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Episode
2
:
The Ultimate Measurement Showdown: Attribution vs Traditional MMM vs Incrementality

In the second session of Open Haus, Zach Epstein and Phil Erickson, Principal Economist at Haus, discuss the different methods of marketing measurement, including traditional MMM, MTA, and incrementality testing. They explore the strengths and limitations of each approach, the importance of causality in measurement, and how these methods can work together to provide a comprehensive view of marketing effectiveness.

Notable moments: 

  • [00:00:00] - Introduction and background of Phil Erickson
  • [00:02:29] - Discussion on why economists are valuable in marketing measurement
  • [00:07:18] - Overview of attribution models and their evolution
  • [00:13:55] - Explanation of traditional Media Mix Modeling (MMM) and its applications
  • [00:18:41] - The growing importance of incrementality testing in marketing
  • [00:20:21] - Advancements in experimental design for marketing measurement
  • [00:23:02] - Limitations and challenges of incrementality testing
  • [00:25:33] - The concept of triangulation and its potential pitfalls
  • [00:28:30] - Q&A session begins
  • [00:34:19] - Closing remarks and wrap-up
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