Tony Chopp

Luke Austin, known as 'The Weatherman', and Tony Chopp, 'The Chopper', both from Common Thread Collective, dive into the ever-changing world of e-commerce. They share strategies for reviving underperforming ad campaigns and discuss the '3 Ps' framework for diagnosing issues. The duo tackles the tension between brand standards and creative freedom while exploring which niches are thriving and which to avoid. Their insights on optimizing campaigns and maximizing conversions offer valuable guidance for anyone looking to succeed in the e-commerce landscape.

Tony Chopp, VP of Paid Media at CTC, shares invaluable insights on media buying strategies for the holiday season. He emphasizes the significance of incrementality and how to prepare ad accounts effectively for busy shopping days. Discover the 7 C's of media buying that can enhance your campaigns on platforms like Meta and Google. Chopp also discusses the importance of clean conversion tracking, the need for catalog campaigns, and why getting a head start is crucial for holiday success.

Tony Chopp, VP of Paid Media, and Luke Austin, VP of eCommerce Strategy, share savvy insights for eCommerce operators. They reveal why the struggles with Meta Ads often hide deeper issues than mere performance dips. Discover how TikTok can outperform Meta and when to branch into secondary platforms like Pinterest. The duo also breaks down CPM dynamics, warning against the pitfalls of chasing lower costs. Finally, learn effective strategies for pitching cost caps to your boss without breaking a sweat!

Luke Austin, known as 'The Weatherman,' and Tony Chopp, 'The Chopper,' both from Common Thread Collective, share their e-commerce expertise. They dive into pressing dilemmas like why Meta cost caps often freeze up and the importance of fresh creative content in ads. The duo discusses tools for competitor analysis, tactics to enhance customer lifetime value, and when to launch new campaigns. They also illuminate how AI can inform strategy, challenging the notion of whether eCommerce is truly improving.

Tony Chop, VP of Paid Media at Common Thread and an expert in incrementality testing, shares insights from testing Meta’s Incremental Attribution Tool. He reveals that the three conducted tests raised questions about Meta’s reported impacts, especially for new customer acquisition. Tony discusses high-fidelity geo holdout tests using real revenue data, emphasizing a cautious approach toward adopting new tools. Additionally, he highlights the effectiveness of campaigns targeting existing customers and the importance of robust measurement strategies in advertising.