working and optimize ad spend with confidence.

Mar 13, 2025
Inside Haus

Why Magic Spoon’s Former Head of Growth Embraces Incrementality at Haus

In our first episode of Haus Spotlight, we speak to Measurement Strategist Chandler Dutton about the in-the-weeds approach Haus takes with customers.

Mar 10, 2025
Inside Haus

Do YouTube Ads Perform? Lessons From 190 Incrementality Tests

An exclusive Haus analysis shows YouTube often delivers powerful new customer acquisition and retail halo effects that traditional metrics miss.

Mar 6, 2025
Research Reports

Getting Started with Causal MMM

Causal MMM isn’t rooted in historical correlational data – it’s rooted in causal reality.

Feb 24, 2025
Education

A First Look at Causal MMM

Causal MMM is a new product from Haus founded on incrementality experiments. Coming 2025.

Feb 19, 2025
Haus Platform

Would You Bet Your Budget on That? The Case for Honest Marketing Measurement

Acknowledging uncertainty enables brands to make better, more profitable decisions.

Feb 14, 2025
Research Reports

Getting Started with Incrementality Testing

As the customer journey grows more complex, incrementality testing helps you determine the true, causal impact of your marketing.

Feb 7, 2025
Education

Matched Market Tests Don't Cut It: Why Haus Uses Synthetic Control in Incrementality Experiments

Haus’ synthetic control produces results that are 4x more precise than those produced by matched market tests.

Jan 28, 2025
Haus Platform

Incrementality School, E6: How to Foster a Culture of Incrementality Experimentation

Having the right measurement toolkit for your business is only meaningful insofar as your team’s ability to use that tool.

Jan 16, 2025
Education

Geo-Level Data Now Available for Amazon Vendor Central Brands

Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.

Jan 6, 2025
Industry News

2025: The Year of Privacy-Durable Marketing Measurement

Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.

Dec 28, 2024
Haus Platform

Meta Shares New Conversion Restrictions for Health and Wellness Brands

Developing story: Starting in January 2025, some health and wellness brands may not be able to measure lower-funnel conversion events on Meta.

Nov 25, 2024
Industry News

Incrementality School, E5: Randomized Control Experiments, Conversion Lift Testing, and Natural Experiments

Sure, the title's a mouthful – but attributing changes in data (ex: ‘my KPI went up') to certain factors (ex: ‘we increased ad spend’) is hard to do well.

Nov 21, 2024
Education

Incrementality School, E4: Who Needs Incrementality Testing?

As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.

Nov 14, 2024
Education

Incrementality School, E3: How Do Brands Measure Incrementality?

Traditional MTAs and MMMs won't measure incrementality – but geo experiments reveal clear cause, effect, and value.

Nov 7, 2024
Education