Open Haus

Squarespace Head of Marketing @Josh Groth has been on every side of the table. He’s been platform-side at Meta. He’s been B2B with Square, then DTC with Hims. And across with work with some of the biggest brands in the world, the playbook has evolved but one thing has remained a constant: intellectual curiosity. In this episode, Josh explains why the best question marketers can ask is “Why?” It’s also the question that inspires incrementality testing hypotheses that eventually turn into business-moving decisions. In this episode: What Josh learned platform-side at Meta How Josh uses conversion lift studies Big learnings from Josh’s time at Square How the playbook shifted jumping to Hims Quantity vs. quality in creative The #1 thing Josh screens for when hiring marketers About Josh: As Senior Vice President of Marketing, Josh Groth leads the strategies behind Squarespace’s media investment, CRM, and international expansion. Josh brings 18 years of experience scaling technology companies across both B2B and B2C. At Squarespace, his focus is on helping entrepreneurs worldwide turn their ideas into thriving businesses. Prior to joining the company, he served as VP, Growth at Hims and SVP, Global Performance Marketing at Square, where he established a global center of excellence for acquisition and creative production. His earlier career includes growth roles at Meta and Grove Collaborative. Josh is a firm believer that the most impactful growth happens at the intersection of rigorous data and genuine creative curiosity. He received his B.S. in Business Administration from the University of Oregon. About Haus: Haus is the causal marketing measurement platform built for performance-driven brands and enterprises. From GeoLift incrementality testing to Causal MMM, Haus helps marketing and finance leaders understand what's actually driving growth — so they can make smarter business decisions. 🔗 Learn more about Haus: https://www.haus.io 📅 Book a demo: https://www.haus.io/demo 💡Follow Haus on LinkedIn: / haus-analytics

Brett Gordon is a Professor of Marketing at Stanford University's Graduate School of Business. He sat down with Haus’ Chief Scientist Joe Wyer, CMO Olivia Kory, and Head of Science Strategy Phil Erickson to discuss his landmark research around advertising measurement, including his “close enough” paper and “predictive incrementality with experimentation” (PIE) paper. (Both are essential reading around Haus — in fact, we hand it out to new hires.) In this episode, they dig in to: Brett’s background (1:04) Brett’s landmark “close enough” paper (5:09) Why marketing data is so bad (15:45) Brett’s “Predicted Incrementality by Experimentation” (PIE) paper (20:09) What marketers can learn from the PIE paper (24:34) Attribution is biased…but can we learn from that bias? (28:30) Generalizing PIE using experiments (31:06) About Brett: Brett Gordon is the Robert A. Magowan Professor of Marketing at Stanford University’s Graduate School of Business. His research focuses on pricing, advertising, promotions, retailing, and experimentation, using methods from causal inference, machine learning, and empirical industrial organization. He partners with companies to measure and enhance marketing effectiveness. His recent work examines digital advertising measurement methods while developing new evaluation approaches.He served as a co-editor at the Journal of Marketing Research from 2023 to 2026 and is the co-creator of the “How I Wrote This” podcast, which goes behind the scenes with authors to understand how great academic marketing papers came to be. Listen on Apple or Spotify. About Haus: Haus is the causal marketing measurement platform built for performance-driven brands and enterprises. From GeoLift incrementality testing to Causal MMM, Haus helps marketing and finance leaders understand what's actually driving growth — so they can make smarter business decisions. 🔗 Learn more about Haus: https://www.haus.io 📅 Book a demo: https://www.haus.io/demo 💡Follow Haus on LinkedIn: https://www.linkedin.com/company/haus-analytics

You see success stories about brands that have leveraged incrementality testing to transform their business. While these are inspiring, they conceal an inescapable reality of executing a high-impact incrementality testing program: Sometimes, test results will bum you out. In our latest episode of Open Haus Playbook, Haus Measurement Strategists Dean Gordon and Ike Armstrong sit down to talk about that difficult moment when you get a test result that “punches you in the chin.” First, they outline ways to frame that poor test result in a way that's productive — not just to your marketing org, but also to the finance team and the C-suite. Then they lay out their playbook for next steps after a less-than-stellar result. They’ll share some tactical testing ideas that can build upon this baseline result and turn it from a disappointment to the start of improved media performance.In this episode:Intros, and defining “bad" results (1:22)The different types of disappointing test results (4:37)Reframing a “bad” test result (7:42)How do you communicate disappointing test results to finance? (13:04)Planning next steps after a bad test result (15:30)Strategy #1: The 1-2-1 approach (21:05)Strategy #2: The Firehose Approach (30:50) About Haus: Haus is the causal marketing measurement platform built for performance-driven brands and enterprises. From GeoLift incrementality testing to Causal MMM, Haus helps marketing and finance leaders understand what's actually driving growth — so they can make smarter business decisions. 🔗 Learn more about Haus: https://www.haus.io 📅 Book a demo: https://www.haus.io/demo 💡Follow Haus on LinkedIn: / haus-analytics

Newton CMO Aaron Zagha was early to Amazon when DTC brands were still allergic to it. He was early to influencer marketing when nobody had figured out how to measure it. And he was early to incrementality testing when most CMOs were still trusting last-click attribution and in-platform ROAS. As CMO of Newton Baby, Aaron didn't just build a brand; he helped invent a category, convinced parents that purchasing a baby mattress required research and thought, and scaled the company to an acquisition by Resident (Ashley Home Furniture). Along the way, he quietly became one of the most analytically rigorous growth marketers in DTC. In this episode of Open Haus, Aaron joins Haus CMO Olivia Kory to walk through his full journey: from a finance background that gave him an unusual obsession with measurement, to the scrappy early days of Newton Baby, to their exit — all while taking us blow-by-blow through the experiments and hard-won lessons that made the difference. Aaron also explains how, with Haus, Newton Baby improved marketing efficiency by 30% over a three-year period, significantly boosting efficiency in a tumultuous macroeconomic environment. This is an episode for growth marketers who want to hear what it actually looks like to build a data-driven marketing org from the inside. Aaron’s story lays out just how important it is to see around corners and always remain rigorous (and unemotional) when it comes to figuring out what’s working and what isn’t. In this episode: Aaron's journey from finance to ecommerce (1:26) How Aaron "picked the right horse" with Newton Baby (4:13) The highlights and lowlights from Aaron's time at Newton Baby (8:43) Aaron's early big bet on influencer marketing (12:15) Newton's forward-thinking omnichannel sales strategy (15:56) Inside Newton's acquisition by Resident (22:00) Aaron's measurement journey with Haus (26:16) The efficiency gains Aaron unlocked with incrementality testing (34:50) Balancing optimizing for growth vs. efficiency (38:43) The importance of building a strong customer advisory board (41:49) About Newton: Newton Baby strives to revolutionize the landscape of infant sleep by offering a range of meticulously crafted, healthy, and safe sleep products. At the forefront of their innovation is the creation of the world's first 100% breathable, washable, and recyclable crib mattress. Beyond crib mattresses, their commitment to excellence extends to a diverse array of offerings, including furniture, bedding, and even pet beds. Newton Baby ensures that their products not only meet the highest standards of safety but also cater to the varied needs of families. Operating through direct-to-consumer channels and leveraging the expansive reach of Amazon, Newton Baby brings their transformative sleep solutions to a broad audience, making a positive impact on the well-being of infants and families alike. About Haus: Haus is the causal marketing measurement platform built for performance-driven brands and enterprises. From GeoLift incrementality testing to Causal MMM, Haus helps marketing and finance leaders understand what's actually driving growth — so they can make smarter business decisions. 🔗 Learn more about Haus: https://www.haus.io 📅 Book a demo: https://www.haus.io/demo 💡Follow Haus on LinkedIn: / haus-analytics

We brought back Dean Gordon to break down the spend-level tests that help you find the marginal efficiency of your marketing. If you like to roll up your sleeves and get nerdy with test design, this is the episode for you. Table of contents: – What is a spend-level test? (1:45)– What are the different types of spend-level tests? (5:42)– The most scientifically rigorous spend-level test (8:21)– A spend-level test that minimizes account disruption (10:39)– The easiest spend-level test to pull off (15:10)– The least disruptive spend-level test of all (17:12)And if you missed Dean's first episode all about channel diversification, watch it here: https://www.youtube.com/watch?v=4kWmBbEwdBo This is our inaugural episode of Open Haus Playbook — bite-sized episodes that get tactical about more advanced measurement concepts. If there’s a topic you’d like us to cover, don’t hesitate to let us know.

In our latest episode of Open Haus, CEO Zach Epstein, Chief Strategy Officer Olivia Kory, and VP of Product Greg Dale sit down to talk about the next evolution of the Haus platform. First, Olivia outlines some of the unique challenges marketers face today and how the agentic era presents both opportunities and further complications. Then, Zach and Greg dig into the what Haus has been building to give marketers the systems they need to win the agentic era. A lot of ground is covered — here's the breakdown: - Why marketing is harder than ever (2:09) - It’s a new era at Haus — here’s what that means (7:19) - Introducing Architect (11:00) - How signal, context, and action work together (19:55) - Haus ColdStart (23:43) - Causal MMM expansion (25:23) - Incrementality Index (28:58) - Causal Attribution (31:08) - Haus MCP (36:16) - More detail on Architect (37:55) - Common objections to agentic decisioning (47:15) - Q&A (50:35)

Faith Shin (Sr. Machine Learning Manager, Wayfair) and Joe Meier (VP of Marketing Analytics, SharkNinja) sit down with Olivia to discuss what it takes to build an elite marketing program. They break down: – The good, the bad, and the ugly of building marketing measurement in-house, feat. Haus' Joe Wyer (5:14) – How Wayfair's measurement has evolved in Faith's tenure (13:20) – The moment Wayfair realized they needed a measurement partner (17:16) – How having a partner has helped Wayfair scale (20:14) – SharkNinja's approach to measuring a massive product portfolio (23:05) – The SharkNinja bias for action (26:15) Plus an extensive live Q&A with Faith and Joe.

Olivia is joined by Haus Measurement Strategist Chandler Dutton to react to the Marketing Operators’ recent episode on incrementality. Olivia and Chandler talk: Incrementality in Retention (4:00) Using Haus to fend off vendors asking you for more money (11:52) Articulating a hypothesis (13:47) How to run a diminishing marginal returns test (16:45) Progressive truth and tactical A/B tests (18:47) Upper-funnel Measurement and Long-Term Effects (26:55) Interaction effects between channels (36:30) Creative wins (39:25) If you haven’t heard the Marketing Operators on incrementality, give it a listen here: https://www.youtube.com/watch?v=ckPtmcHacrM Coming up: The Haus Growth Lab — a work session for the most forward-thinking growth operators in our community. Hear keynotes from Zach and Olivia on the future of marketing, and sit in on a roundtable with growth leaders from Wayfair, Fox, Equinox, and more. Plenty of time to chat and meet other growth leaders over breakfast and lunch. LA - 5/19 | NY - 5/21 RSVP here: https://www.haus.io/growth-lab-la https://www.haus.io/growth-lab-ny

Olivia is joined by Haus Measurement Strategist Dean Gordon for a deep dive into channel diversification. Dean explains: Why brands want to diversify (3:54) The important distinction between average and marginal returns (7:15) The three incrementality tests that help you calculate marginal efficiency (11:38) The pros and cons of these different approaches to calculating marginal efficiency (14:47) The consequences of not understanding channel saturation points (18:58) The importance of patiently improving your channels (22:56) How to think about the scalability of secondary channels (23:17) How MMM can supercharge your diversification efforts (28:40) A summary of Dean's diversification framework (33:12)

The gap between having an MMM and actually operationalizing it is one of the biggest challenges in modern marketing measurement. Models produce outputs — but what happens next? How do teams turn those outputs into real budget decisions? In this live Open Haus session, we're bringing together the science and the practice. Phil Erickson , Haus' Head of Science Strategy, will kick things off with a look at the state of MMM in 2026 — the latest science, the emerging methodologies, and why experiments remain the critical missing ingredient for most MMMs. Tyler Horner , Manager of Solutions Consulting at Haus, will break down what it actually looks like to operationalize MMM: how to move past triangulation toward a unified source of truth, and how leading brands are putting model insights into action. Then, marketing leaders from StockX and OluKai will share their real-world experiences operationalizing Causal MMM — what's working, what they've learned, and what they’re planning next. They covered a lot of ground, including: The State of MMM in 2026 — and how it’s evolved (4:00) How we’ve evolved our use of experiments in MMMs (10:17) Adjusting experiments for seasonality so your model isn't biased (20:10) A framework for next steps based on cost curves (22:38) How StockX operationalized MMM and experiments (28:49) How OluKai reduced CAC by 20% overnight by following Causal MMM (37:07) AMA (46:14)

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)

In this episode of Open Haus Playbook, Olivia sits down with Haus Applied Scientist Morgan Stockham to learn how Time Tests help teams measure the impact of big marketing bets — think Super Bowl ads, major influencer collabs, or a major tentpole event. Olivia and Morgan cover: The basics of Time Tests (3:05) Some "under the hood" modeling information (9:12) Geotests vs. Time Tests (11:15) How to use Time Test results in an MMM (15:31) A live demo of Time Tests in the Haus app (20:07) That's right — Time Tests are available today in the Haus app. Learn more about how they work here .

After working together at TextNow, Raquel Alexander (CMO, Ex-Nav/EA/Shutterfly) and Evan Fein (CFO, Omnidian) learned exactly what it takes to build a strong CMO-CFO relationship. They sat down with Olivia Kory to discuss: How vulnerability and transparency built trust (2:49) The most important thing a CMO can do for a CFO (6:08) Why marketers need to act as owners (8:11) How Raquel and Evan aligned on metrics (10:11) What Evan wishes CMOs knew more about finance (14:21) What Raquel wishes CFOs knew more about marketing (16:28) How Raquel gets finance partners on board with incrementality (20:48) The moment Evan bought into incrementality (23:28) What not to do when operationalizing incrementality as a CMO (25:05)

Olivia sits down with Haus Measurement Strategy Lead Ike Armstrong to outline how marketers should structure their Google Ads account amid the platform’s growing suite of AI-powered campaign types and evolving consumer search behavior. They cover: How consumer search behavior is changing (3:53) How marketers’ day-to-day workflow is shifting in Google (8:02) How you should structure your Google account in 2025 (19:03) How to balance Search + Shopping campaigns vs. AI-driven campaigns (25:37) Why (and how) to isolate brand/non-brand terms (32:15) Should you be using AI Max? (35:45) How can brands show up better in AI Overviews? (40:04) Common mistakes Ike sees brands make inside Google (42:10) Auditing Google’s AI-led ad products (45:22) Connect with us! 🌐 Website: https://haus.io/ 📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/ 📱 Ike's LinkedIn: https://www.linkedin.com/in/ike-armstrong/

In our first-ever Open Haus AMA, Olivia Kory, Tyler Horner, and Stephen Barston answer all your questions about marketing incrementality. They cover foundational topics for those new to the concept, including when a brand is ready for incrementality testing (8:00) and what a step-in approach to incrementality might look like (11:51). Then the team dives into some tactical, in-depth questions, including: - What an ideal testing roadmap looks like (24:29) - What constitutes a good vs. a bad result (28:18) - How to test creative strategy (38:51) - Why you need experiments if you already use MMM (45:19) --- Timestamps: [00:02:37] - Introductions: Meet the panel of incrementality experts. [00:06:00] - Why incrementality is a big deal and how to get started. [00:08:00] - When is a brand at the right scale to invest in tools like Haus or MMM? [00:11:51] - How can smaller businesses with limited budgets benefit from incrementality? [00:16:30] - What are the biggest operational hurdles to incorporating incrementality testing? [00:19:30] - What is a holdout test and why is it used to measure incrementality? [00:21:13] - Will running holdout tests disrupt performance or reset campaign learnings? [00:24:29] - What does an ideal testing roadmap look like? [00:28:18] - What constitutes a good vs. a bad result (and how to react when iROAS is less than 1)? [00:38:51] - How should you test creative strategy? [00:41:09] - How to approach testing when your product has a long time-to-conversion. [00:45:19] - Why do you need experiments if you already use Media Mix Modeling (MMM)? [00:57:15] - Should you run different tests during high and low seasons? --- Connect with Us: 🌐 Website: https://haus.io/ 📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/ 📱 Tyler's LinkedIn: https://www.linkedin.com/in/tyler-horner-73a330107/ 📱 Stephen's LinkedIn: https://www.linkedin.com/in/stephen-barston/

In an of-the-moment Open Haus, Michael Wieder and Olivia Kory sit down to discuss the realities of tariffs on consumer businesses. They cover: • Thinking about the right decisions, not fast decisions • Long-term vs. short-term supply chain considerations • Price changes and protecting consumers • Open dialogues across manufacturers, retail partners, and even competitors • How brands should be thinking about their P&Ls right now • How marketing teams can be thinking about overall strategy, paid efficiency, and partnering with finance • Where to stay up-to-date on the latest reliable information --- Connect with Us: 🌐 Website: https://haus.io/ 📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/ 📱 Michael's LinkedIn: https://www.linkedin.com/in/michael-wieder-1a712515/

When a brand goes global, everything gets a bit more complex. Juan Bongiovanni, Chief Marketing Officer at N26, knows this firsthand. Having overseen growth and marketing at giants like Trade Republic, Netflix, and Quibi, Juan has thought deeply about what it takes to scale a brand internationally without losing what makes it unique. On Thursday, March 6, at 10am PT / 1pm ET / 7pm CET, he joined our Head of Strategy Olivia Kory for this latest session Open Haus to have a conversation about scaling a brand across multiple countries. He shared strategic insights on: ✅ The value in focusing on similarities, rather than differences, when scaling globally ✅ Regulations – the good, the bad, and the ugly ✅ The logistics of pivoting away from the correlation-based metrics to incrementality testing ✅ Why skepticism and humility are so important in marketing --- Connect with Us: 🌐 Website: https://haus.io/ 📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/ 📱 Juan's LinkedIn: https://www.linkedin.com/in/juanbongiovanni/

Q5 might be invisible to consumers, but savvy marketers know this time can be a mega growth driver for brands. So how can brands capitalize on this tight window between Black Friday and the end of January, especially in light of platform changes (ahem, Meta) rolling out in early 2025? On December 16 at 12pm ET/9am PT, Alex Nagourney, Senior Vice President of Growth at Perelel – one of the most exciting wellness brands on the block – joined Haus’ Olivia Kory to talk about everything Q5 and how to maximize January’s potential. This is a super busy time of year for brands – we know. And so, Alex and Olivia packed their absolute best into this live recording: - Actionable, clear approaches for maximizing Q5 - POVs on tackling Meta’s policy changes - Business signals that hint at a need for incrementality testing - Learnings from their shared time at Netflix - What it’s like pivoting into a growth role No fluffy year-end wrap-ups here – we’re all aboard the clarity train for a successful Q5 and beyond. --- Timestamps: - [00:00:22] - Olivia introduces Alex Nagourney - [00:06:27] - What is Perelel? - [00:10:00] - Lessons from Quibi’s “failure” - [00:11:55] - Alex discusses Q5’s importance as the “Super Bowl” for wellness brands and the criticality of starting the year with high-quality customer acquisition. - [00:18:34] - Alex reveals Perelel’s practice of resetting Meta campaigns every six months to maintain performance and adapt to platform changes - [00:20:34] - Insights into Perelel’s high-velocity site experimentation strategy, with over 50 tests per month, focusing on personalization - [00:26:20] - Perelel’s Q5 channel mix - [00:28:00] - The long-term value of YouTube influencers in Perelel’s marketing strategy, demonstrating their ability to drive conversions over time - [00:33:27] - Does Perelel change its channel mix specifically during Q5? - [00:34:55] - Why did Perelel decide to work with Haus starting 2025? Why now of all times to focus on incrementality testing? - [00:39:29] - Biggest lessons from Netflix - [00:49:30] - How to stand out when preparing for Q5 when it comes to securing influencers --- Connect with Us: 🌐 Website: https://haus.io/ 📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/ 📱 Alex's LinkedIn: https://www.linkedin.com/in/alexandranagourney/

Uber and Dr. Squatch’s respective ad creative is the stuff of legend (hello, Sydney Sweeney Body Wash Genie!) – now, learn the tools of the performance creative trade from the pros behind these major brand operations. On October 17, we brought together Matt Yager, Director of Global Performance Creative Optimization at Uber, Suraj Sundar, Director of Performance Marketing and Ad Creative at Dr. Squatch, and Haus’ own Olivia Kory for one of the most colorful performance creative discussions of the year. Settle in to hear Matt, Suraj, and host Olivia Kory weigh in on: - Attitudes towards celebrities in creative - What to look for when hiring performance creatives and building a team - How to give fresh creative a fair shot - When to trust (or not trust) platform-reported data - Creative iteration, creative fatigue, and signals to monitor Connect with Us: 🌐 Website: https://haus.io/ 📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/ 📱 Matt's LinkedIn: https://www.linkedin.com/in/matt-yager-59689b78/ 📱 Suraj's LinkedIn: https://www.linkedin.com/in/suraj-sundar-0bb581b5/

How do the best consumer brands think about growth and marketing measurement? What are the latest trends, experiments, tools, and competitive blue oceans that growth-stage marketing teams are leaning into? This is Rob Webb’s bread and butter. In our August 15 webinar, Rob, Former SVP of Growth at Tonal and current Growth Advisor at Prose, Humane, SPAN, Halo, RUX, and MileIQ, shared his expertise in building scalable growth systems. Rob has delivered greater than 500x growth multiple times, managed $100M+ media budgets, hired and led 100+, and was a key contributor to 10+ fundraising rounds yielding $500M+ in capital. He’s now opening time to 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. What You'll Learn: - Best practices he is seeing across the companies he advises - How to scale your company’s growth engine - How to manage large-scale media budgets - How to find the right marketing measurement mix depending on your growth stage Connect with Us: 🌐 Website: https://haus.io/ 📱 Zach’s LinkedIn: https://www.linkedin.com/in/zach-epstein-b7b10525/ 📱 Rob's LinkedIn: https://www.linkedin.com/in/robwebb1/