Limited Supply

S9 E9: Incrementality, Data, the Funnel, Oh My! (with Olivia Kory of Haus)

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!

44:10

Episode guests

Olivia Kory

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Incrementality testing provides marketers with a scientific approach to evaluate the effectiveness of their strategies by comparing exposed and control groups.

The integration of brand and performance marketing is essential for driving sales, allowing brands to leverage immediate insights for strategic optimization.

Deep dives

Understanding Incrementality Testing

Incrementality testing is a method of evaluating the effectiveness of marketing strategies by comparing the results of two groups: one exposed to the marketing intervention and one that is not. This approach is likened to randomized control trials used in healthcare, where a control group receives a placebo while the experimental group receives the actual treatment. The essence of incrementality testing lies in establishing a counterfactual to analyze what would have occurred without the intervention. By understanding this difference, marketers can make better-informed decisions about their strategies, especially in the context of digital marketing channels.

Intro

3min

From Agency to In-House: A Journey Through Incrementality Testing

3min

Understanding Incrementality and Attribution in Marketing

5min

Understanding the Dynamics of Retail and D2C Purchasing

2min

Understanding Incrementality in Marketing

9min

Unlocking Incrementality and Optimizing Marketing Strategies

2min

Marketing Mastery for Black Friday

21min

What even is incrementality?

For our guest this week, Olivia Kory of Haus, incrementality is everything—it’s strategy, it’s how the world goes ‘round in DTC. We talk tools, conversions, and how Meta and Google can help set that up for you. How does the funnel play a role in incrementality? What’s geotesting and why does it matter? Does company size play a role?

Plus, Nik talks about filling and flushing the toilet: everyone in DTC is prepping for the holiday season. Using data from last year, DTC brands can really set themselves up for success by experimenting, observing, and more.

Then, there’s a debate between brand marketing and performance marketing. Where should you spend your money? When do you start creative prep? Who should do the reporting? Olivia and Nik weigh the pros and cons.

And don’t forget to check out Nik’s helpful hacks here:

nik.co/tiktokads

nik.co/everydaydose

Haus is an automated, self-serve platform that allows you to configure regional experiments to measure incrementality, optimally allocate marketing dollars, and maximize growth. Test all your marketing channels, both online and offline, measure the impact across all your sales channels (DTC, Amazon, and retail), and calibrate your platform reporting for incrementality with Haus.

Add scientific rigor to your marketing and make the most impact with your spend. To learn more, go to haus.io/limitedsupply spelled H-A-U-S dot io slash limited supply to get started.

Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.

Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ

And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.

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