Haus

Had a fantastic time at the Haus growth lab today in NYC 🗽 . I had to leave a bit early unfortunately but was exciting to see what they're building. Coming from a team that focuses heavily on creative, terms like "incrementality" and "causal attribution" don't usually dominate our day-to-day vocabulary. We spend most of our energy building, testing, and scaling hooks and visual assets. But stepping into a room full of data-driven growth leaders was an amazing reminder: data and creative aren't competing forces—they are two sides of the same coin. Big thanks to Olivia Kory and Zach Doyle for being my table mate (however short it was).

The Haus Growth Labs event in NYC was fantastic. You'd be hard pressed to find a more highly-concentrated group of next-level marketers than at a Haus Analytics event. I had a blast nerding out on all things incrementality, causal MMMs and the never ending quest to run better ads. Also - got a healthy dose of AI and how it's impacting marketing measurement. Here are just a few key insights: *Incrementality isn't a one-time thing. It's an ongoing practice to consistently improve performance your key channels. A one-and-done mindset won't work here. * Signal is faint. Noise is everywhere. Think critically. * Run longer tests. Especially for top of funnel. For channels like TV and YouTube that probably means 4-8 weeks (or longer) tests. *Tests aren't academic exercises. Run a good test. Get an insight. Make some improvements. Repeat. Thanks for the invite and the shout out Olivia Kory and awesome job rockin' that panel Bill Rom!

“I feel like you undersold the value of the community” - a Haus customer when I asked how things have been going. She was right. Over the past two weeks we’ve had the opportunity to bring hundreds of customers together in person. What has emerged around Haus is rare, and we’re grateful to everyone who has chosen to be part of it. Shoutout to our incredible customer speakers Bill Rom, Morgan Brown, Vince Sigismondo, John Liu, Barron Kennedy II, Annie Leanse. Speaking of products, we also announced some of the most ambitious Haus projects to date in front of a packed haus yesterday in New York - things we've been working toward for a long time: Architect: Causal Media Optimization Causal Attribution: Daily incrementality at the ad level Haus MCP: Connect experiments, cMMM and Causal Attribution to your favorite LLM Incrementality Index: Estimates for channels you haven’t tested yet Huge thank you and appreciation for the design partners who have been building with us over the past several months, especially Caleb Orion, Derek Lauermann, Greg Robinson, Andrew Jeter and Cody Plofker. If you missed Growth Lab, we’re running webinars over the coming weeks to walk through what we're building and why. More details soon!

My personal highlight from this week’s Meta Performance Marketing Summit: seeing Haus customers shine. From Ridge and Jones Road Beauty taking center stage both days to a video spotlight of Mejuri’s incrementality testing program, it was satisfying to see these brilliant teams put on a masterclass. Other highlights: – Olivia Kory on the main stage talking about “incrementality as a team sport.” I’m definitely stealing that. (In fairness, I think *she* stole that quote from Yoni Levy.)  – Hearing Simon Whitcombe call out the Haus partnership in his opening remarks – Everyone from the Haus team who proved why our people are our greatest differentiator. Huge thanks to Meta for such a great event and for continuing to bang the drum for incrementality. The future of marketing is so bright *because* of the innovative teams we heard from this week. Let’s keep the momentum up.