Open Haus – Détails, épisodes et analyse

The gap between having an MMM and actually operationalizing it is one of the biggest challenges in modern marketing measurement. Models produce outputs — but what happens next? How do teams turn those outputs into real budget decisions?

In this live Open Haus session, we're bringing together the science and the practice.

Phil Erickson, Haus' Head of Science Strategy, will kick things off with a look at the state of MMM in 2026 — the latest science, the emerging methodologies, and why experiments remain the critical missing ingredient for most MMMs.

Tyler Horner, Manager of Solutions Consulting at Haus, will break down what it actually looks like to operationalize MMM: how to move past triangulation toward a unified source of truth, and how leading brands are putting model insights into action.

Then, marketing leaders from StockX and OluKai will share their real-world experiences operationalizing Causal MMM — what's working, what they've learned, and what they’re planning next.

They covered a lot of ground, including:

• The State of MMM in 2026 — and how it’s evolved (4:00)

• How we’ve evolved our use of experiments in MMMs (10:17)

• Adjusting experiments for seasonality so your model isn't biased (20:10)

• A framework for next steps based on cost curves (22:38)

• How StockX operationalized MMM and experiments (28:49)

• How OluKai reduced CAC by 20% overnight by following Causal MMM (37:07)

• AMA (46:14)

Olivia sits down with Haus Measurement Strategist Tarek Benchouia to share their most valuable learnings, most surprising data points, and most enduring lessons drawn from the thousands of Haus tests run in 2025. Then they round out the episode with some reader questions. And the winner is...

Least Surprising Learning of 2025 (3:15)

Biggest Gotcha Moment of 2025 (11:50)

Most Controversial Learning of 2025 (22:28)

Most Valuable Lesson of 2025 (26:04)

Olivia and Tarek's Favorite Case Studies of 2025 (32:22)

Mailbag: Measuring Brand Moments and Heuristics for Test Length (38:22)

How do the best consumer brands think about growth and marketing measurement? What are the latest trends, experiments, tools, and competitive blue oceans that growth-stage marketing teams are leaning into?

This is Rob Webb’s bread and butter. In our August 15 webinar, Rob, Former SVP of Growth at Tonal and current Growth Advisor at Prose, Humane, SPAN, Halo, RUX, and MileIQ, shared his expertise in building scalable growth systems.

Rob has delivered greater than 500x growth multiple times, managed $100M+ media budgets, hired and led 100+, and was a key contributor to 10+ fundraising rounds yielding $500M+ in capital. He’s now opening time to answer all your questions about the best practices he sees across the companies he advises, how to scale your company’s growth engine, how to manage large-scale media budgets, and how to find the right marketing measurement mix depending on your growth stage.

What You'll Learn:

- Best practices he is seeing across the companies he advises

- How to scale your company’s growth engine

- How to manage large-scale media budgets

- How to find the right marketing measurement mix depending on your growth stage

Connect with Us:

🌐 Website: https://haus.io/

📱 Zach’s LinkedIn: https://www.linkedin.com/in/zach-epstein-b7b10525/

📱 Rob's LinkedIn: https://www.linkedin.com/in/robwebb1/

Measuring the effectiveness of mobile app marketing campaigns presents unique challenges. Without the right strategies and tools, it can be difficult to accurately attribute conversions, optimize spend, and improve user retention and lifetime value. In our July 15th webinar, Noa Gutterman, Senior Director of Growth at TextNow, will share her expertise in building and scaling successful mobile app marketing programs. Drawing on her 9+ years of experience across acquisition, conversion, and retention funnels, Noa will join Zach and Olivia to discuss the key metrics and KPIs for evaluating user acquisition campaigns in mobile apps. She'll also delve into effective strategies for attributing in-app events to specific marketing channels and leveraging incrementality testing to optimize spend. What You'll Learn: - Unique challenges in measuring mobile app marketing effectiveness and how to overcome them - Key metrics and KPIs for evaluating user acquisition campaigns - The role of PMAX and UAC in paid user acquisition - How to leverage incrementality testing to optimize mobile app marketing spend - Techniques for measuring and improving user retention and lifetime value - Best practices for setting up and analyzing mobile app marketing experiments Connect with Us: 🌐 Website: https://haus.io/ 📱 Zach’s LinkedIn: https://www.linkedin.com/in/zach-epstein-b7b10525/ 📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/ 📱 Noa's LinkedIn: https://www.linkedin.com/in/noa-gutterman/

Designing experiments for accuracy and precision is difficult and sometimes poorly run tests can be worse than not testing at all. PhD Economist Joe Wyer has seen it all. Before leading the science department at Haus, Joe was a Senior Economist at Amazon, where he developed their core geo-testing product and integrated it with long-term value models. He also initiated the Decision Science team for optimizing Prime Video promotions and pricing.

Join Joe as he shares the common pitfalls that consumer brands face when conducting marketing experiments. Drawing on extensive experience overseeing incrementality testing for large marketing budgets, Joe will highlight the top five mistakes that can skew results and lead to misguided budget allocation.

What You'll Learn:

- Errors brands make when designing and running marketing experiments.

- How to avoid these errors to ensure more reliable and effective campaign outcomes.

- Lessons from high-stakes testing scenarios.

- Insights into better experiment design and implementation.

Connect with Us:

🌐 Website: https://haus.io/

📱 Zach’s LinkedIn: https://www.linkedin.com/in/zach-epstein-b7b10525/

📱 Joe's LinkedIn: https://www.linkedin.com/in/josephfwyer/

Join Caraway's VP of Growth and Digital Product, Connor Dault, as he navigates through Caraway's marketing measurement journey alongside Haus founder Zach Epstein. Caraway, an omni-channel brand selling via Shopify, Amazon, and retail stores, faced a significant challenge in understanding the causal impact of advertisements across its sales channels. Connor will detail how he successfully quantified the halo effect of Caraway’s marketing efforts on Amazon sales, fundamentally altering perceptions of various marketing channels’ influence. What You'll Learn: - Caraway's approach to marketing measurement - Techniques to quantify the impact of your DTC ads on Amazon or retail sales - Creative incrementality tests and tangible results from Caraway - The transformative impact of incrementality on the Caraway business Connect with Us: 🌐 Website: https://haus.io/ 📱 Zach’s LinkedIn: https://www.linkedin.com/in/zach-epstein-b7b10525/ 📱 Connor's LinkedIn: https://www.linkedin.com/in/connor-dault-19906753/

SVP of Marketing at FanDuel, Brian Borkowski, joins Haus Founder, Zach Epstein, to discuss how privacy regulations and cookie depreciation are changing the measurement landscape. Brian will dive into how he future proofed both Hulu and FanDuel’s measurement approach and operationalized experimentation to drive continuous innovation and growth. Learn firsthand how to prepare for tightening privacy regulations and optimize your measurement approach. Don't miss this opportunity to gain insider knowledge from two industry leaders and revolutionize your approach to marketing measurement. Reserve your spot now. Connect with Us: 🌐 Website: https://haus.io/ 📱 Zach’s LinkedIn: https://www.linkedin.com/in/zach-epstein-b7b10525/ 📱 Brian’s LinkedIn: https://www.linkedin.com/in/borkowskibrian/

Wondering what the best way is to measure marketing for your business? You’re not alone - many brands we talk to have questions about attribution, MMMs, and incrementality. Join Haus founder / CEO Zach Epstein and Haus Principal Economist Phil Erickson as they share learnings from their prior experiences grappling with this question at Google and Amazon, and what advice they’d give brands today. What you’ll learn: - The strengths and tradeoffs of attribution, MMM, and incrementality tools - How privacy changes are impacting different approaches to measurement - What is the best measurement approach at different stages in your business - How to make different measurement approaches work together best

Why do the most sophisticated marketers use incrementality to measure the true impact of marketing on their businesses? Join our Open Haus chat with Zach Epstein, Founder/CEO of Haus (formerly Google), and Olivia Kory, Head of Strategy at Haus (formerly growth marketing leader at Netflix and Sonos), as they dive into the essentials of incrementality testing. Learn more about Haus here: https://bit.ly/3vtObLg

In this episode of Open Haus Playbook, Olivia sits down with Haus Applied Scientist Morgan Stockham to learn how Time Tests help teams measure the impact of big marketing bets — think Super Bowl ads, major influencer collabs, or a major tentpole event.

Olivia and Morgan cover:

• The basics of Time Tests (3:05)
• Some "under the hood" modeling information (9:12)
• Geotests vs. Time Tests (11:15)
• How to use Time Test results in an MMM (15:31)
• A live demo of Time Tests in the Haus app (20:07)

That's right — Time Tests are available today in the Haus app. Learn more about how they work here.