Bolen

Truth will ultimately prevail where there is pains taken to bring it to light 🇺🇸 — Incrementality Measurement @HausAnalytics.

[Olivia Kory @oliviaakory]

📍 Geo-targeting is now live in ChatGPT. 📍

Over the past few months, there's been a chorus of businesses asking Haus when they'll be able to test ads in LLMs. It's the next frontier, advertisers are excited, and so are we. The ability to geo-segment is huge – it's the first step in enabling businesses to measure incrementality with Haus.

That said, it's still early. Just like consumer behavior on LLMs, ChatGPT's ads platform is evolving and maturing by the day, and data from tests today may become outdated quickly.

We're working with the team at @OpenAI to develop sound testing approaches for this early stage, to make sure Haus customers and the industry at large can get credible, scalable results they can bet their businesses on.

It's an exciting time, and we're stoked to share more soon!

[Olivia Kory @oliviaakory]

https://t.co/B7wJz1ChOS

Inside view into the Haus roadmap and foundation that powers architect.

[Haus @HausAnalytics]

"What if you could reduce the friction from insight to action down to zero?"

In our latest episode of Open Haus, founder and CEO @Zep_Haus lays out his vision for Architect — an autonomous system that solves the long-standing problem of marketers allocating budgets based on incomplete data.

Olivia Kory and Greg Dale also join Zach to discuss Haus MCP, the Incrementality Index, Causal MMM expansion, and much, much more. It's a jam-packed episode all about the next evolution of the Haus platform.

Watch the full episode, now available on YouTube, Spotify, and Apple. Links below.

[Olivia Kory @oliviaakory]

Many of you know @HausAnalytics as the team that has scaled incrementality testing. But what you may not know is that was never our end-game.

It's one thing to run the experiments, get the data, and understand what's driving your business. But then what?

How do you know what to do with the learnings, how to act on the data, how to implement the right budget decisions across your paid media portfolio so you actually realize business outcomes at scale?

What if you could reduce the friction from insight to action down to zero?

That is Architect. And we are so energized about finally introducing this to the world.

Over the years, we’ve learned so much about advertising platforms, campaigns, tactics, company verticals, industries, geographies, what works, what doesn’t – we’ve amassed an extraordinary catalog of context and intelligence that can inform an AI system.

Architect wrangles all the signal into a single operating system that enables you to put data into action – quickly.

For both online and offline media, Architect recommends the next best action across channels, campaigns, and ads. It’s not one-size-fits-all: Architect is tailored based on your incrementality tests and data, and flexible enough to adapt to the messy realities of real-life. It’s self-evaluating, self-improving, and wholly integrated with the larger Haus measurement platform.

What must be true of the system for Architect to work?

1. Causal: Grounded in real-world experiments
2. Full-context: Adaptable to promotions, constraints, and business cycles
3. Agentic: Continuously able to find new opportunities to keep your dollars working maximally 24/7
4. Safe and explainable: Rigorous oversight you can stand behind with every recommendation traced back to a crystal clear “why.”

A huge shoutout to the entire Haus team for making this dream a reality over the past couple of years, and to the absolute best customers in the world for pushing us and building with us every step of the way. Read our founder @Zep_Haus 's blog post in the comments below. My DMs are open for thoughts, questions and feedback!

[Olivia Kory @oliviaakory]

"How long should my incrementality test run for?"

A very nuanced question that tends to be discussed in very blunt terms. While Haus has an automated test design recommender based on necessary power from a statistical standpoint, there are a few other factors to consider, namely:

What is the hypothesis?

For many brands, especially 9 figures and up, we are getting a TON of questions right now around the compounding effects of upper funnel channels over time. And if this is your question, you may need a longer test.

A framework with heuristic below. But as I said in this post months ago, it really does depend :)

[Bolen @bolen___]

@ChelseaFC $340 = wait for it to go on sale.

[Bolen @bolen___]

@ChelseaFC @premierleague @nikefootball $340 to get it back to the states….

[Bolen @bolen___]

Went to buy the new @ChelseaFC home kit today, and the already absurd pricing now includes an additional $95 customs fee -- bringing the kit to $340.

[Bolen @bolen___]

Only forward.

[USMNT Only @usmntonly]

This USMNT hype video has me ready to run through a brick wall ahead of the 2026 FIFA World Cup 😮‍💨🇺🇸

[Bolen @bolen___]

@JoePompliano Cesc is the reason ✅

[Bolen @bolen___]

@CarefreeYouth Let’s hope so

[Bolen @bolen___]

@piersmorgan The PGMOL can’t accept a trophy, Piers… Ca’mon now.

[Bolen @bolen___]

@piersmorgan @_DeclanRice I think you misspelled PGMOL.

[Eric Seufert @eric_seufert]

I think any company that principally sells digital goods, but even potentially DTC / eCommerce brands, should position the CMO role as a marketing economist, primarily focusing on measurement and optimal budget allocation.

Digital marketing is increasingly opaque, with the largest platforms absorbing placement-level and audience logic. This requires measurement to be abstracted upward into a full-time executive role that can a) align disparate marketing functions and b) maintain harmony with the CFO’s office. “Marketing economist” strikes me as the right profile to meet those demands.

I know this role indeed exists at many large CPG brands, but what I’m claiming here is that it should exist at digital-first companies as the head of the marketing organization.

[Bolen @bolen___]

@ChefReactions Ah shit, I didn’t realize you were a gooner ….

[Bolen @bolen___]

Does this Title go down in history as having the BIGGEST asterisk next to it due to officiating this season?

Yes. Yes it does.

[Premier League @premierleague]

Worth the wait.

@Arsenal win their first title in 22 years.

[Bolen @bolen___]

Aka — we own Tottenham and will be ready to continue to own them if they ever make it back into the PL.

[Chelsea FC @ChelseaFC]

Chelsea have won more games in all competitions against Tottenham than we have against any other club.

[Bolen @bolen___]

@SkySportsPL Shambolic year of officiating by the Premier League.

[Bolen @bolen___]

@eric_seufert @MobileDevMemo 👀

[Chelsea Loan Army @ChelseaIoanArmy]

Knee to knee contact to cut him off. 100% a pen.