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Industry News

Trends, insights, and updates shaping marketing science.

Geo-Level Data Now Available for Amazon Vendor Central Brands

Industry News
Jan 6, 2025

Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.

Meta Shares New Conversion Restrictions for Health and Wellness Brands

Industry News
Nov 25, 2024

Developing story: Starting in January 2025, some health and wellness brands may not be able to measure lower-funnel conversion events on Meta.

Google Announces Plan to Migrate Video Action Campaigns to Demand Gen

Industry News
Sep 6, 2024

The news leaves advertisers swimming in uncertainty — which is why it’s so important to test before the change.

Why Meta's “Engaged Views” Is a Distraction, Not a Solution

Industry News
Jul 25, 2023

While additional data can be useful, we must question whether this new rollout is truly a solution or merely another diversion.

iOS 17 Feels Like iOS 14 All Over Again. What It Means for Growth Marketing…And Does It Matter Anymore?

Industry News
Jun 12, 2023

A single press release vaguely confirmed that Apple will continue its assault on user level attribution. Here, I unpack what I think it means for growth marketing.

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How Traditional Marketing Mix Modeling (MMM) Works in 2025 — and Why It’s Evolving

Education
Oct 31, 2025

Traditional marketing mix modeling (MMM) often relies on linear regression to illustrate correlation, not causation — but that's changing.

“It Felt Like A Civic Duty”: Why MMM Specialist Arthur Anglade Joined Haus

Inside Haus
Oct 22, 2025

Haus Principal Measurement Strategy Specialist Arthur Anglade has seen a lot of MMMs in his day. He sits down to explain why Causal MMM is different.

Marketing Measurement: The Fundamentals

Education
Oct 19, 2025

Learn the fundamentals of marketing measurement — from ROAS and MMM to incrementality testing — and discover how to measure true campaign impact.

Introducing Causal MMM

Haus Announcements
Oct 16, 2025

Meet Causal MMM: A marketing mix model that inspires trust, provides clarity, and drives smart marketing investments.

Incrementality: The Fundamentals

Education
Oct 9, 2025

Let's explore incrementality from every angle — what it is, what you can test, and what you need to get started.

World-Renowned Economist Susan Athey Joins Haus As Scientific Advisor

Haus Announcements
Oct 6, 2025

In this Q&A, John Bates Clark Medal-winning economist Susan Athey discusses why Haus is a company she just had to be a part of.

Marketing Attribution: The Fundamentals

Education
Oct 3, 2025

Discover what marketing attribution is, how it works, its pros and cons in 2025, and why incrementality testing provides a more precise measure of ROI.

When Is Branded Search Worth the Investment?

From the Lab
Sep 29, 2025

Our large-scale analysis of real-world, branded search incrementality experiments unpacks when branded search is most effective and how best to leverage it.

Can You Measure The Incrementality of Out-Of-Home (OOH) Marketing?

Education
Sep 26, 2025

Experiments reveal causality and establish the ground truth for cross-channel decision-making — even when it comes to OOH campaigns.

How Hoon Hong Uses Testing To Help Haus Customers Sharpen Their Storytelling

Inside Haus
Sep 23, 2025

Learn how Haus Measurement Strategist Hoon Hong uses incrementality tests to sharpen brands' storytelling and connect with key audiences.

Trust In, Trust Out: Why An MMM Built on Experiments Yields More Accurate Results

Education
Sep 17, 2025

Traditional MMM fails on bad data. Learn how Haus treats experiments as ground truth, taming noise and multicollinearity for trustworthy guidance.

What To Test in Q4: Advice from Haus Experts

From the Lab
Sep 16, 2025

Haus experts offer four useful, non-obvious incrementality tests that can prepare you for the busiest period of the marketing calendar.

Marketing Mix Modeling (MMM) Fundamentals: A Modern Guide

Education
Sep 15, 2025

Explore key concepts, benefits, and practical steps around MMMs — helping you measure and optimize marketing effectiveness.

Incrementality Experiments: A Comprehensive Guide

Education
Sep 4, 2025

We explore incrementality experiments from all angles — what they are, why they matter, and how they translate into business impact.

Optimizing Meta Ads: A Playbook for Brands

Education
Aug 15, 2025

From balancing the funnel to optimizing creative, our new guide has data-backed tips for improving performance on Meta.

Is Meta Incremental?

Education
Aug 13, 2025

We analyzed 640 Meta experiments on the Haus platform, revealing key insights into Meta's incrementality.

Geo Experiments: The Fundamentals

Education
Aug 7, 2025

Explore geo experiments from all angles — what they are, why they matter, and how you can use them to measure incremental impact.

GeoFences: Precise Geographic Control for Marketing Experiments

From the Lab
Aug 6, 2025

GeoFences enable you to exclude markets from your test that aren’t relevant to your business — helping you focus more deeply on the ones that are.

MMM Software: What Should You Look For?

Education
Aug 5, 2025

We discuss some of the key questions to ask a potential MMM provider — and the importance of prioritizing causality.

The Meta Report: Lessons from 640 Haus Incrementality Experiments

From the Lab
Jul 28, 2025

An exclusive Haus analysis show Meta is incremental in most cases — but is the platform's move toward automation improving incremental efficiency?

When Is It Time To Start Incrementality Testing?

Education
Jul 23, 2025

At our Open Haus AMA, a customer asked us: “How do you know when a brand is at the scale where investing in an incrementality tool makes sense?”

Incrementality Testing: How to Choose the Best Tool

Education
Jul 14, 2025

Whether you’re actively evaluating incrementality platforms or simply curious to learn more, consider this checklist your first stop.

Why Incrementality? (And How to Start Testing)

Education
Jul 11, 2025

In our recent Open Haus AMA, we were asked why incrementality has become such a buzzword in marketing. Let's dive in.

Run Cleaner, More Accurate Holdout Tests with Haus Commuting Zones

From the Lab
Jul 9, 2025

Based on open source mobility data collected from mobile phone GPS data, Haus Commuting Zones minimize spillover and improve test accuracy.

What's The Difference Between Test-Calibrated MMM and Causal MMM?

Education
Jul 7, 2025

Sometimes used interchangeably, it’s worth clearly distinguishing between these two approaches and what they accomplish.

Incrementality Experiments: Best Practices and Mistakes to Avoid

Education
Jul 1, 2025

Incrementality testing requires proper design and intentional analysis. Let's walk through some best practices (and potential mistakes).

How An Applied Math Professor Turns Her Expertise Into Impact at Haus

Inside Haus
Jun 26, 2025

We talked to Senior Technical Fellow Vanja Dukic about her journey to Haus and how Haus lets academics translate their knowledge into action. 

Haus Launches Fixed Geo Tests to Measure Billboards, Regional, and OOH Activations

Haus Announcements
Jun 23, 2025

Haus’ exclusive Fixed Geo Tests enable marketers to rigorously measure campaigns that are traditionally difficult to quantify.

Incrementality vs. Attribution: What's The Difference?

Education
Jun 20, 2025

Dive into the key differences between attribution and incrementality — how each approach works, when they're useful, and key pros and cons.

Building An Incrementality Practice: A Practical Guide

Education
Jun 13, 2025

Building an incrementality practice is vital for any brand that's trying to improve decision making. Let's explore how to get started.

How Victoria Brandley Went from Early Haus Customer to Haus Measurement Strategist

Inside Haus
Jun 9, 2025

Measurement Strategist Victoria Brandley walks us through her full-circle journey to Haus and how she became an incrementality believer.

Assembling A Marketing Measurement Plan

Education
Jun 6, 2025

Let’s walk through how to build a marketing measurement plan that puts experimental data at the center.

What Brands Should Be Thinking About In Advance of Prime Day 2025

From the Lab
Jun 5, 2025

Our Measurement Strategists explain which tests can make a difference as you prep for Prime Day 2025.

Incrementality Testing vs. Traditional MMM: What's The Difference?

Education
May 30, 2025

Let's explore some of the differences between traditional media mix modeling and incrementality testing.

Optimizing Your Paid Media Mix in Economic Uncertainty: Your 5-Step Playbook

Education
May 26, 2025

When macroeconomic conditions shift, marketers should proactively partner with finance, understand how budgets may change, and test for efficiency.

Incrementality Testing: The Fundamentals

Education
May 22, 2025

Incrementality testing isolates true campaign impact — giving you clarity, confidence, and a case your CFO will love.

Incrementality Testing vs. A/B Testing: What Is Each For?

Education
May 12, 2025

Use A/B testing to optimize and incrementality testing to prove impact. Dive into differences, use cases, and how to pick the right test.

Marketing Measurement: What to Measure and Why

Education
May 5, 2025

This guide outlines the metrics, testing methods, and proven frameworks you can use to measure marketing effectiveness in 2025.

Why An Econometrics PhD Left Meta To Tackle Big Causal Questions at Haus

Inside Haus
May 2, 2025

Senior Applied Scientist Ittai Shacham walks us through life on the Haus Science team and the diverse expertise needed to build causal models.

What You’re Actually Measuring in a Platform A/B Test

Education
May 1, 2025

Platform creative tests may not meet the definition of a causal experiment, but they can be performance optimization tool within the bounds of the algorithm.

Beyond the Buzzwords: Why Transparency Matters in Incrementality Testing

From the Lab
Apr 29, 2025

Brands need to have complete information to make responsible decisions like their company depends on it.

Should I Build My Own MMM Software?

Education
Apr 11, 2025

Let's unpack the pros and cons of building your own in-house marketing mix model versus working with a dedicated measurement partner.

Why An Analytics Expert Left Agency Life to Become Haus' First Measurement Strategist

Inside Haus
Apr 10, 2025

Measurement Strategy Team Lead Alyssa Francis sat down with us to discuss how she pushes customers to challenge the testing status quo.

Understanding Incrementality Testing

Education
Apr 2, 2025

Fuzzy on some of the nuances around incrementality testing? This guide goes deep, unpacking detailed examples and step-by-step processes.

How to Know If An Incrementality Test Result Is ‘Good’ – And What to Do About It

Education
Mar 21, 2025

Plus: What to do when a test result is incremental but not profitable, and a framework for next steps after a test.

Why A Leading Economist From Amazon Came to Haus to Democratize Causal Inference

Inside Haus
Mar 19, 2025

We sit down with Principal Economist Phil Erickson to talk about Haus’ “unhealthy obsession” with productizing causal inference.

Haus x Crisp: Measure What Matters in CPG Marketing

Haus Announcements
Mar 13, 2025

When real-time retail data meets incrementality testing, CPG brands can finally measure what’s working and optimize ad spend with confidence.

Why Magic Spoon’s Former Head of Growth Embraces Incrementality at Haus

Inside Haus
Mar 10, 2025

In our first episode of Haus Spotlight, we speak to Measurement Strategist Chandler Dutton about the in-the-weeds approach Haus takes with customers.

Do YouTube Ads Perform? Lessons From 190 Incrementality Tests

From the Lab
Mar 6, 2025

An exclusive Haus analysis shows YouTube often delivers powerful new customer acquisition and retail halo effects that traditional metrics miss.

Getting Started with Causal MMM

Education
Feb 24, 2025

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

A First Look at Causal MMM

Haus Announcements
Feb 19, 2025

Causal MMM is a new product from Haus founded on incrementality experiments. Coming 2025.

Would You Bet Your Budget on That? The Case for Honest Marketing Measurement

From the Lab
Feb 14, 2025

Acknowledging uncertainty enables brands to make better, more profitable decisions.

Getting Started with Incrementality Testing

Education
Feb 7, 2025

As the customer journey grows more complex, incrementality testing helps you determine the true, causal impact of your marketing.

Matched Market Tests Don't Cut It: Why Haus Uses Synthetic Control in Incrementality Experiments

From the Lab
Jan 28, 2025

Haus’ synthetic control produces results that are 4x more precise than those produced by matched market tests.

Incrementality School, E6: How to Foster a Culture of Incrementality Experimentation

Education
Jan 16, 2025

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

Geo-Level Data Now Available for Amazon Vendor Central Brands

Industry News
Jan 6, 2025

Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.

2025: The Year of Privacy-Durable Marketing Measurement

From the Lab
Dec 28, 2024

Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.

Meta Shares New Conversion Restrictions for Health and Wellness Brands

Industry News
Nov 25, 2024

Developing story: Starting in January 2025, some health and wellness brands may not be able to measure lower-funnel conversion events on Meta.

Incrementality School, E5: Randomized Control Experiments, Conversion Lift Testing, and Natural Experiments

Education
Nov 21, 2024

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.

Incrementality School, E4: Who Needs Incrementality Testing?

Education
Nov 14, 2024

As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.

Incrementality School, E3: How Do Brands Measure Incrementality?

Education
Nov 7, 2024

Traditional MTAs and MMMs won't measure incrementality – but geo experiments reveal clear cause, effect, and value.

Incrementality School, E2: What Can You Incrementality Test?

Education
Oct 31, 2024

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.

Incrementality School, E1: What is Incrementality?

Education
Oct 24, 2024

To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.

Inside the Offsite: Why Haus?

Inside Haus
Oct 17, 2024

At this year's offsite, we dove into why – of all the companies, options, and career paths out there – our growing team chose Haus.

Haus Named One of LinkedIn's Top Startups

Inside Haus
Sep 25, 2024

A note from Zach Epstein, Haus CEO.

Google Announces Plan to Migrate Video Action Campaigns to Demand Gen

Industry News
Sep 6, 2024

The news leaves advertisers swimming in uncertainty — which is why it’s so important to test before the change.

Conversion Lag Insights: How Haus Tests Can Help Optimize Q4 Budgets

From the Lab
Sep 5, 2024

Post-treatment windows offer a unique glimpse into the lingering impacts of advertising campaigns after they’ve concluded.

PMAX Experiments Revealed: Including vs. Excluding Branded Search Terms

From the Lab
Aug 20, 2024

We analyzed experiments from leading brands to understand the incremental impacts of including vs. excluding branded terms in PMAX campaigns.

CommerceNext Session Recap: How Newton Baby Uses Incrementality Experiments to Maximize ROI

From the Lab
Aug 9, 2024

“We ran the test of cutting spend pretty significantly and it turns out a lot of that spend was not incremental,” says Aaron Zagha, Newton Baby CMO.

Introducing Causal Attribution: Your New Daily Incrementality Solution

Haus Announcements
Aug 1, 2024

Causal Attribution syncs your ad platform data with your experiment results to provide a daily read on which channels drive growth.

Haus Announces $20M Raise Led by 01 Advisors

Haus Announcements
Jul 30, 2024

With this additional support, Haus is well-positioned to deepen our causal inference capabilities and announce a new product: Causal Attribution.

3 Ways to Perfect Your Prime Day Marketing Strategy

Education
Jun 26, 2024

Think Amazon ads are the only effective marketing channel for Prime Day? Think again.

Maximize Your Q4 Growth With 4 High-Impact, Low-Risk Tests

Education
Nov 8, 2023

Not testing during your busy season may be costing you more than you think.

Why Maturing Direct to Consumer Brands Need to Run Incrementality Tests

Education
Sep 15, 2023

The media strategy that gets DTC brands from zero to one does not get them from one to ten.

5 Signs It’s Time to Invest in Incrementality

Education
Aug 9, 2023

5 common signs that indicate it is definitely time to start investing in incrementality.

$17M Series A, Led by Insight Partners

Haus Announcements
Aug 3, 2023

Haus raises $17M Series A led by Insight Partners to build the future of growth intelligence.

Why Meta's “Engaged Views” Is a Distraction, Not a Solution

Industry News
Jul 25, 2023

While additional data can be useful, we must question whether this new rollout is truly a solution or merely another diversion.

Why You Need a 3rd Party Incrementality Partner

Education
Jul 6, 2023

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.

iOS 17 Feels Like iOS 14 All Over Again. What It Means for Growth Marketing…And Does It Matter Anymore?

Industry News
Jun 12, 2023

A single press release vaguely confirmed that Apple will continue its assault on user level attribution. Here, I unpack what I think it means for growth marketing.

How Automation Is Transforming Growth Marketing

Education
May 30, 2023

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.

Statistical Significance Is Costing You Money

From the Lab
Apr 13, 2023

It is profitable to ignore statistical significance when making marketing investments.

The Secret to Comparing Marketing Performance Across Channels

Education
Mar 2, 2023

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.

Your Attribution Model Is Precise but Not Accurate - Here’s Why

Education
Feb 8, 2023

Learn which common marketing measurement tactics are accurate, precise, neither or both.

How to Use Causal Targeting to Save Money on Promotions

Education
Feb 1, 2023

Leverage causal targeting to execute promotions that are actually incremental for your business.

Are Promotions Growing Your Business or Losing You Money?

Education
Feb 1, 2023

Promotions, despite their potential power and ubiquity, are actually hard to execute well.

User-Level Attribution Is Out. Geo-Testing Is the Future.

Education
Jan 27, 2023

Geotesting is a near-universal approach for measuring the incremental effects of marketing across both upper and lower funnel tactics.

The Haus Viewpoint

Inside Haus
Jan 18, 2023

We are building Haus to democratize access to world-class decision science tools.