The challenge
Modern lawn care brand Sunday knows a thing or two about timing: Consumer lawn care demand peaks over the weekends, making Saturdays and Sundays disproportionately important to hitting business performance goals.Â
To set themselves up for success, the Sunday marketing team huddles every Monday to review weekend performance, optimize budgets, and decide on strategic media allocation for the week ahead. But as the company grew throughout 2025, they lacked reliable causal measurement to guide their budget and reallocation decisions. Platform reporting fell short, high seasonality limited opportunities with continuous geo-testing, and traditional MMMs only delivered insights on a monthly cadence at best – hardly the pace the business demanded.
What Sunday needed was a dynamic, causal solution that could keep up with the reality of Sunday’s operations – from weekly planning to seasonal spikes. They found it in Haus’ Causal MMM (cMMM).
The solution
To help Sunday achieve their business goals, Haus delivers an up-to-date Causal MMM read every Monday morning with data from the week prior – so the team kicks off with a clear, causal view of performance.Â
To guide spend across both core channels like Meta and newer test channels, Sunday relies on Causal MMM response curves built from a combination of GeoLift and Meta Conversion Lift studies. Haus connects these signals by anchoring absolute incrementality with GeoLift where tests exist, while using Conversion Lift to extend coverage across spend ranges and scenarios not captured by geo tests.
As advertising efficiency shifts over time, Causal MMM accounts for these changes by dynamically weighting experiments, ensuring older or out-of-season tests remain representative of the current planning period. The result is a fast, reliable system that surfaces seasonality and performance shifts early — and gives the Sunday team a trusted, causal readout they use directly to make weekly planning decisions with confidence.
The result
With Haus Causal MMM, Sunday redefined how they operate week over week, turning measurement into a true growth engine rather than a retrospective exercise.Â
While prior measurement relied on directional signals and triangulation, Causal MMM now provides a single, unified view of last week's performance that the team acts on each Monday morning. Channel owners can confidently make same-week budget and pacing adjustments to capitalize on emerging trends and seasonal shifts, while leadership plans for growth against a response curve that’s grounded in real-world GeoLift testing and scalable across spend levels – giving Sunday the clarity and confidence to scale what works.
