Open Haus

Olivia sits down with Haus Measurement Strategist Tarek Benchouia to share their most valuable learnings, most surprising data points, and most enduring lessons drawn from the thousands of Haus tests run in 2025. Then they round out the episode with some reader questions. And the winner is...

Least Surprising Learning of 2025 (3:15)

Biggest Gotcha Moment of 2025 (11:50)

Most Controversial Learning of 2025 (22:28)

Most Valuable Lesson of 2025 (26:04)

Olivia and Tarek's Favorite Case Studies of 2025 (32:22)

Mailbag: Measuring Brand Moments and Heuristics for Test Length (38:22)

In this episode of Open Haus Playbook, Olivia sits down with Haus Applied Scientist Morgan Stockham to learn how Time Tests help teams measure the impact of big marketing bets — think Super Bowl ads, major influencer collabs, or a major tentpole event.

Olivia and Morgan cover:

• The basics of Time Tests (3:05)
• Some "under the hood" modeling information (9:12)
• Geotests vs. Time Tests (11:15)
• How to use Time Test results in an MMM (15:31)
• A live demo of Time Tests in the Haus app (20:07)

That's right — Time Tests are available today in the Haus app. Learn more about how they work here.

After working together at TextNow, Raquel Alexander (CMO, Ex-Nav/EA/Shutterfly) and Evan Fein (CFO, Omnidian) learned exactly what it takes to build a strong CMO-CFO relationship. 

They sat down with Olivia Kory to discuss:

• How vulnerability and transparency built trust (2:49)

• The most important thing a CMO can do for a CFO (6:08)

• Why marketers need to act as owners (8:11)

• How Raquel and Evan aligned on metrics (10:11)

• What Evan wishes CMOs knew more about finance (14:21)

• What Raquel wishes CFOs knew more about marketing (16:28)

• How Raquel gets finance partners on board with incrementality (20:48)

• The moment Evan bought into incrementality (23:28)

• What not to do when operationalizing incrementality as a CMO (25:05)

Olivia sits down with Haus Measurement Strategy Lead Ike Armstrong to outline how marketers should structure their Google Ads account amid the platform’s growing suite of AI-powered campaign types and evolving consumer search behavior. They cover:

How consumer search behavior is changing (3:53)

How marketers’ day-to-day workflow is shifting in Google (8:02)

How you should structure your Google account in 2025 (19:03)

How to balance Search + Shopping campaigns vs. AI-driven campaigns (25:37)

Why (and how) to isolate brand/non-brand terms (32:15)

Should you be using AI Max? (35:45)

How can brands show up better in AI Overviews? (40:04)

Common mistakes Ike sees brands make inside Google (42:10)

Auditing Google’s AI-led ad products (45:22)

Connect with us!

🌐 Website: https://haus.io/

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

📱 Ike's LinkedIn: https://www.linkedin.com/in/ike-armstrong/

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/

In an of-the-moment Open Haus, Michael Wieder and Olivia Kory sit down to discuss the realities of tariffs on consumer businesses. They cover:

• Thinking about the right decisions, not fast decisions

• Long-term vs. short-term supply chain considerations

• Price changes and protecting consumers

• Open dialogues across manufacturers, retail partners, and even competitors

• How brands should be thinking about their P&Ls right now

• How marketing teams can be thinking about overall strategy, paid efficiency, and partnering with finance

• Where to stay up-to-date on the latest reliable information

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Connect with Us:

🌐 Website: https://haus.io/

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

📱 Michael's LinkedIn: https://www.linkedin.com/in/michael-wieder-1a712515/

When a brand goes global, everything gets a bit more complex. Juan Bongiovanni, Chief Marketing Officer at N26, knows this firsthand. Having overseen growth and marketing at giants like Trade Republic, Netflix, and Quibi, Juan has thought deeply about what it takes to scale a brand internationally without losing what makes it unique.

On Thursday, March 6, at 10am PT / 1pm ET / 7pm CET, he joined our Head of Strategy Olivia Kory for this latest session Open Haus to have a conversation about scaling a brand across multiple countries. He shared strategic insights on:

✅ The value in focusing on similarities, rather than differences, when scaling globally

✅ Regulations – the good, the bad, and the ugly

✅ The logistics of pivoting away from the correlation-based metrics to incrementality testing

✅ Why skepticism and humility are so important in marketing

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Connect with Us:

🌐 Website: https://haus.io/

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

📱 Juan's LinkedIn: https://www.linkedin.com/in/juanbongiovanni/

Q5 might be invisible to consumers, but savvy marketers know this time can be a mega growth driver for brands. So how can brands capitalize on this tight window between Black Friday and the end of January, especially in light of platform changes (ahem, Meta) rolling out in early 2025?

On December 16 at 12pm ET/9am PT, Alex Nagourney, Senior Vice President of Growth at Perelel – one of the most exciting wellness brands on the block – joined Haus’ Olivia Kory to talk about everything Q5 and how to maximize January’s potential.

This is a super busy time of year for brands – we know. And so, Alex and Olivia packed their absolute best into this live recording:

- Actionable, clear approaches for maximizing Q5

- POVs on tackling Meta’s policy changes

- Business signals that hint at a need for incrementality testing

- Learnings from their shared time at Netflix

- What it’s like pivoting into a growth role

No fluffy year-end wrap-ups here – we’re all aboard the clarity train for a successful Q5 and beyond.

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Timestamps:

- [00:00:22] - Olivia introduces Alex Nagourney

- [00:06:27] - What is Perelel?

- [00:10:00] - Lessons from Quibi’s “failure”

- [00:11:55] - Alex discusses Q5’s importance as the “Super Bowl” for wellness brands and the criticality of starting the year with high-quality customer acquisition.

- [00:18:34] - Alex reveals Perelel’s practice of resetting Meta campaigns every six months to maintain performance and adapt to platform changes

- [00:20:34] - Insights into Perelel’s high-velocity site experimentation strategy, with over 50 tests per month, focusing on personalization

- [00:26:20] - Perelel’s Q5 channel mix

- [00:28:00] - The long-term value of YouTube influencers in Perelel’s marketing strategy, demonstrating their ability to drive conversions over time

- [00:33:27] - Does Perelel change its channel mix specifically during Q5?

- [00:34:55] - Why did Perelel decide to work with Haus starting 2025? Why now of all times to focus on incrementality testing?

- [00:39:29] - Biggest lessons from Netflix

- [00:49:30] -  How to stand out when preparing for Q5 when it comes to securing influencers

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Connect with Us:

🌐 Website: https://haus.io/

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

📱 Alex's LinkedIn: https://www.linkedin.com/in/alexandranagourney/

Uber and Dr. Squatch’s respective ad creative is the stuff of legend (hello, Sydney Sweeney Body Wash Genie!) – now, learn the tools of the performance creative trade from the pros behind these major brand operations.

On October 17, we brought together Matt Yager, Director of Global Performance Creative Optimization at Uber, Suraj Sundar, Director of Performance Marketing and Ad Creative at Dr. Squatch, and Haus’ own Olivia Kory for one of the most colorful performance creative discussions of the year.

Settle in to hear Matt, Suraj, and host Olivia Kory weigh in on:

- Attitudes towards celebrities in creative

- What to look for when hiring performance creatives and building a team

- How to give fresh creative a fair shot

- When to trust (or not trust) platform-reported data

- Creative iteration, creative fatigue, and signals to monitor

Connect with Us:

🌐 Website: https://haus.io/

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

📱 Matt's LinkedIn: https://www.linkedin.com/in/matt-yager-59689b78/

📱 Suraj's LinkedIn: https://www.linkedin.com/in/suraj-sundar-0bb581b5/

How do the best consumer brands think about growth and marketing measurement? What are the latest trends, experiments, tools, and competitive blue oceans that growth-stage marketing teams are leaning into?

This is Rob Webb’s bread and butter. In our August 15 webinar, Rob, Former SVP of Growth at Tonal and current Growth Advisor at Prose, Humane, SPAN, Halo, RUX, and MileIQ, shared his expertise in building scalable growth systems.

Rob has delivered greater than 500x growth multiple times, managed $100M+ media budgets, hired and led 100+, and was a key contributor to 10+ fundraising rounds yielding $500M+ in capital. He’s now opening time to answer all your questions about the best practices he sees across the companies he advises, how to scale your company’s growth engine, how to manage large-scale media budgets, and how to find the right marketing measurement mix depending on your growth stage.

What You'll Learn:

- Best practices he is seeing across the companies he advises

- How to scale your company’s growth engine

- How to manage large-scale media budgets

- How to find the right marketing measurement mix depending on your growth stage

Connect with Us:

🌐 Website: https://haus.io/

📱 Zach’s LinkedIn: https://www.linkedin.com/in/zach-epstein-b7b10525/

📱 Rob's LinkedIn: https://www.linkedin.com/in/robwebb1/