Articles tagged: MMM

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

5 common signs that indicate it is definitely time to start investing in incrementality.

Learn which common marketing measurement tactics are accurate, precise, neither or both.