The default method for testing is like definitely geo splitting. I think the problem with a lot of these difficult to measure channels is that people expect the same level of data accuracy as they're getting out of Facebook. So if you can work out where value is better than competitors in your space by having a novel measure mechanism for measurement, then you can extract value way more simply than you can on Facebook.
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The Startup Playbook Podcast
Insights and lessons from the world's best entrepreneurs and investors
My guest for Ep123 of The Startup Playbook Podcast was the Founder of Eucalyptus, Tim Doyle.
Tim is one of the most renowned marketers in Australia.
He was previously the Head of Marketing for Direct to Consumer (DTC) mattress brand, Koala, taking the business from $500,000 in revenue a month to a business turning over $100M a year.
He is now the Founder of Eucalyptus, a brand engine that builds and runs digital consumer companies. They currently have two products currently in market, Pilot and Kin which are brands that focus on mens health and women’s fertility respectively.
During this interview, Tim also announced that Eucalyptus is a few short weeks away from launching their 3rd product, a skin care brand called software.skin.
To date, Eucalyptus has raised over $8M in funding from the likes of Blackbird Ventures and W23, Woolworths Corporate Venture Capital arm.
We covered a wide variety of topics in this interview including:
Insights and lessons from running digital campaigns for the Labor party in the 2016 election
How to build high performing growth teams
Building traction and finding your first few customers on a budget
How to find white space opportunities and channels for growth
Fundraising process for DTC and other “off trend” startups
Join our next live podcast interview with Tim Fung, the Co-Founder & CEO of Airtasker Date: 11th August 2020 Time: 8-9am (AEDT) Registration link:https://tinyurl.com/Ep124Airtasker
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