In this Open Haus webinar, Caraway’s VP of Growth and Digital Product Connor Dault shares insights on incrementality testing, omnichannel measurement, and how Caraway has leveraged Haus to optimize marketing strategies across both direct-to-consumer and Amazon channels. He discusses the challenges and surprises they've encountered in testing, and how it's changed their approach to budgeting and channel optimization.
Notable moments:
- [00:00:00] - Introduction and background of Connor Dault
- [00:01:41] - Connor's journey into incrementality testing and working with Zach
- [00:07:12] - Challenges in getting organizational buy-in for incrementality testing
- [00:11:03] - Discussion on Caraway's measurement stack and approach
- [00:19:32] - Insights from omni-channel measurement experiment with Meta and Amazon
- [00:24:49] - Discoveries about channel performance during different business periods
- [00:26:06] - Importance of extending observation windows for high-consideration products
- [00:29:21] - Approach to retesting channels for refreshing incrementality
- [00:39:13] - Q&A session begins
- [00:43:13] - Closing remarks and wrap-up
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