Haus

Where are growth marketers getting their industry intel? Our survey data shows that LinkedIn is the #1 source for marketing news, with 50% of respondents ranking it as a top choice. Other popular news sources: - Private Slack communities (41%) - Email newsletters from industry publications (32%) - Podcasts (30%) We're seeing growth marketers increasingly turn to their peers and curated content rather than traditional sources. Marketers value real-world insights and practical knowledge – who better to learn from than those in the trenches?

When it comes to advertising, TV is a land of contrasts. Consider this data from Haus' industry survey:   - 54% of brands that spent on Connected TV (CTV) last year expect to increase CTV spend in 2025.  - Meanwhile, 28% of Linear TV buyers (LTV) expect to decrease their LTV spend this year. For anyone who’s cut the cord, the trend isn’t particularly surprising. But just how quickly CTV and LTV are diverging is worth thinking about. At this rate, where will these numbers be two years from now? What about in 2030?  For more on anticipated spend increases, decreases, and trends, tune into the industry report link in the comments. 📺

Brand awareness: 35% of brands that participated in Haus' industry survey said that "building brand equity and awareness" was their biggest growth objective in 2025. Pair that with this survey data on net spend increases in existing channels, and we start to see a story emerge: Marketers are looking beyond performance marketing in 2025. Brand-building and video-centricity aren’t just getting a seat at the table – they’re key investment areas.

If you and your team have been thinking about adding a marketing mix model (MMM) to your measurement stack, you aren’t alone. According to our recently published industry survey data: - $100M+ brands lead in MMM adoption. - 34% of brands who don’t have an MMM today signaled they want one.  - Among this group, brands with annual revenues under $100M were nearly 2x more likely to want an MMM. As for the teams that already have an MMM, reviews are mixed: Only 57% of respondents ranked their MMM as their first or second most trusted measurement tool — leaving plenty of room for improvement. Tomorrow, we’ll be back with trend data on anticipated media mix shifts. In the meantime, you can find the link to download our full industry report in the comments. 

Buckle up: We just published results from our industry survey, which polled 70+ DTC and ecommerce brand participants on the state of growth marketing and measurement. Each day this week, we’ll offer an exclusive insight from the report. Today, let’s look at a topic that’s top of mind for many marketing teams: AI. Though it’s a priority for many teams, our survey suggests brands are still figuring out how, when, and where to weave AI into workflows and activities. According to the survey: — Only 21% of brands are actively implementing AI outside of pilots — 40% of brands aren’t prioritizing AI or haven’t yet developed an AI strategy — Just 7% of respondents say AI is already driving significant efficiency improvements While AI strategies are beginning to form, most brands haven’t ironed out a stack of AI-powered tools just yet. In the report, you can check out the exact activities and workstreams where AI is gaining traction among growth marketers. Stay tuned for more survey takeaways this week — and see the link in the comments to download the full report.

“From a cash flow perspective, if you’ve got a Purchase Order in place, you’re going to get hit with tariffs on that coming purchase order,” explains Measurement Strategist Chandler Dutton. “So you’re going to lose profit now, and then you’ll only get back the money on that more expensive good once you have it in the warehouse and it’s available to sell.” In the clip below, Chandler, Nick Doren, and Olivia Kory discuss some of the tricky unit economics brands are facing in the wake of new tariffs — and how close collaboration between finance and marketing teams can point a path forward. You can find their full conversation, packed with tariff-related tactics, at the link in the comments. 

This week, in an exclusive conversation, Olivia Kory called up Haus Measurement Strategists Nick Doren and Chandler Dutton to discuss tactical strategies in the wake of new tariffs. In a far-ranging discussion, they cover:  • Rethinking unit economics with tariffs in mind • How incrementality testing can point a path forward • Three incrementality tests you can run tomorrow to cut waste In the clip below, Nick walks through a unit economics calculator cell by cell, offering cost-saving tips along the way. The full conversation is linked in the comments 🔽

Lalo Co-founder and President Michael Wieder stresses the importance of open dialogue in light of potential tariff impacts to Prime Day and consumers. He explains, "To stomach a 20% minimum discount… when you have 80% more costs is very tricky. The retailers have an interesting position that they sit in. They could choose to protect the consumer. They could choose to lean towards their margin – maintain, take a hard line. Business is business. Whether it's conversations with your manufacturer, or the retailers, or internally about prices, it's about open dialogue. There are no secrets right now... we should be putting it all out on the table as much as we can to create the best outcomes for the consumer."

In a special episode of Open Haus, Olivia Kory sits down with Michael Wieder, Co-founder and President of Lalo, to offer tactical advice amid the rapidly evolving tariff situation. In this ~23 minute episode (we'll link to the full episode on YouTube and Spotify in the comments), they cover: - What's led to this moment (1:16) - Weighing long-term vs. short-term supply chain considerations (9:50) - Price changes and protecting consumers (10:09) - How brands should be thinking about their P&Ls right now (10:55) - Open dialogues across manufacturers, retail partners, and even competitors (12:36) - How marketing teams can be proactive in partnering with finance and getting ahead of the changes (17:17) - Where to find reliable, up-to-date information on tariff developments (21:32) Michael’s bottom line: “I am always a proponent of speed — except for right now. Make the right decisions, not fast decisions.”

The "brand CMO" vs. the "performance CMO"? Juan Bongiovanni doesn’t buy it. “I’m a business person trying to grow a business. That’s all that matters."