Research Reports
The latest data-driven research and thought leadership from the Haus team.
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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How to Tie a Super Bowl Ad to Business Outcomes
The Haus playbook for measuring tentpole brand campaigns
Feb 4, 2026
Education
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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
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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
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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
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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
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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
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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
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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
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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
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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
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“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
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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
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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
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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
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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
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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
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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
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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
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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
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Is Meta Incremental?
We analyzed 640 Meta experiments on the Haus platform, revealing key insights into Meta's incrementality.
Aug 13, 2025
Education
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Getting Started with Causal MMM
Causal MMM isn’t rooted in historical correlational data – it’s rooted in causal reality.
Feb 24, 2025
Education
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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
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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
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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
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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
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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
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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
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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
Incrementality School, E2: What Can You Incrementality Test?
Haus’ Customer Marketing Lead Maddie Dault and Success Team Lead Nick Doren dive into what you can incrementality test – and why now's the time.
Oct 31, 2024
Education
What is Incrementality? (Incrementality School, Episode 1)
To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.
Oct 24, 2024
Education
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Inside the Offsite: Why Haus?
At this year's offsite, we dove into why – of all the companies, options, and career paths out there – our growing team chose Haus.
Oct 17, 2024
Inside Haus
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