Luke Austin

Luke Austin, VP of Strategy at CTC, shares invaluable insights into the complexities of the upcoming holiday season. He highlights the unusual timeline with Cyber Monday shifting to December, leaving less time to drive sales. With Thanksgiving and Black Friday arriving later, brands face a compressed shopping window. Additionally, he discusses how the election year's advertising spikes could inflate costs and alter consumer behavior. Listeners can expect practical strategies tailored for this unique Q4 that ensures they stay competitive.

Luke Austin, an expert in budget allocation and incrementality, dives into the critical role of smart budgeting in ecommerce. He discusses how brands can determine their total budget for maximum profitability and effectively allocate it across channels. Luke highlights the importance of measuring incrementality over traditional methods to optimize marketing strategies. He also shares insights from CTC’s partnership with Measured, showcasing how enhanced budget optimization tools can transform marketing performance and customer acquisition efforts.

Luke Austin, CTC Director of Growth Strategy, discusses the new Engaged Customers Audience in Advantage+ Shopping Campaigns, providing insights into customer LTV and optimization strategies. The podcast explores Meta's ad platform evolution, customer segmentation for decision-making, and optimizing customer churn thresholds with audience definitions.