How Eucalyptus Used Bimodal to Revolutionize Marketing Planning

Results: Data-Driven Decisions that Deliver

Bimodal has transformed how Eucalyptus approaches marketing planning. According to Matt Rossi, Head of Growth at Eucalyptus, “Bimodal’s graphs are now a key feature of every planning meeting to justify marketing decisions.” These graphs don’t just validate strategic decisions—they create alignment across the organization, ensuring that everyone is on the same page.

Fast and reliable insights have made Eucalyptus more agile than ever, empowering teams to agree on strategies and act quickly. Matt summarized the sentiment: “There’s nothing I love more than validating ‘gut feel’ with geo holdout results.”

The Challenge: Supporting Global Ambitions with Precision

Eucalyptus, one of Australia’s fastest-growing telehealth providers, delivers online services across fertility, health, and wellbeing. As they prepare for global expansion, their ambitious growth goals—including launching diabetes and weight loss services—require efficient capital allocation to scale effectively.

However, as the media mix grows more complex and budget pressures increase, Eucalyptus faced a key challenge: how to identify the point of diminishing returns on paid channels and demonstrate the incremental value of brand campaigns. As Matt Rossi explained, “The problem lies in identifying sure bets and new areas of growth.”

The Solution: Optimized Media Mix with Bimodal

Bimodal stepped in to address Eucalyptus’s pain points, providing tools for proactive and informed media planning, budgeting, and measurement.

1. More Revenue, Less Wastage

Bimodal’s tools enabled Eucalyptus to analyze the effectiveness of their media spend, redirecting resources to the channels that deliver the best ROI. This approach minimizes wastage and ensures every dollar is working harder.

2. Data-Driven Media Mix Insights

Insights from Bimodal’s Media Mix Model emboldened the Eucalyptus team to take bold steps. “We’ve run punchy new campaigns with confidence because we have the data to back us up,” Matt said.

3. Streamlined Media Planning

By eliminating the wait for analytics, Bimodal’s streamlined approach has instilled a disciplined and efficient planning process. Media buyers can now make quicker, smarter decisions.

4. Evidence-Based Budgeting

Thanks to clear benchmarks and trend identification, Eucalyptus’s budgeting process is no longer a guessing game. With Bimodal, they can navigate even the most complicated conversion funnels with ease.

The Impact: Scaling Revenue and Consultations

With Bimodal’s toolkit, Eucalyptus conducted 500,000 digital consultations over 18 months, growing their revenue to over $100 million. Fast and efficient capital allocation across online and offline channels has been instrumental in this success, demonstrating the power of data-driven decision-making.

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Why Bimodal?

Bimodal’s automated media mix modelling and incrementality testing provided Eucalyptus with:

• Actionable Insights: Easy-to-digest graphs and benchmarks that simplify decision-making.
• Agility: Faster alignment and execution of strategies across teams.
• Confidence: Reliable data to validate decisions, enabling bold campaigns that drive results.

Conclusion: Building a Data-Driven Future

Eucalyptus’s journey highlights the importance of leveraging technology like Bimodal to optimize marketing strategies. By turning complex data into actionable insights, Eucalyptus has laid the foundation for sustainable growth and global expansion.

Whether you're a startup scaling operations or an established brand seeking more ROI, Bimodal’s solutions can provide the clarity and confidence you need to achieve your marketing goals.

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