Archie Abrams: preference

Transcript context

…Okay. So with these teams, is there anything you can share about just how you think about metrics/goals for these different buckets? We don't need to get too deeply, but does everyone basically have an absolute new merchants goal or is it a little different? So yeah. So at the highest level we think about that total cohort value. We bring in a set of merchants in a given year. How much GMV, how much that set of merchants worth over the next three, four years to Shopify? And that's the most important thing that we want to focus on. And then that of course, from an efficiency standpoint, that of course meeting our payback guardrails and all of that. So that's the macro growth perspective. Cohort value over cost and payback. So that's the macro point of view. And then within growth marketing, each channel operates with certain guardrails around their LTV CACs. Same thing for content and SEO. That operates with kind of a guardrail model for each piece of content. How much is that going to come back and down the line? For growth products, it's also a combination of total GP incremental cohort value that's produced from those teams. So everything is basically going to be measured on from an experiment, ideally measured over a very long time period. What was the incremental cohort value lift that this generated? And that's how we think about and measure the impact of each of those sub teams along the way. Each of those have a civic part of the funnel they play with. But because they're measured on absolutes and they really think about that absolute value, we don't get caught into, did your conversion rate over the course of this year go up or down? It's kind of irrelevant. What was the sum of the impact over a long period on that total cohort value that we're trying to produce from before merchants? And the way you come up with this goal I imagine is you have a forecast of where things would go organically, and then here's the lift we want to see from the work this team does this quarter, this year.…

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