Limited Supply S9 E9: Incrementality, Data, the Funnel, Oh My! (with Olivia Kory of Haus)
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Sep 18, 2024 In this conversation, Olivia Kory, an expert in incrementality testing at Haus, dives into the critical role of incrementality in DTC marketing. She explains how effective tools from Meta and Google can enhance marketing strategies and discusses the importance of geotesting for optimizing spend. The debate over brand versus performance marketing also heats up, as Olivia and Nik weigh the best ways to allocate resources and prepare for major shopping seasons. This episode is packed with insights to help brands maximize their growth potential!
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Incrementality vs. Attribution
- Incrementality testing involves establishing a counterfactual, unlike MTA or MMM.
- This helps determine causality by comparing a control group to a group exposed to an intervention.
Brand Search and Affiliate Incrementality
- Olivia Kory observed that brand search and affiliate marketing often appear effective on last-click attribution but have little real impact.
- Shutting these channels down frequently reveals no negative effect on business performance.
Netflix's Broad Targeting Success
- At Netflix, broad targeting on Meta outperformed manual targeting based on interests and demographics.
- This "unfettered" approach, letting Meta's algorithm find users, proved more effective and efficient.