This week on the Operators Podcast, Olivia Kory from Haus joins the hosts to talk about incrementality in digital advertising, particularly focusing on Meta’s role and effectiveness. Olivia shares insights from over 640 incrementality tests, revealing how Meta ads significantly impact business performance.
The conversation also touches on the challenges of measuring organic demand, the importance of proper testing methodologies, and the operationalization of incrementality in marketing strategies. The hosts explore personal journeys in ecommerce and the implications of relying heavily on Meta for advertising success.
Get Haus’ full Meta Report here.
Chapters:
00:00 Introduction
19:07 The Role of Incrementality in Marketing Strategy
28:59 Challenges and Opportunities in Marketing Measurement
36:46 The Science Behind Incrementality Testing
40:03 Diving into the Meta Report
49:14 Understanding Meta's Impact on Brands
54:18 The Power of Omni-Channel Marketing
01:04:03 The Future of Advertising with AI
01:21:32 The Shift from Manual to Automated Strategies
01:26:31 Mid Funnel Testing
01:39:32 The Future of Marketing Beyond Clicks
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E069: Why Great Marketers Think Like Data Scientists, With Eric Seufert
E123: The Meta Incrementality Report: Lessons from 640 Haus Experiments