 Alright guys, thank you very much. You guys prepare some questions. I'll be starting out here. Okay, first, Matthew. Marketing as mathematics. I just wanted to ask you, when you're coaching your adventures at 500 startups, what is actually the thing that, the one thing that you do that makes the biggest difference? What can you really often tell them that if you do this, it's going to get better? Yeah, actually implementing the analytics tools properly, it's quite surprising how many startups still either don't have analytics or they don't have analytics implemented properly. And when you're not confident in your data, you really can't do any testing, you can't do any measuring, and you're kind of just shooting in the dark. Alright, good. So use the tools. Yeah, absolutely. Alright, and then your speech here, Fabian, made me think of my dad, because he was one of the guys that started up advertising in Sweden out of months in the 60s, and he's an art director, and I really want to know that I understand this correctly, because I think maybe telling him what you are saying will be a big blow to him. So the question is, is the art of advertising dead? No, and I'm hoping it didn't come across like that. So as I said, even though you have all these testing tools, and you should embrace them and use them, doesn't mean that you can't be creative, quite the opposite actually. So these tools mean that you have some constraints in getting quicker results, which is a good thing. But on the other hand, usually, if you just like test very simple things, you're not going to get the same good results as when you actually sit down with an art director, maybe even, and have the art director come up with a really good idea on how to sort of, for instance, talk to a very specific persona. So she may have an insight in how to actually address their problem in a better way. Now, the beautiful thing these days is now you can test it and see whether it's actually working. And yes, some people don't like it, but that's the sort of reality we have now, and it's a good thing. Okay, so it seems like I can smooth it over a little bit, so we won't get a heart attack right away. All right, questions out there. Raise your hand. There is one over there. Please state your name and your organization and who you want to ask. Hi, my name is Hampus, and I think both talks were really good. I really enjoyed them. I've done a lot of startups, and I interact with a lot of startups, and I think this was super valuable for a lot of startups. I have one question. Mobile. What you're talking about here are like the sort of very nice, clean world of like e-commerce and web where sort of you have nice funnels, and I mean, they're great tools. If you were in the mobile world, yeah, you could run a mixed panel, but every time you submit, you have to wait two weeks for Apple. Are there any Javani ideas or thoughts? Are there good tools or any tips? Because if you're a mobile company, every time you're thinking about A-B testing, yeah, you have Apple in your way. And the same thing, are there good tools on sort of both sides? Yeah, I can actually jump in. Mobile is really hard. I'll just start with that. Like you said, if you're running a split test, the iterative time that it takes to get through each iteration, it's really long term. So getting fast results is difficult. Resubmitting to Apple. Apple basically does not make it easy. I think the tools are getting better though, and over time we'll get there. Mixpanel, Google Analytics, all the tools I mentioned, they work for mobile as well. I don't have a great suggestion specifically for mobile. You kind of have to hack together your testing. I'm not 100% sure. I believe Optimize now supports better tests on mobile. More questions? Need some coffee, maybe? Oh, there is one. My name is Andreas. I was wondering about the marketing mix. If you look at paid advertising, for example, versus inbound, whatever you've used on that, I guess it depends on what you're doing, but do you have sort of a general starting point? I'm sorry. Can you repeat that one more time? Inbound marketing, for example, as a compliment to paid advertising? Yeah. I tend to use a lot of different marketing methods as a supplement to paid advertising with the ultimate goal of bringing down cost per acquisition. Email marketing, for example, when you're acquiring users, some of them drop off, and you can actually use email marketing to bring them back, therefore lowering your overall cost per acquisition. I think that answers your question, maybe? Yeah. It was more sort of along the lines of paid advertising as part of the mix in terms of, I guess, how much time and effort you put into the different things. Yeah. I mean, paid advertising obviously is my job, so I spend a lot of time there, and when I approach a new startup, that's what I help them with. In terms of overall pipeline of what you have to work on, it all depends on where you are in your business. If you're about to hit that growth curve, then I would be spending a lot of time on paid acquisition, because that's going to help you really accelerate growth. But if you don't have a lot of users yet and you're still pre-product market fit, focus on product. Okay, I want to have one over here as well. One more prominent speaker. Emily Best from Seed and Spark. If your goal is engagement more than conversion or conversion plus engagement, what are the metrics, funnels, and tools that you like to use or that you would recommend? Again, engagement is something that will increase your lifetime value of your customer. So the tools I like to use to measure engagement, again, I use Mixpanel a lot, actually. Google Analytics too. That's a great tool for engagement, but trying to measure engagement is kind of going down a rabbit hole, and then when all you're thinking about is like, all right, how do I measure? What do I measure? You kind of get lost in that. So when you're early on, and I would just pick a few big potential changes that you're looking to make, like Fabian said, really go for those broad, big changes. And when measuring engagement, at the end of the day, you technically could define a certain level of engagement as a conversion, right? If you say you don't have a newsletter sign-up and you're not selling a product, you could say, well, basically, after talking to a couple of people who visit the website that if people spend more than two minutes on it, that's a good thing. So that's high quality engagement sort of stuff. So you could define that as a conversion goal. Of course, it's not as rigid of a framework as like cold-heart cash. But technically, you could say that's a conversion as well. All right. Where's Juan in the middle? My name is Mick. Thank you for a great lecture. I think it's really great to hear that creativity can actually be tested and that you can actually use mythology to test good ideas. I work a lot with entrepreneurs, or entrepreneurs as well, people who might have a good idea or think they have a good idea. So I'm just wondering, how can you, in that very early phase, on that very early phase, how do you see that you can actually test ideas in the sense that you might not even have a website, you might not even be sure what kind of product you should make, but you like in the creative phase, do you see that you can work scientifically or with the tools that you're talking about to test the potential of an idea? Yeah, I mean, absolutely. I'll dive in quickly. So, I mean, Eric Reese's book kind of talks about that and you can use paid advertising to figure out whether your idea is valid or not. You can also use it to discover who your customer is. So, let's say you just have the sprout of an idea, throw up a quick landing page, put an email input there, put some advertising up, you can even get away with just spending a few hundred dollars and get results quite quickly and yeah. Unbounds is really good for that. So, with Unbounds and Google AdWords and let's say, and another five hundred dollars, within two or three weeks you can quickly test two or three different ideas against each other or let's say two or three different ways of discussing an idea, right? Put up a simple landing page with Unbounds, you don't need any programming skills to do that and connect those landing pages with an AdWords campaign, for instance, and within Unbounds it will tell you after a while whether your differences are statistically significant and you'll know okay, wow, if I call them, if I talk about puppies and not kittens, that works better. Yeah, quickly, another good tool is LaunchRock. It allows you to really just, with a few clicks, no development skills needed, throw up a simple landing page and drive traffic to it. All right, I have just a terminology question to you, Matthew. You were discussing growth hacking as a term here, but you were really, you told me, no, I'm not a growth hacker, I'm a distribution hacker. What's the difference? Yeah, so growth hacking mainly focuses on free methods of growth, you know, virality and basically anything having to do with free and it's actually a lot of focus on internal methods, like changing certain buttons or getting referrals from your current users. Distribution hacking focuses on paid advertising and then using some of those internal methods to lower your cost per acquisition or raise your lifetime value. There's actually a ton of overlap between the two, but the main distinction is paid with this distribution hacking. So I think my, hi, me again. So my question is, if you're working with large volumes of users, that's all great, because then you can do this. So my previous company was like B2B with potentially 10 customers in the world. Hard to do a lot of data there. But something that we've thought a lot about is how you can enrich those content you get. So this is going to be a niche question. How do you, from an email address, what tools do you use to, from an email address or from an IP address, get as much data from users as possible? Do you use full contact? What tools do you use to get somebody's LinkedIn profile or whatever? Sorry, I need your question here, but I need the answer. We've tried a couple of those. I'm keen to hear what you've tried. Sure. So first I'd say ask your users for that information. Try to get it from them. But again, if you all you have is an email address, there's, gosh, of course I'm going to forget the name right now. There's a couple tools out there where you just upload your list of email addresses and it gives you demographic information. Come ask me after. Email me and I will give you that name, I promise. Do we have time for more? I think we're going to end it there. Thank you very much, guys. I think this first session was really make it happen. It was down to manual basic stuff on how to do things, actually. The tools, how to do this. One last question. If you want to get into your presentations, where can we find them and can we? Yeah, I'll put my email address up there, so I'll send it out to anyone who wants it and then I think it's going to be on the MediaEv website as well. Cool. Yeah. All right. Yeah, I guess we can just upload them to slide chat, for instance. Yeah. All right. 12.15 is the next session, so be on time and last applaud to these guys.