Have you heard? Applications are OPEN for Haus’ Top Marketers of 2026.

Submit a nomination
 

Beyond Meta and Google: A Framework For Diversifying Your Media Mix

Episode 18
Listen on Spotify

Olivia is joined by Haus Measurement Strategist Dean Gordon for a deep dive into channel diversification. Dean explains:

  • Why brands want to diversify (3:54)
  • The important distinction between average and marginal returns (7:15)
  • The three incrementality tests that help you calculate marginal efficiency (11:38)
  • The pros and cons of these different approaches to calculating marginal efficiency (14:47)
  • The consequences of not understanding channel saturation points (18:58)
  • The importance of patiently improving your channels (22:56)
  • How to think about the scalability of secondary channels (23:17)
  • How MMM can supercharge your diversification efforts (28:40)
  • A summary of Dean's diversification framework (33:12)

Latest Open Haus episodes

See all

What To Do After A Bad Incrementality Test Result

What To Do After A Bad Incrementality Test Result

Haus Measurement Strategists Dean Gordon and Ike Armstrong sit down to talk about next steps after that difficult moment when you get a test result that “punches you in the chin.”

Listen
 

Incrementality Testing at Scale: Lessons from Newton CMO Aaron Zagha

Incrementality Testing at Scale: Lessons from Newton CMO Aaron Zagha

Newton Baby CMO Aaron Zagha on building a data-driven marketing org, betting early on incrementality, and driving 30% efficiency gains with Haus.

Listen
 

How to Find The Marginal Efficiency of Your Marketing

How to Find The Marginal Efficiency of Your Marketing

Dean and Olivia discuss the different types of spend-level tests that can help you find the marginal efficiency of your marketing.

Listen