The Future of Commerce Enablement with Greylock’s Mike Duboe

As a GP at Greylock Partners and a former growth lead at Stitch Fix, Mike Duboe is an expert at leveraging ecommerce data analytics. Leaning on his unique experience as both an operator and an investor, Mike shared his insights around the tight-knit ecommerce community, new enablement technologies, and analytics debt.

November 1, 2021
by
Tydo and Mike Duboe logos on a white background

The Future of Commerce Enablement with Greylock’s Mike Duboe

Mike Duboe is a General Partner at Greylock Partners and previously led growth at Stitch Fix. Greylock’s portfolio includes companies like Postscript, Figma, Discord, and Roblox.

Leaning on his unique experience as both an operator and an investor, we chat with Mike about his insights around the tight-knit ecommerce community, enablement technology, and analytics debt.

The Evolution of Ecommerce Infrastructure 

Mike has been closely studying and following the evolution of Shopify as a third-party developer ecosystem. Now, anyone can try their hand at building an app without engineers. Plus, it's possible to start and scale a business with only one or two FTEs. That's powerful.

With the proliferation of new tools and third-party apps, the larger issue is disaggregating the data.

That's why Mike is bullish on data analytics tools.

They can help brands make smarter, more informed decisions across all company functions—whether it's paid growth or organic content.

The most straightforward way to acquire users may be through paid marketing channels. But, in his role at Stitch Fix, he experienced the pains of those platforms.

Now, he's most interested in helping merchants attract and acquire users through an even more diverse set of channels.

“The ability to make sense of data, even the process of aggregating it, is a complete headache. That’s exactly where Tydo comes in.”

Leveraging Data as a Differentiator 

Now that there are more marketing channels than ever before, the key is to merge great creative with even better measurement tools. To leverage data, brands need to ask themselves three key questions:


  1. How can we mitigate dependency on one channel?
  2. How can we find ways to grow outside of our user base?
  3. How can we make the economics work to improve payback—both quality and cost? 

Once brand founders and operators work through these questions, they'll be on the right path.

When it comes to understanding data at a company level, Mike says the largest disconnect is between creatives and growth analysts.

From his point of view, it's important to get everyone in the same room and to use the same data-driven language to keep folks in the loop. The entire team should know what's working and what's not working.

Then, the team can decide what levers to double down on.

“Removing the disconnect between creatives and analysts is massive. It sounds trivial, but for a big company, it's truly impactful.” 

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