This week, we’re talking AI creative, product page testing, and Shopify updates - plus, we’re joined by Steve Rekuc from Common Thread Collective who walks us through how he built the Spending Power metric at CTC, what it tells us about shifting consumer demand, and how brands can use it to adjust spend and planning month to month. We also dig into seasonality vs macro-driven variability, and why awareness of your environment is key to making smarter decisions.
We also discuss the viral Kalshi ad and discuss how we’re approaching AI tools for creative development, from visual quality to concept support. We also talk about recent PDP testing wins, what changed, and how to think about the structure of your product pages going into peak season.
Want to submit your own DTC or ecommerce marketing question? Click here.
00:00 Introduction
02:57 Analytics Reporting and Year-Over-Year Comparisons
07:12 Data Warehousing and Shopify Analytics
10:54 AI in Marketing and Creative Strategies
16:53 Consumer Confidence and E-commerce Predictions
23:00 Insights from Common Thread Collective
34:20 Understanding Spending Power
37:14 Incrementality Testing for Marketing Efficiency
40:01 Seasonality and Brand Performance
43:41 Predicting Future Spending Power
46:59 Consumer Confidence and Spending Trends
49:47 Insights from Data for Brand Strategy
52:27 Iterating on Product Design and User Experience
Kalshi Ad: https://x.com/PJaccetturo/status/1932893260399456513
Steve's X Thread: https://x.com/RSteveData/status/1931107166792159711
Episode 64 with Dylan Anders:
YouTube: https://youtu.be/QJvj3z68rbE
Spotify: https://open.spotify.com/episode/3iwer8FNwuwzDDnAV5X7JV?si=ab23e70a86404639
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