What are the best practices for setting up and analyzing mobile app marketing experiments? What unique challenges do marketers experience when measuring effectiveness for mobile apps compared to other platforms? How can you attribute conversions and in-app events to specific marketing channels? And what KPIs should you be tracking? These are some of the questions Olivia Kory and Zach Epstein will be asking Noa Gutterman, Senior Director of Growth at TextNow and former director of marketing at VSCO, at our next Open Haus on July 15. We’ll also talk about: - 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 Join us for a 45' live Zoom event with Q&A at the end for questions around testing, experiments, incrementality, etc. Link to register down in the comments!
Haus
Software Development
San Francisco, CA 6,595 followers
Measure marketing incrementality, allocate budget efficiently, and maximize growth.
About us
Maximize growth and allocate your budget efficiently by leveraging the Haus marketing science and experimentation platform for measuring incrementality. Haus enables you to configure robust regional experiments on-demand, utilizing statistical tools and controls to achieve the perfect balance between speed and precision. Using only your first-party data, you'll gain fast and accurate insights into incrementality across all marketing channels. Benefit from cutting-edge advancements in causal inference and machine learning to ensure unmatched accuracy and precision in your measurements. Join leading innovative companies like FanDuel, Sonos, Hims & Hers, and Caraway in making the shift to this gold standard of marketing measurement.
- Website
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https://bit.ly/48zpWsA
External link for Haus
- Industry
- Software Development
- Company size
- 51-200 employees
- Headquarters
- San Francisco, CA
- Type
- Privately Held
- Founded
- 2021
- Specialties
- Marketing Measurement, Incrementality, and Marketing experimentation
Products
GeoLift
Marketing Intelligence Software
Configure on-demand regional experiments with all the statistical tools & controls that enable you to measure incrementality, answer business questions, and make informed investment decisions. Show how marketing drives users and revenues in your own books, and how it directly impacts your bottom line. No cookies, pixels, or PII necessary.
Locations
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Primary
San Francisco, CA, US
Employees at Haus
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Julie Rheaume
Security and Compliance Manager at Haus
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David McGuire
Principal Software Engineer | Principal Data Engineer | Staff Software Engineer | Staff Data Engineer - Currently working in Analytics Field
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Yen P.
Head of Engineering at Haus -- Startup Veteran, Angel Investor, Problem Solver
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Casey Cowgill
Good measurement leads to great decisions
Updates
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With CACs on the rise, allocating large budgets to customer acquisition for your mobile app just to have a “leaky bucket” with great churn is a losing strategy. Now more than ever, it’s important for marketers to understand how to measure and improve user retention and lifetime value. That’s why we’re so excited to bring in Noa Gutterman, Senior Director of Growth at TextNow and former director of marketing at VSCO, to our July 15 Open Haus with Zach Epstein and Olivia Kory to chat about what effective measurement for mobile apps looks like. We’ll also talk about: - Unique challenges in measuring mobile app marketing effectiveness and how to overcome them - The role of PMAX and UAC in paid user acquisition - Key metrics and KPIs for evaluating user acquisition campaigns - How to leverage incrementality testing to optimize mobile app marketing spend - Best practices for setting up and analyzing mobile app marketing experiments Join us for a 45' live Zoom event with a Q&A at the end for questions around testing, experiments, incrementality, etc. Link to register down in the comments:
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Noa Gutterman, Senior Director of Growth at TextNow and former director of marketing at VSCO will join Zach Epstein and Olivia Kory for our July 15th Open Haus to discuss how to master mobile app measurement: unique challenges marketers are facing, attributing conversions to marketing channels, KPIs, paid user acquisition, and how to set up useful mobile app marketing experiments. Join us for the 45' live Zoom event with an added Q&A at the end for questions around testing, experiments, incrementality, etc. See you there! Registration here 👉 https://lnkd.in/gHJirNQx
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700%: That’s how much social and video marketing spend outshine search when it comes to influencing sales on Amazon compared to DTC, according to internal Haus data. Take it with a grain of salt – every brand is different, and it’s key to test for your unique business. With Amazon Prime Day 2024 right around the corner, there’s no better time to dig into what our trove of customer experiment data reveals. Here’s a preview: - Across media channels and ad formats, 97% of incrementality tests in our database show a non-zero, positive lift in Amazon sales. - One out of every six tests show greater sales lift on Amazon than on DTC. - 83% of experiments drive a >10% halo effect on Amazon sales. Dive into the full insights: ⤵️
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In marketing analytics, there's often pressure to present data in a way that aligns with stakeholders' expectations. However, this can lead to challenges in making truly data-driven decisions. At Haus, we've developed an approach to address this common issue: hands-free analysis. What does this mean? - Our pipelines and analysis configurations are set up to run without human intervention at the end. - No knob-turning or lever-pushing to manipulate outcomes. - Clear decision gates: "If the data looks like X, we do Y." This approach ensures: - Consistency across all analyses. - Elimination of bias from result-seeking behavior. - Trustworthy insights that truly inform business decisions. While this might be common in smaller businesses, larger companies often struggle with the temptation to "massage" the data. Our hands-free method removes that possibility entirely. The bottom line is that marketing experiments aren't conducted to tell you what you want to hear – they’re meant to reveal the hard truths that can help you optimize your marketing budget.
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Haus reposted this
There’s more to geo testing than matched markets A common misconception is that matched market tests are the only way to do geo testing. Economists and statisticians have made enormous progress in geo testing so you don’t have to settle and can do regional experiments instead! Matched market tests, for example, are when you do something in Detroit and compare it to Milwaukee. Regional experiments, on the other hand, randomly sample a larger number of markets into control and treatment groups. Matched market methods have limitations compared to regional experiments: 1. Less precision. With only 1-3 locations in the treated zone, the error on any matched market test analysis is going to be much higher than it would be for a broader test that can average out noise across many regions. 2. Less transferable insights. Different regions may respond differently to the same creatives and campaign configurations. As you isolate your treatment down to 1-3 locations for a matched market test you lose credibility that the estimated impacts for those areas will transfer to the rest of the country. 3. Downward bias on estimated ROI. Depending on how much you plan to spike your marketing for the matched markets, you may be flooding them with much more spend than you otherwise would have in a business as usual setting. If that's the case, you will be further down the diminishing marginal return curve than in business as usual, making your overall ROI look smaller. The most accurate and precise regional experiments use frontier methods: * At Haus, instead of taking the naive average of a few matched markets, we build synthetic control models that weigh control regions to best fit the targeted regions. For example, for your business, Seattle might be comparable to 60% San Francisco, 30% Denver, and 10% San Diego. * And we don’t stop at traditional synthetic control, Haus has PhD scientists focused on continually improving the performance of the models we use. This is why science matters.
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Objectivity and precision can be overlooked when designing marketing experiments. Prioritizing these qualities should be a top goal for any marketer running experiments. 1. Bias means your results are consistently off-target. 2. Poor precision means your results are all over the place, even if they're right on average. Your aim as a marketer is to minimize bias and maximize precision to get as close to the truth as possible. So, how can we improve? A powerful tool we use at Haus is a Placebo test (also known as an AA test). Here's how it works: - You set up your experiment as usual, but… - … don't actually change anything (keep everything identical between your “test” and “control” groups). - Finally, you analyze the results as if you had run the test. This exercise demonstrates how much your results might fluctuate due to noise alone. If your real test results fall far outside this range, you can be more confident they represent a true effect. Remember: The choices you make in experiment design and analysis impact bias and precision. Take the time to get it right.
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Think Amazon ads are the only effective marketing channel for Prime Day? Think again. Did you know that social and video channels like Meta, TikTok, and YouTube can significantly boost your Amazon sales? At Haus, we’ve run hundreds of experiments with brands selling across both direct-to-consumer (DTC) and Amazon to help them understand the holistic and incremental impact of their media spend. One thing we saw consistently? Their DTC advertising had a positive impact on Amazon sales a whopping 97% of the time. Learn more about these halo effects and how to use them in optimizing your marketing strategy for Prime Day success. Check out our latest blog post in the comments below!
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Hexclad would've missed over half Meta’s incremental impact without extended measurement !! Do you have a high AOV product or a product with a long consideration phase?When you test for incrementality with a long purchase cycle product, it’s important to continue measuring treatment and control regions for a few weeks after the treatment to capture any lagging effects. HexClad Cookware’s most popular product is a 12-piece pan set priced at $699.99. Given the high price, customers typically have a long consideration phase before purchasing. Connor Rolain and team ran an incrementality test on Meta measuring its omni-channel impact across DTC and Amazon. To capture the long purchase cycle, they added on a 3 week window after the test to measure the lagging impact of the ads. The results of the experiment before and after the post treatment window were dramatically different. Check out the results of the study below and shoutout to Connor Rolain for implementing a strategic test design customized for his business:
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Incrementality testing comes with a cost, absolutely. But, if you’re doing it well, the cost of NOT testing would be much higher. And we get it – no one wants to potentially miss out on revenue if you hold out a subset of a channel or if you increase/lower your budget on a channel you think is high-performing. But without regularly testing the incrementality of your marketing channels, you're flying blind. When you’re spending millions of dollars in a channel, the opportunity cost of an experiment is quite low to make sure that the channel is actually incremental.