Mistplay’s SVP of Marketing on How Incrementality Testing Changed How They Allocate Budget
Apr 14, 2026
We actually got a 6x return on the cost of the tool just by redeploying these dollars from one channel to another. As a marketer, that was one of my proudest moments — getting to say, I'm driving more revenue as a result of getting smarter about my measurement.
Noa Gutterman
SVP of Marketing, Mistplay
Noa Gutterman
SVP of Marketing, Mistplay
What does it look like when marketing measurement informs efficient spend decisions? Noa Gutterman, SVP of Marketing at Mistplay, breaks it down.After integrating Haus into their marketing stack, Mistplay shifted from last-touch MMP data to incrementality-first budget decisions — and the results spoke for themselves: a 6X return on the cost of Haus, achieved by redeploying spend across channels based on incrementality testing.
In this video, Noa shares:
- Why last-touch attribution wasn't giving Mistplay the full picture
- How incrementality testing unlocked measurement for hard-to-measure channels like connected TV, influencer, and linear TV
- What it looks like to confidently explain marketing measurement results to executive leadership
- Why Haus became an integral component of Mistplay’s marketing stack
If you’re a performance marketer trying to move beyond vanity metrics and make smarter budget decisions, this one's for you.
