Haus CMO Reveals the Incrementality Index Behind Smarter ROAS Calls
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Haus CMO Reveals the Incrementality Index Behind Smarter ROAS Calls
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“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.
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