Brian Borkowski joins Open Haus to discuss marketing measurement in a post-cookie era, focusing on his experiences at Hulu and FanDuel. Brian shares insights on incrementality testing, the challenges of shifting organizational mindsets, and the value of experimentation in marketing. He also discusses the integration of media mix modeling with incrementality testing and the benefits of partnering with Haus for advanced marketing measurement.
Notable moments:
- [00:00:00] - Introduction and background of Brian Borkowski
- [00:03:58] - Brian's journey into incrementality testing and its importance
- [00:08:54] - Discussion on media mix modeling and its role in marketing strategy
- [00:12:02] - The importance of increasing testing velocity and making data-driven decisions
- [00:18:28] - Challenges and strategies for driving cultural change towards experimentation
- [00:23:38] - The value of working with Haus for incrementality testing
- [00:27:38] - How Haus complements internal data science teams
- [00:29:32] - Q&A session begins
- [00:32:43] - Closing remarks and wrap-up
