In this discussion, Alex Schultz, CMO and VP of Analytics at Meta, shares his extensive experience in marketing and analytics. He critiques the narrow view of 'performance marketing' and champions a full-funnel approach. The conversation dives into how AI is reshaping marketing strategies and the need for a balance between automation and creativity. Alex also highlights the importance of robust data management for effective marketing and reflects on the evolving responsibilities of CMOs amid technological advancements.
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Long Tenure at Meta
Alex Schultz has worked at Meta for nearly 18 years, starting in the Bay Area.
He joined around the time Meta's London office opened.
insights INSIGHT
Full-Funnel Marketing Philosophy
Alex Schultz dislikes the term "performance marketing" and advocates for a full-funnel approach.
He believes all channels can perform at different funnel levels and should be measured incrementally.
insights INSIGHT
Analytics Background as an Advantage
Alex Schultz's background in analytics and physics has made him a more effective CMO.
His quantitative skills help him collaborate with engineering and technical leaders.
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Click Here: The Art and Science of Digital Marketing and Advertising
Click Here: The Art and Science of Digital Marketing and Advertising
Alex Schultz
Chip War
The Fight for the World's Most Critical Technology
Chris Miller
In 'Chip War', Chris Miller details how the semiconductor industry has become essential for modern life, influencing military, economic, and geopolitical power. The book explores the historical development of microchips, from their origins in Silicon Valley to their current role in global politics, particularly in the competition between the United States and China. Miller explains how the U.S. dominance in chip design and manufacturing contributed to its victory in the Cold War and how China's efforts to catch up are shaping the current geopolitical landscape.
My guest on this week’s episode of the podcast is Alex Schultz, the CMO and VP of Analytics at Meta. Among other things, Alex manages marketing, analytics, and internationalization for the company and directed its rebrand from Facebook to Meta. Additionally, Alex recently wrote a book, Click Here, which is currently available for pre-order.
Among other things, we discuss:
Alex’s background and long tenure at Meta;
Alex’s distaste for the term “performance marketing” and his philosophy around full-funnel management;
Whether Alex’s background in analytics has made him a more effective CMO;
How AI will impact the marketing profession in the near and medium terms;
Whether the marketing function necessarily becomes more product-focused when AI-enabled automation can handle campaign optimization, audience segmentation, and creative production;
How marketers can better embrace AI;
How the quantitative frameworks for growth change when a company reaches 1BN+ user scale;
The aspects of growth marketing least understood by the general public.
Thanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:
INCRMNTAL. True attribution measures incrementality, always on.
Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.
ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
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