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)
