Archie Abrams: belief

Transcript context

…Yeah, basically attribution gets a lot more complicated. Are you going in a multi-touch attribution direction or is there something even more clever? My rant is I am... Multi-touch attribution as its place. I think ideally what we want to get through is what we really care about is incrementality. So incrementality is kind of the gold standards, for people who are less like attribution measure is, how do you assign value to a given touch point, right? Click, a view, etc. But it doesn't tell you causally what drove something. That's where incrementality tells you. Incrementality test is basically don't show ads on meta for certain number of people. Show it to the other set, see what the lift is and the outcome. A lot of what we're doing is trying to get a lot, is continuing to get even more sophisticated in incrementality measurement for not just self-serve outcomes, but for self-service outcomes that then drive to sales for sales specific outcomes. And as soon as we have that kind of incrementality at the channel level, we can get a lot more sophisticated in terms of our bidding, budgeting, and all of that. But that's really the key thing we want to get to. There's certain topics that alone can be their own podcast conversation to just dive deep into this stuff. But I'm going to stop myself and I'll go further down that track. Let me touch on a couple more things before I let you go. One is marketing. So we talked about sales, marketing. You guys don't have a CMO, there's no Shopify CMO. Instead you embed marketing leads within the org. For folks that are trying to grapple with that, should we hire CMO? Should we do something else? What have you learned about maybe the benefits and also maybe some downsides of approaching it the way you guys have approached it?…

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