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.
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.
In this episode of ExperiMENTAL, Sundar Swaminathan sits down with Nikhil Kant (Uber, FlixBus, Even Health) to break down why modern marketing has lost its magic and how over-relying on performance marketing is silently killing long-term brand value.
You’ll learn:
✔ Why performance marketing is losing its creative edge
✔ How brand creates the only sustainable moat in saturated markets
✔ Tactical frameworks: Get-To-By, Think-Feel-Do, and Hero-Hub-Hygiene
✔ Why startups confuse product-market fit with growth loops
✔ Lessons from political marketing and hyper-local segmentation
✔ How brands like Liquid Death, MoCabara, and Adidas play the long game
Nikhil shares real-world stories from startups, unicorns, and political campaigns to show how the best marketers blend emotional connection with business outcomes. If you’re building a consumer startup or running growth at a scaling company, this episode will change how you think about brand.
🎧 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/
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