Olivia is the Chief Strategy Officer at Haus. Prior to Haus, Olivia spent time at TubeMogul before moving brand-side to lead growth initiatives at Sonos and Netflix, pioneering incrementality testing and overseeing global marketing experiments.
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Meta is overhauling its attribution settings, including a new Incremental Attribution option. Here's what's changing and how to test what works for your brand.
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Meta’s attribution changes could be affecting more than your reporting. Here's why you should retest your setup and how to use lift tests to settle the debate.
Platform creative tests may not meet the definition of a causal experiment, but they can be performance optimization tool within the bounds of the algorithm.
Acknowledging uncertainty enables brands to make better, more profitable decisions.
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Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.
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The news leaves advertisers swimming in uncertainty — which is why it’s so important to test before the change.
Not testing during your busy season may be costing you more than you think.