The Incrementality Blog

Fuzzy on some of the nuances around incrementality testing? This guide goes deep, unpacking detailed examples and step-by-step processes.

We discuss some of the key questions to ask a potential MMM provider — and the importance of prioritizing causality.

Plus: What to do when a test result is incremental but not profitable, and a framework for next steps after a test.

We sit down with Principal Economist Phil Erickson to talk about Haus’ “unhealthy obsession” with productizing causal inference.

When real-time retail data meets incrementality testing, CPG brands can finally measure what’s working and optimize ad spend with confidence.

In our first episode of Haus Spotlight, we speak to Measurement Strategist Chandler Dutton about the in-the-weeds approach Haus takes with customers.

An exclusive Haus analysis shows YouTube often delivers powerful new customer acquisition and retail halo effects that traditional metrics miss.

Causal MMM isn’t rooted in historical correlational data – it’s rooted in causal reality.

Causal MMM is a new product from Haus founded on incrementality experiments. Coming 2025.

Acknowledging uncertainty enables brands to make better, more profitable decisions.

Let's explore incrementality from every angle — what it is, what you can test, and what you need to get started.

As the customer journey grows more complex, incrementality testing helps you determine the true, causal impact of your marketing.

Haus’ synthetic control produces results that are 4x more precise than those produced by matched market tests.

Having the right measurement toolkit for your business is only meaningful insofar as your team’s ability to use that tool.

Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.

Traditional marketing mix modeling (MMM) often relies on linear regression to illustrate correlation, not causation.

Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.

Developing story: Starting in January 2025, some health and wellness brands may not be able to measure lower-funnel conversion events on Meta.

Sure, the title's a mouthful – but attributing changes in data (ex: ‘my KPI went up') to certain factors (ex: ‘we increased ad spend’) is hard to do well.

Whether you’re actively evaluating incrementality platforms or simply curious to learn more, consider this checklist your first stop.

As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.

Traditional MTAs and MMMs won't measure incrementality – but geo experiments reveal clear cause, effect, and value.

Haus’ Customer Marketing Lead Maddie Dault and Success Team Lead Nick Doren dive into what you can incrementality test – and why now's the time.

To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.

At this year's offsite, we dove into why – of all the companies, options, and career paths out there – our growing team chose Haus.

A note from Zach Epstein, Haus CEO.

The news leaves advertisers swimming in uncertainty — which is why it’s so important to test before the change.

Post-treatment windows offer a unique glimpse into the lingering impacts of advertising campaigns after they’ve concluded.

We analyzed experiments from leading brands to understand the incremental impacts of including vs. excluding branded terms in PMAX campaigns.

“We ran the test of cutting spend pretty significantly and it turns out a lot of that spend was not incremental,” says Aaron Zagha, Newton Baby CMO.

Causal Attribution syncs your ad platform data with your experiment results to provide a daily read on which channels drive growth.

With this additional support, Haus is well-positioned to deepen our causal inference capabilities and announce a new product: Causal Attribution.

Think Amazon ads are the only effective marketing channel for Prime Day? Think again.

Not testing during your busy season may be costing you more than you think.

The media strategy that gets DTC brands from zero to one does not get them from one to ten.

5 common signs that indicate it is definitely time to start investing in incrementality.

Haus raises $17M Series A led by Insight Partners to build the future of growth intelligence.

While additional data can be useful, we must question whether this new rollout is truly a solution or merely another diversion.

Are you stuck wondering if you should be using 3rd party incrementality studies, ad platform lift studies, or trying to design your own? Find out here.

A single press release vaguely confirmed that Apple will continue its assault on user level attribution. Here, I unpack what I think it means for growth marketing.

As platforms force more automation, the role of the media buyer is evolving. Read on to learn what to expect and what levers are left to pull.

It is profitable to ignore statistical significance when making marketing investments.

While incrementality is better than relying on attribution alone, comparing them as-is is challenging. Thankfully, there’s a better way to get an unbiased data point regardless of the channel.

Learn which common marketing measurement tactics are accurate, precise, neither or both.

Leverage causal targeting to execute promotions that are actually incremental for your business.

Promotions, despite their potential power and ubiquity, are actually hard to execute well.

Geotesting is a near-universal approach for measuring the incremental effects of marketing across both upper and lower funnel tactics.

We are building Haus to democratize access to world-class decision science tools.