CommerceNext Session Recap: How Newton Baby Uses Incrementality Experiments to Maximize ROI

In June 2024, Haus CEO Zach Epstein sat down with Haus customer and Newton Baby CMO Aaron Zagha at CommerceNext to walk through Newton Baby's learnings from running incrementality experiments. From test ideation to business impact, they cover everything from halo effects of TikTok and Meta campaigns on Amazon sales to how a 50% cut in ad spend led to only a 1% drop in sales.

“Often folks will think about the cost of testing, and they won’t think about the opportunity cost of not testing," says Zach. "It’s not like the data will emerge out-of-the-blue that tells you the opposite story. You really need to generate the intervention and run an experiment.”