Introducing Causal MMM

Today’s a big day at Haus: Causal MMM is now available.

Causal MMM is the result of more than a year of work with design partners — brands who needed models they could trust when moving millions of dollars in ad spend. We’ve been heads down building, testing, and refining until we got it right: Marketing mix modeling (MMM) that’s accurate, predictive, and grounded in causality.

If you’re a marketer, you know the problem: Data is messy, signals are noisy, and yet you’re under pressure to make decisions with confidence. Most marketers who have tried MMM have experienced firsthand the shortcomings of traditional approaches — tools that tend to be overly complex yet underwhelming, slow to deliver, opaque in their methods, and reliant on correlational signals that are hard to trust. BCG reports that 68% of companies don’t act on MMM results when allocating budgets — despite the typical high cost of those models.

At Haus, we believe incrementality experiments are the single most reliable way to measure causation. They should be the cornerstone of any modern measurement stack. But here’s the issue: Most brands have a siloed measurement stack consisting of MMM, incrementality test results, and click-based reporting that don't speak to each other. Over time, this fragmented approach leads to inefficient budget decisions.

“We watched too many customers struggle to get value from their MMMs. Even when they attempted to calibrate those MMMs with incrementality data, the models weren't flexible enough to effectively handle it,” said Gillian Heltai, Haus' Chief Operating Officer.

So we set out to build something better. Causal MMM combines the predictive power of MMM with the most scientifically robust experimentation platform in the market — in one platform. It also provides a new way for Haus customers to track the impact of channels that are difficult to geo-test, like out-of-home, influencer, podcast, and linear TV. 

Causal MMM — now in open Beta — represents the next step in our evolution toward a complete, causality-based measurement platform.

This is just the beginning. We have more exciting announcements on the horizon, but today is about opening the doors so that everyone can get an MMM they can rely on when allocating budgets.

Want to see Causal MMM for yourself?
Sign up for a demo or, if you’re already a Haus customer, reach out directly to your Haus Measurement Strategist.