S9 E9: Incrementality, Data, the Funnel, Oh My! (with Olivia Kory of Haus)

Limited Supply · with Olivia Kory · September 18, 2024 · 43 min

Summary

This episode dives deep into incrementality, a critical strategy for DTC brands to accurately measure marketing ROI. Learn how to leverage data, geotesting, and platforms like Meta and Google to optimize your marketing funnel, allocate spend effectively between brand and performance, and prepare for peak seasons like the holidays with scientific rigor. It emphasizes moving beyond last-click attribution to understand true uplift across all sales channels.

Key takeaways

• Implement geotesting to measure the incremental impact of marketing campaigns in specific regions, moving beyond last-click attribution for a clearer ROI.
• Utilize historical data and experimentation to strategize for peak seasons, such as the holidays, focusing on informed decision-making rather than assumptions.
• Debate and strategically allocate budgets between brand marketing and performance marketing by understanding their distinct roles in incrementality and overall growth.
• Leverage platforms like Haus, Meta, and Google to set up and measure incremental impact, ensuring your reporting calibrates for true uplift across DTC, Amazon, and retail channels.
• Develop a "test and learn" culture by applying scientific rigor to marketing experiments to continuously optimize spend and maximize growth.

Themes

Topics covered

Episode description

What even is incrementality?  For our guest this week, Olivia Kory of Haus, incrementality is everything—it’s strategy, it’s how the world goes ‘round in DTC. We talk tools, conversions, and how Meta and Google can help set that up for you. How does the funnel play a role in incrementality? What’s geotesting and why does it matter? Does company size play a role?  Plus, Nik talks about filling and flushing the toilet: everyone in DTC is prepping for the holiday season. Using data from last year, DTC brands can really set themselves up for success by experimenting, observing, and more.  Then, there’s a debate between brand marketing and performance marketing. Where should you spend your money? When do you start creative prep? Who should do the reporting? Olivia and Nik weigh the pros and cons.  And don’t forget to check out Nik’s helpful hacks here: nik.co/tiktokads nik.co/everydaydose   Haus is an automated, self-serve platform that allows you to configure regional experiments to measure incrementality, optimally allocate marketing dollars, and maximize growth. Test all your marketing channels, both online and offline, measure the impact across all your sales channels (DTC, Amazon, and retail), and calibrate your platform reporting for incrementality with Haus. Add scientific rigor to your marketing and make the most impact with your spend. To learn more, go to haus.io/limitedsupply spelled H-A-U-S dot io slash limited supply to get started.   Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.   Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ   And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.   Follow Nik: Twitter: https://www.twitter.com/mrsharma

Frequently asked about this episode

What does this episode say about analytics & attribution?

Implement geotesting to measure the incremental impact of marketing campaigns in specific regions, moving beyond last-click attribution for a clearer ROI.

What does this episode say about paid acquisition?

Utilize historical data and experimentation to strategize for peak seasons, such as the holidays, focusing on informed decision-making rather than assumptions.

What does this episode say about dtc strategy?

Debate and strategically allocate budgets between brand marketing and performance marketing by understanding their distinct roles in incrementality and overall growth.

What does this episode say about ai & automation?

Leverage platforms like Haus, Meta, and Google to set up and measure incremental impact, ensuring your reporting calibrates for true uplift across DTC, Amazon, and retail channels.

What does this episode say about analytics & attribution?

Develop a "test and learn" culture by applying scientific rigor to marketing experiments to continuously optimize spend and maximize growth.

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