Marketing Operators E065: Using Spending Power to Plan and Spend Smarter with Steve Rekuc - Plus AI Ads and PDP
Jun 24, 2025
Join Steve Rekuc, Director of Data at Common Thread Collective, as he shares insights on consumer confidence and the innovative Spending Power metric he developed. He explains how brands can adapt their marketing strategies based on shifting consumer demand. The conversation delves into the impact of seasonality on spending trends and the importance of data for effective budgeting. Plus, Steve discusses the integration of AI in creative strategies and recent successes in product page optimization to boost e-commerce performance.
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Adjust Year-Over-Year Comparisons
- Adjust year-over-year analytics comparisons for the same day of the week and special events for accuracy.
- Avoid comparing sales on inconsistent days, like weekday vs. holiday, to better understand true performance.
Value of Data Warehousing
- Data warehouses provide precise, customizable aggregation across channels unmatched by native analytics.
- Connecting multiple platforms into one data warehouse is crucial for brands with complex sales infrastructures.
Improving Consumer Confidence Metrics
- Consumer sentiment surveys tied directly to ecommerce data create a more responsive confidence metric.
- This approach verifies the truth behind confidence scores against measurable ecommerce outcomes.