experiMENTAL

experiMENTAL

B2C marketing & data science frameworks, how-to guides, and stories from 5 years at Uber and 15+ at B2Cs.

Featured Posts

The 5 ways to measure Marketing ROI

The 5 ways to measure Marketing ROI

Here are the 5 tactics I’ve used to measure > $1.5B in Marketing spend and generate $180M+ in revenue for companies like Uber, DIRECTV, Otrium, and others.

Sundar Swaminathan
Picking the right Northstar Metric and how to avoid a disaster

Picking the right Northstar Metric and how to avoid a disaster

Every business needs a Northstar metric. Not having one or picking the wrong one is disastrous. Here's how to pick yours.

Sundar Swaminathan
Be data obsessed not data driven.

Be data obsessed not data driven.

Being data driven is not enough. You need to become data obsessed. Here's how Uber did it and how you can too.

Sundar Swaminathan

Archive

How to define churn

How to define churn

Churn will make or break your growth model. But, it starts with defining what churn is. It's not always the same and depends on your customer behavior.

Sundar Swaminathan
Why Last-Click attribution will never go away

Why Last-Click attribution will never go away

Last-Click attribution is not perfect, but it gets the job done. That's why it won't ever go away.

Sundar Swaminathan
Why companies shouldn't do Black Friday

Why companies shouldn't do Black Friday

Black Friday is a huge revenue generator. But does it bring profits? No.

Sundar Swaminathan
How Uber segments 161M+ customers and you can too.

How Uber segments 161M+ customers and you can too.

Segmentation leads to personalization which maximizes retention, LTV, and all other important metrics.

Sundar Swaminathan
When to join Marketing at a startup

When to join Marketing at a startup

Knowing the "Job to be done" will help you find the right role at the right startup.

Sundar Swaminathan
8 startup marketing lessons from 5 years at Uber

8 startup marketing lessons from 5 years at Uber

Surround yourself with genius. Start with insights. Don't accept mediocre.

Sundar Swaminathan
How to properly calculate MAU

How to properly calculate MAU

MAU isn't just one metric. It's 4 metrics wrapped in one. Get it right and you'll unlock growth. Get it wrong and you'll find yourself in a MAUse trap 😉

Sundar Swaminathan
The coolest job I've ever had and the $145 Billion mistake.

The coolest job I've ever had and the $145 Billion mistake.

The US Treasury was the coolest place I've worked. And I made a $145 Billion mistake that was almost disastrous. Here's the story.

Sundar Swaminathan
The 5 ways to measure Marketing ROI

The 5 ways to measure Marketing ROI

Here are the 5 tactics I’ve used to measure > $1.5B in Marketing spend and generate $180M+ in revenue for companies like Uber, DIRECTV, Otrium, and others.

Sundar Swaminathan
Quantify the health of your business

Quantify the health of your business

Every business needs a health score. Not having one or picking the wrong one leads to dangerous blind spots. Here's how to define a health score and find yours.

Sundar Swaminathan
Be data obsessed not data driven.

Be data obsessed not data driven.

Being data driven is not enough. You need to become data obsessed. Here's how Uber did it and how you can too.

Sundar Swaminathan
Breakdown of 10 common Analytics concepts

Breakdown of 10 common Analytics concepts

Everyone is being pushed to be more data-driven. Not everyone has the know how. I'm breaking down 10 of the most common analytics concepts so you can feel empowered.

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