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
Sep 17, 2024 • 42min
Building Trust and Authority: A Guide for Change Agents
Discover the essence of being a change agent in organizations. Learn why healthy conflict is a catalyst for transformation and how emotional resilience supports effective leadership. Dive into strategies for building trust through clear communication and promoting confidence in decision-making. Explore the art of overcoming inertia to foster innovation and the importance of a culture that embraces learning from failure. Whether you're aspiring to lead or enhance your impact, valuable insights await!
Sep 12, 2024 • 28min
Turn Your Accountant Into An Asset
Taylor, an accountant who recently spoke at an accounting conference in Toronto, discusses the vital connection between accountants and marketers. He shares tips for entrepreneurs to better leverage their accountants, emphasizing the importance of timely financial reporting and insightful analysis. Taylor highlights transforming P&L statements into decision-making powerhouses and advocates for cash flow forecasting as a fundamental tool. This conversation reveals how accountants can strategically support business growth by fostering collaboration and enhancing financial clarity.
Sep 11, 2024 • 45min
Meet CTC's First AI Bot: A New Era in Ecommerce Creativity
Join Jacob Posel, a visionary shaped to enhance creative strategy in ecommerce. Discover how AI is redefining creative workflows, enabling brands to generate high-quality content rapidly and cost-effectively. Explore real-life examples of AI-generated content and its significant impact on advertising. Jacob discusses the necessity of integrating AI into business for improved efficiency and innovation in creative processes. Tune in to learn practical tips for leveraging AI's potential to revolutionize your ecommerce strategies.
Sep 5, 2024 • 46min
6 Essential Google Ads Strategies for a Profitable Holiday Season
Tony Chopp, a paid search optimization expert, shares invaluable strategies to maximize sales during the holiday rush. He emphasizes the importance of promotional visibility and effective conversion tracking in Google Ads. Listeners will discover how to monitor Google Merchant Center daily, troubleshoot product disapprovals, and utilize merchant feeds effectively. With insights into leveraging AI tools and advanced strategies like incrementality testing, Tony prepares businesses for peak shopping days such as Black Friday and Cyber Monday.
Sep 3, 2024 • 30min
How to De-Stress a Distressed Business
Discover how to rescue a distressed business with actionable strategies for recovery. Learn about the emotional challenges of layoffs and the necessity of cutting costs while maintaining morale. Explore ways to reset customer acquisition expectations and create a structured approach to decision-making. Understand the power of constraints in improving negotiation and choice-making. Plus, find out how to stay resilient and prioritize mental health during tough times.
6 snips
Aug 28, 2024 • 45min
The 7 C’s of Media Buying: How to Win in the Holiday Season
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.
Aug 27, 2024 • 24min
The Most Consequential Meta Update of All Time
Taylor, an expert in digital advertising, dives into the groundbreaking changes in Meta's ad optimization. They discuss the shift towards third-party measurement tools like Google Analytics and the innovative focus on incremental conversions. Taylor emphasizes how these updates can dramatically alter advertising strategies and examines the shift in reliance from traditional metrics to more holistic approaches. Finally, they explore the future role of AI in enhancing ad performance and business optimization.
Aug 22, 2024 • 21min
3 Reasons This Q4 is Different: How to Prepare for the 2024 Holiday Season
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.
8 snips
Aug 20, 2024 • 40min
The Impact of Political Spending on DTC: July State of the Industry Podcast
Join industry experts Jeremiah, Yarden, and Steve as they dissect the effects of political spending on DTC businesses. They explore how the upcoming election could shift advertising costs and alter consumer behavior. The discussion includes a look at historical data from the 2020 election, comparing trends and analyzing July's e-commerce performance. Key insights reveal the impact of political advertising on revenue growth and campaign effectiveness, plus strategies for navigating the complexities of this election year.
Aug 15, 2024 • 43min
Insights from a Google Ads Liaison
Ginny Marvin, a digital advertising expert with a rich history from Yahoo to her current role as a Google Ads Liaison, shares her insights on navigating the complexities of Google's advertising world. She discusses the evolving challenges and opportunities for advertisers, the importance of AI in optimizing campaigns, and the intricacies of Performance Max. Ginny also offers strategies to enhance ROI, manage branded search, and adjust expectations in a changing landscape, making her experience invaluable for anyone in the digital ad space.
