No items found.

The Incrementality Awards: Highlighting The Best Measurement Learnings from 2025 + A Quick Mailbag

Episode 16
Listen on Spotify

Olivia sits down with Haus Measurement Strategist Tarek Benchouia to share their most valuable learnings, most surprising data points, and most enduring lessons drawn from the thousands of Haus tests run in 2025. Then they round out the episode with some reader questions. And the winner is...

Least Surprising Learning of 2025 (3:15)

Biggest Gotcha Moment of 2025 (11:50)

Most Controversial Learning of 2025 (22:28)

Most Valuable Lesson of 2025 (26:04)

Olivia and Tarek's Favorite Case Studies of 2025 (32:22)

Mailbag: Measuring Brand Moments and Heuristics for Test Length (38:22)

‍

Case studies mentioned:

The Amazon Curveball in Orthofeet's Brand Search Test

How Skylight Quantified Linear TV's Incremental Business Impact

Read Haus' library of data reports here.

Latest Open Haus episodes

See all

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
 

The Modern Marketing OS: Live with Zach, Olivia, and Greg

The Modern Marketing OS: Live with Zach, Olivia, and Greg

CEO Zach Epstein, Chief Strategy Officer Olivia Kory, and VP of Product Greg Dale discuss what Haus has been building to give marketers the systems they need to win the agentic era.

Listen