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Open Haus

Open Haus

Haus
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Hosted by Haus Chief Strategy Officer Olivia Kory, Open Haus highlights how the most recognizable brands in the world are measuring incrementality, thinking about growth, and optimizing paid media. Go behind the scenes with PhD economists, world-class growth leaders, and measurement experts as they dive into everything from Incrementality 101 to advanced tactics and strategies. About Haus: Haus is an incrementality platform that helps brands like AG1, Caraway, Dr. Squatch, Intuit, Sonos, and Jones Road Beauty measure the incremental ROI of online and offline ad spend.

25 - Can A Model Predict Incrementality?
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  • 25 - Can A Model Predict Incrementality?

    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

    Thu, 17 Sep 2026 - 47min
  • 24 - What To Do After a Bad Incrementality Test Result

    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 

    Tue, 04 Aug 2026 - 35min
  • 23 - Incrementality Testing at Scale: Lessons from Newton CMO Aaron Zagha

    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 

    Fri, 26 Jun 2026 - 44min
  • 22 - How to Find The Marginal Efficiency of Your Marketing

    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.

    Mon, 15 Jun 2026 - 22min
  • 21 - The Modern Marketing OS: Live with Zach, Olivia, and Greg

    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)

    Fri, 05 Jun 2026 - 59min
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