Reach Customers, Spend Less With These Expert Tips
Shopify Masters episode in which host Benjamin Gottlieb talks with Eric Seufert, founder of Heracles Capital and author of Mobile Dev Memo, and Andres Baranowski, director of product at Shopify, about marketing after the privacy crackdown. Seufert explains how Apple's platform changes, GDPR and the DMA ended the free flow of user identifiers, making acquisition pricier and measurement fuzzier, and offers three responses: probabilistic top-down measurement, privacy-preserving clean rooms, or embracing Flying Blind - marketing that does not depend on user-level attribution, which reopens TV, podcasts and influencers and makes creative the biggest lever again. Baranowski describes how Shopify Audiences uses Shopify's scale to double or triple merchants' retargeting pools on the big ad platforms. Shopify Masters is Shopify's own show, with no separate sponsor read in this episode. PARTIAL COVERAGE: the captions cover most of the conversation, but this summary highlights the strategy lessons only, so the Shop Campaigns walkthrough is not covered. These are the guests' own views, not independently verified, and nothing here is marketing or investment advice.
Executive Summary (TL;DR)
Shopify Masters episode in which host Benjamin Gottlieb talks with Eric Seufert, founder of Heracles Capital and author of Mobile Dev Memo, and Andres Baranowski, director of product at Shopify, about marketing after the privacy crackdown. Seufert explains how Apple's platform changes, GDPR and the DMA ended the free flow of user identifiers, making acquisition pricier and measurement fuzzier, and offers three responses: probabilistic top-down measurement, privacy-preserving clean rooms, or embracing Flying Blind - marketing that does not depend on user-level attribution, which reopens TV, podcasts and influencers and makes creative the biggest lever again. Baranowski describes how Shopify Audiences uses Shopify's scale to double or triple merchants' retargeting pools on the big ad platforms. Shopify Masters is Shopify's own show, with no separate sponsor read in this episode. PARTIAL COVERAGE: the captions cover most of the conversation, but this summary highlights the strategy lessons only, so the Shop Campaigns walkthrough is not covered. These are the guests' own views, not independently verified, and nothing here is marketing or investment advice.