Tristan Walker made a name for himself in the tech industry as the director of business development at Foursquare and most recently as the entrepreneur in residence at Andreessen Horowitz. Recently, the Stanford business school graduate launched Walker & Co., a venture with personal-care products uniquely tailored to the needs of men and women of color. Walker also founded CODE2040, a program dedicated to pairing undergraduate and graduate African-American and Latino coders and software engineering students with Silicon Valley startups.
Brands say they want to use social to engage with their customers. They say that because they have nothing else to measure against. My hope and goal has always been to change that. When faced with that kind of mayonnaise-badge proposal, I'd just keep asking them why until we've really narrowed it down and get to, "Hey, we want to do all this stuff so we can drive sales." From there, we can move toward a solution where we can help measure the effectiveness of any advertising and resulting sales.»