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Starting and Scaling Marketplaces with Eventbrite GM Brian Rothenberg and Casey Winters | Greymatter
Greymatter
How to Measure Incrementality on the Demand Side?
Some companies, like yelb, only pay to acquire one side of the market. In other examples, people will pay for both sides on the market but they'll have a long lifetime and a very short payback period. The third way i've seen it handled is if you feel like there are just a batch of users that you have to get. And usually that's a venture back start ui'll burn the capital to do the sun cost to g the supply side; then there's plenty of profits later on.
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