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.

Olivia Kory, a strategic mind from Haus focused on incrementality in DTC marketing, dives deep into the nuances of measuring marketing effectiveness. She discusses the critical role of incrementality, how it shapes marketing strategies, and the significance of tools like geo-testing in decision-making. The conversation includes a lively debate on brand versus performance marketing, timing for creative prep, and the essential data insights for Q4, paving the way for smarter budgeting. Get ready to rethink your marketing approaches!