310 avsnitt • Längd: 30 min • Veckovis: Torsdag
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
The podcast Ecommerce Playbook: Numbers, Struggles & Growth is created by The Ecommerce Playbook. The podcast and the artwork on this page are embedded on this page using the public podcast feed (RSS).
What if you could get full funnel growth support, media buying, strategy, forecasting, creative direction, for just $5K/month on a month-to-month agreement?
In this episode of the Podcast, Richard and Taylor break down the $5K Global Accelerator Program that’s helped over 50 seven-figure brands grow through one of the most volatile economic environments in recent memory.
You’ll learn:
Why this program was built specifically for $1M–$10M brands
The systems and structure behind its outsized results
How CTC leverages global talent, proven frameworks, and technology to deliver enterprise-grade strategy
Why brands are staying longer, scaling faster, and spending smarter
We’re opening up 12 new spots this month—this is your chance to join the movement.
Show Notes:
Tariffs are here—and they’re not hitting every brand the same. In this solo episode, Taylor walks through a critical 4 part framework designed to help ecommerce founders and operators craft the right response based on their unique balance sheet realities.
Whether you’re cash rich with deep inventory or strapped for both, this episode will help you determine your strategic posture: go on offense, get lean, or something in between.
What’s covered:
The 4 key variables shaping your response (cash, inventory, debt, velocity)
How to know which type of brand you are
What to adjust in your CAC targets and growth strategy
Real examples from CTC’s private client webinar
This isn’t one-size-fits-all advice—it's an actionable strategy based on your business’s real financial position..
Show Notes:
If you’re waiting for things to “go back to normal” in ecommerce… stop.
In this episode, Taylor and Richard break down why chaos is no longer the exception “it’s the rule” and what that means for how you run your brand. From unpredictable macro shifts to supply chain disruptions, stability is out. Adaptability is everything.
We dive into the 7 core traits of anti-fragile brands, why your inventory strategy might be your biggest risk, and how to make smart decisions in a volatile market.
Whether you’re trying to maximize EBITDA or just stay alive in the current landscape, this conversation will help you plan, act, and build with uncertainty in mind.
Show Notes:
In this episode of the Podcast, Richard is joined by Steve Rekuc, our Director of Data, for a deep dive into what Q1 taught us — and what’s coming next.
We’re breaking down the latest from our Direct to Consumer Confidence Index (DTCCI) and revealing what macroeconomic signals, consumer sentiment, and real brand performance tell us about the road ahead.
Spoiler: It’s not just vibes anymore — the data shows real shifts in behavior that you need to understand.
What You’ll Learn in This Episode:
Why Q1 consumer sentiment hit record lows
How shoppers are thinking (and acting) in the face of economic uncertainty
What our data reveals about new customer acquisition struggles
The impact of tariffs, stock market drops, and shifting confidence on Q2 forecasts
How Facebook’s Andromeda update is influencing ad performance (hint: high CTR, low CVR)
Why future and present purchase sentiment matters more than ever
What our MER based DTCCI forecast predicts for April and beyond
Whether you’re a DTC founder, performance marketer, or ecommerce operator, this conversation is packed with insights to help you navigate a turbulent Q2.
Show Notes:
Emergency Update for Ecommerce Brands: Tariffs have arrived and they’re already impacting your bottom line. Costs are rising, margins shrinking, and uncertainty is high. But you’re not alone.
In this special episode, Taylor Holiday (CEO, Common Thread Collective) breaks down the immediate impact of these tariffs and announces the CTC Tariff Relief Program—an emergency initiative designed specifically to protect your profitability, reduce your costs, and offer vital cash-flow relief.
What You’ll Learn:
Immediate steps to reduce your operating expenses by at least 20%
Strategies for managing cash flow in uncertain times
How to maintain growth despite sudden cost increases
Details on the CTC Tariff Relief Program (including a special $500 guarantee)
Get our Tariff Relief Plan: https://commonthreadco.com/pages/tariff-relief
Are you overlooking YouTube ads in your marketing strategy? On today’s podcast, we’re breaking down why most brands are significantly underestimating YouTube and how it’s quietly becoming the hidden gem driving real, profitable growth for smart advertisers.
Joined by Rachel Kwon (Head of Paid Search) and Tony Chopp (VP of Paid Media) from Common Thread Collective, we dive into:
Why YouTube ads are misunderstood and undervalued by most brands
Key insights from recent incrementality studies that reveal YouTube’s true potential
Practical strategies for integrating YouTube ads effectively into your current marketing mix
A step-by-step approach for testing and scaling your YouTube investment
If you’re serious about unlocking your next level of profitable growth, you can’t afford to ignore YouTube any longer.
Show Notes:
The future of ad creative just changed forever. In this episode of the Podcast, we break down the latest ChatGPT model update that literally broke the internet — and why it’s the biggest shift in AI-generated creative since GPT-3.5.
Jacob Posel joins to explain how this update unlocked a wave of AI ads so good… you can’t deny it anymore. From viral Twitter threads to wild reactions from the creative world, this is the moment where AI became a real force in advertising.
What You’ll Learn:
Why the new GPT update is a game-changer for ad creative
The exact moment Jacob realized AI had “solved” ads
What happens when media buying meets infinite creative
Why most brands still don’t believe this is real — and what that means
How you can prepare for the future of AI-generated video, creative, and strategy
For marketers, creators, and founders: This is your wakeup call. The game just changed. Get obsessed or get left behind.
Show Notes:
Are you stuck at six figures, unsure how to scale without burning your budget on expensive agencies or freelancers? You’re not alone. Most growing ecommerce brands face the same struggles—limited resources, information overload, and the stress of choosing the right growth strategies.
In this episode of the podcast, Richard and Grant Zanini, VP of Education at CTC (and founder of our ADmission program), break down how to break through from six to seven figures—without hiring an expensive marketing agency.
You’ll discover:
Why hiring agencies often fail at this growth stage—and what you should do instead.
How to find the RIGHT advice in a world full of “gurus” and misinformation.
Practical ways to get direct, actionable support for your brand at a fraction of agency prices.
Common pitfalls most entrepreneurs face at this critical stage and how to avoid them.
Ready to level up your ecommerce brand? Let’s dive in.
Show Notes:
Meta just flipped the script on media buying — and if you’re still running ads the old way, you’re already falling behind. In this episode of the Ecommerce Playbook Podcast, Taylor breaks down everything you need to know about Meta’s new AI-powered advertising engine: Andromeda.
We’re talking about:
This is the biggest shift in Meta ads since iOS14, and it’s already live. Whether you’re a media buyer, brand owner, or performance marketer — this is essential listening.
Watch to learn how to restructure your Meta ad account and take full advantage of what’s coming.
Show Notes:
In this episode of the Ecommerce Playbook Podcast, we sit down with Jack Zamichides, CEO of D Louise, to explore the journey from a small, scrappy startup to a fast-growing jewelry brand on the path to eight figures.
Key Topics Covered:
Trusting the Process – How D Louise committed fully to CTC’s creative volume methodology — and saw results almost immediately.
Building Stability – Why relying on big product drops or seasonal moments is risky, and how D Louise shifted toward a more predictable growth model.
From Side Hustle to Full Commitment – The pivotal Black Friday moment that convinced Jack to go all-in on the business.
If you’re an e-commerce founder looking for actionable insights on scaling efficiently, this episode offers valuable lessons on embracing proven strategies and building a stable foundation for growth.
Show Notes:
- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.
- Explore the Global Accelerator: https://commonthreadco.com/pages/accelerator
- The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
In this episode of the Ecommerce Playbook Podcast, we’re diving into the crucial role of accurate forecasting in driving e-commerce growth — especially during challenging times.
Inspired by our upcoming Sharpen Your Skills episode, this discussion unpacks why many brands struggle with overly optimistic forecasts and how an unbiased, data-driven forecast can provide the reality check needed to reset and rebuild.
Key Topics Covered:
- The E-Commerce Intervention – Why many brands today need a forecasting “intervention” to identify the cold, hard reality of their current state.
- Rooting Forecasts in Reality – How unbiased, third-party forecasting exposes overestimations and reveals realistic growth targets.
- The Power of Data-Driven Forecasting – Why accurate forecasting starts with data, not desire — and how this truth can save your business.
- Aligning Ambition with Attainability – How to set aggressive yet achievable goals using accurate forecasting models.
- Forecasting as a Growth Lever – Why your forecasting process can be the difference between stagnation and sustainable growth.
If you’re feeling stuck, overwhelmed, or unsure how to set meaningful growth targets, this episode will help you reset your approach and build a forecast rooted in reality.
Show Notes:
- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.
- The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
In this episode of the Ecommerce Playbook Podcast, we’re diving into influencer marketing and seeding—a foundational strategy that often gets overlooked in the rush to optimize ad accounts.
This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!
Key Topics Covered:
- The Influencer Foundation – Why influencer marketing was my starting point in marketing and why it still matters today.
- Beyond Paid Media – How influencer-driven distribution impacts brand growth beyond just running ads.
- Seeding Strategies – The importance of getting products in the right hands and how top brands execute seeding effectively.
- Influencers as Growth Levers – Why influencer relationships, not just transactions, drive sustainable demand.
- Rethinking Brand & Distribution – How the best-performing brands integrate influencers into their broader marketing strategy.
If you’re relying too much on paid media and want to unlock new growth levers, this episode is for you.
Show Notes:
- Access Postscript: https://bit.ly/4h2v0Lb- The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
This episode isn’t just about a viral Tecovas ad—it’s about the bigger picture of authentic marketing. We sit down with Krista Dalton, CMO of Tecovas, to break down the full story behind their marketing success.
From understanding the customer to building the right product, finding the ideal distribution channels, and crafting memorable ads—this episode dives into how great marketing is built from the ground up.
We cover:
-How deeply understanding your customer and product can unlock new marketw
-Why the best campaigns don’t always rely on direct response—they can thrive by tapping into identity
-The strategy behind Tecovas’ marketing success and what it reveals about growth marketing and TAM
Krista Dalton shows us how authentic marketing extends from a brand identity, to the final ad unit. Don’t miss this one.
Show Notes:
-Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.
-Explore the PROPHIT System: prophitsystem.com
-The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Ever wondered what would happen if you ranked every employee in your company? We did exactly that—and the results were eye-opening.
In this episode of the Podcast, we dive deep into the Key Employee Index, our custom-built employee scorecard that tracks performance, impact, and cultural fit at Common Thread Collective. Our VP of Employee Development & Performance, Dane Sanders, breaks down:
Why we created an employee ranking system
How we objectively and subjectively score employees
The unexpected impact on team morale and company culture
How this scorecard helps us retain top talent and improve performance
Some people think ranking employees is ruthless—but we’ve found that clarity creates opportunity. By measuring who’s truly driving results, we’re able to develop, reward, and support our best employees while creating an elite, high-performance culture.
Watch to see how this scorecard transformed our business—and why you might want to try it in yours.
Show Notes:
If your paid media feels less effective than ever, your measurement system might be the real problem. Many 8-9 figure ecommerce brands are unknowingly starving their own growth because they’re looking at the wrong data. As brands expand beyond DTC into Amazon, retail, and omnichannel marketing, traditional metrics like MER and ncROAS no longer tell the full story.
In this episode, we break down the biggest measurement mistakes that are causing brands to pull back on ad spend too soon, leading to stalled growth and missed opportunities. If you want to know how to properly assess the efficiency of your ads—and stop making costly decisions based on incomplete or misleading data—this is a must-watch.
What You’ll Learn in This Episode:
Why your reported ad efficiency is lower than reality (and what to do about it)
The hidden impact of Meta & YouTube ads on Amazon & retail sales
How to assess incrementality instead of just relying on platform-reported ROAS
The #1 measurement mistake brands make when scaling to 8-9 figures
A step-by-step plan to fix your data and unlock scalable growth
Show Notes:
DTC Twitter lost it over this Tecovas ad—but was the outrage justified? In this episode, we break down the viral controversy sparked by Taylor Holiday’s tweet, why so many misunderstood the ad’s real impact, and what it reveals about the future of growth marketing.
Was this ad truly a “bad” direct response play, or was it actually a genius move that expanded Tecovas’ audience and drove real sales? We dive into the strategy behind the ad, the power of product innovation, and why growth marketing is about way more than just ad formats.
Watch to learn:
Why Taylor Holiday’s Tecovas tweet stirred up DTC Twitter
The real definition of growth marketing (hint: it’s NOT just ads)
How Tecovas’ approach sold out a product despite the criticism
What ecommerce brands can learn from this controversy
Show Notes:
AI is rapidly changing the ecommerce landscape, automating tasks once handled by humans and raising the question—are ecommerce jobs at risk? In this episode, we dive deep into the future of AI in ecommerce, breaking down how AI is transforming everything from inventory management to ad buying, and whether human expertise can still compete.
Will AI completely replace ecommerce jobs?
What skills will still be valuable in an AI-driven world?
How can brands use AI to their advantage instead of fearing it?
Join us as we explore the pros, cons, and potential future of AI in ecommerce. Is this the end of human-led ecommerce, or just the beginning of a new era?
Show Notes:
Most ecommerce brands are bleeding cash without even realizing it. Margins are shrinking, competition is fiercer than ever, and the game has changed. But there’s one secret weapon that can turn the tide: accountants who understand marketing.In this video, we break down why financial professionals need to step across the bridge and integrate marketing insights into their strategy. If you’re an accountant, CFO, or financial consultant, this is your COVID moment—a once-in-a-lifetime opportunity to redefine your value and stand out in the industry.What You’ll Learn:
Don’t be another black-and-white cow in a crowded field. Be the Purple Accountant.
Podcast in collaboration with A2X: https://www.a2xaccounting.com/
Are you an accountant or bookkeeper wanting to connect with ecommerce businesses? A2X can help! Learn more about the A2X Partner Program here: https://www.a2xaccounting.com/accountants
Show Notes:
The last few years have been brutal for DTC brands. From the COVID boom to the Ozempic era, skyrocketing acquisition costs, vanishing venture capital, and economic shifts have crushed many ecommerce businesses. But here’s the twist—2025 could be the best year in DTC history.
In this video, we break down the evolution of DTC brands, why so many have struggled, and the key strategies that will separate the winners from the losers. We share real data, case studies, and the exact playbook top brands are using to not just survive—but thrive—in this new era.
What you’ll learn:
The rise and fall of DTC (and what caused it)
Why traditional growth strategies no longer work
The new playbook for profitability and sustainability
How smart brands are reinventing acquisition, cash flow, and product strategy
Why 2025 will mark the beginning of a massive DTC comeback
If you’re running an ecommerce brand or looking to scale in 2025, this is a must-watch. The game has changed—are you ready to adapt?
Show Notes:
Struggling to connect your creative strategy with financial planning? Meet Compass, the tool that automates and streamlines ad creative planning like never before. In this episode, we break down how Compass revolutionizes the way brands develop, manage, and scale their creative assets—seamlessly integrating with your media and financial strategy.
In this episode, you’ll learn:
How Compass connects creative strategy to financial planning
The step-by-step workflow of building a data-driven media plan
How AI helps automate creative ideation, audience targeting & campaign execution
Why meta’s latest ad updates demand more creative—and how Compass solves this
How to plan, generate, and launch 300+ ads with efficiency
Want to start using Compass for your brand?
Visitadcompass.ai to learn more and get started.
Show Notes:
Struggling to scale your ecommerce ads? Spending too much time guessing what works? MeetCompass – the creative operating system designed to take the guesswork out of ad strategy!
WithCompass, you’ll get:
Watch as we break down howCompass revolutionizes creative strategy and helps brands maximize ad performance with AI-driven insights.
Show Notes:
Margins are shrinking, debt is rising, and ecommerce brands are feeling the squeeze. In this episode of the Podcast, we dive deep into the financial realities facing DTC brands in 2025. Is the ecommerce game still worth playing? Or has the landscape shifted in ways that make profitability harder than ever?
Joining Taylor are Lio from Finaloop and Drew from Iris Finance, two of the sharpest financial minds in the space, to break down the data, trends, and what it means for your business. We’ll cover:
The latest financial benchmarks for 8-figure brands
Why revenue is up, but profitability is down
How rising debt levels are impacting growth
The path forward for brands trying to survive and thrive
Practical strategies to protect your margins and improve cash flow
If you’re running an ecommerce business, this is a must-watch. Don’t let the market catch you off guard—stay ahead of the curve.
Show Notes:
Ecommerce is facing major challenges in 2025—rising ad costs, AI disruptions, and now, new tariffs. If you’re running a brand, you need to know what’s coming and how to adapt before it’s too late. In this episode of the Ecommerce Playbook Podcast, we break down:
The biggest threats to e-commerce right now
How AI is reshaping the workforce and business costs
Why traditional marketing strategies are failing
The key moves you need to make to stay profitable
Don’t get left behind—watch now to future-proof your business!
Show Notes:
2024 was all about getting the fundamentals right—fixing tracking, managing costs, and ensuring brands could survive in a tough market. But 2025? It’s time to WIN.
In this episode, we break down the strategy behind breaking the model—moving beyond predictable growth and pushing into new frontiers of scale. Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, shares insights from real brands that are outpacing their forecasts by leveraging high-impact marketing initiatives, influencer collaborations, and product launches.
If you’re ready to stop playing defense and start scaling aggressively, this episode is for you.
Want help implementing this strategy? Visit commonthreadco.com and smash that “Hire Us” button.
Show Notes:
Are you really measuring your ads the right way? In this episode we dive deep into the world of incrementality testing—what it is, why it’s so important, and why most brands struggle to operationalize it effectively.
We break down the biggest mistakes marketers make when it comes to ad measurement and how to avoid them. Learn the secrets to building a consistent testing system, understanding your ad performance, and driving better results for your business.
Key topics covered:
What is incrementality testing?
Why it’s so hard to apply test results consistently
How to turn data into actionable insights
The tools and frameworks to operationalize your findings
If you want to stop guessing and start making data-driven decisions, this episode is a must-watch.
Show Notes:
In this episode, we take an in-depth look at the incredible growth story of Born Primitive, the ecommerce brand that has redefined what it takes to succeed in today’s competitive marketplace. Founder Bear Handlon shares how the company went from selling a single product out of a garage to becoming a multimillion-dollar powerhouse in apparel, fitness, and tactical gear.
We break down the secrets to scaling big, including:
Creating Unforgettable Products: How solving specific customer problems and staying close to the community led to innovative designs like the Savage One footwear and tactical apparel.
Building a Brand with Purpose: The importance of authentic storytelling and living out values that resonate deeply with customers, from supporting veterans to launching campaigns with cultural impact.
Executing Bold Campaigns: A behind-the-scenes look at some of Born Primitive’s most iconic campaigns, such as the Operation Overlord 80th Anniversary Savage One launch, and how it blended storytelling, product design, and charitable giving for massive success.
Leveraging New Categories for Growth: How expanding into tactical and outdoor gear unlocked new customer cohorts and revitalized growth in saturated markets.
The Power of a Strong Team: Insights into how Bear empowered his team to execute his bold ideas while he focused on leading with vision and strategy.
Discover why Born Primitive’s approach to combining purpose-driven branding, unique storytelling, and relentless innovation has set them apart from competitors—and how these strategies can inspire your own ecommerce journey.
This is a masterclass in scaling for founders, marketers, and anyone passionate about building impactful, long-lasting brands.
Show Notes:
Discover the key to transforming your ad strategy with creator-driven content that delivers real results. In this episode, Richard and Adrianne reveal how brands can integrate high-quality creator content into their campaigns to maximize performance and ROI.
We’ll break down:
Why most ads fall flat and how to fix them.
The importance of properly briefing creators for ad success.
How to align your paid and organic teams for seamless content creation.
A proven structure to create scroll-stopping, performance-driven videos.
Tips for sourcing authentic creators that resonate with your target audience.
The secret to scaling ad performance with data-driven creative strategies.
If you’re ready to bridge the gap in your ad strategy and unlock the full potential of creator-driven content, this is the missing link you’ve been searching for!
Show Notes:
Is TikTok on the verge of being banned in the United States? In this episode of the Podcast, we dive into the Supreme Court hearing that could determine TikTok’s future and its potential impact on the ecommerce industry. What does this mean for advertisers, brands, and creators who rely on TikTok as a platform?
We’ll break down:
Don’t miss this deep dive into one of the most critical conversations shaping digital marketing today. Whether you’re a TikTok user, advertiser, or just curious about what’s next, this episode is packed with insights you can’t afford to miss!
Show Notes:
Discover the step-by-step process behind CTC’s Prophit System, our proven method used to forecast millions in revenue for leading DTC brands.
In this video, we dive into the daily workflows, data integration techniques, and forecasting models that drive real results. From aligning 35+ critical business metrics to creating actionable insights for growth, this is the ultimate guide to building a scalable, data-driven operating system for your brand.
Watch now to see how we optimize ad spend, improve ROAS, and achieve sustainable growth. Don’t forget to subscribe for more ecommerce insights!
Show Notes:
Discover why product development is the ultimate growth engine for ecommerce brands in today’s competitive market. In this episode of the Podcast, we talk how creative, story-driven product development can fuel demand, elevate your brand, and revolutionize your marketing strategy.
Learn how innovative ideas, like turning a baseball sliding mitt into a Christmas stocking, or creating custom braces for a soccer star, create buzz, drive engagement, and build lasting connections with customers. We’ll explore the power of aligning product, story, and cultural moments to maximize ROI—not just in sales but in brand credibility and customer loyalty.
Key Takeaways:
Show Notes:
What separates the brands that thrive from the ones that struggle in 2025? It all comes down to one thing—strategy. In this video, we dive deep into the key elements that the most successful brands are mastering to dominate the ecommerce landscape this year.
From crafting compelling brand stories to building cohesive marketing plans, we’ll show you how to connect your creative vision with measurable business outcomes. Winning in 2025 isn’t just about having a great product—it’s about creating a brand narrative that resonates deeply with your audience, shows up consistently across all channels, and drives demand like never before.
You’ll also learn:
Why most brands fail to tell a cohesive story and how to fix it
The importance of aligning your marketing and financial plans
Real-life examples of brands like Born Primitive and True Classic that are redefining success
How to build a marketing calendar that saturates your audience with the right message
Why marketing leadership is more critical than ever in 2025
Show Notes:
Get ready for 2025 with 25 bold predictions for the future of ecommerce! From the rise of AI in media buying to the transformation of product development into the ultimate growth strategy, this episode dives deep into the trends and changes set to reshape the industry.
Learn why automation will dominate, what threatens Shopify, and how brands can stay ahead in an increasingly omni-channel world. Whether you're a marketer, entrepreneur, or ecommerce enthusiast, these insights will help you prepare for the challenges and opportunities of the coming year.
Show Notes:
This episode is brought to you by: Finaloop: https://www.finaloop.com/
Are you ready to crush your 2025 ecommerce goals? In this video, we reveal the PROPHIT System – a proven framework designed to help ecommerce brands create accurate, data-driven financial and marketing plans.
Discover how to:
Whether you’re a CEO, head of marketing, or finance leader, this system will help you optimize every dollar spent and drive profitable, sustainable growth. Watch as we break it down step-by-step, using real data and actionable insights!
Show Notes:
Discover the ultimate tool for optimizing your ecommerce ad budgets! In this episode, we introduce PAM—the Profit Allocation Model—a game-changing framework developed by the experts at Common Thread Collective. PAM isn’t just a tool; it’s a revolutionary system that ensures your ad spend is perfectly aligned with your profitability goals.
We’ll walk you through how PAM simplifies complex decisions about total budget allocation, channel-level distribution, and campaign-specific targets. Learn why incrementality is the gold standard for measurement and how PAM connects business objectives to actionable insights for Meta, Google, and beyond.
If you’re tired of guessing where to allocate your ad spend, PAM is here to do the heavy lifting. Tune in to see how this innovative model is transforming ecommerce growth strategies for brands of all sizes.
Ready to let PAM guide your business to success? Visit https://prophitsystem.com/ to learn more.
Show Notes:
Scaling your ecommerce business is exciting—but are you unknowingly leaving profit on the table? In this episode of the Playbook Podcast, Richard and Taylor dive into the hardest (but most critical) part of scaling: achieving clarity and alignment around your financial metrics.
Discover why the Prophit System is the ultimate tool for cutting through chaos, unifying your data, and driving bottom-line growth. We explore:
The hidden complexities of revenue definitions.
Why contribution margin is the real metric you should focus on.
How messy data and conflicting definitions can derail your decision-making.
Ready to start planning your most successful year yet? Click here to learn more about how Common Thread Collective can help: https://prophitsystem.com/
Show Notes:
Get the inside scoop on the latest Black Friday and Cyber Monday (BFCM) trends and what they mean for the future of ecommerce! In this episode of the podcast, Richard and Taylor discuss early BFCM data, revealing surprising growth trends, shifting customer behaviors, and what it all means for your 2025 strategy.
Here’s what we cover:
How BFCM sales are evolving and what to expect in December
Key insights on new vs. returning customer revenue trends
Why 2025 is shaping up to be the year of great planning
Tips for creating a winning omni-channel marketing strategy
Exclusive insights from the CTC Profit System
Ready to start planning your most successful year yet? Click here to learn more about how Common Thread Collective can help: https://prophitsystem.com/
Show Notes:
Are you ready for Black Friday and Cyber Monday? Time is running out, and your Q4 success depends on taking action NOW. In this episode, we reveal the 5 MUST DO strategies to dominate the busiest shopping season of the year.
What You'll Learn:
How to craft the perfect Black Friday offer that stands out in a crowded market.
Why you MUST adjust your ad spend—and which platform will deliver the biggest ROI.
The critical importance of raising your AMER target and how to do it right.
Creative tips to maximize performance on Meta (and beyond!).
Why sending MORE emails than ever before could be your secret weapon.
Don’t wait! Implement these strategies TODAY to avoid leaving revenue on the table this holiday season.
Show Notes:
Is AppLovin the ecommerce advertising breakthrough we’ve all been waiting for? With claims that it’s almost as good as Facebook Ads—if not better—this mobile in game ad platform has quickly become the talk of the industry. But is it worth your time, energy, and budget? In this episode of the Ecommerce Playbook Podcast, Richard and Taylor pull back the curtain on the hype surrounding AppLovin and reveal what’s really happening behind the scenes.
Here’s what we cover:
Why AppLovin is gaining attention: From its rapid growth to its ability to rival Meta Ads, find out what’s fueling the buzz.
The results we're seeing so far: Learn how some brands are achieving Meta-level ROAS and scaling their campaigns.
AppLovin's unique advantages: 7-day click optimization, no need for new creatives, and access to untapped high-value audiences.
Where skepticism remains: Can AppLovin sustain its early success? What happens when competition ramps up?
Our recommendations: How you can test this platform with minimal risk, just in time for Black Friday.
If you’re wondering whether this platform can transform your ecommerce growth strategy, this is a must watch. Plus, we share actionable tips on how to test AppLovin now—including how to take advantage of their free ad credit offer—and what metrics to look at to gauge success.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Dive into the latest insights from the ecommerce industry with our October State of Industry Report! Join Taylor, Steve, Jeremiah, and Yarden as they break down October’s key data trends, highlight growth opportunities, and share surprising insights about ad performance, consumer sentiment, and what it all means for Black Friday and beyond.
In this episode:
Why DTC growth for seven figure brands has stagnated.
The latest on ad performance for Meta, Google, and TikTok.
Everything you need to know about AppLovin: the new ad network taking ecommerce by storm.
Insights into consumer spending habits and rising discount rates.
Why consumer optimism about the economy might shake up your holiday sales strategy.
PLUS: Get a sneak peek of our upcoming special report on AppLovin and why every DTC marketer needs to pay attention!
Show Notes:
Struggling to balance your Amazon sales with your DTC (direct-to-consumer) growth? In this episode, we reveal how to transform Amazon from a competitor into a crucial ally for boosting your entire ecommerce business. Join Richard and Taylor as they break down why Amazon and DTC should no longer be siloed, and how incorporating Amazon into your forecasting can revolutionize your profitability.
Discover why most brands mistakenly separate Amazon from their DTC strategies, leading to inefficiencies and competition within their own sales channels. Learn how to merge your media spend and revenue tracking for Amazon and your website into one cohesive strategy, identify true incremental revenue, and make smarter advertising decisions that maximize returns across all platforms.
We also share practical insights on new data integration techniques, how to run geoholdout studies, and why understanding the impact of your ad spend across channels is mission critical for ecommerce growth in 2025.
Show Notes:
Welcome back to the Podcast! On this episode Taylor is joined by Joy Sharma, to discuss the explosive rise of the CTC Global Accelerator – scaling from 5 to 30 clients in just 4 months. With demand through the roof, we’re now on a mission to find exceptional talent worldwide!
Highlights:
We’re Hiring! If you’re ambitious and driven, this is your chance to learn from the best, work with cutting-edge systems, and elevate your career.
Show Notes:
Get the Prophit System: https://commonthreadco.com/pages/ecommerce-strategy
In this episode of the podcast, we explore the critical disconnect between finance-driven revenue forecasting and the actual marketing actions that generate revenue. Richard and Taylor jump deep into how finance teams often miss the mark when predicting revenue growth—because they lack control over the marketing levers that drive results.
Join us as we unveil CTC’s Event Effect Model, an approach that empowers marketers to take charge of revenue forecasting. By leveraging historical data, marketing events, and detailed actions, this model allows ecommerce brands to transform their future predictions into actionable plans.
Discover:
Why traditional financial forecasts often fall short
How marketing actions like product launches, promotions, and ads directly influence revenue
The innovative strategies CTC uses to model marketing-driven revenue growth
How to use marketing events as building blocks for more accurate predictions
If you’re ready to rethink how your ecommerce brand approaches revenue forecasting and take control of your future, this is an episode you don’t want to miss. Hit that subscribe button, drop a like, and let's dive into the future of revenue forecasting!
Show Notes:
Are you making the critical Black Friday budget mistake that could sabotage your entire month’s revenue? In this episode of the Podcast, we talk about why underspending on Black Friday could be the biggest misstep for your November sales and how to avoid it.
Taylor breaks down the importance of concentrated spending on Black Friday and Cyber Monday and shares actionable insights on pacing your budget for maximum returns. Don’t let outdated strategies or early-bird sales trends pull you away from what really works!
Topics Covered:
The unique opportunity Black Friday provides for ecommerce brands
How to avoid spreading your budget too thin leading up to Black Friday
Data-backed insights on why Black Friday outperforms other sales days
Tips for maximizing efficiency on Black Friday and Cyber Monday
If you’re looking to make the most of your holiday sales season, this episode is a must-watch. Hit subscribe for more eCommerce strategies and tips, and make sure you’re ready to win big this Black Friday!
Show Notes:
In this special Halloween episode Taylor and host Richard dive into the spooky truth behind Election Week’s impact on ad campaigns. With an unprecedented wave of political spending flooding digital platforms, advertisers need to prepare for shifting CPMs, reduced conversions, and increased competition—especially in swing states.
From understanding the effects on Meta and Google ads to insights on how to handle performance dips, we’ve got the data and strategies to help you weather the storm. Don’t panic! Taylor and Richard walk through what to expect, how to adapt, and why staying the course is critical for keeping your ads on track as we approach Black Friday and Cyber Monday.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Are you struggling to keep your ecommerce business profitable? In this episode of the podcast, we dive deep into Common Thread Collective’s Profit System—the tried-and-true method helping ecommerce brands achieve predictable, consistent growth. Join host Richard and our sales experts, Matt and Peter, as they walk us through the key steps to building a data-driven strategy for profitability, even in challenging markets.
From data integrity and customer acquisition models to marketing allocation and performance tracking, we cover every essential part of this system that’s transforming brands and helping them not just survive but thrive in 2024 and beyond.
Show Notes:
In this month's State of the Industry, we tackle some of the biggest questions facing ecommerce brands in 2024. Why are 7-figure stores seeing a slowdown in growth? How are political ad spending and shifting consumer behaviors affecting your bottom line? And most importantly, what can you do about it heading into the critical Q4 period?
Join our panel of experts as we break down the data behind the Direct-to-Consumer Confidence Index (DTCCI) and explore theories on why revenue growth is stalling. We’ll discuss the impact of the upcoming election, the growing trend of value driven consumers waiting for bigger discounts, and how large ecommerce brands are adjusting their strategies in a tighter, more competitive market. Plus, we’ll dig into what this means for Black Friday, Cyber Monday, and your holiday sales.
If you’re navigating the complexities of ecommerce right now, this episode is packed with insights to help you adjust your strategy and drive profitability. Don’t miss these critical discussions on the future of DTC brands!
Show Notes:
Want to dominate this Black Friday and Cyber Monday? In this episode Richard and Luke reveal the top 5 essential strategies that will supercharge your sales and help you maximize profits during the busiest shopping season of the year!
From crafting irresistible offers to optimizing your media spend, we’re giving you a proven game plan to stand out from the competition and make sure your business ends the year with a bang. Whether you're a seasoned pro or just getting started, these tips are critical to your success.
Here's what we cover:
How to create a killer Black Friday offer that customers can't resist
The secret to increasing your ad spend without hurting profitability
Why focusing on Meta (Facebook & Instagram) ads is crucial in Q4
How to optimize your creative for high-conversion placements like Reels
The power of email marketing – and why you need to send more emails than ever
Don't miss these must-do strategies – your Black Friday success depends on it!
Show Notes:
In this episode, Taylor shares his biggest critique of cost controls in digital advertising.
Join Richard and Taylor as they explore the limitations of cost controls, including the challenges of relying on human logic and consistency in a constantly evolving ad landscape. They dive into the role of AI in ad management, the struggle to trust automation, and the emotional hurdles that often lead to poor decision-making.
Taylor also shares insights on how to optimize campaigns for long term success by balancing human creativity with machine driven precision. This episode is a must watch for anyone interested in digital marketing strategy, campaign optimization, and the future of AI in ecommerce!
Show Notes:
Get ready for the holiday season with expert SEO insights designed to help you maximize organic traffic and boost revenue! In this episode Richard sits down with Travis Bichelle, CTC’s Director of SEO, to break down essential SEO strategies tailored for Q4 and holiday promotions in 2024.
From understanding organic search declines to building robust metadata, schema markup, and leveraging Google Merchant Center, we dive into actionable steps to ensure your ecommerce site captures holiday shoppers and increases conversions. Plus, we share a sprint checklist to optimize your site’s performance before Black Friday, Cyber Monday, and beyond!
Key Takeaways:
Holiday SEO tactics to increase organic traffic
How to use metadata and schema markup effectively
Leveraging Google Merchant Center for visual search results
Preparing for Q5 with clearance strategies and 301 redirects
Show Notes:
In 2024, working with over 67 eight-figure ecommerce brands gave us an insider view of what it really takes to produce sustainable profit in today’s competitive landscape. These brands not only achieved significant revenue but also balanced it with strategies that drove genuine profitability—no easy feat in the current market climate.
In this in-depth video, we’re sharing the hard truths, pivotal insights, and key takeaways we learned from these standout brands. From high-level strategic decisions to the day-to-day tactics that drive success, we’ll cover it all, including:
Adapting to Industry Shifts: How these brands pivoted their approach to stay ahead amidst fluctuating market demands, economic pressures, and digital advertising changes.
The Power of a Solid Profit System: Why the most profitable brands don’t just rely on individual marketing tactics—they implement robust systems designed to consistently generate positive ROI.
Media Buying That Delivers: Insights on effective ad spend allocation and platform strategies, and how these brands optimize performance across Google, Meta, TikTok, and beyond.
Creative That Drives Conversion: Discover the importance of creative volume and how brands efficiently produce ad content that resonates with today’s audience.
Customer Retention and Reactivation: Strategies these brands use to engage loyal customers and re-engage lapsed buyers, maximizing revenue beyond the first sale.
Efficient Operations for Profit-Driven Growth: How a lean and intentional approach to operations and costs can make the difference in achieving real profit.
If you're a brand founder, marketer, or ecommerce leader looking to build a profitable business, this video is packed with invaluable insights directly from the front lines of profitable ecommerce. Learn the tactics and mindset shifts that are helping the industry’s top players win in 2024—and discover how you can apply them to your own business.
Hit play to dive into these powerful strategies, and don’t forget to subscribe for more industry insights, success stories, and actionable tips for profitable growth in ecommerce.
Show Notes:
In this episode, we look at the cultural transformation that took place at Common Thread Collective, shifting from an employee-centric approach to a standards-centric model. Join us as Taylor and Dane Sanders, CTC's VP of Employee Development and Performance, discuss how rethinking company culture can drive profitability, enhance team performance, and reduce turnover. Learn how CTC balanced high standards, accountability, and employee engagement to create a thriving workplace where people are empowered to perform at their best.
Whether you’re a leader looking to boost your company’s culture or an employee interested in understanding what makes high-performing teams tick, this episode offers valuable insights and actionable steps for building a resilient and results-driven culture.
Tune in to discover:
The key differences between employee-centric and standards-centric approaches
Why aligning company culture with customer value improves satisfaction and profitability
Practical strategies CTC used to operationalize culture shifts and set employees up for success
Don't miss this powerful conversation on transforming company culture for sustainable growth!
Show Notes:
Looking to boost your holiday sales? In this episode, Richard and Tommy Lamb, Director of Email and SMS at Common Thread Collective, break down the key email and SMS strategies you need for Black Friday, Cyber Monday, and the holiday season.
Key Takeaways:
Data Integrity: Clean up your email data for more effective campaigns.
Audience Segmentation: Learn how to personalize your messages using advanced tools like Klaviyo.
Shortening Email Flows: Discover why shortening cart abandonment windows is essential during the holiday rush.
New Platform Features: Leverage AI-driven features to automate and optimize your campaigns.
Cross-Channel Strategy: Use insights from email to improve your paid ad performance.
Testing & Tactics: Smart testing to improve engagement and conversions during Q4.
Whether you're running a small business or a large ecommerce store, these expert tips will help you maximize sales during the busiest time of the year!
Show Notes:
In this episode Richard and Taylor, dive deep into the often overlooked challenge of business goal setting and shareholder value. Why do so many entrepreneurs fail to pay themselves, even when their businesses are thriving? Taylor shares his insights on the cultural norms, financial misconceptions, and psychological traps that keep business owners stuck in a cycle of reinvestment, constantly betting it all on growth.
Learn why many business leaders unknowingly give away their profits to external parties like advertisers and suppliers, and why it’s crucial to shift your mindset from scaling at all costs to actually realizing financial value. If you're an entrepreneur struggling with how to take money out of your business or wondering why your efforts aren't leading to personal wealth, this episode is for you.
Key Takeaways:
The difference between making money and winning in business
Why entrepreneurs are addicted to reinvesting every profit
How to set financial goals that prioritize shareholder (and personal) value
The surprising reasons business owners don’t take distributions
Show Notes:
In this episode, we're diving deep into the latest Black Friday trends for 2024. Join Richard and Taylor as they break down the key data from our Black Friday/Cyber Monday offer database.
We’ll discuss the rising discount rates, creative offer strategies, and how macroeconomic trends are shaping this year’s ecommerce landscape. Whether you're a brand looking to get creative with your discounts or trying to stay ahead of the competition, this episode is packed with actionable insights to help you win this holiday season.
Key Points:
Data driven discounting strategies for Black Friday
Insights from over 2,000 ecommerce brand offers
How to structure your Black Friday offers to stand out
The impact of inflation and deflation on pricing and discounts
Creative tactics beyond sitewide discounts
Get ready to maximize your Black Friday sales and make data work for you this holiday season!
Show Notes:
In this episode, Richard and Taylor discuss one of the biggest challenges founders face: the balance between human connection and data driven decision making.
While much of business focuses on metrics and analysis, Taylor shares insights from recent in person conversations with clients and fellow CEOs that reveal a different story. They discuss the emotional side of entrepreneurship, why team development often outweighs marketing strategies, and how building genuine human connections can lead to better decision making.
Tune in to hear about the struggles founders are facing today, how they’re navigating the challenges of leadership, and the crucial importance of building a supportive community.
Key topics covered:
Team building vs. data driven decisions
CEO challenges around compensation and equity
The role of emotional support in business leadership
How human connection influences success
Show Notes:
In this episode, Richard sits down with Aileen McKenna, Director of Creative Strategy and Performance, to discuss the ultimate creative strategy for the 2024 holiday season.
Together, they break down how to approach each phase of the holiday shopping period, from the "7 Peaks and 1 Valley" concept to optimizing creative for Black Friday, Cyber Monday, and beyond. They’ll share actionable tactics for maximizing momentum, navigating media price surges during election season, and using influencer marketing and organic strategies to stay ahead of the competition.
Learn how to ride the "holiday rollercoaster" with confidence, build urgency with creative messaging, and use data-driven tactics to close out the year strong.
Whether you’re a brand prepping for the holiday rush or looking for fresh strategies, this episode is packed with tips to boost your ecommerce success.
Show Notes:
In this month’s edition of the DTC Index, we take a comprehensive look at the state of ecommerce as we recap August's performance and prepare for the crucial Q4 holiday season! Join our expert panel as they unpack valuable insights that can shape your strategy in the coming months.
What You’ll Learn:
August Performance Recap: Discover how seven-figure and eight-figure brands fared in August, including key metrics on revenue growth and media performance.
Consumer Sentiment Analysis: Gain insights into the shifting attitudes of consumers and how their spending behavior is evolving in response to economic trends.
Q4 Gifting Strategies: Explore the implications of a shorter gifting window this year and how it could affect your holiday sales strategies, especially during Black Friday and Cyber Monday.
Ad Spend Optimization: Learn about the latest trends in ad spend across platforms like Meta, Google, and TikTok, and how to allocate your budget effectively to maximize conversions.
With 95% of the market comprised of seven-figure and smaller brands, understanding these dynamics is crucial for anyone involved in DTC marketing. This episode is packed with actionable insights that can help you navigate the upcoming holiday season with confidence.
Show Notes:
In this episode, Richard and Taylor explore what it truly means to be a change agent within an organization. Drawing from their experiences at Common Thread Collective (CTC), they dive into the challenges and rewards of driving meaningful change without relying on external crises.
Key Topics Discussed:
Embracing Conflict: Understanding why willingness to engage in healthy conflict is essential for initiating change.
Building Trust and Authority: Strategies for developing trust through consistency and effective communication.
Confidence and Preparation: How being well-prepared boosts confidence to make bold decisions.
Emotional Health: The importance of emotional resilience in supporting others and managing personal well-being.
Overcoming Inertia: Tips for influencing organizational culture and encouraging innovation.
Career Growth at CTC: Insights into how CTC fosters an environment where employees can become impactful change agents.
Whether you're an aspiring leader or someone looking to make a significant impact in your current role, this episode offers valuable insights and practical advice on building trust and authority to drive positive change.
Show Notes:
In this episode, Richard and Taylor dive into a crucial yet often overlooked aspect of business success: the relationship between entrepreneurs and their accountants. Taylor shares insights from his recent talk at an accounting conference in Toronto, where he explored how accountants can bridge the gap with marketers and become invaluable strategic partners for business growth.
We discuss practical tips on how entrepreneurs can set the right expectations, demand faster financial reporting, and utilize their accountants' expertise to gain actionable insights. Learn how to transform your P&L into a powerful decision-making tool, understand the concept of "four quarter accounting," and why every business owner should have a 13-week cash flow forecast as their most important financial document. If you’re looking to optimize your accounting processes and grow your business, this episode is a must-watch!
Show Notes:
This episode is unlike any other — we’re excited to introduce you to CTC's first ever AI bot guest! Join Taylor as he sits down with Jacob Posel, who is a real human, designed to revolutionize the way we think about creative strategy in ecommerce.
From discussing how AI is streamlining creative workflows to understanding the impact of machine learning on ad production, this conversation dives deep into the future of ecommerce. Learn how AI is helping brands create high-quality content quickly, efficiently, and cost-effectively.
Key Topics:
Show Notes:
Get ready for the holiday season with essential Google Ads strategies that will help you maximize your sales and profitability! In this episode, Richard is joined by Tony Chopp to discuss the six critical steps you need to take to optimize your paid search campaigns for the upcoming holiday rush.
From mastering promotional visibility to understanding search demand, Tony shares actionable insights and proven tactics to ensure your Google Ads strategy is holiday ready. Learn about effective use of AI tools, monitoring your feeds, optimizing conversion tracking, and more to make the most of your ad spend during the busiest time of the year.
Show Notes:
In this episode, Richard and Taylor discuss how to navigate the complexities of a distressed business.
They dive into three critical steps for de-stressing a struggling business, from cutting costs to optimizing customer acquisition strategies and narrowing down focus areas to regain profitability. Drawing from their experience at CTC and real-world examples, they provide practical advice on how to reset and thrive, even in challenging times.
Whether you're facing financial challenges, managing layoffs, or just feeling overwhelmed, this episode offers actionable insights and guidance to help you and your business recover and succeed. Plus, learn how to maintain your mental health and stay resilient as a business owner during difficult periods.
Watch now to learn how to turn things around and create a healthier, more sustainable path forward for your brand.
Show Notes:
In this episode, Richard is joined by Tony Chopp, CTC’s VP of Paid Media, to talk holiday media buying strategies for Q4. They discuss the critical role of incrementality in paid media, how to prepare your ad accounts for the busiest season of the year, and the 7 C’s of CTC’s media buying principles that can elevate your campaigns on Meta and Google.
Discover how to build high-performing evergreen campaigns, the importance of clean conversion tracking, and why catalog and calendar campaigns are essential for your holiday success.
Key Takeaways:
Understanding Incrementality in Paid Media
The 7 C’s of CTC’s Media Buying Principles
Best Practices for Holiday Ad Campaigns
How to Leverage Catalog and Core Campaigns
Building for Success: Why Starting Early Matters
Show Notes:
In this episode, we talk about what could be the most consequential Meta update of all time. Richard and Taylor break down Meta's latest ad optimization changes and what they mean for your business.
We explore the two key updates: optimizing for third-party measurement tools like Google Analytics and Northbeam, and the introduction of optimization for incremental conversions. Taylor explains why these updates are game-changers and how they could either make or break your ad strategy.
Is optimizing for third-party tools really the best choice, or should you focus on driving true incremental conversions? We cover it all, providing insights into how these changes will affect your approach to Meta advertising and ultimately, your bottom line.
Show Notes:
Welcome to the official kickoff of the 2024 holiday season! In this video, we're diving into what's shaping up to be a weird and challenging Q4 for ecommerce brands. Our VP of Strategy at CTC, Luke Austin, joins us to break down the three big reasons why this holiday season is so unusual and what you need to do to navigate it successfully.
Cyber Monday in December? Yep, that's happening, and it’s throwing off all our usual planning and forecasting.
A shorter holiday period: Thanksgiving and Black Friday are the latest they can possibly be, leaving us with less time to drive revenue.
Election year impacts: Political ad spending is set to spike, driving up advertising costs and impacting consumer behavior.
We’ll walk you through the strategies we’re using to adapt, from adjusting media plans and offer strategies to taking advantage of post Christmas opportunities. Don't miss our detailed breakdown of how to stay ahead in this condensed and competitive holiday season. Stay tuned for more insights from our channel experts in the coming weeks!
Make sure to like, subscribe, and hit the notification bell to stay updated on all things eCommerce this Q4. Let's tackle this weird holiday season together!
Show Notes:
Welcome to the July edition of the State of the Industry podcast. In this episode, we talk about the influence of political spending on direct to consumer (DTC) businesses. Join us as we explore how the upcoming presidential election could impact advertising costs, consumer behavior, and overall business performance.
We’re joined by industry experts Jeremiah, Yarden, and Steve, who provide valuable insights from data and trends across Meta, Google, and other platforms. We'll also revisit key data from the 2020 election to see how it compares to this year’s trends. Plus, we’ll analyze July's ecommerce performance, from revenue growth to advertising ROAS on various platforms.
Don't miss out on the insights that could help you navigate Q4 in this crucial election year! Visit DTCIndex.com and use code SUMMER50 for 50% off your first edition, including access to previous reports.
Show Notes:
In this episode of the podcast, we’re thrilled to welcome a special guest from the Google empire, Ginny Marvin, Google Ads Liaison. With years of experience in paid search and digital advertising, Ginny shares her journey from the early days of Yahoo to becoming the bridge between advertisers and Google’s internal teams.
Join us as we dive deep into all things Google Ads, including the role of an Ads Liaison, the challenges and opportunities facing advertisers today, and the latest updates on products like Performance Max (PMAX). Ginny offers invaluable insights into how product decisions are made at Google, how to optimize your ad campaigns for maximum ROI, and what to expect in the ever-evolving landscape of digital advertising.
Show Notes:
In this episode Richard and Taylor discuss a common challenge faced by ecommerce brands today: spending more to acquire the same number of customers. Taylor breaks down the key reasons behind this issue, exploring topics like channel diversification, media spend allocation, and the complexity of optimizing ad performance.
They discuss how expanding into platforms like Amazon or diversifying media channels beyond Meta can lead to inefficiencies if not measured and managed correctly. Taylor also offers actionable insights on how to improve the incrementality of your ad spend, ensuring that each dollar spent drives meaningful growth.
Whether you're struggling with rising CPMs, inefficient ad spend, or just trying to scale your ecommerce business effectively, this episode is packed with valuable advice.
Key Topics Discussed:
Channel diversification and its impact on efficiency
The pitfalls of media spend allocation
Strategies for improving ad incrementality
Insights on scaling your e-commerce business
Show Notes:
This episode is a blend of Taylor's passions: baseball and ecommerce. We're joined by Josh Shapiro and Bill Rom of Baseball Lifestyle 101, two legends who have just pulled off an extraordinary marketing feat during the off-peak season for ecommerce. How did they do it?
In this episode:
Josh shares his journey from starting a baseball focused Instagram account at 15 to building a multi-million dollar ecommerce business.
Bill, Josh's mentor and co-founder, talks about his transition from a strength and conditioning coach to a marketing leader.
The duo dives into their unique co-founder dynamic and the strategies that skyrocketed their brand's success.
Discover how consistent, quality content and deep community engagement led to a $1.4 million sales day.
Learn about the importance of live events, product teasing, and understanding your customer base in creating viral marketing moments.
From early struggles to massive triumphs, this episode is packed with insights and inspiration for anyone looking to blend their passions into a thriving business. Don't miss out!
Show Notes:
In this episode, Richard and Luke Austin go deep into the concept of incrementality. They discuss how CTC helps brands answer three critical questions for a predictable and profitable ecommerce growth plan:
What should my total budget be to maximize profitability?
How should this budget be allocated across channels for the most incremental outcome?
What is the campaign-level media plan and expected profit outcome?
Luke shares insights into CTC's partnership with Measured, a platform offering best-in-class incrementality testing and budget optimization tools. They explore real-world examples of how understanding incrementality can drastically shift budget allocations, leading to more efficient customer acquisition and better overall performance.
Show Notes:
In this episode, we are thrilled to have Nick Stoltz, Chief Strategy Officer at Measured, as our guest. Join us as we jump into the world of ecommerce measurement, focusing on the critical topic of incrementality. Nick shares his extensive experience in the industry, discussing the importance of accurate measurement and how it has evolved over the years. We explore the challenges brands face with various measurement solutions and the pitfalls of relying on a single tool to solve all measurement problems. In this episode, we cover: -The concept of incrementality and why it’s crucial for understanding the true impact of your media spend. -The role of Measured in helping brands navigate the complex landscape of ecommerce measurement. -Common misconceptions about platform-reported results and how to approach them. -Strategies for optimizing media mix and making data-driven decisions. -The importance of a structured testing roadmap and how to prioritize measurement efforts. This episode is packed with valuable insights and practical tips for ecommerce professionals looking to improve their measurement strategies and boost sales. Whether you’re a seasoned marketer or just starting, this discussion will provide you with a deeper understanding of incrementality and how to leverage it for your business. Show Notes: -Particl’s exclusive 2-week free trial and a 20% discount off your first month using the code "CTC." http://Particl.com -The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
In this episode of the podcast, Richard and Taylor jump into some of the hottest topics in ecommerce right now. Fresh off the July 4th weekend tweet, Taylor shares his hottest ecommerce takes that have sparked conversations and debates across the industry. Highlights from the episode: -The importance of creating more ads and why having a top-notch video editor on your team can be a game-changer. -Why the advice "test everything" might not be as effective as you think. -The shift in buying behaviors and how future generations may view brand websites. -The massive potential of physical retail and why it's still a dominant force in sales. -How mastering Excel can significantly boost your value in any organization. Show Notes: -Particl’s exclusive 2-week free trial and a 20% discount off your first month using the code "CTC." http://Particl.com -The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
Welcome back to the eCommerce Playbook Podcast! This episode is extra special because we’re revealing something groundbreaking. Back in January, Taylor tweeted about finding a "magical wizard" who learns faster and works harder than anyone we’ve ever met. Today, we unveil that wizard and share an exciting new service.
Meet Joy Sharma, the genius behind our new CTC Global Accelerator. This program offers world-class growth services tailored for brands under $10 million in revenue, at a price that makes total sense. Joy's relentless pursuit of knowledge and his unique approach have driven incredible results for our clients, transforming their businesses and turning losses into significant profits.
In this episode, Joy shares his personal journey from India to becoming a leading growth marketer, his unique method of learning from the best in the industry, and how he’s applying all this knowledge to help small brands grow. We discuss the challenges and opportunities in the current market and how remote work and global talent are changing the game.
If you're a seven-figure brand looking for affordable, high-quality growth services, this is the episode you don't want to miss. Learn more about the CTC Global Accelerator and how it can help you achieve sustainable and profitable growth.
Show Notes:
Welcome back to the eCommerce Playbook Podcast, State of the Industry edition! This special biannual mega episode dives deep into the first half of 2024, comparing it against the first half of 2023 to answer the burning question: How is the ecommerce industry doing? Key Topics Covered: -Year-over-year e-commerce trends for H1 2024 vs. H1 2023 -Insights into ad performance on Meta and Google -The impact of Advantage Plus and Performance Max campaigns -Consumer confidence and economic indicators -Trends in gifting and average order value (AOV) -Incrementality of ad spend and challenges with attribution Join us as we explore the data and trends shaping the ecommerce landscape in 2024. Don’t miss out on this comprehensive analysis and expert commentary! Get 50% off our latest issue with code: SUMMER50
Show Notes:
Richpanel will save you money without sacrificing any quality of experience for your customer. Check them out at https://www.richpanel.com/.
Hey everyone, Richard here! While Taylor is out of town, we're diving back into an insightful episode from October of last year titled "How to Build a Map to Profitable Growth." With the expansion of the Prophit System in Q3, this discussion on core components of forecasting and setting daily expectations is more relevant than ever.
In this episode, we explore:
Join Taylor and Richard, as we share our experiences and insights to help your e-commerce business thrive in 2024 and beyond. Whether you're a seasoned entrepreneur or just starting, this episode is packed with valuable information to guide your journey to sustainable growth.
With Q2 officially in the books, Taylor and Richard pause to reflect on the first half of the year and give advice on how to readjust expectations for the second half. Discussion points include which key metrics to re-examine, how to beat the summer slump, and the surprisingly neglected revenue lever you should take advantage of as Q3 kicks off.
Show Notes:
On this episode, Taylor and Richard sit down to further unpack what we mean when we talk about being “against” creative testing. Topics of discussion include the importance of getting everything right before you start designing an ad, the behind-the-scenes work that goes into a great piece of creative, and why Ryan Reynolds (probably) would hate iterative creative testing.
Show Notes:
Welcome back to another episode of the eCommerce Playbook Podcast! Today, we're joined by Marshall Morris, the co-founder and president of HomeLife Brands. Marshall shares insights on how there's a hidden asset within your eCommerce business that could generate millions at an 80% margin.
In this episode, we explore the innovative approach of HomeLife Brands, a hybrid eCommerce company with a diverse income stream, including flagship brands like iHeartDogs.com and The Hero Company. Marshall discusses the value of monetizing digital data, the power of post-checkout offers, and the importance of diversifying revenue streams.
Learn how to leverage your customer base beyond traditional eCommerce methods and discover the secrets behind their success in creating profitable and sustainable businesses. Don't miss out on this valuable conversation packed with actionable insights for e-commerce entrepreneurs.
Show Notes:
On this episode of the podcast, CTC Director of Growth Strategy Luke Austin sits down with Richard to break down a phenomenon we noted in our most recent monthly DTC Index report: Google is losing Share of Wallet to Meta.
Luke breaks down why this is happening, how Google is dropping the ball when it comes to product updates, and why Meta is better for incrementality.
Show Notes:
Welcome back to another edition of the State of the Industry Report! This month, we're diving deep into the data and trends from May, brought to you by the experts at the DTC Index. Join us as we analyze key ecommerce moments and explore consumer sentiment and macro performance. Topics Covered: -Overview of May's key ecommerce moments, including Mother's Day and the start of Father's Day shopping. -Analysis of consumer sentiment and macroeconomic trends. -Year-over-year performance data showing substantial growth for ecommerce brands. -Breakdown of creative output and volume for top-performing brands on Meta. -Insights into AOV by different channel sources. -Performance comparison of ASC versus BAU for ecommerce brands. Key Insights: -May reported strong year-over-year growth for both seven-figure and eight/nine-figure brands. -Consumer sentiment remains stable and slightly optimistic. -Significant increases in ad spend on Meta with steady ROAS. -Interesting trends in consumer behavior, such as higher AOV for gifts despite a lower gifting rate. In-depth Analysis in This Month's Report: -Creative output of top performers. -Channel source impact on AOV. -ASC performance versus traditional BAU campaigns.
Last week, CTC’s media buyers flew to San Francisco to get the latest on upcoming product rollouts at the 2024 Meta Performance Summit.
On this episode of the show, Taylor and Richard recap the event, highlighting three key product innovations that prove that Meta is listening to the ecommerce industry, and what those innovations mean for profit-first media buying.
Show Notes:
On this episode of the podcast, Taylor and Richard talk about a recent flap on Twitter around the best way to test creative, and dig into a controversial take: That iterative creating testing is a waste of time and money. Then they break down what really matters — building a marketing calendar that tells a unique story.
Show Notes:
Visit Parker today to learn how to scale with a focus on profitability. https://bit.ly/4bSvSif
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
On this episode of the podcast, Taylor and Richard talk about our recent expansion of the Prophit system into organic and owned channels, how it gets us closer to our goal of building a complete system for Ecommerce growth, and Taylor’s reflections on turning 40.
Show Notes:
Welcome to another episode of the eCommerce Playbook Podcast! Today, Taylor is joined by Kyle Hency, co-founder of Chubbies and CEO of GoodDay Software. They dive into Kyle’s journey from Chubbies to Loop Returns and now GoodDay Software, sharing invaluable insights on:
Building and scaling Chubbies, a leading ecommerce brand
Creating Loop Returns to solve operational challenges
The importance of effective inventory management
Introducing GoodDay Software, a game-changer in ERP solutions
Kyle discusses the critical role of data integrity in making better inventory decisions, enhancing operational efficiency, and opening new sales channels.
Follow Kyle and GoodDay Software:
Website: gooddaysoftware.com
Twitter: @gooddaysoftware
Don’t miss this episode packed with practical advice from one of the top minds in ecommerce. Subscribe for more insights on business growth and operational excellence.
Show Notes:
In this episode of the eCommerce Playbook Podcast, Taylor and Tony Chopp, the VP of Paid Media from Common Thread Collective, explore the shifting landscape of Google Ads and the challenges posed by the implementation of PMAX. With over 20 years of experience in digital advertising, Tony brings invaluable insights into how AI developments are reshaping the strategies for Google Ads, particularly with PMAX's impact on advertising effectiveness and budget allocation.
Tony breaks down the complexities of Google Shopping, the nuances of data feeds, and how brands can effectively navigate the ever-evolving digital advertising space. He also shares his journey from learning painful lessons in eCommerce advertising to becoming a data feed expert, making this session a goldmine for marketers looking to enhance their Google Ads proficiency.
Key topics covered include:
The transition to PMAX and its industry-wide repercussions.
Strategies for managing brand and non-brand PMAX campaigns to maximize ROI.
Analyzing recent shifts in ad spend distribution within the eCommerce sector.
This episode is packed with actionable advice and strategic insights to help you leverage Google Ads for your business advantage in the AI era. Don't miss out on understanding the current dynamics of digital advertising from one of the industry's seasoned experts!
Show Notes:
Welcome to the April edition of our State of the eCommerce Industry Report! Our experts are here to break down everything that's happening in the market right now.
We’re covering everything from impressive revenue growth across different brand sizes to significant shifts in advertising strategies and the evolving roles of platforms like PMAX and Advantage Plus. Plus, we'll discuss the recent turbulence in Shopify and Meta stock values.
Wondering how to adjust your digital marketing or just curious about the future directions of eCommerce? This episode is packed with must-know info and actionable insights.
Stay tuned as we chat about the real-world data that’s shaping our strategies and predictions, making sure you're equipped to navigate the dynamic landscape of online business. Don't miss out on this informative and engaging session—hit that play button now for a deep dive into the state of eCommerce!
Show Notes:
In this episode of the eCommerce Playbook Podcast, we're diving deep into why organic revenue is essential for sustainable growth. Richard and Taylor are joined by Travis Biechele, the brand-new Director of SEO at CTC.
They discuss the strategic reasons behind CTC's shift towards SEO and how we're leveraging organic growth to build a stable revenue foundation for our clients. Learn about Travis's journey from a random tweet to becoming CTC's SEO Director. Hear about his innovative approach and dedication to driving results, and find out why he's the perfect fit for leading our SEO efforts.
Show Notes:
In this episode of the eCommerce Playbook Podcast, Taylor is joined by Steven Borrelli of Cuts Clothing. Steven shares how his brand, Cuts, launched as a small team focused on men's T-shirts and rapidly grew into a GQ giant.
He discusses the pivotal post-COVID era, navigating supply chain disruptions, inventory challenges, and the surge in demand for new products. He also reflects on lessons learned from launching products, understanding growth vs. seasonal items, and coordinating marketing, finance, and operations to drive cash-based marketing strategies.
Tune in as we unpack how to navigate unpredictable demand, refine cash flow models, and build seamless teamwork between departments. Learn about the importance of liquidation, ordering strategies, and the nuances of contribution margins. Whether you're a seasoned entrepreneur or just starting out, this episode is a goldmine of insights on building a successful e-commerce business that scales efficiently while minimizing costly missteps.
Show Notes:
Last week, Taylor sat down with Sean Frank from Ridge and Tomer Tagrin of Yotpo to discuss the future of ecommerce SaaS companies.
This week, Taylor joins Richard to clarify an important point from that discussion — brand equity is still the difference maker for both SaaS and DTC businesses.
Show Notes:
In this special edition of the Ecommerce Playbook Podcast, Richard sits down with CTC Sales Directors Matthew Axline and Peter Hassan to discuss the most common mistakes brands make, the organizational error that destroys profitability, and the one thing they’d rather not have to say on sales calls anymore.
Show Notes:
In this episode of the eCommerce Playbook Podcast, we've convened a panel of experts from the ecommerce industry to dive into one of the most debated topics today: SaaS pricing.
Today's discussion features insights from Sean Frank of Ridge, and Tomer Tagrin of Yotpo, with moderation by Eric Dyck from DTC. This episode promises to offer an in-depth exploration of the strategies, challenges, and innovations shaping SaaS pricing in ecommerce.
Tune in for a riveting conversation filled with expert analyses and real-world perspectives. Join us for an episode packed with valuable takeaways and straight talk from some of the top minds in the business.
Show Notes:
In this episode of the eCommerce Playbook Podcast, we’re diving into the world of marketing incrementality and its impact on brand growth. Join Taylor and Luke as they explore the nuances of incrementality, attribution tools, and the quest for measurable ROI.
Luke, our resident tactician, shares his expertise on how brands can strategically allocate their resources to maximize incremental contribution to their bottom line. Whether you're a marketer seeking clarity on where to invest your budget or simply curious about the evolving landscape of digital marketing, this episode is for you.
Show Notes:
Join us for a raw and honest discussion as we dive into the evolution of company culture and the challenges faced by CTC in maintaining focus amidst changing priorities. In this episode, Orchid and Dane explore the journey of realization about the shift in priorities from personal dreams to core company objectives.
From the inception of a visionary employee program, "Tell Me Your Dreams," to the realization of its impact on company culture, we uncover the pivotal moments and reflections of leadership. Learn about the complexities of balancing personal aspirations with professional obligations and the critical role of culture alignment in driving organizational success.
Discover how this CTC navigated the transition from embracing personal dreams to prioritizing client service excellence, and the valuable lessons learned along the way. Join us as we explore the importance of setting clear boundaries, defining company purpose, and aligning culture with core business objectives.
Show Notes:
-Get 50% off your first month of Motion when you mention Common Thread Collective to the Motion team. https://bit.ly/44aWUiw
-The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
Welcome to the March edition of our State of the eCommerce Industry Report! In this episode, we take a deep dive into the performance of the industry throughout March. Joined by experts from various data conglomerates, we unravel the trends and insights shaping the eCommerce landscape.
We're excited to share teasers from our latest report, which goes live on Monday, April 15th at https://www.dtcindex.com/. Make sure to sign up for immediate access to the full report and past issues in PDF format.
In this episode, we're looking into Mother's Day trends, drawing from data collected in 2023 to anticipate 2024's market dynamics. From purchasing patterns to timing insights, we equip eCommerce businesses with actionable strategies for maximizing sales during this crucial holiday period.
Furthermore, we delve into consumer confidence metrics, highlighting significant milestones reached in March. Despite ongoing economic uncertainties, our survey data reflects a cautiously optimistic outlook among DTC shoppers, offering valuable implications for business strategies.
Additionally, we unveil intriguing revelations about media buying trends on major platforms. From Meta (formerly Facebook) to TikTok, we analyze spending, CPM rates, and ROAS fluctuations, providing a comprehensive snapshot of the e-commerce advertising landscape.
Ultimately, our goal is to empower eCommerce businesses with data-driven insights to navigate the ever-evolving market landscape. Join us as we explore the intricacies of the eCommerce industry and uncover actionable strategies for success.
Don't miss out on the latest industry insights—subscribe now and stay ahead of the curve!
Welcome back to another episode of the eCommerce Playbook Podcast! Today we dive deep into the fascinating world of marketing economics with CTC alumni Andrew Faris. Join us as we explore the concept of Negative Customer Acquisition Costs (CAC) and how it's revolutionizing the way businesses approach customer acquisition.
In this episode, we discuss the idea of getting paid to acquire customers through strategic content creation. We explore real-world examples, including the innovative tactics used by successful businesses like Missouri Quilt Co. and others, who have turned their marketing expenses into profit centers.
Discover how content-first businesses are not only avoiding traditional paid acquisition costs but are actually generating revenue from the content they create. From YouTube channels to subscription-based magazines, we uncover the strategies behind this game-changing approach to marketing.
Show Notes:
Welcome back to another episode of the eCommerce Playbook Podcast! In today's episode, we're diving deep into the fascinating journey of Loop Earplugs (GQ score of 148), a brand that has not only disrupted the earplug industry but has also redefined how we perceive hearing protection.
Join us as we sit down with Dimitri O, one of the co-founders of Loop Earplugs, for a conversation on their remarkable evolution and strategic pivots.
Show Notes:
Most brands put a huge amount of time and effort into hiring staff — multiple rounds of interviews, reference calls, take-home assessments. So why don’t brands put the same effort into hiring an agency?
In this episode, Taylor and Richard talk through the 5 questions to ask an agency before you hire them … and who you should seek the answers from.
Show Notes:
Welcome back to another episode of the E-Commerce Playbook Podcast! Today's episode is one for the books, featuring a guest who needs no introduction other than "your mom's favorite." Yes, you heard that right, it's none other than Alan Doan, co-founder of the Missouri Star Quilt Company, a.k.a Dr. Bill Nye on Twitter! In this episode, Alan shares the fascinating journey behind the Missouri Star Quilt Company, from its humble beginnings to becoming the world's largest quilt shop, with over a hundred million in revenue annually and a whopping 400 employees! But what sets them apart isn't just their impressive stats; it's their commitment to community, authenticity, and genuine connection with their customers. Discover how Alan and his team built an engaged, loyal audience through their YouTube channel, offering everything from quilting tutorials to product demos, and revolutionizing the quilting industry one stitch at a time. Tune in as Alan dives deep into the philosophy behind their success, the importance of authenticity in ecommerce, and the joy of building meaningful relationships with customers. Whether you're a seasoned marketer or a newbie to the craft, this episode is sure to inspire and delight! Don't miss out—hit play now and join us on this incredible journey with Alan Doan!
Show Notes:
Big news from Meta this week: “Engaged” audiences are now available for reporting in Advantage+ Shopping Campaigns. But what does this change really mean for brands, and how is it useful if you can’t optimize against it?
CTC Director of Growth Strategy Luke Austin joins Richard on the pod this week to talk about the rollout of the Engaged Customers Audience and how you can harness it to get insight into customer LTV.
Show Notes:
In this episode, Taylor and Brian Garofalow take listeners on a captivating journey through Brian's remarkable career path, tracing his evolution from a passionate skateboarder in Southern California to his current leadership role as CEO of Skullcandy. Throughout their discussion, Taylor and Brian—affectionately known as BG—explore the pivotal moments, challenges, and lessons learned along the way.
BG's story serves as a testament to the power of perseverance, seizing opportunities, and cultivating meaningful connections. From his early experiences in the vibrant world of board sports to navigating the complexities of tech startups and ecommerce ventures, BG's diverse background provides invaluable insights for listeners at every stage of their own career journeys.
Show Notes:
In our recent DTC Index Monthly report, we analyzed the ways Meta seems to have “broken” over the last several weeks. But if Meta’s broken, what can you do about it?
On this episode of the pod, Taylor and Richard dive deep into what to do — and what NOT to do — when the fundamental system your ads are built on stops working properly.
Show Notes:
In this episode of the State of the Ecommerce Industry brought to you by the DTC Index, we dive into the hot topics swirling around the ecommerce landscape. Join us as we dissect the noise surrounding Meta's performance, the impact of the Super Bowl, and the Valentine's Day shopping frenzy.
Our team of experts, including Jeremiah Prummer from KnoCommerce, Wyatt Mayhem from Cast Metrics, Yarden Shaked from Varos, and Steve Rekuc from Common Thread Collective, bring you exclusive insights based on extensive data analysis and industry expertise.
From uncovering gifting trends around Valentine's Day to evaluating the effectiveness of Super Bowl commercials for brands like Elf and Etsy, we leave no stone unturned in our quest to provide you with actionable insights.
But the burning question remains: Was Meta truly broken in February? Find out as we dive deep into the data and separate fact from fiction in this highly anticipated episode.
Show Notes:
Dive into the fascinating journey of Duke Cannon Supply Co. on the Ecommerce Playbook Podcast! Join Chris Lutz, Director of Digital and Ecommerce, as we explore the brand's unconventional path to success—from specialty retail to major chains like Target and Walmart.
Discover how Duke Cannon's unique packaging and merchandising strategy sets them apart on every shelf. Chris shares insights into their digital marketing challenges on platforms like Meta and TikTok, emphasizing humor and authenticity to engage their audience.
Show Notes:
-The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
Inertia is as much a law of organizational dynamics as it is a law of physics. So what do you do about it?
On this episode of the podcast, Taylor and Richard discuss Taylor’s recent week working directly with client accounts and his observations on the absolute importance of motivating your team to swift, decisive action.
Show Notes:
Get started with CTC’s Prophit System here.
Welcome to a new episode of the Ecommerce Playbook Podcast! In this interview, we delve into the success story of Carnivore Snax, one of the fastest-growing brands in e-commerce, breaking barriers by selling food online with an insane GQ score of 226.8. Mark Ritz, the founder and CEO, shares insights into the unique challenges of selling meat snacks on the internet and the brand's journey.
Discover the origins of Carnivore Snax, born out of the founder's commitment to the carnivore diet. Mark explains the significance of their focus on providing a simple, high-protein snack that aligns with the trending prioritization of protein in diets.
Show Notes:
Join Taylor and Richard as they dive into the T-shaped marketer concept by Brian Balfour, exploring key skills at the base, marketing foundation, and channel expertise layers. Taylor emphasizes specialization and taking bets on emerging channels for career success. Tune in for actionable insights and expert advice on excelling in e-commerce marketing. Subscribe now for more valuable discussions!
Show Notes:
Travis and Taylor, a new album announcement from Beyoncé, a Martin Scorsese-directed ad — the Super Bowl was a night of massive cultural moments.
On this episode, Taylor (Holiday) and Richard sit down to discuss the biggest night in advertising, the necessity of creating outsized cultural moments for any brand, and whether those Temu ads made any sense.
Show Notes:
🚀 Exciting News in Ecommerce! 🚀
Get ready for a wild ride as we dive deep into the chaotic world of ecommerce with the masterminds behind the scenes. In this video, we are thrilled to introduce our powerhouse team, each bringing their unique expertise and data to the table.
Meet Yarden, the Co-founder and CEO of Varos, a massive data co-op sitting on a treasure trove of information from 6,000 e-commerce-related stores. Discover how Varos aggregates, anonymizes, and analyzes data from various platforms, giving unparalleled insights into the industry's dynamics.
Next up is Jeremiah, Founder and CEO at KnoCommerce, the survey platform with a qualitative edge. Learn how Jeremiah's team works with 3,300+ brands, delving into billions of dollars in online revenue to provide exclusive and meaningful insights not found anywhere else.
Enter Wyatt Mayhem, the Founder of CastMetrics, bringing a whole new dimension to our data consortium. Wyatt gives us a peek into his world of consumer transaction-level credit card data, offering a panoramic view of how people are spending trillions of dollars across the United States.
Last but certainly not least is Steve, the Senior Data Analyst at Common Thread Collective. Watch as Steve weaves the threads of data together, crafting compelling narratives from the information provided by our data nerds.
But that's not all! Join us on this thrilling journey as we launch the DTC Data Consortium, where these industry leaders will unravel the mysteries of January's ecommerce landscape. From platform insights to ad spend trends and customer acquisition dynamics, get ready to be in the know.
Don't miss out on this ecommerce rollercoaster! Head to DTCindex.com to sign up for our monthly newsletter and podcast, where we'll dissect the state of the industry and provide you with the latest and greatest insights. Stay ahead of the curve with the DTC Data Consortium – your ticket to understanding the chaos of ecommerce!
Tune in to the latest episode of the E-commerce Playbook Podcast! In this episode, Taylor dissects the success of Jones Road Beauty with Cody Plofker, CRO of Jones Road Beauty. Discover their outstanding GQ score of 177.39 and unparalleled spending power, making them a true outlier in the beauty industry.
Learn about the collaboration between Common Thread Collective and Jones Road Beauty in building a spend model and achieving a remarkable 1% accuracy in revenue prediction.
Show Notes:
The most crucial role on any ecommerce creative team isn’t the strategist, it’s the Creative Operations Manager. So why do so few ecommerce brands and agencies have this role?
On this episode, Taylor and Richard discuss the importance of this role, how we deploy creative ops at CTC, and what characteristics to look for in a Creative Ops Manager.
Show Notes:
After relaunching the email marketing service at Common Thread Collective, Taylor and Richard sit down to discuss how our service has changed since the last time we’ve offered it, how we plan email campaigns to maximize revenue, and how the scope of email marketing can — and should — expand beyond retention.
Show Notes:
Welcome back to another insightful episode of the Ecommerce Playbook Podcast! In this interview episode, we sit down with Cherene Aubert, the VP of Digital and Ecommerce at ILIA Beauty, a powerhouse beauty brand with a GQ score of 221.
Cherene shares her expertise in decoding growth strategies, dissecting the DNA of successful ecommerce giants, and navigating the nuanced world of cosmetics and skincare.
Join us as Cherene delves into ILIA Beauty's journey, from its roots in skincare to its focus on clean and performance-driven cosmetics. Learn how Cherene applies her extensive experience in growth strategy to elevate brands, drawing from her impactful roles at CTC and Bobbie.
Show Notes:
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, CTC Director of Growth Strategy Luke Austin takes a turn on the mic, demonstrating how to forecast revenue for the most important, predictable source of revenue: Email.
aylor recently set off a firestorm on DTC Twitter/X by claiming that “top-of-funnel” platforms — those that claim to raise brand awareness without any clear path to conversion lift — is essentially a scam.
On this episode, Taylor and Richard dig into the thinking behind that clickbait headline, breaking down exactly why channels like TV are a dangerous temptation to ecommerce operators.
Show Notes:
In today's episode, we interview Dave Huffman, CMO of Ancestral Supplements, a unique and rapidly growing brand with a GQ score of over 397. Discover their market positioning, the power of community, and their innovative approach to product development. Join us for insights into health trends, effective marketing, and the success story of Ancestral Supplements.
Show Notes:
ADmission members-only episode preview. Unlock full episodes at youradmission.co
It’s a common question: Where is the biggest opportunity for me to spend my advertising dollars?
In this episode, Taylor lays out exactly where the vast majority of smaller businesses should be allocating their marketing budget.
On this episode of the podcast, CTC Director of Growth Strategy Luke Austin sits down with Richard to identify the key characteristics of the brands that are best set up to thrive in 2024’s profit-first environment.
Show Notes:
Welcome to the first episode of a new series on the Ecommerce Playbook Podcast! In this series, we step aside from the usual interviews and dive into the world of brand operators, exploring successful brands through the lens of their GQ score (Growth Quotient). To kick off the series, we interview Dave Rekuc, President of Bambu Earth, our own brand with a GQ score of 119.7. Explore the strengths and weaknesses of this middle-market bootstrap ecommerce brand that's expected to hit $12 million in 2023. From high LTV to low carrying costs, discover the key attributes that make Bambu Earth a successful skincare brand. Show Notes: Grapevine’s partnering with Common Thread Collective to offer listeners a discount on their first campaign. Click here to book a demo with Grapevine today! https://qc0fgbadvc8.typeform.com/to/qwVSYUqV?utm_campaign=CTC&typeform-source=email The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
ADmission members-only episode preview. Unlock full episodes at youradmission.co
As the post-holiday slump hits, many brands are facing a dreaded “revenue valley” — a down moment where people just aren’t buying. In this episode, Taylor unpacks the tactics you need to survive any post-peak revenue hangover.
On this episode of the podcast, Taylor and Richard shift focus from long-term 2024 predictions to the most important trends happening right now — the decline of the “Head of Growth” role, the shift toward fixed fees for vendors, the rise of the Chief Operating Officer, and more.
Show Notes:
Get 30 free days of Toki’s cutting-edge customer loyalty platform (including cashback and paid membership programs) at buildwithtoki.com/ctc.
See Taylor’s Ecommerce Ins and Outs tweet here.
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
As we enter a new year, Taylor and Richard walk through 5 critical ecommerce trends that we expect to take off in 2024.
1. The rise of the product influencer brands
2. Less, better stuff trend
3. The ***** grift comes to an end
4. Contribution margin shows up in Shopify Dash
5. ****** bubble pops
Gotta listen to fill in the blanks...
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, Taylor breaks down one of the most crucial metrics in ecommerce: LTV. Watch to learn more about how to measure it, how it impacts different industries, and how to grow it into an elite level.
In this final episode of our 5-part series on the Prophit system, Taylor and Richard get on the mic to wrap things up, explaining how all the elements of the system work together to deliver on a daily plan for predictable, profitable growth.
Show Notes:
Elevar is offering 50% off Expert Installation ($1000 value) with the purchase of a subscription (Essentials Plan or above) by January 19, 2024*. Please complete this short form to take advantage of the offer. *Offer available for new Elevar clients only
What do you do when your Meta ads account is on fire? How about when you need more creative? And what do you do when the account is performing too well?
In this episode, Richard chats with Max Rosewater, Senior Paid Social Buyer at CTC, about the key parts of his decision-making process — and, how to translate your forecast into a day-to-day, channel-specific media plan.
Show Notes:
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, Taylor breaks down one of the most crucial metrics in ecommerce: LTV. Watch to learn more about how to measure it, how it impacts different industries, and how to grow it into an elite level.
On this episode, Richard chats with Aileen McKenna, Director of Creative Strategy & Performance at CTC, about the creative aspect of our growth methodology: How to use your topline financial goals to operationalize your creative production, and how to come up with good creative ideas — quickly.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
On this episode of the podcast, Taylor and Richard discuss Black Friday/Cyber Monday 2023 — the good, the bad, and what this year’s business-as-usual BFCM means for the ecommerce landscape in 2024.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, Taylor and Richard talk creative — but from an unexpected angle. Listen in as Taylor breaks down how to calculate creative needs by determining month-by-month Spend/aMER requirements.
We're taking a break this week from our regular episodes for Black Friday. In the meantime, we're dropping a preview of Taylor's 2023 BFCM Q&A with ADmission members. To watch the entire episode, head over to youradmission.co to get started on an ADmission
On this episode of the podcast, Richard chats with Luke Austin, Directory of Growth Strategy at CTC about part 2 of our growth methodology: how to build a forecasting model that ladders up to your business goals and provides clear marching orders for your creative and paid media efforts.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this first episode of our brand-new bonus series, Taylor and Richard sit down to talk everything Cost Caps — why you should be using them, when to use cost caps vs min ROAS bidding, and how to set up your cost cap campaigns in Meta Ads manager. Then, they discuss the biggest barrier to Cost Caps success — creative volume — and how to make sure you have the creative you need to support your desired spend.
On this episode of the podcast, Taylor and Richard embark on part 1 of a 5-part series on CTC’s new growth methodology: the Prophit System.
They kick the series off by discussing the crucial beginning of the journey: defining a business objective that will lead to the outcome that you want.
Show Notes:
On this episode of the podcast, Taylor is joined by Connor Rolain, Head of Growth at Hexclad, and Connor MacDonald, CMO at Ridge.com, to talk their BFCM strategy — from pacing your sale strategy to the tradeoff between offer simplicity and inventory constraints.
Show Notes:
The past few episodes of the Ecommerce Playbook focused on the profitability struggles that will define 2024. But this week, Taylor and Richard demonstrate how you reach profitability: a clear forecast that sets daily expectations across dozens of key metrics.
Show Notes:
New customer revenue is plummeting as brands run earlier, more frequent discounts, and returning customer revenue may not be far behind.
Looking at the state of ecommerce this month, CTC Director of Growth Strategy Luke Austin sits down with Richard to discuss why he’s worried about Q4 2023, and the one thing that clearly distinguishes winning brands from the field as we move into 2024.
Show Notes:
The feeling among ecommerce brand leaders right now is pretty uniform: September was a bad month. And we have the data to substantiate that feeling.
In this episode, Taylor and Richard dive into this week’s DTC Index newsletter and break down why last month’s “sponge squeeze” could have a major impact on performance moving forward.
Show Notes:
On this episode, Taylor and Richard dive into the 2023 BFCM Offer Database, a massive spreadsheet that documents Black Friday and Cyber Monday offers from 700+ ecommerce brands.
Discussion includes why you definitely should run an offer on Black Friday, a surprising truth about Buy One, Get One offers, and the role of novelty in “breaking the noise” on the biggest weekend of the year.
Show Notes:
On this episode, Taylor and Richard break down the most important trends in ecommerce, and discuss what the future holds for margin innovation, AI, and the connection between marketing and finance.
Show Notes:
For a limited time, join our membership program, ADmission, plus get access to all of our flagship ecommerce products for no additional cost.
Get started at Stamps.com today for a four-week trial, free postage, and a digital scale!
If you’re a $10M - $100M ecommerce brand with a Growth Quotient (GQ) of 130 or greater, we’ll cover $25k of ad spend when you become a CTC client. Apply here: https://commonthreadco.com/pages/contact-holiday-ad-spend
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
On this episode, CTC’s Director of Creative Strategy & Performance Aileen McKenna joins Taylor & Richard to discuss the urgency of building great evergreen ad creative in September and October, how to systemically brainstorm new ad ideas, and the right place to expend effort and resources when Black Friday comes.
Show Notes:
If you’re a $10M - $100M ecommerce brand with a Growth Quotient (GQ) of 130 or greater, we’ll cover $25k of ad spend when you become a CTC client. Apply here: https://commonthreadco.com/pages/contact-holiday-ad-spend
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
On this episode of the podcast, Taylor and Richard talk to Common Thread Collective COO Orchid Bertelsen about breaking through the pre-Holiday doldrums, how to build a revenue peak that works for your brand unique needs, and why even us aging millennials should be on TikTok.
Show Notes:
On this episode of the podcast, Taylor is joined by his brother, QALO co-founder KC Holiday, and producer Cory Hamilton, the OG CTC employee, to reflect on the early days of CTC, how ecommerce has changed over the years, and how to grow an ecommerce business from the ground up.
Show Notes:
The theme of our 2023 Holiday strategy: Your Black Friday/Cyber Monday outcome depends on the foundation you set in August.
In this episode, Taylor and Richard break down the decisions you need to make right now to set yourself up for holiday success, from inventory planning to creative volume to revenue forecasting.
Show Notes:
Q4 success starts in Q3. And the most successful brands on Black Friday have one thing in common: They plan their entire marketing effort around four distinct revenue “mini-peaks” within the holiday season.
On this episode, Richard talks with CTC Director of Growth Strategy Luke Austin and Senior Ecommerce Data Analyst Steve Rekuc, breaking down our comprehensive four-part plan to tackle BFCM for our clients in 2023.
Show Notes:
Leadership is a combination of two major skills: Knowing when the organization is heading in the wrong direction, and knowing which direction to go instead.
On this episode, Taylor reflects on a recent 180 we’ve made as a business and why he thinks it’s the right time to make that change. Then, Taylor and Richard discuss the incredible power of saying “no” and how it forms the basis of strategic decision making.
Show Notes:
For ecommerce entrepreneurs and agency owners alike, creative continues to be the most important variable — and the trickiest to operationalize.
On this episode, Taylor and Richard talk about a recent breakthrough at CTC: A new framework, courtesy of CTC Director of Creative Strategy Aileen McKenna, that reliably generates good creative ideas — quickly.
Show Notes:
What makes a great brand? What businesses are most likely to grow quickly? Why not ask the leader of the brand with the highest Growth Quotient score we’ve ever seen?
In this episode, Taylor and Richard chat with Heart & Soil CEO Dean Brennan about the brand strategy that’s led to massive first-order profitability, dirt-cheap CAC, and 200%+ 1-year LTV growth.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
If you’re a 130+ GQ brand between $10-$100M, we’re so confident that we can win for you that we’re willing to give you a free month
Once you have your ecommerce tactics down and you’re successfully turning a profit, you’re confronted with a deceptively complicated question: what do I do with all this money?
In this episode, Taylor talks to Dave Rekuc, president of Bambu Earth, and Mike Beckham, co-founder and CEO of Simple Modern, about the smart way to put money back into your business.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
In many ways, $1M to $20M is the most exciting growth stage for any ecommerce business — you know you have a business that works, but you’re small enough that you have the freedom to innovate without being held back by bureaucracy.
On this episode, Richard talks with ecommerce growth expert (and former Ecommerce Playbook host!) Andrew Faris about the keys to success for brands at this crucial growth stage.
Show Notes:
Over the past several weeks, CTC Growth Strategist Luke Austin’s been conducting an experiment across a number of our clients to answer a simple question: are third-party attribution tools like Rockerbox and Triple Whale actually more accurate than native platforms like Facebook and Google?
On this episode, Taylor and Richard talk with Luke about the results of the experiment, why CTC is skeptical about third party attribution tools, and the steps you should take to test your own attribution tools.
Show Notes:
Every brand has a mission statement. Every brand should have a clear business philosophy. But how do you take those ideas and create a framework for your people to actually put them into action?
On this episode of the podcast, Taylor and Richard discuss how CTC is taking our core philosophies and turning them into repeatable behaviors across the entire agency.
Show Notes:
On this episode, Taylor talks to CTC’s Senior Ecommerce Data Analyst Steve Rekuc and Kno Commerce CEO Jeremiah Prummer about the launch of the Direct-to-Consumer Confidence Index (DTCCI) — a real-time view of the macroeconomic sentiment of your customers.
Learn about the origins of the DTCCI and how to use it to help grow your ecommerce business.
Show Notes:
On this episode, Taylor reports back from his trip to the Second Annual Meta Performance Marketing Summit, revealing new insights on Advantage +, Measurement360, and just how good Meta is at telling a brand narrative. Plus, he shares his thoughts with Richard on the steps you should take to anticipate upcoming changes to Meta ad products.
Show Notes:
In The Art of War, Sun Tzu says: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
It’s crucial to focus on the big picture first. But what about the day-to-day? What tactics can you use to accelerate victory? In this episode, Taylor and Richard introduce the 3 P’s — Plot, Pivot and Profit — and break down how this system transforms the way you execute on a daily basis.
Show Notes:
In this episode, Taylor and Richard dive deep into Bambu Earth’s Growth Quotient score — what stories do the numbers tell? How do you interpret your Growth Quotient score? How do you transform the knowledge gained from the Diagnostic tool into action?
Join us for the first episode in a three-part series on the Growth Quotient — what it means, how to affect it, and how to use it to form a strategic basis for growth.
Show Notes:
Get the Ecommerce Diagnostic Toolkit for free when you join Admission: https://bit.ly/3WfyP5T
With returning customer revenue plateauing, the ecomm world is in for a rough ride — in Taylor’s words, “I thought ecommerce was through its worst period but I was wrong. There are some REALLY hard days upcoming and brands have not made the hard decisions to prepare.”
In this episode, Taylor and Richard discuss the upcoming ecommerce drought, the importance of cost management, and the key indicators of success in the next three months.
Show Notes:
The 2020-21 COVID boom set unrealistic expectations for year-over-year growth. So, when brands saw 2022 YoY revenue figures start to drop, they started “squeezing the sponge” — wringing every last bit of revenue out of their existing customer base without acquiring new customers.
Now, that’s coming around to bite most brands: returning customer revenue growth is almost nil, and efficiency is about to take a nosedive.
On this episode, Richard talks with CTC Growth Strategy Manager Luke Austin about what the future holds, and the tactics he’s using to manage the upcoming dip for his clients.
Show Notes:
Early bird pricing is still available on the Ecommerce Diagnostic Toolkit for podcast listeners only — just use code POD197 at https://bit.ly/3VstFmI to get the lower price.
Check out Luke Austin’s tweet on the state of returning customer revenue: https://twitter.com/itslukeaustin/status/1654622951206166529?s=20
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
Ever find yourself scrambling to make up a deficit in the last couple weeks of each month? We’ve all been there. Fortunately, there’s a solution — it just requires a major mindset shift.
On this episode of the Ecommerce Playbook Podcast, Taylor and Richard discuss the true value of forecasting and the key behavior that can get you to your revenue goals: spending your time, effort, and money at the very beginning of the month, not at the end.
Show Notes:
Early bird pricing is still available on the Ecommerce Diagnostic Toolkit for podcast listeners only — just use code POD197 at https://bit.ly/3VstFmI to get the lower price.
Check out Luke Austin’s tweet on CTC’s performance relative to goal here: https://twitter.com/l_ukeAustin/status/1653163136642613249?s=20
Taylor’s tweet on why you should frontload monthly spend: https://twitter.com/TaylorHoliday/status/1653058505476112384?s=20
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
Early Bird Pricing (one week only) (30% off regular price)
Get the Toolkit: https://commonthreadco.com/products/ecommerce-diagnostic
“We see too many business owners, marketing managers, and CMOs make the same mistake over and over:
Solving problems they don’t actually have.
Most often, this looks like attempting to solve poor Facebook ROAS by pumping the account full of new creative or using the latest media buying “hack”.
But what if the COGS on your product mix is so high, you’ll never turn a profit on your paid media spend?
What if the people you do get to purchase … never return to your store?
Or, on the flip side — what if your customer value grows so significantly over 60-180 days that first-order profitability actually doesn’t matter?
In each of these cases, poor Facebook ROAS is a small part of a much larger problem, or it isn’t a problem at all.
How would it change the way you run your business if you could precisely identify your weak points and expend all your energy running after your biggest opportunities?
That’s what this tool aims to help you do.”
Ecommerce Diagnostic Toolkit contains:
✔️ A 15-page guide to the principles behind rapid growth ✔️A breakdown of the 10 metrics that go into Growth Quotient ✔️ A 26-question interactive Growth Quotient assessment ✔️ A custom downloadable report breaking down your Growth Quotient score ✔️ Recommendations on next steps based on your results
Buy Now: https://commonthreadco.com/products/ecommerce-diagnostic
Want an easier way to source the good kind of UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
It’s an age-old dilemma — do I focus on what’s right in front of me, or do I step back and look at the larger picture? On this episode, Taylor and Richard make the argument that establishing the “why” is much more important than the “how” — especially in a world where AI is making operational excellence less and less of an important differentiator.
Show Notes:
Explore how SegMetrics can help you tackle ecommerce marketing challenges at https://bit.ly/3AdTrl2.
Effortlessly connect all your marketing tools with our library of over 90 integrations at https://bit.ly/3AiayC0.
Schedule your personalized demo, ask questions, and discover how SegMetrics can help your e-commerce business grow at: https://bit.ly/40jEE2J.
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
How do two guys who have never worked together before come together to build a successful influencer agency? On this episode, Taylor sits down with Kynship co-founder Taylor Lagace to discuss building a business around your values, how to find authenticity in your influencer content, and key tactics to build an ROI-focused micro-influencer network.
Show Notes:
Explore how SegMetrics can help you tackle ecommerce marketing challenges at https://segmetrics.io/solutions/ecommerce
Effortlessly connect all your marketing tools with our library of over 90 integrations at https://segmetrics.io/integration/.
Schedule your personalized demo, ask questions, and discover how SegMetrics can help your e-commerce business grow at https://segmetrics.io/book-a-demo/.
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
Inventory management is the bane of many ecommerce brands’ existence — balancing lead times and cash outlay with demand can feel like an unsolvable issue. But with the right data, it can become much easier.
In this episode, Taylor sits down with Braden Larsen, Head of Marketing at CTC client Sparkle in Pink, to discuss the tool he uses to keep ahead of per-SKU sales velocity, how he manages Sparkle in Pink’s massive number of SKUs, and how to use data to streamline your inventory management.
Show Notes:
Check out Sparkle in Pink here: https://sparkleinpink.com/
Download the Inventory Planner app here: https://apps.shopify.com/inventory-planner
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
“Brand is the bridge between how much your product costs and how much your customer is willing to pay.”
But what if you could measure that “bridge” objectively? In this episode, Richard and Taylor talk about Taylor’s controversial new formula for quantifying the value of your brand.
Then, Richard has a conversation with Jules Vertrees, CTC client and founder of Verve Culture, a brand that sources beautiful home goods & gourmet foods from artisans around the world.
Learn More About SegMetrics (Sponsored):
Learn how SegMetrics can help you overcome challenges in your ecommerce marketing at https://bit.ly/3zjdAph.
Instantly connect every marketing tool in your funnel with our library of over 90 integrations at https://bit.ly/3G50gIM.
Book a one-on-one demo, get answers to your questions, and learn how SegMetrics can help your business grow by visiting https://bit.ly/3G70LlS.
Show Notes:
Taylor’s tweet on quantifying brand: https://bit.ly/3nBGQVu
21 Antifragile Tactics Podcast: https://bit.ly/3zht5Om
Check out Verve Culture here: https://verveculture.com/
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
For most of us, ecommerce is still a new phenomenon. For Smart Marketer founder Ezra Firestone, driving sales online has been his main pursuit since the days when you had to fax customer orders to the manufacturer. In this episode, Taylor and Ezra discuss his life in ecommerce, how it’s developed in the 15 years since, and how that experience gives him a unique perspective on what you need to do to thrive in the current environment.
Show Notes:
For more content from Ezra, check out his LinkedIn, Instagram, and Twitter.
Checkout Ezra’s haircare brand, oVertone, here.
Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
Here at CTC we talk a lot about how ROAS is a poor guiding metric for ad account decisionmaking. That’s because it doesn’t take into account your ad spend’s impact on your entire business. So what should you use instead? In this episode, Richard and Taylor break down a new way to think about profit in an environment where capital isn’t cheap.
Show Notes:
Influencers, staged unboxing videos, paid posts — at this point, even people outside of the ecomm business know that most UGC isn’t actually user-generated. On this episode, Richard and Taylor go deep on the history of bullsh*t in advertising, the ethics of “fake UGC,” and Taylor’s barometer for determining how much BS is too much.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
In this episode of the Ecommerce Playbook Podcast, Taylor chats with Connor Rolain, Head of Growth at HexClad, and Richie Mashikov, Head of Growth at Birdie. They discuss forecasting, unit economics, and the rules for growth amidst uncertainty.
Show Notes:
How do I make paid search work for my business? In this episode, we go straight to the source as Taylor sits down with Ben Kruger, Senior Ecommerce Growth Consultant at Google, to discuss how to scale your online store profitably using Google Ads.
Show Notes:
Though AI (via media buying algorithms) has always played a role in ecommerce, tools like ChatGPT and Dall-E have brought the conversation about AI and work into the mainstream. In this episode, Richard and Taylor dive into the relationship between AI and margin efficiency, the unique ways we’ve used AI to speed productivity, and the role humans play in a world where computers can do everything better than we can.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
his episode features Jordan West, an entrepreneur and owner of Canada-based ecommerce agency Upgrowth Commerce. Richard, Taylor, and Jordan discuss his transition from paramedic to full-time business builder, as well as Jordan’s ideal business model, doing business in Canada v. the States, and where they think ecommerce is headed in 2023.
Show Notes:
Success on Facebook is as much about what you sell as it is about how you sell it. In this episode, Richard and Taylor talk about an overlooked aspect of paid social success: merchandising your ad account. Then, they dip into the podcast mailbag and give some advice to a listener who runs a high-SKU online retail business.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
In part 2 of our two-part series on investing, Taylor talks with Jason Bornstein, Principal at Forerunner, the San Francisco-based venture capital firm behind DTC juggernauts like Away, Warby Parker, and Glossier. Listen as Jason breaks down current industry trends, the kinds of businesses he’s still excited about in 2023, and how to impress him on a pitch call.
Show Notes:
Most ecommerce brands have two big “moments” on their marketing calendar. Most ecommerce brands are getting it wrong. On this episode, Taylor & Richard break down what it looks like to create big revenue peaks in “offseason” moments.
Show Notes:
New year, new ecommerce landscape: In this episode, Taylor and Richard make 6 resolutions for the ecommerce industry, breaking down the strategies your business will need to thrive in the coming year.
Show Notes:
In this special two part series Taylor and Richard explore the current state of the ecommerce fundraising environment from two distinct points of view. In this first episode we talk with a founder, Dave Charne of Fyrn, who’s currently working on raising a bridge round for his DTC furniture brand Fyrn. Dave provides a view into what the experience has been like at this moment versus his previous round a year ago. Next week we’ll speak with Jason Bornstein of Forerunner Ventures on the view from the other side.
Show Notes:
As 2022 comes to a close, those of us in the ecommerce industry have more questions than answers: Where can you find hope in the midst of failure? What are the constants in a deeply unpredictable world? And is there really such a thing as being a failure? This week, Richard, Taylor, and former Ecommerce Playbook Podcast host Andrew Faris look back on a difficult year and reflect on what they’ve learned from it.
Show Notes:
There’s three layers of revenue for any business: New customers, owned audiences, and existing customers. Maintaining the correct balance between these three tiers is crucial to sustainable growth. This week, Taylor and Richard explain how the “layer cake” metaphor helps ecommerce businesses focus on building a foundation of predictable revenue first.
Show Notes:
With consumer confidence at record-low levels, only one thing’s for sure: you’ll have to pay more to acquire new customers. But how do you forecast this all-important metric heading into the uncertainty of 2023? This week, Richard and (mostly) Taylor talk with CTC Ecommerce Data Analyst Steve Rekuc about building — and outperforming — your 2023 CAC forecast.
Show Notes:
Black Friday/Cyber Monday was bigger than ever this year. Inflation is also at its highest level in four decades. So what does this seeming paradox mean for your ecommerce business moving forward? In this episode, Taylor and Richard break down what went well, what didn’t, and the why you should still be vigilant even after the biggest shopping weekend in history.
Show notes:
It’s tempting to try to get more out of your existing customers when CAC is rising. But is it worth it? In this episode, Richard and Taylor discuss the second principle of the Enterprise Scaling Guide: the concept of the shrinking sponge. “You need to keep your active customer file growing as you grow the business.”
Show notes:
- Visit getparker.com to learn more about the card designed specifically for ecommerce brands.
- Get the Enterprise Scaling Guide: http://bit.ly/3UjemdZ
To win this Black Friday, you need to understand what went well last year, and what needs to improve. In this episode, we take a break from our regular content and revisit our post-Black Friday recap from 2021. “We’ll tell you how it went for each of our brands, and the lessons we learned.”
What kind of business wins despite the volatility that surrounds them? In this episode, Taylor and Richard discuss Taylor and 4x400’s decision to sell skincare brand Bambu Earth, and the macroeconomic factors that caused the deal to fall through. “There are deeper business-level things that you need to be focusing on as an ecommerce business in order to weather the storm — it's not all about marketing.”
Show Notes:
- Unlock growth for your business with Wayflyer: http://bit.ly/3tzufSF
- Find out what makes a business antifragile: http://bit.ly/3EgqPZM
With just 3 weeks until Black Friday, now is not the time to pull back. In this episode, Taylor and Richard debunk common arguments for pulling back spend ahead of Black Friday. “We are here to affirm your commitment of making the most out of this moment, because it’s necessary.”
Show Notes:
Get a $200 credit with Insense when you book by Nov. 18, 2022: https://bit.ly/CTCxInsenseNovember
The solution to $50M+ growth might not be what you think it is. In this episode, Richard and Taylor talk about Part 1 of the Ecommerce Enterprise Scaling Guide, which focuses on building a hierarchy of metrics to provide context around your business targets. “Once you hit the $50M mark, the things you’ve been doing stop working, and yet, there’s still going to be pressure on you to run the business at a profitable margin. So what do you do?”
Show Notes:
How customer-centric are you? In this episode, Richard and Taylor propose an interesting solution to the acquisition problem, and it has almost nothing to do with the quality of your Facebook ads. “If we accept that the cost to acquire the next customer has a certain gravitational element to it — meaning the cost to acquire a customer always will rise — then how do we win this game?”
Show Notes:
Get a $200 credit from Insense, the UGC creator marketplace: https://bit.ly/3THck7S
En liten tjänst av I'm With Friends. Finns även på engelska.