Why Grüns Uses Incrementality Testing for Better Signal at Scale

How Grüns uses incrementality testing to scale past $300MM in ARR

Derek Lauermann, Director of Paid Media at Grüns (a Unilever brand), shares how the team outgrew multi-touch attribution as they scaled their performance marketing operation and expanded into upper-funnel channels like CTV — and why Haus became non-negotiable for their media strategy.

Derek puts it simply: Traditional multi-touch attribution (MTA) is training. Haus is race day. At $300MM ARR, MTA was still useful for day-to-day optimizations, but it couldn't answer the question that actually matters at scale: What's driving incremental growth?

What a real measurement partnership looks like

Derek shares what it's actually like to work with the Haus Measurement Strategy team: the bi-weekly calls, the Slack integration, the “no question is too basic” culture, and how that partnership changed the way Grüns thinks about their media mix — making incrementality testing less intimidating and more actionable.

Unlocking the halo effect: incrementality testing across retail, Amazon, and CTV

When Grüns expanded to Amazon and 7,000 retail stores, their existing measurement stack couldn't keep up. Derek shares how Haus helped the team finally quantify the true impact of their omnichannel efforts — including how YouTube drove a ~25% reduction in CPIA for retail vs. DTC-only, a result they couldn’t have measured without Haus' causal measurement platform.