Ecommerce Playbook: Numbers, Struggles & Growth DTC Hotline: How would you identify and fill your Q4 revenue gaps?
Oct 24, 2025
Discover strategies to identify and fill holiday revenue gaps before they impact your Q4 goals. The hosts delve into diagnosing whether shortfalls are from new or returning customers, and share invaluable tactics like targeted email campaigns and channel expansions on platforms like TikTok. Learn how to translate forecasting into actionable daily tasks with a focus on 'units of growth.' Plus, insights on operational flexibility to adapt to seasonal demands—including the importance of testing and budget allocation—make this an essential guide for eCommerce success.
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AWS Outage As An Operational Stress Test
- Tony described the AWS outage as a disruptive 'snow day' that stalled projects and tools like Asana.
- The story framed how fragile infrastructure can force immediate operational pivots during planning windows.
Segment Gaps By Customer Cohort
- Identify whether your revenue gap is driven by new or returning customers before choosing tactics.
- Then pick channel and messaging actions that directly target that cohort, like email flows for returners or new channels for new customers.
Match Tactics To Cohort Needs
- For returning-customer shortfalls, duplicate and update your owned flows and banners to be BFCM-specific.
- For new-customer shortfalls, increase creative output, spend, or expand into new channels like Apple or TikTok.