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Operationalizing MMM and Experiments

The gap between having an MMM and actually operationalizing it is one of the biggest challenges in modern marketing measurement. Models produce outputs — but what happens next? How do teams turn those outputs into real budget decisions? In this live Open Haus session, we're bringing together the science and the practice. Phil Erickson, Haus' Head of Science Strategy, will kick things off with a look at the state of MMM in 2026 — the latest science, the emerging methodologies, and why experiments remain the critical missing ingredient for most MMMs. Tyler Horner, Manager of Solutions Consulting at Haus, will break down what it actually looks like to operationalize MMM: how to move past triangulation toward a unified source of truth, and how leading brands are putting model insights into action. Then, marketing leaders from StockX and OluKai will share their real-world experiences operationalizing Causal MMM — what's working, what they've learned, and what they’re planning next. They covered a lot of ground, including: The State of MMM in 2026 — and how it’s evolved (4:00) How we’ve evolved our use of experiments in MMMs (10:17) Adjusting experiments for seasonality so your model isn't biased (20:10) A framework for next steps based on cost curves (22:38) How StockX operationalized MMM and experiments (28:49) How OluKai reduced CAC by 20% overnight by following Causal MMM (37:07) AMA (46:14)