Haus x Crisp: Measure What Matters in CPG Marketing

When real-time retail data meets incrementality testing, CPG brands can finally measure what’s working and optimize ad spend with confidence.
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For consumer goods brands navigating the complex web of omnichannel retail, understanding the true impact of marketing spend can be a significant hurdle. Consumers don’t always buy where an ad suggests — for example, a buyer might learn about your product through an Instagram ad that points to a brand’s DTC site, but the consumer ultimately purchases on Amazon, or maybe even in-store. How would your reporting tell this story? Similarly, a paid Amazon search campaign could happen at the same time as a spike in grocery store sales, but how do you know one directly causes the other?

As a brand’s sales channels and advertising tactics expand, deciding how and where budget is best spent becomes trickier. Haus helps brands identify causation through privacy-safe incrementality testing, enabling them to know what’s working, optimize their media mix, and make more strategic budget decisions.  

Now, through our partnership with Crisp, Haus can leverage real-time POS data analytics, including granular sales and inventory insights at the store and SKU level, into our solution, unlocking a new era of precision measurement for CPGs, and connecting paid media investments to in-store performance with unprecedented clarity.

Haus + Crisp solution

Shared daily into Haus’ measurement platform, brands' real-time sales and inventory intelligence data from Crisp enables customers to take advantage of dynamic media optimization models by:

• Evaluating the immediate impact of media investments on KPIs — Understanding which campaigns drive incremental sales growth, rather than just correlated activity.
  
• Shifting business strategies to maximize sales and profitability  — Reallocating budgets dynamically based on incremental sales insights.‍
• Quickly adjusting media investment based on individual retailer performance — Aligning advertising spend with store-level supply and demand in real time.

“If your brand is seeing significant revenue from retail, it’s important to understand what your marketing is doing to retail,” explains Reggie Panaligan, Enterprise General Manager at Haus. “Crisp provides a seamless pipeline of standardized and queryable retail data, which alleviates our pain of manual data management for individual customers.”

“It helps save time, mitigate error, and provide a clearer picture into the tangible business impact of their omnichannel campaigns.”

One such company, Nehemiah Manufacturing — the third-largest global licensee and distributor of P&G products such as Tide Pens, Downy Wrinkle Releaser, and Bounce Sprays — leverages Haus and Crisp to measure incrementality across Target,  Amazon, and more.

“At Nehemiah Manufacturing, we are always looking for ways to make our marketing more precise and impactful. By integrating Haus’ incrementality measurement platform with Crisp’s real-time POS data and analytics, we’re creating a powerful connection that allows us to optimize our investments with even greater accuracy,” says Kristen Schumacher, Nehemiah Manufacturing’s Chief Marketing Officer.

“This partnership isn’t just about measurement – it’s about unlocking deeper insights, improving efficiency, and ultimately driving stronger business results. With Haus and Crisp together, we’re ensuring that every marketing decision is backed by real-time, data-driven intelligence.”

The retail data equation 

Consumer goods manufacturers have traditionally struggled with disparate data across retailers, often trapped in manual spreadsheets and legacy vendor portals. Teams have grappled with aggregating and leveraging these insights daily to inform crucial supply chain and sales decisions — let alone optimize advertising spend across platforms like Google, Amazon, and Meta.

Crisp, the leading retail data company, is driving a new era of collaborative commerce between suppliers, retailers, and media-focused organizations by ingesting, normalizing, and structuring readily available data by leading retailers and distributors directly into cloud and BI platforms for effortless operational clarity and decision-making. By eliminating the complexity of fragmented retail data, Crisp enables real-time visibility, AI-ready analytics, and a responsive approach for brands and data teams.

It’s a perfect match for Haus’ econometric models, which help hundreds of category-leading CPGs manage billions of dollars in ad spend. Together, Crisp and Haus bring granular, real-time performance measurement to brands seeking to confidently optimize their media mix.

Incrementality and the future of CPG marketing

Incrementality testing measures the true effect of marketing by determining what would have happened in the absence of an ad, or how changes in tactics — like spend levels – impact business outcomes. Unlike traditional attribution models, in-platform reporting, or other correlative tools, incrementality isolates the impact of an ad by comparing treatment and control groups — helping brands allocate budgets based on hard results.

With real-time, standardized POS data from Crisp, Haus enables brands to precisely pinpoint the incremental lift in retail sales driven by media spend, redefining how CPG enterprises measure ad performance and ensuring marketing dollars fuel tangible growth rather than aimless spending.

Get started with an effective new CPG marketing strategy by contacting Crisp or Haus today.