# Toby (@TobyWalleruk) on x

- id: koinon:creator:x_tobywalleruk
- url: https://koinonlink.com/kol/x/TobyWalleruk
- schema_version: 1.4

## Identity
- platform: x
- handle: TobyWalleruk
- platform_url: https://twitter.com/TobyWalleruk
- website: https://app.iclosed.io/e/BRICK/30-minute-discovery-call
- entity_type: creator
- person_id: Cross-platform identity not resolved for this creator.

## Reach
- followers: 33627
- following: 64
- posts_total: 10111
- posts_observed: 3
- posts_per_day: 1.861
- account_age_days: 5434
- verified: true
- size_tier: koc

## Engagement
- status: peak_post_only
- peak_post_engagement_rate: 0.00092
- best_post_interactions: 31
- measurement_source: x_post_interactions
- measurement_formula: interactions on one post — likes, or likes + reposts + replies depending on the discovery path (the two are not distinguishable in the stored data)
- comparable_pool: peak_interactions
- status_note: We have only the single best observed post, so no mean exists. peak_post_engagement_rate is an UPPER BOUND, systematically higher than an average — never compare it against an average rate.
- unit_note: engagement_rate and peak_post_engagement_rate are ratios (0-1); avg_interactions_per_post and best_post_interactions are absolute counts. Read status before reading any number: a null rate has several different causes and status says which one applies here.

## Content
- category: ecommerce
- subcategory: dtc_brand
- category_confidence: 0.9
- category_source: derived_from_recent_content
- topics: Automation in digital advertising, Skill evolution for media buyers, Advanced performance marketing strategies, DTC brand growth at scale, Email marketing integration with paid ads
- bio: Helping DTC brands scale past $25M/yr with Ads & Email Marketing.
$450M+ in revenue | Moto, Leica, Pixi, Kodak, Drake + 200+

## Audience (inferred)
- status: present
- description: Media buyers and performance marketers at DTC brands scaling past $25M/year, focused on ads and email marketing
- roles: ads
- seniority: practitioner
- pain_points: Struggling to stay relevant as automation replaces basic media buying tasks, Finding it hard to differentiate their value beyond execution due to increased automation, Lacking clear frameworks for building new, higher-level skills in a rapidly changing ad tech landscape
- posts_analysed: 1
- confidence: 0.4

## Commercial (inferred)
- audience_buyer_fit: 1
- promotion_intent: 1
- open_to_collaboration: false
- contact: Koinon does not publish creator contact details.

## Quality signals
- authenticity_score: 76
- authenticity_basis: engagement_observed
- credibility_score: 91
- flagged_for_review: false
- koinon_bd_grade: A — measures Koinon partner-outreach fit, not creator quality
- interpretation: Signals for triage, not verdicts. A flag means the profile is worth a manual check.

## Evidence
- [x_tobywalleruk#ed8ce3e2] 70% of what a media buyer did in 2020 is automated now. The other 30% is where they actually earn their money five things that make up the new skill stack: > creative strategy > full-funnel awareness > first-party data orchestration > post-click optimization > business economics  (https://twitter.com/TobyWalleruk/status/2073400228535734510)

## Provenance
Every inferred field below carries how it was produced. Facts stay facts; inferences stay inferences.

- audience.description: source_type=ai_inferred, confidence=0.4, freshness_days=20, method=llm_persona_from_recent_content
- audience.roles: source_type=ai_inferred, confidence=0.4, freshness_days=20, method=llm_persona_from_recent_content
- audience.seniority: source_type=ai_inferred, confidence=0.4, freshness_days=20, method=llm_persona_from_recent_content
- commercial.audience_buyer_fit: source_type=ai_inferred, confidence=0.6, freshness_days=78, method=llm_scorer — Relative signal within Koinon indexing, not a market-wide score.
- commercial.promotion_intent: source_type=ai_inferred, confidence=0.6, freshness_days=78, method=llm_scorer
- quality.anomaly_flags: source_type=heuristic, confidence=0.5, freshness_days=108, method=profile_snapshot_and_engagement_ratio_heuristic — Means "worth a manual check", NOT confirmed fraud. Flags can be wrong and are not a verdict about the person.
- quality.authenticity_score: source_type=heuristic, confidence=0.5, freshness_days=78, method=Profile-shape heuristic from a single snapshot (follower count, following ratio, account age, posting volume, verification), reduced for engagement red flags where post engagement was collected. Where only a follower count is available the score saturates at 58. — The input set differs by platform; do not compare this score across platforms.
- quality.koinon_bd_grade: source_type=ai_inferred, confidence=0.5, freshness_days=108, method=llm_partner_fit_classifier + fit_score >= 0.6 AND authenticity >= 60 => A; fit_score >= 0.4 AND authenticity >= 45 => B; else C. authenticity < 30 or a promotional-pattern flag => quarantine. — Koinon partner-outreach fit, not creator quality.
- reach.followers: source_type=observed, confidence=0.95, freshness_days=108, method=platform_profile

## Freshness
- profile_checked_days_ago: 108
- content_analysed_days_ago: 78
- audience_updated_days_ago: 20

## AI retrieval
- indexing_requests: 11
- user_triggered_requests: 0
- note: Being indexed in bulk is not the same as being retrieved to answer a question.

## This profile
- Claim or correct: https://koinonlink.com/claim?k=x_tobywalleruk
- Request removal: https://koinonlink.com/claim?k=x_tobywalleruk
- Terms: https://koinonlink.com/for-ai