North Star Goals Versus Metrics

Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Alex Schultz, Chief Marketing Officer and VP of Analytics at Meta, about his newly released book "Click Here: The Art and Science of Digital Marketing and Advertising

As Jenny's repeat guest, Alex brings battle-tested insights from his 18-year tenure at Meta, where he's witnessed digital marketing's complete transformation. He reveals his motivation  for writing "Click Here" - the definitive guide to online marketing that fills a critical gap left by classic texts like Claude Hopkins' "Scientific Advertising." Alex argues that while technology evolves at breakneck speed, the core principles that drive marketing success remain surprisingly constant across decades.

What You'll Learn:

• Alex's 18-year journey at Meta and his unique dual role in marketing and analytics
• The writing process and inspiration behind "Click Here: The Art and Science of Digital Marketing and Advertising"
• Why incrementality measurement is the key to marketing success
• The importance of North Star goals versus metrics
• How AI will enhance rather than replace marketing roles
• The timeless principles that have guided successful marketing for decades
• Team structures that work across different marketing eras

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