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!

Mentioned in this episode:

AppSumo - 13% off with code traffic13

Tier 11 Data Suite