Episodios

  • How To Make $75M By Going Directly To Your Customer with Faisal AlKhalidi | Horizons Podcast

    How To Make $75M By Going Directly To Your Customer with Faisal AlKhalidi | Horizons Podcast
    Mar 18 2025
    Listen now on YouTube, Spotify, and Apple.—Faisal AlKhalidi is a performance marketing veteran who's helped scale brands like DoorDash, Gainful, and Perfect Keto before founding Growth Minds, where he now helps D2C brands reduce their customer acquisition costs through data-driven creative development.Here’s some of my takeaways from this week’s episode…1/ 🎯 Mirror, Don't Window: Instead of showcasing your product immediately, reflect your customer's pain points and desires. For example, with joint supplements, lead with grandparents unable to play with grandchildren rather than product features. Only reveal your solution after establishing emotional connection.2/ 🧩 Modular Creative Testing Wins: Break ads into modular components (hook, body, CTA) and test combinations. One winning hook can be mixed with different bodies to create multiple successful variations—work smarter, not harder.3/ 📊 The 1-in-8 Rule: Only about 12% of ad creatives become winners. Plan your creative volume accordingly—for a $50k monthly ad spend, aim for 20+ new creative concepts monthly. Test each for at least 7 days with 5-7x AOV in spend.4/ 🎯 Focus Your Growth Stack: Sub-$10M companies should master three core channels instead of spreading thin: Meta ads, solid website/funnel, and lifecycle marketing (email/SMS). Master these before expanding.5/ 📱 Broad > Narrow Targeting: Platform algorithms have evolved—creative is your new targeting. Focus less on detailed audience settings and more on letting the creative and message attract the right viewers naturally.6/ 🔍 Mine Customer Reviews with AI: Use AI to analyze customer reviews at scale, identifying common pain points, desires, and unique product benefits. This data becomes your creative strategy foundation.7/ 📈 Hook Rate + Hold Rate: Aim for 30%+ hook rate (viewers watching past 3 seconds) and optimize your hold rate (continued engagement). These metrics predict overall ad performance.8/ 💡 Test Smart, Not Hard: Before ruling out an underperforming ad, analyze its components. A weak overall performance might hide a winning hook or other element worth keeping.—Where to find Faisal AlKhalidi:* Web: https://www.growthminds.co/* LinkedIn: https://www.linkedin.com/in/faisalalkhalidi/* X: https://x.com/faisalalkhalidi—In this episode, we cover:00:00 Inbound vs Outbound Marketing Strategies 06:14 Understanding B2B vs B2C Marketing Dynamics 11:13 Retention Strategies for Subscription Products 16:11 Transitioning from Products to Services 21:27 Navigating Multi-Touch Attribution 26:31 Creating Scroll-Stopping Ads 32:10 The Importance of Modular Ad Testing 37:40 Optimizing Ad Performance: Hook and Hold Rates 42:35 Mirroring Customer Needs in Advertising 47:55 Implementing Rapid Testing Cycles 52:11 Evaluating Ad Performance and Spend 57:02 Leveraging Customer Reviews for Insights 01:01:19 Innovative Marketing Practices Today—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 h y 3 m
  • How Hipcamp's PR Turned $20k into >400 Media Hits with Lydia Davey | Horizons Pod

    How Hipcamp's PR Turned $20k into >400 Media Hits with Lydia Davey | Horizons Pod
    Mar 11 2025
    Listen now on YouTube, Spotify, and Apple.—Lydia Davey is the co-founder of Attentio PR, where she helps the world's most interesting startups accelerate growth through high-impact earned media coverage. Her journey began as a U.S. Marine Combat Correspondent, built through her time working in Communications at Apple, and most recently continued through fractional Communications leadership roles at various startups.Here’s some of my takeaways from this week’s episode…1/ 🎯 Story > Stats: It's not just about lining up facts—it's about crafting a narrative that grabs hearts, minds, and wallets. Example: "The queen died, the king died" vs. "The queen died, and the king died of a broken heart." The second version creates emotional investment and curiosity.2/ 🔍 Media Success = Research + Relationships: Newsrooms have shrunk 20% since pre-pandemic, and journalists now receive 500+ pitches daily. Success comes from deep research into where your story fits and making it dead simple for journalists to say "yes."3/ ⏰ The "Why Now?" Factor: Even great stories need timing. Whether it's a product launch, market expansion, or cultural moment, successful PR hinges on having a compelling reason for journalists to cover your story today rather than tomorrow.4/ 🌟 Own It, Apologize, Overcorrect: The three pillars of crisis communications. When things go wrong, leadership needs to take ownership, show genuine remorse (when legally possible), and demonstrate meaningful change.5/ 📊 ROI Isn't Optional: Top PR pros quantify their impact. It's not enough to say "I ran X campaign"—you need to show the lift in brand awareness, direct traffic, or sales. Track everything and tie it back to business outcomes.6/ 🎭 Embargoed > Surprise Launches: Give journalists 3 weeks with the story under embargo. This creates a "shock and awe" moment when multiple high-quality stories drop simultaneously, versus trickling out one at a time.7/ 🤖 AI + Human Judgment: Use AI to iterate quickly and generate ideas, but rely on human judgment for the final narrative. AI can stack facts but struggles to add the emotional context that makes stories compelling.8/ 🌐 Local Knowledge Matters: For global brands, always hire local PR support. There are cultural nuances and sensitivities that even the best international team can't fully grasp.—Where to find Lydia Davey:* Web: https://www.attentiopr.com/* LinkedIn: https://www.linkedin.com/in/lydiadavey/* X: https://x.com/lm_davey—In this episode, we cover:00:00 From Marine to Media: Lydia's Journey 03:10 The Art and Science of Storytelling in PR 05:58 Building a PR Agency: Lessons from the Ground Up 08:41 Crafting Compelling Narratives: The Heart of PR 11:23 Finding the Right Story: Case Studies in PR Success 13:48 Navigating Crisis Communications: Strategies for Success 16:19 Measuring ROI in PR: Beyond the Headlines 18:54 The Role of Creativity in PR Campaigns 21:22 Understanding Negative PR: Lessons Learned 22:56 The Importance of Leadership Buy-In in PR 37:51 Navigating Media Opportunities 43:52 The Importance of Media Training 46:37 Starting PR on a Budget 50:01 In-House vs Agency PR 52:37 Hiring for PR Success 57:35 Finding the Right Agency 01:02:33 The Appeal of Agency Work 01:04:05 Managing Competing Priorities 01:06:31 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 h y 11 m
  • Under $10k To Launch A B2B Conference with Tosin Thomas | Horizons Podcast

    Under $10k To Launch A B2B Conference with Tosin Thomas | Horizons Podcast
    Mar 4 2025
    Listen now on YouTube, Spotify, and Apple.—Tosin Thomas is Head of Marketing at Financial Cents, where she transformed virtual events into a growth engine by bringing scientific rigor from her biochemistry background to B2B marketing.Here’s some of my takeaways from this week’s episode…1/ 🎯 Test Small, Scale SmartSuccessful marketing isn't about doing everything—it's about testing channels cheaply, measuring results rigorously, and doubling down on what works. Case in point: Their first brand conference cost under $10k as a test, then scaled after proving ROI.2/ 📊 Self-Reported Attribution > Assumptions Ask customers directly how they found you. When you consistently hear the same channel (like LinkedIn), that's your signal to invest more heavily. Combine this with traditional tracking for a complete picture.3/ 🎬 Virtual Events Need Unique Value PropsDon't compete with established in-person conferences. Instead, create something different—like multi-track sessions tailored to different company sizes or interactive "workflow roasts" that solve real problems live.4/ 🔄 Content Redistribution > CreationSocial media shouldn't be a channel for new content—it should redistribute existing content in new formats. Turn blog posts into carousels, event clips into short videos, and customer stories into memes.5/ 💪 Hire for Marketing Skills First, Industry Knowledge SecondWhen building a marketing team, prioritize hiring excellent marketers who can learn your industry rather than industry experts who know some marketing. The learning curve is steeper for marketing skills than industry knowledge.6/ 🎁 FOMO > Convenience Drive event attendance by emphasizing what attendees will miss—exclusive resources, live networking, speaker templates—rather than just promoting the recording access. Their events hit 40-60% attendance vs. industry standard 30%.7/ 🎨 Brand Building Makes Performance CheaperStrong brand presence reduces customer acquisition costs across all channels. When people recognize your brand from content or events, they're more likely to engage with ads and convert.8/ 🤝 Strategic Partnerships Amplify ReachPartner with complementary tools and communities to expand reach. Example: When featuring a customer using multiple tools, involve all those companies in promotion for exponential reach.9/ 📈 Focus Marketing Roles on Scale-Ready ChannelsOnly create dedicated roles for channels showing clear traction and ready for scaling. Each new hire should own a channel that's proven its worth but needs focused attention to grow.—Where to find Tosin Thomas:* Web: https://mainstack.me/tosinthomas* LinkedIn: https://www.linkedin.com/in/tosinthomas/* X: https://x.com/TosyneThomas—In this episode, we cover:00:00 Introduction and Background 00:41 Transitioning from Biochemistry to Marketing 06:49 Understanding MQLs and SQLs 12:25 Balancing Brand and Performance Marketing 18:01 Innovative Event Strategies 23:32 Engagement and Attendance Strategies 29:06 Event Strategy and Education Focus 31:05 Pinpoint Webinars and Demo Days 32:26 Quarterly Branded Events and Educational Focus 33:22 Innovative Event Formats and Community Engagement 34:57 Strategies for Event Attendance and Registration 37:50 Using Events for Customer Retention 39:15 The Power of Content Marketing 42:00 Building a Marketing Strategy 44:22 Choosing the Right Social Media Platforms 48:09 Marketing Attribution and Tracking 51:07 Content Creation for Social Media 56:04 Building a Marketing Team 01:02:35 Hiring for Skills vs. Industry Experience 01:04:45 Onboarding New Team Members 01:06:52 Fostering Team Culture 01:11:02 Lightning Round: Quickfire Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 h y 12 m
  • Use AI to Triple Your Marketing Output with Pete Sena | Horizons Podcast

    Use AI to Triple Your Marketing Output with Pete Sena | Horizons Podcast
    Feb 25 2025
    Listen now on YouTube, Spotify, and Apple.—Pete Sena is a serial entrepreneur and creative strategist behind companies like Digital Surgeons - a consultancy he started in 2004, The Resonance - where he partners with leading experts to create new revenue streams, and District - a tech innovation campus in New Haven, Connecticut. He’s known today for being an AI expert helping people to build, grow, and scale companies using AI, creativity, branding, and storytelling.Some takeaways:1/ 🧠 Curiosity Beats CompetenceThe competitive advantage in the post-AI era will be creativity and curiosity, not just technical skills. Better questions create better outcomes. Start by asking "why" and going five levels deep to uncover core motivations and insights.2/ 🎯 Distribution + Creativity = SuccessThe next 20 years will be driven by two key factors: your ability to get people to care about what you think (distribution) and creativity. Master these and you can succeed regardless of age or background.3/ 🤖 AI = Junior EmployeeTreat AI like a junior team member - capable but needs clear direction and oversight. It excels at specific tasks but lacks wisdom and experience. Focus on giving clear instructions and iterative feedback to improve outputs.4/ 🔄 Chain Before AgentStart with simple chain-of-thought prompting before jumping into complex AI agents. String together simple prompts (input → output → new input) to create powerful workflows. Tools like Zapier make this accessible to non-technical users.5/ 🎨 Design Your Culture (Or It Designs You)Culture is like yogurt - you need the right starter culture. Intentionally design your organization's behaviors, rituals, and incentives. Clear expectations and consistent reinforcement shape stronger cultures than top-down mandates.6/ 🌱 Show Up + Do The Work90% of success is consistently showing up prepared. Under-promise and over-deliver. Build trust through reliability before seeking scale.7/ 💡 Unlearning > LearningFuture success requires unlearning old patterns and limiting beliefs. Stay adaptable and question "that's how we've always done it" thinking.8/ 🤝 Soft Skills Are The Hard SkillsEmotional intelligence and human connection matter more than technical expertise. Even in an AI world, people want to interface with people.—Where to find Pete Sena:* LinkedIn: https://www.linkedin.com/in/petersena/* X: https://x.com/petesena* Web: https://petesena.com/subscribe—In this episode, we cover:00:00 Introduction and Setup 00:34 The Journey of Entrepreneurship 07:24 The Evolution of Learning and Technology 09:44 Curiosity and Creativity in the AI Era 12:19 Understanding the Depth of 'Why' in Conversations 15:34 The Power of Distribution in the Digital Age 20:08 Scaling Success: The Importance of Consistency 22:40 Leveraging AI for Enhanced Marketing Efficiency 28:33 Driving Change: The Art of Transformation 32:40 Creating Conditions for Intrinsic Motivation 38:07 Getting Started with AI: Overcoming Fear and Hesitation 41:59 Common Mistakes in AI Application for Marketing 45:26 Getting Started with Agents and Automation 48:51 The Role of AI as Junior Employees 51:12 Data and Distribution: Keys to Success 53:05 Unlearning for Growth 55:46 Leadership and Operationalizing Ideas 59:03 Navigating the Challenges of Today's Youth 01:02:26 Optimizing Time with the Green Zone 01:09:15 Design-Driven Culture: Building the Right Environment—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 h y 16 m
  • Hard Won Lessons From 1,000+ A/B Tests with Joe Wilkinson | Horizons Podcast

    Hard Won Lessons From 1,000+ A/B Tests with Joe Wilkinson | Horizons Podcast
    Feb 18 2025
    Listen now on YouTube, Spotify, and Apple.—Joe Wilkinson helped scale Lucid past $100M ARR and now advises early-stage startups on product-led growth and turning visitors into customers through his boutique consultancy Artisan Strategies.Here’s some of my takeaways from this week’s episode…1/ 🎯 Value First, Distribution Second• The best products create an amazing core experience that sells itself• Distribution becomes about showcasing that incredible experience• Start with making something people genuinely love, then figure out how to reach them2/ 🔄 Monthly > Annual Early On• Monthly subscriptions force everyone to focus on customer retention• Teams naturally optimize for keeping users happy and engaged• Build better products by allowing customers to "vote with their feet"3/ 📊 Data Should Serve Action, Not Vice Versa• Data alone never makes decisions - humans do• Avoid using data as an excuse for inaction• Better to ship without perfect data than to have perfect data and never ship4/ 🎨 Not All Clicks Are Equal• Remove friction that blocks value, not just any friction• Video games have long onboarding but users don't mind because it's valuable• Focus on maintaining momentum toward the core value proposition5/ 💼 The Power of Fractional Leadership• Get higher-caliber talent than you could afford full-time• Perfect for early-stage companies that need expertise but not full-time roles• Can be more impactful in 1 day/week than a full-time junior hire6/ 🎯 Operational Risk > Opportunity Risk• Focus on executable strategies with clear value vs speculative bets• Example: Master proven channels (SEO) vs chasing new unproven ones• Success comes from execution quality, not gambling on opportunities7/ 🌱 Solve The Now, Build For Later• Must survive today to thrive tomorrow• Make decisions that work now but inform future vision• Balance immediate revenue needs with long-term product development8/ 🎮 Product-Led Growth Requires Consumer-Grade Experience• Enterprise software needs to feel as good as consumer apps• Focus on individual user delight first• Let grassroots adoption drive enterprise sales—Where to find Joe Wilkinson:* LinkedIn: https://www.linkedin.com/in/josephwilkinson/* Web: https://artisangrowthstrategies.com/—In this episode, we cover:00:00 Global Connections: The Power of the Internet 00:25 The Evolution of Podcasting and AI 01:55 Insights from Venture Capital: Learning from the Best 06:35 Growth Strategies: Lessons from Lucid 11:19 The Journey of Lucid: From Startup to Success 13:11 Lucid's Core Offerings and Innovations 13:58 Mindset for Growth and Experimentation 16:10 The Importance of Testing and Learning 17:07 A/B Testing Success Rates and Strategies 19:47 Achieving Statistical Significance in Testing 23:44 Frequentist vs Bayesian Approaches to Testing 30:03 Understanding Click Value in User Onboarding 34:17 The Concept of Product-Led Growth 36:02 Grassroots vs Traditional Sales Models 40:09 Common Misconceptions about Product-Led Growth 41:34 The Role of Data in Business Decisions 42:30 The Role of Data in Decision Making 47:21 Understanding Time Horizons in Business 50:24 Navigating the Middling Problem 57:11 The Rise of Fractional Work 01:03:51 Operational Risk vs Opportunity Risk—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 h y 9 m
  • How To Influence Product Managers with Kari Ostevik | Horizons Podcast

    How To Influence Product Managers with Kari Ostevik | Horizons Podcast
    Feb 11 2025
    Listen now on YouTube, Spotify, and Apple.—From studying mechanical engineering to leading Product at startups that have raised a combined $500 million, Kari Ostevik has deep experience shipping successful products in high-stakes environments. And from her time leading growth after a CMO left, Kari has a unique perspective on the Product/Marketing relationship.Some takeaways:1. 📢 Push Past the Squeaky Wheel Trap: In many orgs, decisions often default to "whoever shouts loudest." Combat this by bringing hard data + user interviews to the table. Pro tip: Build a compelling narrative around why certain features deserve priority over what your noisiest stakeholder might want.2. ⏱️ Meeting Hack Alert: Nobody reads pre-reads (shocking, we know). Instead of sending docs ahead, block dedicated "heads down" time during meetings. Kari's move? Put on lo-fi beats and give everyone 5-10 mins to process + comment. Way more effective than hoping people did the homework.3. 🧠 The "Crazy Eights" Brainstorming Tech: Need fresh product ideas? Fold paper into 8 squares, give everyone 8 minutes (1 min per square) to sketch solutions.The magic? People work independently first = less groupthink, more innovation. Bonus: Works for remote teams via Miro.4. 🎯 Stop Being Data-Obsessed (Or At Least Pick The Right Metrics): While metrics matter, Kari warns against getting too tunnel-visioned on short-term data wins. Hot take: Sometimes chasing metrics can actually wreck your user experience. Balance quantitative insights with maintaining product vision.Like we saw earlier with Sundar, consider defining better metrics that are more aligned with your long-term vision.5. 👑 The Authority Paradox: PMs lead without direct authority (awkward). Kari's solution? Early 1:1s with team members to understand their past PM experiences + explicitly position yourself as their "umbrella" – there to help them do their best work.6. 🎥 The Gong-Guerrilla Testing Matrix: Use this to identify what really matters to your decision making users (aka, ideal customer profile / ICP).* B2B Move: Mine Gong (sales call recording) data for deep user insights* B2C Move: Hit the streets for rapid guerrilla testing with random folksKey difference? B2B requires more finesse (sales team gets nervous about customer access), while B2C lets you move fast and break things.7. 📐 The "Two-by-Two" Priority Framework: Skip complex prioritization matrices. Plot features on two axes: ease vs. value. The real gold? It forces explicit conversations about why something ranks higher/lower than other options.—Where to find Kari Ostevik:* LinkedIn: https://www.linkedin.com/in/kariostevik/* X: https://x.com/kariostevik—In this episode, we cover:00:00 Welcome 01:05 Transitioning Through Major Company Changes 02:40 Insights from B2B vs B2C Product Management 06:03 Prioritization Techniques in Product Development 09:36 Effective Cross-Functional Collaboration 11:34 Innovative Workshop Techniques for Product Teams 14:13 Collaborative Ideation Techniques 15:06 The Importance of Data in Product Management 15:21 Balancing Data-Driven Decisions with User Experience 16:58 Staying Connected to Industry Best Practices 20:49 Managing Teams and Building Relationships 21:19 Lessons from Teaching and Leadership 24:19 Advice for Aspiring Product Managers 24:33 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    26 m
  • The One Marketing Strategy AI Can't Disrupt: Lessons from Uber, Postmates, and Turo with Adam Miller | Horizons Podcast

    The One Marketing Strategy AI Can't Disrupt: Lessons from Uber, Postmates, and Turo with Adam Miller | Horizons Podcast
    Feb 4 2025
    Listen now on YouTube, Spotify, and Apple.—Adam Miller has held key leadership roles at Uber, Postmates, Turo, and beyond, often with a title that looks something like “director of user acquisition”. Adam is known for his data-driven approach to marketing, his expertise in optimizing customer acquisition costs, and his ability to navigate the complexities of multi-sided marketplaces. Currently, he advises and invests in early-stage marketplace companies.Some takeaways:1. 💸 The Zero-Interest Hangover: LTV (Lifetime Value) calculations were a product of the zero-interest rate era. Today's reality? Focus on shorter payback periods and sustainable unit economics. The days of "10-year customer lifetime" projections are over, folks.2. 🔋 Supply Side = Life Blood: While everyone obsesses over demand, Miller says supply management is the real MVP. Without it, you're just "a bunch of people looking for something they can't possibly buy." Start there, then worry about customers.3. ⚖️ The Utilization Sweet Spot: Perfect marketplace utilization isn't 100% — it depends on your model. Commoditized services (like Uber) can push higher, while unique inventory platforms (like Airbnb) might thrive at 15-20%. The key? Match your utilization targets to your market type.4. 🚀 Cold Start Strategy: Don't build supply from scratch. Find existing supply that's underutilized (think: black car services pre-Uber) and make it a no-brainer for them to join your platform. Zero friction + zero cost = early adoption.5. 🤖 AI's Marketplace Impact: While AI will disrupt many advantages, it won't touch network effects. Translation: Build a strong network and you'll have an "unnatural advantage" in the AI era. Sorry, AI won't help someone build the next Uber overnight (though it might be able to code it).6. 🎬 The New Video Playbook: Social video is getting shorter, but Miller warns against oversimplifying complex stories. His advice? Take the time needed to "make something big, simple" rather than forcing everything into a 15-second slot.7. 🎯 Modern Marketplace Musts: Three non-negotiables:* Supply management (onboarding + retention)* Trust and safety (the foundation of everything)* Liquidity (right supply + right demand + right place = 🎯)8. 📈 The V-Shaped Marketer: Forget being T-shaped. Start deep in one area, then expand into a V-shape by building multiple deep expertise areas over time. Call it the "sequential excellence" approach.—Where to find Adam Miller:* LinkedIn: https://www.linkedin.com/in/adamjacobmiller/* X: https://x.com/thatadammiller—In this episode, we cover:00:00 Introduction to Marketplaces and Adam's Journey 02:15 The Evolution of LTV in Marketplaces 06:34 Key Metrics for Marketplace Success 08:44 Utilization Rates and Marketplace Dynamics 12:11 Building a Marketplace from Scratch 15:26 The Importance of Storytelling in New Categories 17:03 Common Threads Across Marketplace Industries 19:15 The Role of Marketing in Marketplace Growth 19:15 Marketplace Brand and Storytelling 23:42 Investing in Marketplaces: Key Considerations 25:58 Advice for Aspiring Growth Marketers 28:37 Testing Marketplace Ideas 30:30 Designing Effective Incentive Structures 33:15 AI's Role in Agentic Negotiation 33:15 Commodity Marketplaces vs Non-Fungible Marketplaces 35:11 Established Channel Expertise vs Emerging Experimentation 37:00 The T-Shaped Marketer 39:51 AI's impact on marketplaces 44:39 A day in the life of Adam Miller 50:12 The most common marketplace mistake 51:47 Lightning Round: Quickfire Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    53 m
  • 7 Slides That Saved Uber $35M: Marketing Data Science with Sundar Swaminathan | Horizons Podcast

    7 Slides That Saved Uber $35M: Marketing Data Science with Sundar Swaminathan | Horizons Podcast
    Jan 28 2025
    Listen now on YouTube, Spotify, and Apple.—Sundar Swaminathan is a growth marketing expert with 15 years of experience including at Uber, and is now a Marketing Data Science & Experimentation advisor to consumer tech scaleups and writes weekly in experiMENTAL.Some takeaways:1/ Magic Trip Metric = Your New BFF 🪄 Why it matters: Uber's genius "magic trip" metric quantified customer experience by breaking down each ride into measurable expectations vs. reality. The real magic? It helped pinpoint exactly where experiences went wrong, making fixes surgical and effective. The move: Create your own "magic" metrics by mapping your customer journey and setting quantifiable benchmarks for each step.2/ Last Click Attribution? Still Valid (Really!) 📱 Hot take: "Last click is wrong, but it's consistently wrong" - Sundar's refreshing perspective on keeping attribution simple. For mid-stage companies with 2-3 channels, last-click can work just fine. Pro tip: Focus on contribution over attribution. Test incrementality by holding one channel constant while varying another.3/ The 90% Failure Club 🎯 Reality check: ~90% of experiments fail. But here's the twist - that's actually good! The key is building a culture that celebrates learning from failures rather than avoiding them. Power move: Don't sell experimental success; sell the process of generating 3-4 new ideas from each experiment.4/ The PACE Framework for Data Leaders 📊 Break it down from Sundar’s course:* Prioritization: 1 hour/week* Analysis: 3-4 days max* Communication: 1 full day* Execution: 1-2 hours follow-up The secret sauce: Most analysts spend too much time on analysis and not enough on communication.5/ The Anti-Service Model 🤝 Game-changer: Stop treating data teams as service providers. Sundar's move? Weekly stakeholder-analyst meetings to establish partnerships, not support relationships. Why it works: Better prioritization, more trust, and easier promotions.6/ Data Democracy > Data Dictatorship 👑 Case study: Uber's Query Builder made SQL queries go viral (yes, really). Giving everyone access to data created a feedback loop of data obsession. The lesson: Data tools don't create data culture - but they can amplify it.7/ The Simple Stack Surprise 🛠 Plot twist: Uber's data science team primarily used just SQL and Google Sheets. Not Python. Not R. Just good ol' spreadsheets and queries. The takeaway: Don't let tool FOMO hold you back. Focus on business acumen over technical complexity.—Where to find Sundar Swaminathan:* Website: https://experimental.beehiiv.com/* LinkedIn: https://www.linkedin.com/in/sswamina3/ —In this episode, we cover:00:00 Introduction 00:35 Uber's "Magic Trip" 03:46 Building a Data Obsessed Culture 05:12 Travis Kalanick's egoless leadership 07:59 7 Slides That Saved Uber $35M 11:22 When "extreme" experiments are justified 12:59 Why last click is sometimes all you need 16:34 Probabilities are being misunderstood 17:38 80-90% of experiments will fail 20:18 How many experiments are needed for a homerun? 21:33 Uber Eats started as an experiment 22:42 The experiment "success" trap 26:13 Building an experimentation strength in your company 27:49 You don't need fancy tools 29:30 How Uber made SQL internally viral 32:03 AI is not a panacea for marketing analysts 35:52 The PACE framework for data analysis 40:28 Where to invest your time as a marketing analyst 42:10 How to work effectively with analysts 44:16 The Journey into Newsletter Writing 48:21 Strategies for Growing Online Presence 49:51 How to grow your own following on LinkedIn 50:59 Future Aspirations and Projects—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    55 m