Season 5, Episode 14: The full-funnel marketing philosophy (with Alex Schultz)

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 advertising in the Mobile Dev Memo newsletter or podcast? ⁠Get in touch⁠.