Who Uses tamme
- Double sided marketplace businesses
Case Study - Skilld
Skilld is a double sided marketplace that instantly connects local talent to local businesses. With no job descriptions required, this subscription based model uses programmatic algorithms to allow small businesses to simply type in the skill sets they are looking for to match "Tinder" style to professionals that meet their cultural and availability requirements.
On average, active businesses are logging in 21 times per month to keep a pulse or connect with who is in the market looking for work. Skilld has initially launched in the hospitality industry in Australian cities and looks to roll out city by city internationally before moving into categories like Retail, Nursing, Admin etc.
It is critical to this business models success that the right person is sourced for the right business in the right location. Being able to programmatically advertise to candidates through the most efficient source per post code means Skilld can be competitive in the market. Thus giving us the ability to give small businesses access to cutting edge technology for as little as $50 / month.
In such a short period, Skilld has been able to grow to over 120,000 users and around 8,000 businesses using the small businesses tech. Never before has the recruitment market been able to cost effectively reach small businesses. Through technology, rather than the traditional costly means of billboards and television adverts, we are able to control the supply and demand to suit the market post code by post code.
Skilld has 47 professions and services every postcode in Australia. That means over x amount of combinations of ad sets with out even allocating for different variances. Tamme tracks our marketplace and then measures our supply and demand. From this, tamme uses this information to create a model of the supply, demand and deficits for each profession in the marketplace for every 2 square miles across Australia.
Tamme then calculates the best advertising channels. For every ad budget, in every postcode, for every profession, tamme uses a predictive model in order to determine the best marketing mix.
This takes into account:
- minimum, and maximum, effective ad budgets for a channel
- previous results for that profession/postcode combination
- previous results for similar combinations
Tamme then generates multiple dynamic creatives for every channel in the marketing mix. Because of the analytics base for the platform there are a plethora of variables that can be used to enrich the content. This level of dynamic customization provides a significantly higher click through rate as every ad that a person sees is targeted directly at them on a 1:1 level. For example: a restaurant in Potts Point will see an ad with "3 Chefs in Potts Point are looking for work".
The data from the ad sets are then sent back into tamme to further learn about what ad combinations, across which marketing channels converted the best and worst to further optimize according to what the marketplace requires.
By using the most advanced and precise optimisation engine possibl, Skilld as a double sided marketplace is able to be successful in matching the right local people to the right local businesses. Mick Austin, Publican at O'Mailles Hotel Wodonga says:
“Within a matter of hours, I had not only made contact with the Chef I wanted to speak to, I had an employment contract signed. Skilld has now opened the door for any new prospective employees I may need. Time saved and personal productivity increased as a result. I have absolutely no reason to search elsewhere for staff, as this was the easiest method to date I have found to employ a new staff member. In closing, the time I could have saved myself, had I used Skilld in the past, shocks me! Can not recommend Skilld enough.”