Haus

“There’s such a big challenge for mobile apps, which is: how do you get efficient acquisition but also high-value acquisition?” For TextNow’s Noa Gutterman, successfully navigating that challenge comes down to two key things: event optimization and creative testing.

📈 Real testing, real causality, real business impact: Newton Baby, Inc. CMO Aaron Zagha recently sat down with AdExchanger to walk through how Haus and incrementality are essential to their bottom line. “Everything that isn’t incrementality testing is correlation – multitouch attribution and media mix modeling are both correlations. The problem with correlation is that if everyone who makes a purchase ends up seeing a branded search ad, branded search looks super important in driving business to your site.” Link to the full interview in the comments.

Spending on Google Ads without knowing if it’s actually incremental? You're not alone. Many marketers struggle to find their optimal spend level, often relying on gut feelings or surface-level metrics – but what if you could scientifically measure the true impact of your ad spend? In a recent conversation with Noa Gutterman from TextNow, we talked through how incrementality testing can revolutionize your approach to Google Ads.

We combed through our trove of customer experiment data to analyze the incremental ROI of including vs. excluding branded search terms in PMAX campaigns. Settle in for a great read. ⤵️

As web advertisers grapple with Google's Performance Max (PMAX), many feel they've lost control over their search campaigns. But for mobile app marketers, this isn't new territory. In a recent conversation with Noa Gutterman, we discussed how mobile app advertisers have been dealing with "black box" buying for years through Google's App campaigns for installs (ACi), formerly known as Universal App Campaigns (UAC).

I'd say one of our biggest wins at Newton over the past year has been our relationship with Haus and the efficiency wins from incrementality testing. Hit me up if you're interested in learning more about our work with Haus or attribution in general. And here's the recording of my panel with Zach Epstein at CommerceNext last month: https://lnkd.in/gKt_Wf5S

The next generation of leading brands will need to understand the causal relationship between the actions they take and their impact on the business. So what does this new paradigm look like? How have the best consumer brands adapted to this new world? What are these teams currently testing and learning, and what’s working/not working? To answer these questions, we’re bringing in Rob Webb to our next Open Haus on Thursday, August 15 at 10am PT/1pm ET. Rob’s a multi-company marketing advisor with leading consumer brands – and he’ll share everything he’s learned from the field. Our Open Haus live Zoom webinars are about 30 minutes with an added Q&A at the end for questions. Register today using the link in the comments.

We loved hearing about how Cody Plofker uses Haus for testing and budget allocation on the Marketing Operators podcast. The whole episode is worth a listen!

Rob Webb, Former SVP of Growth at Tonal and current Growth Marketing Consultant to some of today’s leading consumer brands, will join Zach Epstein in our next Open Haus to discuss the latest trends, experiments, tools, and competitive blue oceans that growth-stage marketing teams are taking advantage of. Rob will share his expertise in building scalable growth systems and answer all your questions about the best practices he sees across the companies he advises, how to scale your company’s growth engine, how to manage large-scale media budgets, and how to find the right marketing measurement mix depending on your growth stage. Come join us! Registration Here 👉 https://lnkd.in/gT8hwPAF

How often do you think ad platforms are over-reporting conversions? In a recent Haus study, we examined the incrementality of platforms such as Meta, YouTube, Google, CTV, Pinterest, and Snapchat on several brands' e-commerce sales. We found: - Platforms were over-reporting 65% of the time - 82% of incrementality experiments showed that platform reporting was either under-reporting or over-reporting by more than 25% - 60% of experiments showed discrepancies of more than 50% This is one of the reasons we created Causal Attribution – to solve the problem of getting a daily read on each channel’s incremental performance. ⤵️