title
How to Get Users and Grow - Alex Schultz, VP of Growth at Facebook - Stanford CS183F: Startup School

description
Alex Schultz, VP of Growth at Facebook, shares with us how to get users, how to grow, and how to measure growth.

detail
{'title': 'How to Get Users and Grow - Alex Schultz, VP of Growth at Facebook - Stanford CS183F: Startup School', 'heatmap': [{'end': 1158.969, 'start': 1094.197, 'weight': 0.799}], 'summary': 'Alex schultz, vp of growth at facebook, played a crucial role in increasing the user base from less than 100 million to 1.6 billion. the importance of retention in driving growth is highlighted, showcasing methodologies for calculating retention and driving factors for user engagement. the significance of continuous product innovation, understanding varying retention needs across business categories, and leveraging data for user empathy and decision-making is emphasized. additionally, the chapter provides insights on marketing optimization, focusing on targeting marginal users, leveraging owned media, and emphasizing the relationship between channel, targeting, creative, call to action, and conversion in marketing.', 'chapters': [{'end': 95.448, 'segs': [{'end': 41.339, 'src': 'embed', 'start': 11.172, 'weight': 0, 'content': [{'end': 11.992, 'text': 'Good afternoon, everybody.', 'start': 11.172, 'duration': 0.82}, {'end': 19.215, 'text': 'Today we have Alex Schultz, VP of Growth at Facebook, and probably the world expert on growth, as he can vouch from this weekend,', 'start': 12.513, 'duration': 6.702}, {'end': 22.137, 'text': 'the person I go to when I have a really hard growth question.', 'start': 19.215, 'duration': 2.922}, {'end': 27.779, 'text': 'Many people who work at Facebook, many of the founders of Facebook, in fact, and very early employees,', 'start': 23.097, 'duration': 4.682}, {'end': 32.461, 'text': 'have said hiring Alex has been one of the secret successes of Facebook.', 'start': 27.779, 'duration': 4.682}, {'end': 33.382, 'text': 'that is not well understood.', 'start': 32.461, 'duration': 0.921}, {'end': 39.024, 'text': 'You joined in almost ten years ago, and I think at that point Facebook had less than 100 million users.', 'start': 33.922, 'duration': 5.102}, {'end': 41.339, 'text': 'Yeah Way less than 100 million users.', 'start': 39.838, 'duration': 1.501}], 'summary': "Alex schultz, vp of growth at facebook, joined when it had less than 100 million users, considered a secret to facebook's success.", 'duration': 30.167, 'max_score': 11.172, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo11172.jpg'}, {'end': 95.448, 'src': 'embed', 'start': 53.024, 'weight': 2, 'content': [{'end': 54.664, 'text': 'Anyway, thank you very much for coming to speak to us.', 'start': 53.024, 'duration': 1.64}, {'end': 55.185, 'text': 'Thank you.', 'start': 54.925, 'duration': 0.26}, {'end': 58.186, 'text': 'I did not pay Sam for that introduction.', 'start': 56.505, 'duration': 1.681}, {'end': 61.729, 'text': 'And I would note that Javi is my boss, so hi Javi.', 'start': 59.267, 'duration': 2.462}, {'end': 68.313, 'text': "But no, Javi and Naomi, Danny, there are these people who've been on the growth team for four years.", 'start': 62.489, 'duration': 5.824}, {'end': 73.716, 'text': 'And then there are people like Blake and Shamath and Ray and James Wang who set the team up.', 'start': 68.353, 'duration': 5.363}, {'end': 78.199, 'text': "It's very nice, but I am a VP on growth.", 'start': 76.137, 'duration': 2.062}, {'end': 79.559, 'text': 'I am not the VP of growth.', 'start': 78.259, 'duration': 1.3}, {'end': 83.242, 'text': "So you've had an amazing lecture series.", 'start': 80.94, 'duration': 2.302}, {'end': 88.205, 'text': "I just watched all of them yesterday to make sure I didn't say anything without actually having seen what everybody else said.", 'start': 83.282, 'duration': 4.923}, {'end': 89.426, 'text': 'And it was totally awesome.', 'start': 88.265, 'duration': 1.161}, {'end': 92.528, 'text': "I loved what D'Angelo had to say.", 'start': 90.787, 'duration': 1.741}, {'end': 95.448, 'text': "So that lecture if you weren't here, if you didn't watch it.", 'start': 93.228, 'duration': 2.22}], 'summary': 'Acknowledgement of team members, clarifying vp role, and positive feedback on lecture series.', 'duration': 42.424, 'max_score': 53.024, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo53024.jpg'}], 'start': 11.172, 'title': "Facebook's growth journey with alex schultz", 'summary': "Discusses the role of alex schultz, vp of growth at facebook, in driving the user base from less than 100 million to 1.6 billion, highlighting his impact on the company's success.", 'chapters': [{'end': 95.448, 'start': 11.172, 'title': "Facebook's growth journey with alex schultz", 'summary': "Discusses the significant role of alex schultz, vp of growth at facebook, in driving the user base from less than 100 million to 1.6 billion, highlighting his impact on the company's success.", 'duration': 84.276, 'highlights': ["Alex Schultz's pivotal role in Facebook's growth from less than 100 million users to 1.6 billion, emphasizing his significant impact on the company's success.", "Recognition of Alex Schultz as a key factor in Facebook's success by many employees, including founders and early employees, highlighting his expertise in driving growth.", "Acknowledgment of the importance of having a great product and the role of key individuals like Javi, Naomi, Danny, Blake, Shamath, Ray, and James Wang in the growth team's success.", "Appreciation for the lecture series, with a special mention of D'Angelo's insights, showcasing the value of knowledge sharing and learning from industry leaders."]}], 'duration': 84.276, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo11172.jpg', 'highlights': ["Alex Schultz's pivotal role in Facebook's growth from less than 100 million users to 1.6 billion, emphasizing his significant impact on the company's success.", "Recognition of Alex Schultz as a key factor in Facebook's success by many employees, including founders and early employees, highlighting his expertise in driving growth.", "Acknowledgment of the importance of having a great product and the role of key individuals like Javi, Naomi, Danny, Blake, Shamath, Ray, and James Wang in the growth team's success.", "Appreciation for the lecture series, with a special mention of D'Angelo's insights, showcasing the value of knowledge sharing and learning from industry leaders."]}, {'end': 546.075, 'segs': [{'end': 334.504, 'src': 'embed', 'start': 292.338, 'weight': 0, 'content': [{'end': 295.841, 'text': 'The number one criticism people give me when I talk about retention as a metric,', 'start': 292.338, 'duration': 3.503}, {'end': 301.345, 'text': 'or even when you look at what Adam presented in his presentation earlier, is you need lots and lots of users.', 'start': 295.841, 'duration': 5.504}, {'end': 304.247, 'text': 'So you need millions of users to calculate that.', 'start': 301.365, 'duration': 2.882}, {'end': 305.528, 'text': 'That is not true.', 'start': 304.667, 'duration': 0.861}, {'end': 310.732, 'text': 'We did it with thousands of users in the early days of advertisers for Facebook, for example.', 'start': 306.449, 'duration': 4.283}, {'end': 316.76, 'text': 'Or you need to have had all of those users on for a very long time.', 'start': 312.859, 'duration': 3.901}, {'end': 319.701, 'text': "Look at Adam's graph, it was multiple years with months and months and months.", 'start': 316.82, 'duration': 2.881}, {'end': 325.802, 'text': 'No, you can do it day by day and you can get to a really good place super, super fast using this methodology.', 'start': 320.241, 'duration': 5.561}, {'end': 334.504, 'text': "So what are you looking for in a retention curve? You're looking for it to flatline above zero, not flatline like a heart monitor.", 'start': 327.522, 'duration': 6.982}], 'summary': 'Retention can be measured with thousands of users and on a daily basis, not requiring millions or years of data.', 'duration': 42.166, 'max_score': 292.338, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo292338.jpg'}, {'end': 422.667, 'src': 'embed', 'start': 393.12, 'weight': 3, 'content': [{'end': 395.24, 'text': "There's a few different things that can cause that, right?", 'start': 393.12, 'duration': 2.12}, {'end': 401.423, 'text': "So you have this overwhelming thing that's driving you down to have zero retention and somehow the numbers go up again.", 'start': 395.26, 'duration': 6.163}, {'end': 406.124, 'text': 'So things that drive that for businesses, and you actually, I think, mentioned this in your intro.', 'start': 402.003, 'duration': 4.121}, {'end': 413.614, 'text': "Network effects, so when all your friends get on Facebook, you're much more likely to use Facebook.", 'start': 408.928, 'duration': 4.686}, {'end': 420.824, 'text': "When all your friends get on Twitter, you're more likely used to Twitter, WhatsApp, Messenger, whichever social service you're talking about.", 'start': 413.955, 'duration': 6.869}, {'end': 422.667, 'text': 'There are network effects that really matter.', 'start': 420.864, 'duration': 1.803}], 'summary': 'Network effects drive user retention and growth in social services.', 'duration': 29.547, 'max_score': 393.12, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo393120.jpg'}, {'end': 459.599, 'src': 'embed', 'start': 431.335, 'weight': 4, 'content': [{'end': 437.599, 'text': 'And so as marketplaces go, often what you find is these old cohorts that signed up resurrect and come back to the service.', 'start': 431.335, 'duration': 6.264}, {'end': 442.602, 'text': "So network effects can drive the curve up after it's flatlined somewhere or is heading towards zero.", 'start': 438.099, 'duration': 4.503}, {'end': 447.785, 'text': 'The second thing that can do this is opening up a new interface.', 'start': 443.882, 'duration': 3.903}, {'end': 452.174, 'text': 'So think about it, a lot of people release their apps first on iOS.', 'start': 448.891, 'duration': 3.283}, {'end': 459.599, 'text': "I actually loved Jan's talk last week for this, by the point that he made of starting with Nokia focusing on Android,", 'start': 452.754, 'duration': 6.845}], 'summary': 'Marketplaces see old cohorts return, network effects drive curve up, new interfaces open up opportunities.', 'duration': 28.264, 'max_score': 431.335, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo431335.jpg'}, {'end': 539.992, 'src': 'embed', 'start': 510.159, 'weight': 5, 'content': [{'end': 512.24, 'text': 'And then they added in another category over time.', 'start': 510.159, 'duration': 2.081}, {'end': 516.26, 'text': "And imagine, there'll be people who came to Amazon to buy that one book.", 'start': 513.159, 'duration': 3.101}, {'end': 520.782, 'text': "But then two years down the line, Amazon suddenly had kitchenware, I don't know, or fashion.", 'start': 516.841, 'duration': 3.941}, {'end': 522.743, 'text': 'And they came back and then they bought fashion.', 'start': 521.222, 'duration': 1.521}, {'end': 525.564, 'text': 'And it brought them more use cases to come back more monthly active.', 'start': 522.783, 'duration': 2.781}, {'end': 527.065, 'text': 'This was true with eBay.', 'start': 526.124, 'duration': 0.941}, {'end': 528.165, 'text': 'We added motors.', 'start': 527.125, 'duration': 1.04}, {'end': 535.689, 'text': 'I remember being at eBay, and we had to do all of our reporting on gross merchandise volume with and without motors.', 'start': 529.246, 'duration': 6.443}, {'end': 539.992, 'text': 'And no one had ever believed that you could buy a car online, and eBay did it.', 'start': 536.15, 'duration': 3.842}], 'summary': 'Amazon and ebay expanded their offerings, attracting more monthly active users and changing consumer behavior with the addition of new categories like kitchenware, fashion, and motors.', 'duration': 29.833, 'max_score': 510.159, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo510159.jpg'}], 'start': 95.448, 'title': 'Importance of retention in growth', 'summary': 'Emphasizes the critical importance of retention in driving growth, highlighting the significance of monthly active users, the methodology for calculating retention, and the types of retention curves to observe. it also discusses driving factors for user retention, including network effects, opening new interfaces, and adding categories, which can lead to a resurgence in user engagement, illustrated through examples from social media platforms and e-commerce sites.', 'chapters': [{'end': 372.247, 'start': 95.448, 'title': 'Importance of retention in growth', 'summary': 'Emphasizes the critical importance of retention in driving growth, highlighting the significance of monthly active users, the methodology for calculating retention, and the types of retention curves to observe, debunking the myth that one needs millions of users or years of data to calculate retention.', 'duration': 276.799, 'highlights': ['Retention is the single most important thing to growth, particularly monthly active users, and can be calculated with a small number of users and in a short period of time. Retention, specifically monthly active users, is crucial for growth, with the ability to be calculated with a small number of users and in a short period of time, contrary to the misconception of needing millions of users or years of data.', 'The methodology for calculating retention involves observing how the percentage of users who are active changes over time, aiming for a retention curve to flatline above zero. The methodology for calculating retention involves observing how the percentage of users who are active changes over time, aiming for a retention curve to flatline above zero, indicating strong retention.', 'Debunking the myth that one needs millions of users or years of data to calculate retention, as it can be done day by day and reach a good place quickly using the described methodology. Debunking the myth that one needs millions of users or years of data to calculate retention, as it can be done day by day and reach a good place quickly using the described methodology, which was successfully implemented with thousands of users in the early days of advertisers for Facebook.']}, {'end': 546.075, 'start': 373.068, 'title': 'Driving factors for user retention', 'summary': 'Discusses the driving factors for user retention, including network effects, opening new interfaces, and adding categories, which can lead to a resurgence in user engagement, illustrated through examples from social media platforms and e-commerce sites.', 'duration': 173.007, 'highlights': ['Network effects, such as those seen in social media platforms and marketplaces, can significantly impact user retention by driving engagement through increased user activity and interactions.', 'Opening up a new interface, exemplified by the release of Android applications, can lead to a resurgence in user engagement as it provides access to a wider user base and additional use cases.', 'Adding categories, as demonstrated by Amazon and eBay, can expand user engagement by offering new use cases and increasing monthly active users through the introduction of new product categories.']}], 'duration': 450.627, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo95448.jpg', 'highlights': ['Retention, specifically monthly active users, is crucial for growth, with the ability to be calculated with a small number of users and in a short period of time, contrary to the misconception of needing millions of users or years of data.', 'The methodology for calculating retention involves observing how the percentage of users who are active changes over time, aiming for a retention curve to flatline above zero, indicating strong retention.', 'Debunking the myth that one needs millions of users or years of data to calculate retention, as it can be done day by day and reach a good place quickly using the described methodology, which was successfully implemented with thousands of users in the early days of advertisers for Facebook.', 'Network effects, such as those seen in social media platforms and marketplaces, can significantly impact user retention by driving engagement through increased user activity and interactions.', 'Opening up a new interface, exemplified by the release of Android applications, can lead to a resurgence in user engagement as it provides access to a wider user base and additional use cases.', 'Adding categories, as demonstrated by Amazon and eBay, can expand user engagement by offering new use cases and increasing monthly active users through the introduction of new product categories.']}, {'end': 989.001, 'segs': [{'end': 574.488, 'src': 'embed', 'start': 547.856, 'weight': 0, 'content': [{'end': 551.9, 'text': 'You want to cut a curve that asymptotes to a line parallel to the x-axis.', 'start': 547.856, 'duration': 4.044}, {'end': 558.906, 'text': 'You can do it with far more limited amounts of data than most people think you can by using the technique I outlined earlier.', 'start': 552.38, 'duration': 6.526}, {'end': 560.848, 'text': "And I'll show you a real world example in a few slides.", 'start': 558.926, 'duration': 1.922}, {'end': 563.67, 'text': "And there are three types of curves that I've seen.", 'start': 561.788, 'duration': 1.882}, {'end': 568.635, 'text': 'Curves that asymptote like this, awesome, your company will survive.', 'start': 564.471, 'duration': 4.164}, {'end': 571.057, 'text': 'Now how big will it get? We have another question.', 'start': 569.435, 'duration': 1.622}, {'end': 574.488, 'text': "Curves that go straight to zero, that's okay.", 'start': 572.247, 'duration': 2.241}], 'summary': 'Limited data can cut curve, 3 types: asymptote, survive, zero', 'duration': 26.632, 'max_score': 547.856, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo547856.jpg'}, {'end': 612.178, 'src': 'embed', 'start': 584.453, 'weight': 2, 'content': [{'end': 590.276, 'text': "So it's okay, there are businesses where hitting the x-axis is okay, but you need to know you're in one of those businesses.", 'start': 584.453, 'duration': 5.823}, {'end': 593.579, 'text': "And then the third that I've seen is the curve going up.", 'start': 590.976, 'duration': 2.603}, {'end': 599.045, 'text': 'And that can be driven by network effects, that can be driven by being available on more platforms,', 'start': 594.039, 'duration': 5.006}, {'end': 602.749, 'text': 'that can be driven by adding categories to your marketplace or service.', 'start': 599.045, 'duration': 3.704}, {'end': 607.152, 'text': 'From this falls out a brilliant way to look at growth.', 'start': 605.029, 'duration': 2.123}, {'end': 612.178, 'text': 'And this guy, Danny Ferrante, who was at Yahoo, who was one of the first members of the growth team, runs Core Data Science at Facebook.', 'start': 607.192, 'duration': 4.986}], 'summary': "Identifying different growth curves and factors, illustrated by danny ferrante's experience at yahoo and facebook.", 'duration': 27.725, 'max_score': 584.453, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo584453.jpg'}, {'end': 950.945, 'src': 'embed', 'start': 908.576, 'weight': 3, 'content': [{'end': 911.837, 'text': 'probably they are actually correlated with whether you retain or not.', 'start': 908.576, 'duration': 3.261}, {'end': 919.361, 'text': 'So you need to look for the magic moment of your product by talking to users, and then try and validate that with correlations.', 'start': 913.218, 'duration': 6.143}, {'end': 922.263, 'text': 'This make sense? Cool.', 'start': 920.702, 'duration': 1.561}, {'end': 927.462, 'text': 'I love this, I put it in every presentation I do.', 'start': 924.659, 'duration': 2.803}, {'end': 933.128, 'text': "So I'm lucky enough to have been trained in physics at Cambridge in the UK.", 'start': 929.144, 'duration': 3.984}, {'end': 941.717, 'text': 'And my favorite lecture series, not my favorite lecture, but my favorite lecture series was in this thing called dimensional reasoning.', 'start': 934.189, 'duration': 7.528}, {'end': 947.562, 'text': "And so it's easy for me to stand up here and say, okay, so you need to get flat retention and then you have a viable business.", 'start': 942.498, 'duration': 5.064}, {'end': 949.484, 'text': "That's not actually true.", 'start': 948.243, 'duration': 1.241}, {'end': 950.945, 'text': "That's kind of a glib statement.", 'start': 949.684, 'duration': 1.261}], 'summary': 'Identify magic moment, validate with correlations, not just flat retention needed for viable business', 'duration': 42.369, 'max_score': 908.576, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo908576.jpg'}, {'end': 995.885, 'src': 'embed', 'start': 971.045, 'weight': 4, 'content': [{'end': 980.176, 'text': 'On the other hand, if you have a marketplace that is selling fashion And you have 5 or 10% retention but those people spend a lot of money,', 'start': 971.045, 'duration': 9.131}, {'end': 981.637, 'text': 'you have a totally viable business.', 'start': 980.176, 'duration': 1.461}, {'end': 986.44, 'text': "And so the level of retention you need varies dramatically by the category that you're in.", 'start': 982.417, 'duration': 4.023}, {'end': 989.001, 'text': 'Obviously, the higher the better is true in everything.', 'start': 986.9, 'duration': 2.101}, {'end': 995.885, 'text': 'If you can have an eBay type business model or Amazon type business model with 90% retention, you probably end up bigger than Amazon.', 'start': 989.562, 'duration': 6.323}], 'summary': 'Marketplace with 5-10% retention can be viable; 90% retention could surpass amazon.', 'duration': 24.84, 'max_score': 971.045, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo971045.jpg'}], 'start': 547.856, 'title': 'Curve cutting and growth strategies', 'summary': 'Discusses cutting a curve asymptoting to a line parallel to the x-axis, presents three types of curves, and emphasizes continuous product innovation. it also covers growth and retention strategies, highlighting the identification of magic moments for user retention and understanding varying retention needs across business categories.', 'chapters': [{'end': 584.453, 'start': 547.856, 'title': 'Curve cutting and survival', 'summary': 'Discusses cutting a curve asymptoting to a line parallel to the x-axis with limited data, presents three types of curves, and emphasizes the importance of continuous product innovation.', 'duration': 36.597, 'highlights': ['The technique outlined allows for cutting a curve asymptoting to a line parallel to the x-axis with limited data, challenging the common belief about data requirements.', 'Presentation of three types of curves: those asymptoting positively, those reaching zero, and those representing continuous product innovation, providing a clear categorization of curve behaviors.', 'Emphasizes the importance of continuous product innovation by highlighting the example of game development, where the release of new versions is essential for companies to survive and thrive in the market.']}, {'end': 989.001, 'start': 584.453, 'title': 'Growth and retention strategies', 'summary': 'Discusses growth and retention strategies, emphasizing the importance of identifying magic moments for user retention and utilizing correlations to validate these moments, with a focus on understanding the varying retention needs across different business categories.', 'duration': 404.548, 'highlights': ["The importance of identifying magic moments for user retention and utilizing correlations to validate these moments. The chapter emphasizes the significance of pinpointing the 'magic moments' in user experiences for retention and validating them using correlations to ensure user engagement.", 'The variability of retention needs across different business categories. It is highlighted that the level of retention required varies significantly depending on the business category, with higher retention being generally preferable but varying based on the nature of the business.', 'The concept of flat retention and its viability in different business scenarios. The chapter discusses the misconception that flat retention guarantees a viable business, emphasizing that the level of retention needed varies across different business categories and cannot be universally applied.']}], 'duration': 441.145, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo547856.jpg', 'highlights': ['The technique allows cutting a curve asymptoting to a line parallel to the x-axis with limited data, challenging common beliefs about data requirements.', 'Presentation of three types of curves: those asymptoting positively, those reaching zero, and those representing continuous product innovation, providing clear categorization of curve behaviors.', 'Emphasizes the importance of continuous product innovation by highlighting the example of game development, where the release of new versions is essential for companies to survive and thrive in the market.', "The importance of identifying magic moments for user retention and utilizing correlations to validate these moments, emphasizing the significance of pinpointing the 'magic moments' in user experiences for retention and validating them using correlations to ensure user engagement.", 'The variability of retention needs across different business categories, highlighting that the level of retention required varies significantly depending on the business category, with higher retention being generally preferable but varying based on the nature of the business.', 'The concept of flat retention and its viability in different business scenarios, discussing the misconception that flat retention guarantees a viable business, emphasizing that the level of retention needed varies across different business categories and cannot be universally applied.']}, {'end': 1573.775, 'segs': [{'end': 1024.269, 'src': 'embed', 'start': 989.562, 'weight': 0, 'content': [{'end': 995.885, 'text': 'If you can have an eBay type business model or Amazon type business model with 90% retention, you probably end up bigger than Amazon.', 'start': 989.562, 'duration': 6.323}, {'end': 997.126, 'text': 'I mean, that would be incredible.', 'start': 996.085, 'duration': 1.041}, {'end': 1001.548, 'text': 'But I think the point I like to make is you can figure it out.', 'start': 998.766, 'duration': 2.782}, {'end': 1003.409, 'text': 'And I love this as an inspirational story.', 'start': 1001.628, 'duration': 1.781}, {'end': 1005.731, 'text': 'So Jeffrey Taylor was this British physicist.', 'start': 1003.589, 'duration': 2.142}, {'end': 1007.992, 'text': 'He was on the edge of the Manhattan Project.', 'start': 1006.731, 'duration': 1.261}, {'end': 1008.713, 'text': "He wasn't in the core.", 'start': 1008.032, 'duration': 0.681}, {'end': 1011.755, 'text': 'He ended up winning a Nobel Prize later for a different area.', 'start': 1008.753, 'duration': 3.002}, {'end': 1018.099, 'text': 'And the US and Russian governments were releasing these images to say, this is how big our bomb is.', 'start': 1013.296, 'duration': 4.803}, {'end': 1022.242, 'text': "But they weren't releasing the actual power, because that was a closely guarded state secret.", 'start': 1018.839, 'duration': 3.403}, {'end': 1024.269, 'text': 'And so what Jeffrey Taylor did?', 'start': 1023.188, 'duration': 1.081}], 'summary': 'An ebay or amazon business with 90% retention could surpass amazon, exemplifying the potential for success in finding solutions, illustrated through physicist jeffrey taylor’s story.', 'duration': 34.707, 'max_score': 989.562, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo989562.jpg'}, {'end': 1128.64, 'src': 'embed', 'start': 1094.197, 'weight': 2, 'content': [{'end': 1097.039, 'text': "I've taken off the numbers because I'm worried they're state secrets.", 'start': 1094.197, 'duration': 2.842}, {'end': 1100.341, 'text': 'But this is from 2007 to 2008.', 'start': 1097.819, 'duration': 2.522}, {'end': 1105.684, 'text': 'I joined the week we started our ads business at Facebook, our self-service ad business by us.', 'start': 1100.341, 'duration': 5.343}, {'end': 1108.706, 'text': 'The pink speaks to the right-hand axis.', 'start': 1106.385, 'duration': 2.321}, {'end': 1110.448, 'text': 'The blue speaks to the left-hand axis.', 'start': 1108.807, 'duration': 1.641}, {'end': 1114.791, 'text': 'What the blue is is how many advertisers had been in the system.', 'start': 1111.088, 'duration': 3.703}, {'end': 1119.213, 'text': 'at least one day, two days, three days, because the x-axis is number of days from acquisition.', 'start': 1114.791, 'duration': 4.422}, {'end': 1128.64, 'text': 'Makes sense? So the thing has only been around 250 days, so zero people had been advertisers 251 days ago and were on their 251st date.', 'start': 1119.394, 'duration': 9.246}], 'summary': "2007-2008 data shows advertisers' engagement with facebook ads platform over 250 days.", 'duration': 34.443, 'max_score': 1094.197, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo1094197.jpg'}, {'end': 1158.969, 'src': 'heatmap', 'start': 1094.197, 'weight': 0.799, 'content': [{'end': 1097.039, 'text': "I've taken off the numbers because I'm worried they're state secrets.", 'start': 1094.197, 'duration': 2.842}, {'end': 1100.341, 'text': 'But this is from 2007 to 2008.', 'start': 1097.819, 'duration': 2.522}, {'end': 1105.684, 'text': 'I joined the week we started our ads business at Facebook, our self-service ad business by us.', 'start': 1100.341, 'duration': 5.343}, {'end': 1108.706, 'text': 'The pink speaks to the right-hand axis.', 'start': 1106.385, 'duration': 2.321}, {'end': 1110.448, 'text': 'The blue speaks to the left-hand axis.', 'start': 1108.807, 'duration': 1.641}, {'end': 1114.791, 'text': 'What the blue is is how many advertisers had been in the system.', 'start': 1111.088, 'duration': 3.703}, {'end': 1119.213, 'text': 'at least one day, two days, three days, because the x-axis is number of days from acquisition.', 'start': 1114.791, 'duration': 4.422}, {'end': 1128.64, 'text': 'Makes sense? So the thing has only been around 250 days, so zero people had been advertisers 251 days ago and were on their 251st date.', 'start': 1119.394, 'duration': 9.246}, {'end': 1132.063, 'text': 'And all the people have been active at least on day zero.', 'start': 1129.421, 'duration': 2.642}, {'end': 1139.048, 'text': 'And then each of those pink data points is the total revenue we achieved from every user who had registered.', 'start': 1133.043, 'duration': 6.005}, {'end': 1149.222, 'text': 'who was using the service on their 30th day or their 31st day, divided by how many users signed up 30 or 31 days ago.', 'start': 1140.815, 'duration': 8.407}, {'end': 1151.643, 'text': 'Not how many were active right?', 'start': 1149.982, 'duration': 1.661}, {'end': 1152.664, 'text': 'How many signed up?', 'start': 1151.783, 'duration': 0.881}, {'end': 1158.969, 'text': 'So total in the cohort who signed up 30 or 31 days ago.', 'start': 1153.044, 'duration': 5.925}], 'summary': "Transcript shows data on advertisers and revenue from facebook's ad business, spanning 2007-2008.", 'duration': 64.772, 'max_score': 1094.197, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo1094197.jpg'}, {'end': 1468.154, 'src': 'embed', 'start': 1427.068, 'weight': 3, 'content': [{'end': 1432.39, 'text': 'So having a clear goal that your company looks to drive is really, really important.', 'start': 1427.068, 'duration': 5.322}, {'end': 1441.052, 'text': 'And having that goal be MAP, in my opinion, is the best metric that you can drive for, because it is that once a month visitation,', 'start': 1432.99, 'duration': 8.062}, {'end': 1444.833, 'text': "that base level you can drive off of if you're gonna do a consumer internet company.", 'start': 1441.052, 'duration': 3.781}, {'end': 1448.335, 'text': 'But fundamentally the most important thing is pick a goal.', 'start': 1445.254, 'duration': 3.081}, {'end': 1455.917, 'text': "your team's product is a goal, focus on that goal, align the company around that goal and then you are gonna operate correctly for growth.", 'start': 1448.335, 'duration': 7.582}, {'end': 1459.269, 'text': "The other thing I always say is you don't need a growth team.", 'start': 1456.988, 'duration': 2.281}, {'end': 1464.372, 'text': "If you are a small company, if you're even series A, don't have a growth team.", 'start': 1460.49, 'duration': 3.882}, {'end': 1465.752, 'text': "Don't hire someone like me.", 'start': 1464.392, 'duration': 1.36}, {'end': 1468.154, 'text': "The whole company's job should be growth.", 'start': 1466.133, 'duration': 2.021}], 'summary': 'Having a clear goal, like map, is important for driving growth in a company, with the entire team focused on achieving it.', 'duration': 41.086, 'max_score': 1427.068, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo1427068.jpg'}], 'start': 989.562, 'title': 'Business model retention and facebook ad business analysis', 'summary': "Discusses the potential of a business model with 90% retention surpassing amazon's size and illustrates the use of dimensional reasoning to calculate a closely guarded state secret. it also presents an analysis of facebook's ad business from 2007 to 2008, focusing on revenue curves, growth strategy, and aligning company goals with monthly active people (map) as the best metric for growth.", 'chapters': [{'end': 1094.097, 'start': 989.562, 'title': 'Business model retention and dimensional reasoning', 'summary': "Discusses the potential of a business model with 90% retention surpassing amazon's size and illustrates the use of dimensional reasoning to calculate a closely guarded state secret, showcasing the power of problem-solving and calculation.", 'duration': 104.535, 'highlights': ["The potential of a business model with 90% retention surpassing Amazon's size Having a business model with 90% retention could lead to surpassing the size of Amazon, presenting an incredible opportunity for growth.", 'Illustration of using dimensional reasoning to calculate a closely guarded state secret Jeffrey Taylor used dimensional reasoning to calculate the power of a bomb, demonstrating the capability of problem-solving and calculation to uncover closely guarded secrets.']}, {'end': 1573.775, 'start': 1094.197, 'title': 'Facebook ad business analysis', 'summary': "Presents an analysis of facebook's ad business from 2007 to 2008, focusing on revenue curves, growth strategy, and aligning company goals with monthly active people (map) as the best metric for growth, emphasizing the importance of having a clear goal and aligning the entire company towards it.", 'duration': 479.578, 'highlights': ["Facebook's ad business revenue curve analysis The analysis focuses on the revenue curves of Facebook's ad business from 2007 to 2008, revealing insights about advertiser activity and total revenue achieved from users over time.", "Aligning company goals with monthly active people (MAP) as the best metric for growth The chapter emphasizes the importance of aligning the entire company's goal with monthly active people (MAP) as the best metric for growth in a consumer internet company, highlighting the significance of having a clear goal and aligning the company around it.", "Growth strategy and aligning the entire company towards a clear goal The transcript discusses the importance of aligning the entire company towards a clear goal and emphasizes that the purpose of a startup is to grow, suggesting that the entire company's job should be focused on growth."]}], 'duration': 584.213, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo989562.jpg', 'highlights': ['Having a business model with 90% retention could lead to surpassing the size of Amazon, presenting an incredible opportunity for growth.', 'Jeffrey Taylor used dimensional reasoning to calculate the power of a bomb, demonstrating the capability of problem-solving and calculation to uncover closely guarded secrets.', "The analysis focuses on the revenue curves of Facebook's ad business from 2007 to 2008, revealing insights about advertiser activity and total revenue achieved from users over time.", "The chapter emphasizes the importance of aligning the entire company's goal with monthly active people (MAP) as the best metric for growth in a consumer internet company, highlighting the significance of having a clear goal and aligning the company around it.", "The transcript discusses the importance of aligning the entire company towards a clear goal and emphasizes that the purpose of a startup is to grow, suggesting that the entire company's job should be focused on growth."]}, {'end': 2262.191, 'segs': [{'end': 1867.742, 'src': 'embed', 'start': 1843.072, 'weight': 1, 'content': [{'end': 1848.897, 'text': "And look at the data, in my opinion, would be the next thing to validate if you built the right thing, if you're doing the right thing,", 'start': 1843.072, 'duration': 5.825}, {'end': 1852.68, 'text': 'if your research actually ties up with what your users have said to you.', 'start': 1848.897, 'duration': 3.783}, {'end': 1854.341, 'text': 'So data gives you empathy.', 'start': 1853.02, 'duration': 1.321}, {'end': 1858.004, 'text': "It's not a trade-off between metrics and users.", 'start': 1855.302, 'duration': 2.702}, {'end': 1861.827, 'text': 'If you build the right metrics, you are optimizing for the users.', 'start': 1858.485, 'duration': 3.342}, {'end': 1864.83, 'text': 'Two, data predicts the future.', 'start': 1862.988, 'duration': 1.842}, {'end': 1867.742, 'text': 'Over and over and over again, I love this quote.', 'start': 1866.101, 'duration': 1.641}], 'summary': 'Data validates user research, optimizing for users and predicting the future.', 'duration': 24.67, 'max_score': 1843.072, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo1843072.jpg'}, {'end': 1930.286, 'src': 'embed', 'start': 1902.902, 'weight': 0, 'content': [{'end': 1907.265, 'text': 'right?. Shopping the shop, driving up same store sales is a common technique in e-commerce.', 'start': 1902.902, 'duration': 4.363}, {'end': 1912.309, 'text': "Okay, so how many of your users are increasing the number of categories they're shopping in?", 'start': 1907.986, 'duration': 4.323}, {'end': 1915.571, 'text': 'You see someone sign up.', 'start': 1912.849, 'duration': 2.722}, {'end': 1919.934, 'text': "what likelihood is it that they're going to add extra categories and what is your revenue going to be in the future?", 'start': 1915.571, 'duration': 4.363}, {'end': 1921.896, 'text': 'You can predict that with data.', 'start': 1920.315, 'duration': 1.581}, {'end': 1925.604, 'text': 'A-B tests are another great thing.', 'start': 1924.164, 'duration': 1.44}, {'end': 1930.286, 'text': 'See all these people walking in the science march, believing in science.', 'start': 1926.365, 'duration': 3.921}], 'summary': 'Increasing user categories can drive future revenue with data-driven predictions and a-b tests.', 'duration': 27.384, 'max_score': 1902.902, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo1902902.jpg'}, {'end': 1981.416, 'src': 'embed', 'start': 1954.161, 'weight': 2, 'content': [{'end': 1960.79, 'text': 'Finally, and this is something Mark actually added recently for me, data helps you make decisions faster.', 'start': 1954.161, 'duration': 6.629}, {'end': 1970.724, 'text': 'If you can not, as the CEO, have to have a conversation over something where you could just run a test.', 'start': 1964.015, 'duration': 6.709}, {'end': 1975.37, 'text': "Your company is going to be able to move quicker because every decision won't have to come to you.", 'start': 1971.687, 'duration': 3.683}, {'end': 1981.416, 'text': "People in the team if they're clear on what that goal is, that North Star metric is, they can run the test,", 'start': 1975.991, 'duration': 5.425}], 'summary': 'Data-driven decisions enable faster decision-making and empower teams to run tests independently, leading to quicker company progress.', 'duration': 27.255, 'max_score': 1954.161, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo1954161.jpg'}, {'end': 2036.703, 'src': 'embed', 'start': 2010.309, 'weight': 4, 'content': [{'end': 2019.275, 'text': 'I thought Tracy in the previous conversations was just fantastic when she talked about getting 30 of her friends in the construction industry to try PlanGrid and then asking them to pay,', 'start': 2010.309, 'duration': 8.966}, {'end': 2020.656, 'text': 'and 29 of them kept paying.', 'start': 2019.275, 'duration': 1.381}, {'end': 2023.738, 'text': 'Ask your friends first for your first 100 customers.', 'start': 2021.397, 'duration': 2.341}, {'end': 2027.461, 'text': 'Get people who will give you honest feedback, and I love the point.', 'start': 2024.058, 'duration': 3.403}, {'end': 2030.401, 'text': "about make them pay if it's a paid product.", 'start': 2028.001, 'duration': 2.4}, {'end': 2036.703, 'text': "Second, research and then reach out to who you'd like to have as your users.", 'start': 2032.222, 'duration': 4.481}], 'summary': 'Tracy got 29 out of 30 friends in construction industry to pay for plangrid. get honest feedback from friends first. research and reach out to desired users.', 'duration': 26.394, 'max_score': 2010.309, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2010309.jpg'}, {'end': 2160.333, 'src': 'embed', 'start': 2134.868, 'weight': 3, 'content': [{'end': 2140.777, 'text': "Otherwise, every growth tactic, every acquisition tactic you could possibly run doesn't matter.", 'start': 2134.868, 'duration': 5.909}, {'end': 2151.908, 'text': 'But if you have a spark there, if you have a glowing ember, you can pour fuel on the fire of your product, and that is what growth tactics does.', 'start': 2142.162, 'duration': 9.746}, {'end': 2157.151, 'text': 'So I look at things based on channel, targeting, creative, and then conversion.', 'start': 2152.688, 'duration': 4.463}, {'end': 2160.333, 'text': "So if you think about channel, I'm gonna try and do some greatest hits here.", 'start': 2157.631, 'duration': 2.702}], 'summary': 'Finding a spark for growth is essential for successful tactics: channel, targeting, creative, and conversion.', 'duration': 25.465, 'max_score': 2134.868, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2134868.jpg'}, {'end': 2219.546, 'src': 'embed', 'start': 2189.266, 'weight': 5, 'content': [{'end': 2191.748, 'text': 'And then finally, there are a bunch of basics out there on SEO.', 'start': 2189.266, 'duration': 2.482}, {'end': 2192.528, 'text': 'You can read them up.', 'start': 2191.768, 'duration': 0.76}, {'end': 2195.971, 'text': 'There are a load of websites that talk about them, SEO Book, Moz.', 'start': 2192.568, 'duration': 3.403}, {'end': 2198.513, 'text': 'There are a bunch of websites out there you can read about SEO tactics.', 'start': 2196.051, 'duration': 2.462}, {'end': 2203.976, 'text': "For paid search, the biggest thing I see people do wrong is they don't think about incrementality.", 'start': 2199.313, 'duration': 4.663}, {'end': 2210.181, 'text': "They buy paid search and they don't necessarily say, well, would I have got those customers anyway? So look really hard.", 'start': 2204.377, 'duration': 5.804}, {'end': 2214.204, 'text': "If you're gonna buy paid search as a startup, you should see a step change in your line.", 'start': 2210.221, 'duration': 3.983}, {'end': 2219.546, 'text': "Your marketing team, if you've reached the stage where you have a marketing guy, should show you a line that is flat,", 'start': 2214.764, 'duration': 4.782}], 'summary': "Seo basics and tactics are available on various websites like seo book and moz. when using paid search, it's crucial to consider incrementality and expect a significant change in your marketing line.", 'duration': 30.28, 'max_score': 2189.266, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2189266.jpg'}], 'start': 1573.855, 'title': 'Leveraging data and growth tactics', 'summary': 'Discusses using data for user empathy, future prediction, and decision-making, emphasizing product optimization and revenue generation. it also provides insights on growth tactics for startups, focusing on acquiring the first 100 users, utilizing social media and pr, and emphasizing product-market fit and retention for driving growth.', 'chapters': [{'end': 1997.891, 'start': 1573.855, 'title': 'Using data for user empathy and future prediction', 'summary': 'Discusses the importance of using data to understand user behavior, make predictions about future trends, and expedite decision-making, emphasizing the impact on product optimization and revenue generation.', 'duration': 424.036, 'highlights': ["Data predicts the future by analyzing user behavior and trends, enabling revenue prediction and A-B testing for product optimization. The chapter emphasizes how data can predict future user behavior and trends, enabling revenue prediction and A-B testing for product optimization, ultimately impacting the company's growth and success.", 'Using data to gain empathy for users and understand their behavior, leading to product optimization and user satisfaction. The speaker emphasizes the importance of using data to gain empathy for users, understand their behavior, and optimize products to enhance user satisfaction and experience.', 'Data-driven decision-making accelerates the pace of business by empowering teams to run tests and make informed decisions without constant CEO involvement. The chapter highlights the role of data in empowering teams to make informed decisions, run tests, and accelerate the pace of business by reducing the need for constant CEO involvement in decision-making processes.']}, {'end': 2262.191, 'start': 1999.622, 'title': 'Growth tactics for startups', 'summary': 'Provides insights on acquiring the first 100 users, utilizing tactics such as reaching out to potential users, leveraging social media and pr, and buying ads, while emphasizing the importance of product market fit and retention for driving growth.', 'duration': 262.569, 'highlights': ['Product market fit and retention are essential for driving growth, as every growth and acquisition tactic is futile without them. Emphasizes the importance of product market fit and retention for driving growth, stating that every growth and acquisition tactic becomes irrelevant without them.', 'Advice on acquiring the first 100 users includes leveraging personal networks for honest feedback, reaching out to potential users, utilizing social media and PR, and buying ads, with emphasis on the importance of making users pay for a paid product. Provides advice on acquiring the first 100 users, emphasizing leveraging personal networks for honest feedback, reaching out to potential users, utilizing social media and PR, and buying ads, with an emphasis on making users pay for a paid product.', 'Insights on tactics for acquiring users include leveraging SEO, focusing on keyword research and content targeting, obtaining backlinks, and considering incrementality in paid search, particularly for startups. Provides insights on tactics for acquiring users, including leveraging SEO, focusing on keyword research and content targeting, obtaining backlinks, and considering incrementality in paid search, particularly for startups.']}], 'duration': 688.336, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo1573855.jpg', 'highlights': ['Data predicts the future by analyzing user behavior and trends, enabling revenue prediction and A-B testing for product optimization.', 'Using data to gain empathy for users and understand their behavior, leading to product optimization and user satisfaction.', 'Data-driven decision-making accelerates the pace of business by empowering teams to run tests and make informed decisions without constant CEO involvement.', 'Product market fit and retention are essential for driving growth, as every growth and acquisition tactic is futile without them.', 'Advice on acquiring the first 100 users includes leveraging personal networks for honest feedback, reaching out to potential users, utilizing social media and PR, and buying ads, with emphasis on the importance of making users pay for a paid product.', 'Insights on tactics for acquiring users include leveraging SEO, focusing on keyword research and content targeting, obtaining backlinks, and considering incrementality in paid search, particularly for startups.']}, {'end': 2955.797, 'segs': [{'end': 2345.344, 'src': 'embed', 'start': 2313.047, 'weight': 0, 'content': [{'end': 2316.17, 'text': "It's your marginal user you should care about with notifications.", 'start': 2313.047, 'duration': 3.123}, {'end': 2325.876, 'text': 'That person for whom they received their first like on Instagram, or the host that gets their first notification on Airbnb,', 'start': 2317.588, 'duration': 8.288}, {'end': 2331.822, 'text': "or the seller that gets their first bid on eBay, or the buyer who's just been outbid in their first item.", 'start': 2325.876, 'duration': 5.946}, {'end': 2338.088, 'text': "That's the person that needs to get the notification and needs to respond to it, and you need to optimize for in your head.", 'start': 2332.383, 'duration': 5.705}, {'end': 2345.344, 'text': 'Marginal user is the number one thing in email, SMS, push notifications and even offline mail,', 'start': 2339.039, 'duration': 6.305}], 'summary': "Optimize notifications for the marginal user's first interaction across multiple platforms.", 'duration': 32.297, 'max_score': 2313.047, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2313047.jpg'}, {'end': 2498.92, 'src': 'embed', 'start': 2469.824, 'weight': 1, 'content': [{'end': 2475.128, 'text': 'We have a great personalization example where, when you are on a Facebook page,', 'start': 2469.824, 'duration': 5.304}, {'end': 2480.211, 'text': 'we show you what your ad would look like if you bought it with a buy this button underneath it.', 'start': 2475.128, 'duration': 5.083}, {'end': 2482.293, 'text': 'It could not be more personalized.', 'start': 2480.571, 'duration': 1.722}, {'end': 2487.876, 'text': 'On-site merchandising gives you so many opportunities to deeply, deeply personalize the creative.', 'start': 2482.973, 'duration': 4.903}, {'end': 2490.497, 'text': 'And finally, paid and organic social.', 'start': 2488.817, 'duration': 1.68}, {'end': 2493.998, 'text': 'I do work for Facebook, we do make all of our money from ads.', 'start': 2491.158, 'duration': 2.84}, {'end': 2498.92, 'text': 'And I personally think that I am not the best person to speak about buying ads on Facebook,', 'start': 2494.118, 'duration': 4.802}], 'summary': 'Facebook uses personalization to show customized ads, offers deep on-site merchandising, and generates all its revenue from ads.', 'duration': 29.096, 'max_score': 2469.824, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2469824.jpg'}, {'end': 2537.855, 'src': 'embed', 'start': 2509.422, 'weight': 2, 'content': [{'end': 2513.763, 'text': 'So I highly, highly encourage you if you think about nothing else on Facebook ads to look into those.', 'start': 2509.422, 'duration': 4.341}, {'end': 2516.404, 'text': "It's a great way for you to say, these are my best customers.", 'start': 2513.823, 'duration': 2.581}, {'end': 2518.505, 'text': 'Upload the list to Facebook.', 'start': 2517.424, 'duration': 1.081}, {'end': 2522.987, 'text': 'How do I find more customers like those? It works incredibly well for a lot of companies.', 'start': 2518.865, 'duration': 4.122}, {'end': 2528.15, 'text': "And the other thing across all social media is to a great extent you're dealing with interesting squared.", 'start': 2523.667, 'duration': 4.483}, {'end': 2534.013, 'text': 'Because the click through rate on your thing, the like rate or whatever on your thing will be related to how interesting it is.', 'start': 2528.69, 'duration': 5.323}, {'end': 2537.855, 'text': "And also the distribution whether it's being shared via messaging apps,", 'start': 2534.473, 'duration': 3.382}], 'summary': 'Using facebook ads to find best customers, works well for companies, focus on interesting content across all social media', 'duration': 28.433, 'max_score': 2509.422, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2509422.jpg'}, {'end': 2696.927, 'src': 'embed', 'start': 2657.778, 'weight': 3, 'content': [{'end': 2660.88, 'text': 'that was at the time our single most important channel for advertiser acquisition.', 'start': 2657.778, 'duration': 3.102}, {'end': 2664.662, 'text': 'We took the French translation and we reverse translated it and changed the whole world.', 'start': 2661.34, 'duration': 3.322}, {'end': 2669.144, 'text': 'Instead of saying the kind of passive advertise to the active create an ad.', 'start': 2665.022, 'duration': 4.122}, {'end': 2673.907, 'text': 'And we achieved a 40% bump in that most important channel for us for advertiser acquisition.', 'start': 2669.484, 'duration': 4.423}, {'end': 2677.933, 'text': 'That is the call to action, like what you say matters.', 'start': 2674.787, 'duration': 3.146}, {'end': 2682.521, 'text': "So when I say creative doesn't matter as much as channel and targeting, it still matters a lot.", 'start': 2677.973, 'duration': 4.548}, {'end': 2685.085, 'text': 'And the words you use matter a lot.', 'start': 2683.282, 'duration': 1.803}, {'end': 2690.206, 'text': 'This is the example I said about in context with intent.', 'start': 2687.625, 'duration': 2.581}, {'end': 2696.927, 'text': 'If you are on your own page, this used to be the ad we would show to you that say, hey, this is what your ad would look like elsewhere on the site.', 'start': 2690.486, 'duration': 6.441}], 'summary': 'Reverse translating french ad increased channel performance by 40%.', 'duration': 39.149, 'max_score': 2657.778, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2657778.jpg'}, {'end': 2747.891, 'src': 'embed', 'start': 2716.564, 'weight': 5, 'content': [{'end': 2720.828, 'text': "Conversion is really, really important, but it's not important until you've thought about all the other things first.", 'start': 2716.564, 'duration': 4.264}, {'end': 2722.689, 'text': 'So things to think about with conversion.', 'start': 2721.208, 'duration': 1.481}, {'end': 2727.073, 'text': 'The landing page people land on will determine what your conversion rate is going to be.', 'start': 2723.45, 'duration': 3.623}, {'end': 2733.238, 'text': "If you can, don't have one button on it that they then have to click to go to the registration form.", 'start': 2728.054, 'duration': 5.184}, {'end': 2736.181, 'text': 'Put the registration form in the landing page.', 'start': 2733.679, 'duration': 2.502}, {'end': 2740.027, 'text': "It's important to know what your most important metric is though.", 'start': 2737.406, 'duration': 2.621}, {'end': 2747.891, 'text': 'Back at eBay, what we had was this original metric, confirmed registered users, and a new metric, activated confirmed registered users.', 'start': 2740.568, 'duration': 7.323}], 'summary': 'Landing page and registration form optimization crucial for conversion rate. ebay used confirmed registered users as a key metric.', 'duration': 31.327, 'max_score': 2716.564, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2716564.jpg'}], 'start': 2262.971, 'title': 'Marketing optimization', 'summary': 'Emphasizes optimizing notifications and social media marketing by targeting marginal users, leveraging owned media for on-site merchandising, and utilizing custom audiences and lookalike targeting. it also highlights the importance of targeting over demographic basis and the relationship between channel, targeting, creative, call to action, and conversion in marketing, supported by examples and quantifiable data.', 'chapters': [{'end': 2565.028, 'start': 2262.971, 'title': 'Optimizing notifications and social media marketing', 'summary': 'Emphasizes the importance of optimizing notifications for marginal users rather than power users, leveraging owned media for on-site merchandising, and utilizing custom audiences and lookalike targeting for effective social media marketing.', 'duration': 302.057, 'highlights': ['Optimizing notifications for marginal users is crucial, as they are the ones who need to respond to notifications such as receiving their first like on Instagram or their first bid on eBay. The focus should be on optimizing notifications for marginal users who receive their first like on Instagram, first bid on eBay, or first notification on Airbnb, rather than power users, as they are the ones who need to respond to notifications.', "Leveraging owned media for on-site merchandising is essential, as it provides opportunities for deeply personalized creative and marketing solutions. Owned media, such as on-site merchandising, should be utilized for deeply personalized creative and marketing solutions, leveraging the traffic on the company's website to promote actions and personalized product suggestions.", 'Utilizing custom audiences and lookalike targeting on social media platforms, such as Facebook, is highly recommended for startups, as it is an effective way to identify and target potential customers similar to the existing best customers. Startups are encouraged to use custom audiences and lookalike targeting on social media platforms like Facebook, as it is an effective strategy to identify and target potential customers similar to the existing best customers, driving significant results for many companies.']}, {'end': 2955.797, 'start': 2565.369, 'title': 'Importance of targeting and channel in marketing', 'summary': 'Emphasizes the significance of targeting over demographic basis and the relationship between channel, targeting, creative, call to action, and conversion in marketing, illustrated with examples and quantifiable data.', 'duration': 390.428, 'highlights': ["The significance of targeting over demographic basis is emphasized, illustrated with an example of targeting women with women's trainers and men with men's trainers resulting in a mistake, advocating for showing the right ad or content to the right person at the right time, with quantifiable data on acquiring 40% more from a channel due to a changed translation in the call to action (priority: high).", 'The importance of channel and targeting over creative is highlighted, with the suggestion to prioritize channel first and targeting second, and the clarification that creative is still important and can give a big uplift, but the words used matter a lot, emphasizing the significance of context and intent in advertising (priority: medium).', 'The impact of conversion on revenue and lifetime value is discussed, with the emphasis on considering all other aspects first, illustrated with the example of landing page optimization resulting in a significant drop in confirmed registered users but an increase in activated confirmed registered users, revenue, and total revenue per day (priority: low).']}], 'duration': 692.826, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/URiIsrdplbo/pics/URiIsrdplbo2262971.jpg', 'highlights': ['Optimizing notifications for marginal users is crucial for their response to notifications like receiving their first like on Instagram or first bid on eBay.', 'Leveraging owned media for on-site merchandising provides opportunities for deeply personalized creative and marketing solutions.', 'Utilizing custom audiences and lookalike targeting on social media platforms is highly recommended for startups to identify and target potential customers similar to the existing best customers.', 'Targeting over demographic basis is emphasized, advocating for showing the right ad or content to the right person at the right time, with quantifiable data on acquiring 40% more from a channel due to a changed translation in the call to action.', 'The importance of channel and targeting over creative is highlighted, emphasizing the significance of context and intent in advertising.', 'The impact of conversion on revenue and lifetime value is discussed, emphasizing the consideration of all other aspects first.']}], 'highlights': ["Alex Schultz's pivotal role in Facebook's growth from less than 100 million users to 1.6 billion, emphasizing his significant impact on the company's success.", "Recognition of Alex Schultz as a key factor in Facebook's success by many employees, including founders and early employees, highlighting his expertise in driving growth.", 'The importance of retention in driving growth is highlighted, showcasing methodologies for calculating retention and driving factors for user engagement.', 'Retention, specifically monthly active users, is crucial for growth, with the ability to be calculated with a small number of users and in a short period of time, contrary to the misconception of needing millions of users or years of data.', 'Debunking the myth that one needs millions of users or years of data to calculate retention, as it can be done day by day and reach a good place quickly using the described methodology, which was successfully implemented with thousands of users in the early days of advertisers for Facebook.', 'The technique allows cutting a curve asymptoting to a line parallel to the x-axis with limited data, challenging common beliefs about data requirements.', 'Having a business model with 90% retention could lead to surpassing the size of Amazon, presenting an incredible opportunity for growth.', 'Data predicts the future by analyzing user behavior and trends, enabling revenue prediction and A-B testing for product optimization.', 'Optimizing notifications for marginal users is crucial for their response to notifications like receiving their first like on Instagram or first bid on eBay.', 'Leveraging owned media for on-site merchandising provides opportunities for deeply personalized creative and marketing solutions.']}