In our first-ever Open Haus AMA, Olivia Kory, Tyler Horner, and Stephen Barston answer all your questions about marketing incrementality.

They cover foundational topics for those new to the concept, including when a brand is ready for incrementality testing (8:00) and what a step-in approach to incrementality might look like (11:51).

Then the team dives into some tactical, in-depth questions, including:

- What an ideal testing roadmap looks like (24:29)

- What constitutes a good vs. a bad result (28:18)

- How to test creative strategy (38:51)

- Why you need experiments if you already use MMM (45:19)

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Timestamps:

[00:02:37] - Introductions: Meet the panel of incrementality experts.

[00:06:00] - Why incrementality is a big deal and how to get started.

[00:08:00] - When is a brand at the right scale to invest in tools like Haus or MMM?

[00:11:51] - How can smaller businesses with limited budgets benefit from incrementality?

[00:16:30] - What are the biggest operational hurdles to incorporating incrementality testing?

[00:19:30] - What is a holdout test and why is it used to measure incrementality?

[00:21:13] - Will running holdout tests disrupt performance or reset campaign learnings?

[00:24:29] - What does an ideal testing roadmap look like?

[00:28:18] - What constitutes a good vs. a bad result (and how to react when iROAS is less than 1)?

[00:38:51] - How should you test creative strategy?

[00:41:09] - How to approach testing when your product has a long time-to-conversion.

[00:45:19] - Why do you need experiments if you already use Media Mix Modeling (MMM)?

[00:57:15] - Should you run different tests during high and low seasons?

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Connect with Us:

🌐 Website: https://haus.io/

📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/

📱 Tyler's LinkedIn: https://www.linkedin.com/in/tyler-horner-73a330107/

📱 Stephen's LinkedIn: https://www.linkedin.com/in/stephen-barston/