Haus

Live from Detroit – it's Olivia Kory chatting with James Hercher in the latest podcast episode of AdExchanger Talks. ✨ Come for the incrementality shop talk, stay for the lessons from brand experiments, Netflix, and beyond. Link to stream in the comments.

Ready for this one? Perelel's Alexandra Nagourney and Haus' Olivia Kory are packing it *all* into our next Open Haus on December 16: * Running with Q5 * Meta campaign structures * E-commerce optimizations and experiments (hello, landing pages and quizzes!) * Leveraging January for subscription-based businesses * How to evolve from being a strategist to being a growth operator * Lessons from the trenches at Netflix Monday December 16 @ 12pm ET / 9am PT live on Zoom. Be there. Register at the link in the comments. ⬇️

Early AppLovin incrementality test results are *in.* Twillory, Flux Footwear, Jones Road Beauty and Fresh Clean Threads recently completed Haus incrementality experiments on their media – while all four tests showed incremental lift, the real story is all about varying efficiencies. Link in the comments to the full case study. ⬇️

Q5 planners, this one's for you. Join us for a LIVE Open Haus recording Monday, December 16 as Alexandra Nagourney, SVP of Growth at Perelel, shares *the* expert insights on maximizing Q5 potential alongside Olivia Kory. Register below and we’ll see you over Zoom on December 16 @ 12pm ET / 9am PT to elevate your January strategy (+ more).

“I walk into a coffee shop and there’s a sign at the register promoting a cappuccino. I order a cappuccino. Did I order the cappuccino because of that sign, or does it just so happen that everyone ordering a cappuccino is in perfect attribution and the sign is getting credit?” Olivia Kory and Zach Epstein take incrementality back to basics in one of our earliest Open Haus episodes.

“Where is your next dollar best spent? Diminishing marginal returns helps you understand where you are on that curve before you just start increasing the cost, before you’re no longer growing at the clip that is efficient for you."

“We have a counterfactual to establish what would have happened anyway in the absence of this intervention.”

'Tis the BFCM season – break through the "what's working?" noise with post-treatment window insights on delayed lift from your Q4 campaigns. 🛍️ Link (to learnings from real Q4 experiment data) in the comments:

Many health and wellness brands are bracing for a potential earthquake after rumbles of impending lower-funnel conversion tracking changes began circulating from Meta late last week. This news is still developing, but here’s what we’ve heard from customers, contacts, and partners: - Starting in January 2025, some health and wellness brands may face significant limitations in data sharing and tracking lower-funnel conversion events. - Not every health and wellness brand appears to be impacted. There seem to be different changes that may affect different business categories, ranging from limitations to core setup and custom events to full restriction of all events across some or all regions. - The most severely impacted brands may be unable to track what’s happening on-site via pixels or APIs (purchases, add-to-carts, etc.). - As a result, these brands may not be able to buy, optimize, and measure lower-funnel conversion events – an obviously key element of many growth strategies. This change could have real, meaningful business repercussions – not only are many brands in limbo, unsure if they will be impacted, but it could take months for affected brands to rebuild their buying strategies to reach comparable scale and efficiency. For many brands, geo experiments and MMM are about to become much more important: Incrementality testing provides brands a clear sense of Meta’s sales and revenue impact even as the platform removes conversion visibility. Haus doesn’t need platform conversion data passed back to measure incremental impact – this is our bread and butter, our core subject matter expertise, and what we partner with global brands on day-in and day-out. If you’re a Haus customer, we recommend connecting with your CS rep to talk through your specific situation and develop a testing gameplan. Haus’ leading voices are dialed in and here to support our community: Zach Epstein, Olivia Kory, and Reggie Panaligan – just to name a few. Our team is *always* here to help.

The moment Connor Rolain, Cody Plofker, and Connor MacDonald realize they're *all* working with one of the best in the incrementality business – Haus' one and only Nick Doren.