Haus

An inside look at the marketing offsite *everyone* is talking about.

🎉 Incrementality is officially making its debut on LinkedIn's 8th annual Top Startups list! Haus is over the moon to be named on this year's list of outstanding startups in the US – we live and breathe marketing science and causal inference tooling, and this recognition is a testament to the passion and dedication of our outstanding team, customers, and community: https://lnkd.in/gPD6q6Rq Onward and upward on this extraordinary journey helping brands make better marketing and business decisions each and every day. #LinkedInTopStartups

Big news: This week, we're welcoming Gillian Heltai to Haus as our Chief Customer Officer. There's no one better to further world-class causal inference customer experiences and ambitions with the Haus team and community than Gillian – please join us in extending her a warm welcome.

Two words to keep in my mind leading up to the Q4 BFCM push: video campaigns. Olivia Kory breaks down timely incrementality fundamentals, brand experiments, and real-life results in the latest episode of the Limited Supply podcast with Nik Sharma. Listen or watch at the links in the comments.

ICYMI: We recently published internal experiment data on Q4 conversion lag insights and it's a *must-read* for brands planning their BFCM ad strategies. Read the full study on the Haus blog – complete with actionable takeaways – at the link in the comments.

What do you do when you finally get buy-in for incrementality testing, but the results come back neutral or negative? Rob Webb and Zach Epstein break down how to navigate personalities, budgets, and paths forward.

Missed our most recent Open Haus with Rob Webb? Fun fact: you can find our library of Open Haus episodes on YouTube and Spotify anytime. Catch up at the links in the comments.

ICYMI: Last week, Google announced plans to migrate Video Action Campaigns to Demand Gen. Haus' Olivia Kory weighs in on what this means for advertisers and why it's more important than ever to test ahead of this change: "For now, the transition to Demand Gen shouldn’t be too dramatic. If brands decide to only include video assets (not images), in theory, the product should work similarly to VAC. That said, Google is pushing hard to include images for optimal performance. But advertisers need to be careful here — last-click attribution may seem to improve, but that’s why incrementality testing is so important: brands just won’t know what’s incrementally impactful otherwise." Get the full POV at the link in the comments. ⤵️

“Even if everything goes away, incrementality testing still works.”

Q4 media planning: Let’s get into some numbers. We combed through our experiment database to see what insights from Q4 ‘23 customer incrementality tests could be useful in driving Q4 ‘24 results, and found that post-treatment windows — the ability for brands to measure the latent or delayed effects of advertising — are essential in understanding the full Q4 story. Here’s a high-level look into the Q4 ‘23 data: * Delayed lift exceeded immediate lift in 73% of experiments — in other words, day-to-day performance indicators weren’t hyper-relevant during the bulk of Q4 * Video campaigns drove 286% more delayed lift than search * Delayed lift increased by 79% during Q4 * 21% of campaigns drove greater delayed lift on returning customers than new customers Read the full study at our link in the comments. ⤵️