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Beyond Meta and Google: A Framework For Diversifying Your Media Mix

Episode 18
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Olivia is joined by Haus Measurement Strategist Dean Gordon for a deep dive into channel diversification. Dean explains:

  • Why brands want to diversify (3:54)
  • The important distinction between average and marginal returns (7:15)
  • The three incrementality tests that help you calculate marginal efficiency (11:38)
  • The pros and cons of these different approaches to calculating marginal efficiency (14:47)
  • The consequences of not understanding channel saturation points (18:58)
  • The importance of patiently improving your channels (22:56)
  • How to think about the scalability of secondary channels (23:17)
  • How MMM can supercharge your diversification efforts (28:40)
  • A summary of Dean's diversification framework (33:12)

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