Articles tagged: Retail

Every marketing team is running the same race: spend is growing, channels are multiplying, and the finance team wants to know whether any of it is actually working.

When brands cut prospecting to chase ROAS, they stop replenishing future demand – and history illustrates what happens next.

The Haus playbook for measuring tentpole brand campaigns

We analyzed over a hundred incrementality tests before, during, and after BFCM 2025 and uncovered dramatic delayed conversion effects.

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

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

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?”

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

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