Open Haus

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...

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 s...

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 g...

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 momen...

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) U...

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 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...

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...

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...

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 alig...

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 acc...

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, incl...

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 thin...

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 o...

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 exc...

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. Sq...

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 i...

Measuring the effectiveness of mobile app marketing campaigns presents unique challenges. Without the right strategies and tools, it can be difficult to accurately attribute conversions, optimize spend, and improve user retention and lifetime value. In our July 15th webinar, Noa Gutterman, Senior Director of Growth at TextNow, will share her expertise in building and scaling successful mobile app...

Designing experiments for accuracy and precision is difficult and sometimes poorly run tests can be worse than not testing at all. PhD Economist Joe Wyer has seen it all. Before leading the science department at Haus, Joe was a Senior Economist at Amazon, where he developed their core geo-testing product and integrated it with long-term value models. He also initiated the Decision Science team for...

Join Caraway's VP of Growth and Digital Product, Connor Dault, as he navigates through Caraway's marketing measurement journey alongside Haus founder Zach Epstein. Caraway, an omni-channel brand selling via Shopify, Amazon, and retail stores, faced a significant challenge in understanding the causal impact of advertisements across its sales channels. Connor will detail how he successfully...

SVP of Marketing at FanDuel, Brian Borkowski, joins Haus Founder, Zach Epstein, to discuss how privacy regulations and cookie depreciation are changing the measurement landscape. Brian will dive into how he future proofed both Hulu and FanDuel’s measurement approach and operationalized experimentation to drive continuous innovation and growth. Learn firsthand how to prepare for tightening privacy...

Wondering what the best way is to measure marketing for your business? You’re not alone - many brands we talk to have questions about attribution, MMMs, and incrementality. Join Haus founder / CEO Zach Epstein and Haus Principal Economist Phil Erickson as they share learnings from their prior experiences grappling with this question at Google and Amazon, and what advice they’d give brands today. W...

Why do the most sophisticated marketers use incrementality to measure the true impact of marketing on their businesses? Join our Open Haus chat with Zach Epstein, Founder/CEO of Haus (formerly Google), and Olivia Kory, Head of Strategy at Haus (formerly growth marketing leader at Netflix and Sonos), as they dive into the essentials of incrementality testing. Learn more about Haus here: https://bit...