Olivia Kory

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!

Olivia Kory, Head of Go-To-Market at Haus and former senior marketing roles at Netflix, Quibi, and Sonos, discusses the role of causal inference in marketing measurement, skill set gaps in transition to probabilistic measurement, challenges faced by marketing teams, and the concept of probabilistic measurement for non-marketing teams. They also explore challenges in measuring marketing campaigns, understanding app store search prioritization and ad targeting, and the shift to probabilistic attribution in marketing. Olivia shares her experience transitioning to a measurement company and the impact of leading on incrementality work.