S3 E9: Measuring Top Of Funnel and Incrementality Testing with Zach Epstein from Haus
Down To Chat
· with Zach Epstein
· July 9, 2023
· 52 min
Summary
To truly understand marketing effectiveness, ecommerce operators must move beyond last-click attribution and embrace incrementality testing. This episode provides a foundational understanding of measuring top-of-funnel impact and strategies for accurately attributing marketing-driven growth, essential for optimizing ad spend and scaling profitably.
Key takeaways
Implement incrementality testing as a core marketing analytics practice to understand the true causal impact of campaigns, rather than just correlations.
Focus on measuring top-of-funnel marketing efforts to assess brand awareness and demand generation, which are often undervalued by last-click models.
Utilize methodologies like geo-lift testing, cohort analysis, and A/B testing to isolate the incremental value of different marketing channels and campaigns.
Invest in robust data infrastructure and analytics tools that can support advanced measurement techniques beyond basic attribution models.
Challenge conventional marketing "best practices" and assumptions by rigorously testing and proving the incremental value of every marketing dollar spent.
In the ninth episode of Season Three, Cody is joined by Zach Epstein, the Founder and CEO of Haus, a company specializing in top-of-funnel measurement and incrementality testing. They delve into the world of marketing analytics and discuss the challenges and strategies associated with measuring the effectiveness of marketing efforts at the top of the funnel.
Zach shares his insights on how to approach incrementality testing, which involves determining the true impact of marketing campaigns on customer behavior.
They explore various methodologies and tools used in these processes and highlight the importance of accurate measurement for optimizing marketing strategies.
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This season of the podcast is sponsored by Postscript and Tapcart. You can try Postscript for free for 30 days using this link: postscript.io.
And with this link, you can get up to two months free with Tapcart: tapcart.com/downtochat.
Connect with the hosts and guest:
Cody: Twitter - @codyplof, Newsletter - codyplofker.com/newsletter
Eli: Twitter - @eliweisss, Newsletter - eliweisss.com
Zach: Linkedin - https://www.linkedin.com/in/zach-epstein-b7b10525/, Website - https://www.haus.io/
Frequently asked about this episode
What does this episode say about attribution?
Implement incrementality testing as a core marketing analytics practice to understand the true causal impact of campaigns, rather than just correlations.
What does this episode say about growth strategy?
Focus on measuring top-of-funnel marketing efforts to assess brand awareness and demand generation, which are often undervalued by last-click models.
What does this episode say about marketing analytics?
Utilize methodologies like geo-lift testing, cohort analysis, and A/B testing to isolate the incremental value of different marketing channels and campaigns.
What does this episode say about attribution?
Invest in robust data infrastructure and analytics tools that can support advanced measurement techniques beyond basic attribution models.
What does this episode say about attribution?
Challenge conventional marketing "best practices" and assumptions by rigorously testing and proving the incremental value of every marketing dollar spent.
