How do you measure success, make better decisions, and stay ahead in an AI-driven world? These were some of the questions explored by Alex Schultz, Chief Data Officer at Meta and one of Forbes' 2024 World's Most Influential CMOs, as he opened this year's Visiting Professorship series.
Drawing on his experience leading data, marketing and analytics at one of the world's largest technology companies, Alex shared practical insights into effective decision-making, measurement and the future impact of artificial intelligence.
Start with goals, not metrics
'Goals are not metrics,' Alex explained, highlighting a common mistake organisations make when they focus on performance measures rather than the outcomes they are trying to achieve. While metrics help track progress, they should always support a broader objective. He encouraged defining a clear 'North Star goal' to guide decision-making, maintain focus and navigate competing priorities.
Measuring what really matters
Strong metrics, he argued, are directly linked to outcomes, clearly defined and capable of informing decisions. Weak metrics often become vanity measures that appear impressive but provide little real insight. Referencing Goodhart's Law, he warned that when a measure becomes the target itself, it can lose its value as an indicator of success.
Ask the question: what changed because of us?
Rather than asking, 'What can I take credit for?', Alex encouraged marketeers to ask, 'What changed because of us that wouldn't have happened anyway?'
He outlined a range of approaches used to understand true impact, from attribution modelling to controlled experiments, stressing the importance of testing assumptions and making decisions based on evidence rather than instinct. While attribution data remains useful for day-to-day decision-making, he emphasised the need for rigorous experimentation to understand what is really driving results.
AI is transforming marketing and business
From content creation and reporting to data analysis and media buying, AI is reshaping how businesses operate. While it can improve efficiency and accelerate workflows, Schultz stressed that AI is most powerful when combined with human judgement, creativity and critical thinking, rather than used as a replacement for them.
Developing an AI-ready mindset
Rather than waiting to become experts, Alex encouraged attendees to choose projects they care about and explore how AI can help them solve problems or work more effectively. Those who can combine subject knowledge with strong AI literacy and critical evaluation skills will be best positioned for future success.
He also reinforced the importance of maintaining guardrails, ensuring AI outputs are tested, reviewed, and used responsibly.
Preparing for a career in marketing, data and AI
Beyond qualifications, employers increasingly value evidence of initiative, curiosity, and practical experience. Whether through a portfolio, website, side project, or creative venture, demonstrating that you have built something and learned from the process can help you stand out.
Above all, Alex encouraged attendees to be proactive in their learning. As technology continues to evolve, those who combine adaptability, curiosity, and critical thinking will be best equipped to make an impact.
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Key takeaways
- Define a clear North Star goal before choosing metrics
- Focus on outcomes rather than vanity measures
- Use evidence and experimentation to understand what truly drives results
- Ask 'what changed because of us?' rather than 'what can we take credit for?'
- Develop critical thinking alongside AI skills
- Use AI to enhance expertise, not replace it
- Build practical experience through projects, portfolios and experimentation
- Stay curious, adaptable and ready to embrace new technologies.