Olivia and Chandler React to the Marketing Operators' Incrementality Episode

The World Class Measurement Playbook w/ Wayfair and SharkNinja

Faith Shin (Sr. Machine Learning Manager, Wayfair) and Joe Meier (VP of Marketing Analytics, SharkNinja) sit down with Olivia to discuss what it takes to build an elite marketing program. They break down: – The good, the bad, and the ugly of building marketing measurement in-house, feat. Haus' Joe Wyer (5:14) – How Wayfair's measurement has evolved in Faith's tenure (13:20) – The moment Wayfair realized they needed a measurement partner (17:16) – How having a partner has helped Wayfair scale (20:14) – SharkNinja's approach to measuring a massive product portfolio (23:05) – The SharkNinja bias for action (26:15) Plus an extensive live Q&A with Faith and Joe.

Olivia and Chandler React to the Marketing Operators' Incrementality Episode

Olivia is joined by Haus Measurement Strategist Chandler Dutton to react to the Marketing Operators’ recent episode on incrementality. Olivia and Chandler talk: * Incrementality in Retention (4:00) * Using Haus to fend off vendors asking you for more money (11:52) * Articulating a hypothesis (13:47) * How to run a diminishing marginal returns test (16:45) * Progressive truth and tactical A/B tests (18:47) * Upper-funnel Measurement and Long-Term Effects (26:55) * Interaction effects between channels (36:30) * Creative wins (39:25) If you haven’t heard the Marketing Operators on incrementality, give it a listen here: https://www.youtube.com/watch?v=ckPtmcHacrM Coming up: The Haus Growth Lab — a work session for the most forward-thinking growth operators in our community. Hear keynotes from Zach and Olivia on the future of marketing, and sit in on a roundtable with growth leaders from Wayfair, Fox, Equinox, and more. Plenty of time to chat and meet other growth leaders over breakfast and lunch. LA - 5/19 | NY - 5/21 RSVP here: https://www.haus.io/growth-lab-la https://www.haus.io/growth-lab-ny

Beyond Meta and Google: A Framework For Diversifying Your Media Mix

Olivia is joined by Haus Measurement Strategist Dean Gordon for a deep dive into channel diversification. Dean explains: * Why brands want to diversify (3:54) * The important distinction between average and marginal returns (7:15) * The three incrementality tests that help you calculate marginal efficiency (11:38) * The pros and cons of these different approaches to calculating marginal efficiency (14:47) * The consequences of not understanding channel saturation points (18:58) * The importance of patiently improving your channels (22:56) * How to think about the scalability of secondary channels (23:17) * How MMM can supercharge your diversification efforts (28:40) * A summary of Dean's diversification framework (33:12)

Operationalizing MMM & Experiments

The gap between having an MMM and actually operationalizing it is one of the biggest challenges in modern marketing measurement. Models produce outputs — but what happens next? How do teams turn those outputs into real budget decisions? In this live Open Haus session, we're bringing together the science and the practice. Phil Erickson, Haus' Head of Science Strategy, will kick things off with a look at the state of MMM in 2026 — the latest science, the emerging methodologies, and why experiments remain the critical missing ingredient for most MMMs. Tyler Horner, Manager of Solutions Consulting at Haus, will break down what it actually looks like to operationalize MMM: how to move past triangulation toward a unified source of truth, and how leading brands are putting model insights into action. Then, marketing leaders from StockX and OluKai will share their real-world experiences operationalizing Causal MMM — what's working, what they've learned, and what they’re planning next. They covered a lot of ground, including: * The State of MMM in 2026 — and how it’s evolved (4:00) * How we’ve evolved our use of experiments in MMMs (10:17) * Adjusting experiments for seasonality so your model isn't biased (20:10) * A framework for next steps based on cost curves (22:38) * How StockX operationalized MMM and experiments (28:49) * How OluKai reduced CAC by 20% overnight by following Causal MMM (37:07) * AMA (46:14)

The Incrementality Awards: Highlighting The Best Measurement Learnings from 2025

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)