In this episode I talk with Meta’s CMO and VP Analytics Alex Schultz, whose work has probably influenced the work of more marketers than just about anyone else’s over the past decade. Besides correcting my misperception about the origins of the “performance marketing” phrase, Alex explains why he thinks performance marketing should die, driving change, the value of full funnel approaches, and how to properly evaluate that which can’t be measured among other things.

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In this episode I talk with Rare Beauty CMO Katie Welch about CEO’s who give CMOs the permission to do what they do best, the lessons beauty-category marketing has for others, and why you have to avoid “tactic soup.”

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When I first heard Tomás speak at a conference about problem-solving and attribution, I knew I wanted to have him on the show. In this conversation, we talk about marketing's deep hunger for actual solutions, the cost of vanity metrics, and among other things, the difference between certainty and statistics.

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