Haus

If you've ever wondered about the 'right time' to start incrementality testing, you're not alone. Marisa Trichter advises brands to look at it this way: "Think about it in terms of music. Imagine an up-and-coming business as a singer with an acoustic guitar. With only one person performing, every note is crystal clear. If they miss a beat, strum the wrong chord, or are out of tune, it’s relatively easy to notice. This is like advertising at an early-stage company: You can see how your marketing dollars are generally working or not working because there’s very little 'noise' in the mix. But as your business grows and you add more platforms, channels, and ad spend, your simple solo set evolves into a complex symphony orchestra. Now, there’s a lot of noise. With so many instruments and layers of melodies, harmonies, and rhythms — it becomes much harder to tell if someone misses a note, is off-key, or is even playing at all. Incrementality testing helps you identify which parts of your marketing orchestra are actually contributing to your growth." In our latest installment of Incrementality School, Marisa and Casey Cowgill distill how brands, businesses, and teams can tell when they're ready for incrementality testing – so you can profitably tune your marketing channels like a professional maestro. 🎻 Link in the comments.

“Meta doesn’t care if your button is pink or blue.” When it comes to creative wins, we love a good debate about small, iterative changes vs. bold, novel ideas.

Javy Coffee discovered that their top-of-funnel Meta creative campaign was over 13X more incremental than their bottom-of-funnel effort – leading to a major bottom-line win. "Our Haus test essentially 'corrected' our MTA," says Javy Coffee CEO Justin Kemperman. "Reallocating spend to what's driving incremental value is one of the best decisions we could have possibly made as a business." 📈 Read the case study at the link in the comments. ⤵

From this week's Incrementality School: *How* brands can measure incrementality, from analytics expert Tyler Horner – who also happens to moonlight as our resident authority on The Hulk. 💪 "While both attribution and MMM tools are inherently biased and flawed – the former due to its love for clicks and the latter in its reliance on correlation — they can be saved and harnessed for good. All they need is the assistance of an old-fashioned experiment." Link the comments. ⬇

When it comes to performance creative, brand guidelines may not always be the be all, end all. Matt Yager shares more. 🎨

How do you decide what’s worth testing? Matt Yager and Suraj Sundar share how Uber and Dr. Squatch bring thoughtfulness into the decision-making process.

“A lot of Facebook data is kind of made up.” We’ll let Suraj Sundar explain.

Incrementality testing is where the business magic happens – whether it's measuring the incremental efficacy of marketing efforts on digital channels like YouTube or at out-of-home, world-renowned venues like The Sphere. What a rewarding moment to share the stage with Pernod Ricard at this week's Google and Association of National Advertisers summit at Pier 57 in New York. ✨

"In any brand at any moment, there’s money being wasted,” says Madeline Savant Dault. “Incrementality is about finding that money and preventing the waste, but then also reallocating it to things that are actually working.” So, how do you find the *things that are actually working?* In our latest installment of Incrementality School, we dive into examples of what you can test with incrementality experiments – and why there's no better time than now. Link in the comments. ⬇

“We are testing the incrementality of our media pretty much constantly,” says Uber’s Matt Yager – but instead of testing *every single creative change,* Matt says it’s all about managing the creative mix.