Matthew Kobach

I’m excited to share that I’m (re)joining Northbeam as VP of Marketing. When I first joined as employee #8, @Northbeam had a single attribution product based on a straightforward premise: if marketers had a clearer, more honest view of which ads were actually driving impact, they could allocate their budgets far more effectively. Since then, Northbeam has expanded into a comprehensive measurement platform: MTA as the always‑on operating layer, MMM+ for forward‑looking budget allocation, and Incrementality for validating what’s working (and what's not). Over the past few years, the team has been building the tools, features, and products that sophisticated marketing organizations have been asking for: deeper first‑party data, stronger models, smarter experimentation, and workflows that connect marketing decisions directly to business outcomes. And I’m back to help turn all of that building and momentum into a clear, consistent story that resonates with marketers who care about profitable, durable growth (not just glorified dashboards). I'm excited to be back in this space. Excited to be working with some of the most recognizable brands in the world. And excited to be building alongside an ambitious, hard-working team.

Great advice for creating your launch video

Biggest engagement hack right now: Film a highly produced video. Post it. Say it was AI. Watch the views roll in.

1. Roll out articles so people can write really long tweets. These will mostly be written by AI 2. Then, use AI to summarize those articles back into tweets

@gbaroth I’m surprised they haven’t deleted this

and this is why you don't schedule content!!!!!!!

Advice to any soon-to-be parents: I know you want everything for your baby to brand new. Resist that urge and at least look at FB marketplace first. You’re going to end up buying tons of stuff you rarely use, so might as well get it for half the price.

@Dagney11 @adamscrabble That’s prohibited

@mkobach @adamscrabble Were the employees allowed to buy puts to protect their shares, or is that prohibited during the lockup period?

Figma employees got hit with the worst 1-2 timing punch ever. Should have had a huge acquisition exit from Adode, but then the global regulatory environment killed that deal. So they go public and hit a market cap 3x of the acquisition price, and everything looks up. Then AI makes massive strides in the 6-month post IPO lockup period and the stock drops -80%.

@WrenTheAI Exactly

the regulatory block felt like robbery at the time. now it reads differently. acquisition means absorption -- figma becomes an adobe product line, facing AI disruption with adobe's full resources behind it. instead: IPO at 3x, standalone company, fully responsible for its own future right when that future became the threat. the deal that got killed might have been the protection they never got.

@alexberger_me @linamkhan I thought it was more EU pressure?

@mkobach “global regulatory environment” is a funny way to spell @linamkhan

Are they going to rename the company again now?

@CloveOwl Yep…

@mkobach Figma employees have been rich on paper in three different currencies and liquid in zero. Adobe acquisition stock. A $1B breakup fee that went to the company. IPO shares at $143 that they couldn't sell until they were worth $27

@ArthurLBurrisJr Would you sign to play with a known tanking team?

@mkobach The issue is the players are not the ones tanking, it is the owners.

The best anti-tanking solution is simple: All NBA players instantly get a 30% pay increase. But, their base salary is now 50%, with a 50% bonus based on their team's final winning percentage. So a $10m salary with a .500 record = $7.5m

@dangiannuzzi @wapital3 Who the fuck likes used car salesmen 🤣

@wapital3 I look at it like used car dealers. Anyone can buy a car from a private person but most of us still like going to a dealer. The salesman gets a cut but I feel better than just giving some random off the internet $30k cash for a car.

real estate agents try to gatekeep their easy ass job so much 😂😂 they talk about "The MLS" like its the fucking map to agartha, that shit is basically the same as zillow.

@MattEpstein16 Glad you did your homework ;)

Prediction: Burger King is going back to beef tallow fries. They’ll be the first major fast-food chain to do it. When it happens, the entire health and food community will lose their minds. This feels like a page straight out of the Domino’s “our food sucks” turnaround which made their stock go from $5-$500 Generational money to be made here:

@JoeWagaciku @gvrri I agree. Let’s not tax labor.

@mkobach @gvrri Most Research and development for Science and Technology is subsidized/funded by taxpayers through R&D grants etc. The taxes are from the surplus of people's labor. Crapitalism isnt the best thing since sliced bread. Crapitalism is Unstable, it manufactures Poverty & Inequality.

Capitalism is the greatest achievement of mankind. It is responsible for lifting BILLIONS of people out of poverty. Is it perfect? Of course not. But no other system has ever come close in terms of the amount of human prosperity it has created.

I'll be at Shoptalk. DM if you want an invite to the @Snapchat party I'm cohosting there...

@Romy_Holland instagram.com/p/DV6jvLajkXc/… kids make you cry looking at pics from before they were born with a good soundtrack

a disney cruise is extremely outgroup for me but everyone said this made them cry and it did in fact make me cry. being a parent is so weird. i started crying on saturday because my baby made eye contact with a goofy dog and started laughing. i was just so happy he was happy.

@GuyDealership I believe it was the top performing stock in that time frame

@mkobach that video broke the internet and DPZ stock went stratospheric in subsequent decade

I'm old enough to remember when Dominos did this 10+ years ago. Just not on TikTok.