Education

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

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.

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

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

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.

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.

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.

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.

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.