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S3 E9: Measuring Top Of Funnel and Incrementality Testing with Zach Epstein from Haus
Jul 9, 2023
Zach Epstein, Founder and CEO of Haus, discusses top-of-funnel measurement and incrementality testing in marketing. They explore methodologies and tools for accurate measurement, the benefits of using PostScript as an SMS platform, and the efficiency of advertising channels on meta platforms like TikTok and YouTube. They also highlight the importance of data and customer exclusions for effective targeting and the significance of testing and incrementality in marketing strategies.
52:19
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Quick takeaways
- Incrementality testing helps companies validate the impact of their advertising and make informed decisions about their advertising budgets and target channels for growth.
- Measuring cross-network impact and dealing with attribution complexities is a challenge that can be addressed through reliable measurement methodologies and tools like Haus, which provide a holistic view of marketing efforts across different networks.
Deep dives
Incrementality Testing and Validating Advertising Impact
One of the main ideas discussed in the podcast is the importance of conducting incrementality testing and validating the impact of advertising. The guest, Zach Epstein, founder of House, explains that companies spending significant amounts of money on platforms like Google need to go beyond standard attribution and reporting. They should develop their own systems to validate the effectiveness of their advertising. By running experiments, comparing the outcomes of serving ads versus not serving ads, companies can determine whether their ads are truly driving incremental results or if customers would have made purchases anyway. The podcast highlights that understanding incrementality helps companies make more informed decisions about their advertising budgets and target channels for growth.
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