The CEO’s Guide to Marketing The one with Meta’s CMO and VP Analytics Alex Schultz about timeless truths, and measuring for incrementality and impact.
Jul 16, 2025
In this engaging discussion, Alex Schultz, CMO and VP Analytics at Meta, shares his rich marketing insights gained over a decade shaping the industry. He argues for the death of performance marketing, stressing the need for a full funnel approach. The conversation dives into timeless marketing principles, the balancing act between creativity and data, and the importance of aligning long-term brand vision with immediate marketing efforts. Alex also explores the evolving role of AI in marketing and the significance of effective, concise communication in crafting marketing briefs.
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All Marketing Performs If Done Right
- All marketing can perform if done right; the distinction between brand and direct response marketing is false.
- The challenge lies in creating the right creative and showing it to the right person at the right time.
Test Channels To Measure Incrementality
- Run multivariate tests to understand incrementality and interactions between media channels.
- Use these test results to build media mix models that quantify each channel's incremental impact.
Create Briefs That Drive Results
- Get the right brief that is brief, clear, and aligned to ensure creative focus on priorities.
- Limit the brief to one page and clarify what is critical to include.
