If you joined Facebook at any time over the past decade, Mr Alex Schultz probably had something to do with it. The 36-year-old from London, a Cambridge physics graduate and self-taught specialist in online marketing, moved to Silicon Valley in 2004. After three years at eBay, he was appointed to Facebook's newly formed "growth team" in 2007.
Mr Schultz's mission, along with seven others, was to pioneer innovative techniques to lure in new users and keep them coming back for more. Facebook's founder and chief executive Mark Zuckerberg would later describe the growth team as the platform's "most important product feature". Its quasi-religious verve for using data to grow at virtually any cost was so successful that companies across the industry - and around the world - have copied its tactics.
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