Build for complexity early to enable future scale

We need to launch in six countries and these are six super different countries that we want to look at... we're going to make a system that works for those countries... adding a country is, it's not easy, but it's a lot easier than it would've been if you had to continue to stamp out and replicate.

MTA stands for Multi-Touch Attribution, a marketing measurement method that tracks how different touchpoints contribute to conversions.

Most people just don't do the work early on. And then when they want to go back later and have MTA results, they don't have the data to do it. So one of the things I tell people who are debating this is let's just get the infrastructure right from the beginning.

From infrastructure perspective, on data tool, my first tool usually, one is some sort of data hub segment, right? This next one is some sort of a product analytics tool. Think about Amplitude... And then you need to have an experimentation tool because, like I said, you cannot just imagine you build everything and everything works perfectly... The third piece I think that's pretty essential, I counted in the infra, is some sort of a lifecycle marketing tool.

But what we didn't need at launch was a distributed scheduler with coworkers and RabbitMQ. We just didn't need it because we had no users.