Chief Executive Officer at Twitter
Hello everyone. Thanks for joining us today. Since this is my first earnings call I will take a step back and talk about where we are as a company. I'll cover three things, our strategy, our execution and what this all means for shareholders. As part of our strategy, our purpose is to serve the public conversation and Twitter is the best place to find out what's happening. It is unique and differentiated, what makes Twitter great is one, the selection of conversation available on our service, a broad set of people and content on a range of topics that are relevant to the moment and secondly how personalized Twitter can trigger interest. You can instantly find relevant content across interest from sports to investing and engage with it.
The strategy and plan we shared with you about a year ago is meant to continue strengthening these two differentiators around personalization and selection. And to use these to inform and bring position to our work, across both our consumer and revenue focused teams. Let me discuss a couple of examples, first our work to improve personalization includes us developing a better understanding of customer redress sometimes through improved machine learning or through building products like followable topics.
It also includes us getting better at matching creators and content to consumers. This enabled us to create more relevant and personalized products that increase daily utility and also enables us to serve more relevant ad and then be particularly helpful in improving return on our ad spend for performance oriented advertisers while also improving the ads experience for our customers. Next, let's talk about selection I want to describe how several of those unique products that we've been iterating on at a rapid cadence fit in, I'm talking about spaces, communities, newsletters, professional accounts, creator monetization efforts around Super Follows and living and also a test with shopping and commerce.
All of these come together to enable an ecosystem of products that enables content creators, publishers and business of all sizes to build and connect with their audience. Together I believe these will enable more unique content and more context around the long tail of topics. Today, we do well when it comes to topics of broad interest, politics, sports, entertainment, music but these features will help expand the range of topics during discussed on Twitter. These will enable opportunities for us to better monetize through more relevant and contextual advertising.
But more importantly also enable our customers to monetize. Next, I want talk about execution because strategy isn't enough to deliver outcomes we need to execute. In my first 10 weeks on the job I have been focused on improving our execution using 3 key things, increased accountability, faster decision-making and a focus on doing fewer things in tablet. Let me talk about two specific changes we've made. First I've made strategic organizational changes both of them create clarity and ownership in the organization. This enables faster decision-making and increase accountability.
It is now operating under a GM model -- general manager model where cross-functional resources for all product development and the budget to support operations are owned by GMs across consumer, revenue and core technology who are responsible for delivering outlook [Phonetic]. Second, we are increasing our attention on important data and metrics across the company starting at the top. This enables not just more accountability but also faster learning, it lets us see how people are using our products, what's working and what isn't and why and adapt based on what we can learn. Now, let me turn to what this means for shareholders. First, our strategy and our goals for 2023 that we shared about a year ago are not changing. What is changing is an increased focus on execution designed to deliver the outcomes our customers and you all expect from us. Second, we are investing to deliver growth given the massive market opportunity we see.
We've done reallocations to fund many incremental investments for 2022 and there is also efficiency work underway that will pay off even more over time. The goal is to create optionality for the future to either improve margins or invest in high value opportunities making Twitter an even larger and more profitable company over the long term. I want to close by sharing that I feel a strong urgency to improve our focus and execution but also, a lot of confidence in our strategy and our team. Twitter serves a very important role in the world and we take our responsibility to make it the best it can be very seriously.
With that, I want to hand it off to Ned,