Ecommerce Playbook: Numbers, Struggles & Growth
Common Thread Collective
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
Episodes
Mentioned books
Nov 13, 2025 • 26min
How to Set Meta ROAS Targets Before Black Friday
Dive into essential strategies for setting Meta ROAS targets ahead of the Black Friday frenzy. Discover why comparing 7-day and 28-day click attribution is crucial as holiday shopping patterns shift. Learn how to adjust your ad spend based on incremental testing results and daily spending power fluctuations. The conversation unveils insights on conversion latency and how it impacts advertising efficiency. All this is accompanied by actionable steps to maximize your performance during the busiest shopping period of the year.
Nov 11, 2025 • 36min
2026 Forecast Planning: Board vs Budget vs Bonus Explained
In this discussion, hosts highlight the importance of a three-forecast model for eCommerce planning: Board, Budget, and Bonus. They delve into balancing urgent tasks like Black Friday with long-term goals. Key forecasting inputs, such as percentage-over-model and event effect modeling, are explained for more accurate predictions. Listeners learn to define their goals for team performance and how new marketing events can influence forecasts. Overall, it's a smart guide to navigating future challenges while ensuring team alignment.
10 snips
Nov 6, 2025 • 23min
Why Your 2026 Financial Plan Needs 3 Scenarios (Not 1)
In this discussion, Taylor Holiday, CEO of Common Thread Collective and an e-commerce forecasting expert, emphasizes the need for businesses to prepare financial plans with three scenarios: Board, Budget, and Bonus. He highlights the importance of early planning during the holiday season, offering insights on aligning marketing calendars with financial goals. Taylor explains how to forecast revenue from both retention and new customers, and discusses the value of external partners in enhancing forecasting accuracy, ultimately guiding businesses toward better decision-making for 2026.
10 snips
Nov 4, 2025 • 32min
How to Optimize Ad Spend in Real Time During Black Friday
Prepare for Black Friday success with real-time ad spend optimization! Discover how top DTC brands track metrics hourly to outsmart competitors. Learn to identify pacing issues early and decide when to adjust spending. A case study shows how one brand achieved a 65% revenue surge with timely marketing. Plus, insights on handling Cyber Monday slumps and maximizing returns. Real-time data reveals buyer behavior, allowing swift corrections to meet targets and enhance profitability!
Oct 30, 2025 • 22min
Is Ecommerce Finally Rebounding? Here’s What the Data Says.
Steve ReCook, the Chief Data Scientist at Common Thread Collective, shares insights on ecommerce trends and consumer sentiment. He reveals that while ecommerce revenue has surged by 10% year over year, consumer confidence is declining. The discussion highlights the importance of returning customers in driving growth, the paradox of increased spending despite economic pessimism, and how brands can leverage consumer confidence data for better forecasting. Steve emphasizes the need for brands to adjust their strategies based on evolving consumer sentiment.
Oct 28, 2025 • 33min
How to Plan Hour-by-Hour Spend for Black Friday & Cyber Monday
Discover the secrets to optimizing your ad spend for Black Friday and Cyber Monday! The hosts break down the unique revenue patterns across these lucrative days, revealing how to avoid early morning panic and set effective hourly targets. Learn the best times to spend, why revenue fluctuates, and how to course-correct in real time. Plus, insights on connecting your actions to revenue and tips for preparing Meta campaigns ensure you're ready to capitalize on peak moments. Don't leave your success to chance this holiday season!
Oct 24, 2025 • 30min
DTC Hotline: How would you identify and fill your Q4 revenue gaps?
Discover strategies to identify and fill holiday revenue gaps before they impact your Q4 goals. The hosts delve into diagnosing whether shortfalls are from new or returning customers, and share invaluable tactics like targeted email campaigns and channel expansions on platforms like TikTok. Learn how to translate forecasting into actionable daily tasks with a focus on 'units of growth.' Plus, insights on operational flexibility to adapt to seasonal demands—including the importance of testing and budget allocation—make this an essential guide for eCommerce success.
Oct 23, 2025 • 1h 13min
Solving Meta Ad Creative, eCom Monopolies, and Agency Partnerships
This conversation dives into the role of AI in predicting ad performance and the complexities of equity splits in partnerships. It explores how unique positioning can help agencies compete against bigger players and critiques the traditional definitions of growth within organizations. They delve into the long-term benefits of combining hardware with software, the evolving dynamics of Meta ads, and the pitfalls of merely copying established playbooks. Insights on utilizing early engagement metrics for creative evaluation add depth to this engaging discussion.
Oct 21, 2025 • 32min
From JP Morgan to DTC: How Ondo Built a Better Sock Brand
In this engaging conversation, Daniel Shim, the founder of Ondo and a former JP Morgan treasury sales professional, shares his journey in creating a DTC sock brand that redefines no-show socks. He discusses how his finance background equipped him with the tools to build a profitable ecommerce venture and compete in a crowded market through superior product quality and design. Daniel also touches on navigating rapid growth during the COVID era, and prioritizing disciplined over hypergrowth strategies, while planning to expand into new markets.
Oct 16, 2025 • 42min
Why Retention Starts at Acquisition: A New Approach to LTV Growth
In this engaging discussion, Josh Tay, Director of Retention at Common Thread Collective, shares his expertise on the crucial link between customer acquisition and retention. He reveals why most brands falter by treating these as separate strategies. Josh emphasizes that front-loading lifetime value and aligning teams from day one can significantly boost profitability. He highlights innovative retention tactics beyond just email, the importance of lifecycle data, and real-world examples that illustrate the power of integrated campaigns.
