In this special live workshop edition of the podcast, the team at Tier 11 dives into a behind-the-scenes strategy session with a real brand, tackling the financial backbone of scalable growth. From calculating Net Allowable CAC (NAC) to mapping out customer LTV and building membership-first funnels, this episode is packed with actionable insights. Discover how to avoid costly scaling mistakes, implement profit-first media strategies, and make smarter decisions with the right data. Whether you're driving eCommerce, subscriptions, or both, this is a raw, real-time breakdown of what it actually takes to grow profitably at scale.

Chapters:

00:00:00 – Welcome to Perpetual Traffic: Let’s Get Into It
00:00:17 – Business Models, Boundaries & What We’re Not Sharing
00:02:40 – NAC Unpacked: The Metric That Changes Everything
00:05:08 – Meet the Team Behind the Strategy (and the Brand in Focus)
00:06:12 – Dollars in, Dollars Out: The Ad Spend That Drives Growth
00:08:44 – LTV vs CAC: The Truth Behind Customer Profitability
00:11:23 – Drawing the Line: Setting Smart, Scalable NAC Targets
00:14:49 – What It Really Takes to Scale Without Burning Cash
00:18:53 – Membership vs E-comm: Mapping the Buyer Journey
00:19:23 – Ads That Stick: How to Push LTV Higher From Day One
00:21:06 – Target Smarter: Tools That Take the Guesswork Out
00:22:48 – Why Subscribers Are the Real Growth Engine
00:23:40 – Power Moves: CAPI & Data Suite in the Acquisition Stack
00:26:07 – Looking Back to Move Forward: What the Data Tells Us
00:30:51 – Hit the Number, Kill the Churn: The NAC Target Playbook
00:35:01 – Wrapping It Up: Takeaways, Clarity, and What’s Next

LINKS AND RESOURCES:

Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC
Episode 581: Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott Desgrosseilliers
Episode 616: nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your Marketing
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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