Season 2, Episode 5: How to measure a marketing campaign (with Olivia Kory)

My guest on this episode is Olivia Kory, the Head of Go-To-Market at Haus, a marketing decision science platform. Before Haus, Olivia held senior marketing roles at Netflix, Quibi, and Sonos.

Olivia and I discuss a wide range of topics within the subject of advertising measurement in this episode, including:

• The role of causal inference in marketing measurement;
• The common skillset gaps that Olivia witnesses when observing companies making the transition to probabilistic measurement;
• The unforeseen challenges in transitioning to probabilistic measurement for marketing teams;
• The amount of coaching required for the non-marketing teams within the organization to socialize the concept of probabilistic measurement.

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About Olivia:

Olivia leads customer support, marketing, and partnerships at Haus, which is productizing incrementality, experimentation, and econometrics to help brands quantify marketing ROI. Before Haus, Olivia was the Director of Growth Marketing at Sonos and has held marketing positions at Quibi and Netflix.