This episode dives into how top-tier ecommerce brands are moving beyond traditional ROAS benchmarks by leveraging incrementality testing, marketing mix modeling, and early agentic media buying. Learn how to implement geo lift holdouts, attribution debiasing, and control group testing to make smarter, data-driven ad budget decisions and achieve true incremental growth.
Key takeaways
Replace simple ROAS benchmarks with incrementality testing, using control groups and treatment cells to measure true ad spend impact.
Explore geo lift holdouts and attribution debiasing techniques to get a clearer picture of ad campaign effectiveness, moving beyond last-click attribution.
Consider how early agentic media buying and algorithms can automate and optimize ad budget allocation, potentially outperforming human media buyers.
Implement conversion campaign tests to reshape paid media strategies, as demonstrated by HexClad's Meta strategy optimization.
Understand the future of automated budget decisions in advertising, driven by advanced testing methodologies.
“I just don’t hear a lot of good reasons why this can’t be automated”. Can an algorithm allocate ad budget better than a human media buyer? Olivia Kory (CMO & Strategy Officer, Haus) joins Connor MacDonald (CMO, Ridge) and Connor Rolain (Head of Growth, HexClad) to unpack incrementality testing, marketing mix modeling, and early agentic media buying. Geo lift holdouts and attribution debiasing point toward a future of automated budget decisions. Olivia shows how A/B testing replaced ROAS benchmarks at Haus. Control groups and treatment cells now anchor every incrementality read. Connor Rolain also shares how one conversion campaign test reshaped HexClad’s Meta strategy. The team ties it all back to multi-touch attribution for faster decisions. Powered By Motion https://9ops.co/motion-runneth NeonPixel https://9ops.co/neonpixel Richpanel https://9ops.co/richpanel Proppel https://9ops.co/weareproppel Aftersell https://9ops.co/aftersell-mops Haus https://www.haus.io/operators More from OperatorsOperators Portal https://portal.9operators.com/dashboard Operators Newsletter https://9operators.com/
What does this episode say about paid acquisition?
Replace simple ROAS benchmarks with incrementality testing, using control groups and treatment cells to measure true ad spend impact.
What does this episode say about analytics & attribution?
Explore geo lift holdouts and attribution debiasing techniques to get a clearer picture of ad campaign effectiveness, moving beyond last-click attribution.
What does this episode say about ai & automation?
Consider how early agentic media buying and algorithms can automate and optimize ad budget allocation, potentially outperforming human media buyers.
What does this episode say about dtc strategy?
Implement conversion campaign tests to reshape paid media strategies, as demonstrated by HexClad's Meta strategy optimization.
What does this episode say about paid acquisition?
Understand the future of automated budget decisions in advertising, driven by advanced testing methodologies.
