ExperiMENTAL | Smarter Marketing Starts Here
For B2C marketers, founders, and analysts who are tired of surface-level advice and ready to cut through the noise with smarter, data-informed decisions. Host Sundar Swaminathan, former Head of Brand Data Science at Uber and creator of the ExperiMENTAL newsletter, shares real-world insights, ROI breakdowns, and growth strategies from leaders at companies like Uber, Google, and Faire.
Each episode helps you move from guesswork to grounded strategy so you can drive impact, prove marketing value, and lead with confidence.
If you're ready to think critically, test boldly, and grow with clarity, ExperiMENTAL is your bi-weekly dose of thought-provoking, data-savvy marketing wisdom.
New episodes every second Thursday on Apple Podcasts, Spotify, and YouTube.
ExperiMENTAL | Smarter Marketing Starts Here
The Marketing Framework That Will SAVE Startups Millions in 2025 | ExperiMENTAL Ep. 2
Discovery vs. Optimization Marketing: Why Most Startups Get It Wrong | Libby Weissman (Caviar, DoorDash)
In this episode of ExperiMENTAL, Sundar Swaminathan sits down with Libby Weissman (Caviar, Square, DoorDash) to unpack why so many startups fail to tell the difference between discovery and optimization marketing, and what it costs them.
You’ll learn:
✔ How to tell if you're in discovery or optimization
✔ Why unrealistic CAC targets derail your growth
✔ How to use experiments to build marketing conviction
✔ What “price is too high” usually means
✔ How to hire the right marketer for your stage
✔ Real examples from healthtech, food, and services
Libby brings structured thinking and sharp insight for early-stage B2C founders navigating growth. If you’re building in a noisy space, this is your blueprint.
🎧 ExperiMENTAL is hosted by Sundar Swaminathan, Head of Data Science at Bounce and former Uber leader. This show is your behind-the-scenes look at how top marketers and data scientists make smarter decisions.
🧠 Expect unfiltered conversations, mental models, and case studies that help you cut waste, build conviction, and grow your B2C business.
📬 Subscribe to the ExperiMENTAL newsletter for deep dives and frameworks: https://experimental.beehiiv.com/
