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
6 snips
Dec 17, 2024 • 1h 12min
2025 Ecom Planning: The Framework That Could 10x Your Profit
Get ready to elevate your e-commerce strategy for 2025! Discover the PROPHIT System, a game-changing framework to bridge the gap between predictions and aspirations. Learn how to align your financial and marketing plans for stable growth while avoiding pitfalls in forecasting. Dive into the importance of integrating finance and marketing, and explore real data insights for informed decision-making. Understand customer churn and the impact of repurchase patterns on profitability within a crucial 130-day window. Optimizing financial planning has never been more essential!
4 snips
Dec 10, 2024 • 38min
Meet PAM: The Profit Allocation Model Revolutionizing Ad Budgets
Join Luke Austin, VP of e-commerce strategies at Common Thread Collective, and Tony Chop, VP of paid media at the same firm, as they unveil PAM—the Profit Allocation Model. This innovative tool revolutionizes how e-commerce businesses allocate ad budgets to maximize profitability. They discuss the significance of incrementality for evaluating ad success and share insights on optimizing budget distribution across channels. Tune in to learn how PAM streamlines decision-making and connects business goals with actionable advertising strategies!
6 snips
Dec 5, 2024 • 25min
Unlocking Profit: The Hardest (But Most Important) Part of Scaling
Scaling an e-commerce business is thrilling, but many overlook hidden profits. The importance of clarity and alignment around financial metrics is emphasized. The Prophit System is unveiled as a tool to simplify complex data. Understanding revenue definitions and focusing on contribution margins are crucial for informed decisions. Messy data can lead to costly mistakes, making consistency in financial metrics essential for growth and success.
10 snips
Dec 3, 2024 • 18min
2025 Starts Here + BFCM Data You Need to See
Explore the latest trends of Black Friday and Cyber Monday, revealing unexpected growth patterns and changing consumer behaviors. Discover how to enhance your strategy for 2025, emphasizing effective planning and the significance of omni-channel marketing. Learn about the shift in revenue from new versus returning customers and its implications for future sales. Dive into exclusive insights that can help brands navigate the complex e-commerce landscape and prepare for a successful year ahead.
7 snips
Nov 26, 2024 • 29min
FINAL WARNING: Your Black Friday Strategy is Missing THIS!
Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, shares critical insights for mastering Black Friday. He discusses crafting standout offers to capture attention and the necessity of adjusting ad spend for better ROI, notably shifting focus towards Meta. Luke emphasizes the importance of raising AMER targets and offers creative tips for maximizing ad performance during peak sales. Plus, he reveals why increasing email outreach could be a game-changer for boosting revenue this holiday season.
Nov 21, 2024 • 18min
The Truth About AppLovin: Should You Shift Your Budget NOW?
Is AppLovin the next big thing in ecommerce advertising? Discover why this platform is gaining traction, even rivaling Meta Ads. Brands are reporting impressive returns, thanks to unique advantages like 7-day click optimization. But can it maintain success as competition heats up? Learn how you can cautiously test this promising platform, including tips for leveraging free ad credits ahead of Black Friday. Plus, dive into the shifting demographics in mobile gaming ads and the evolving e-commerce landscape.
11 snips
Nov 19, 2024 • 30min
Is This the Beginning of a DTC Comeback?: State of the Industry
Join Jeremiah Promer, Founder of NoCommerce, and Yarden, Co-founder of Veros, as they dissect the current DTC landscape. They reveal why growth for seven-figure brands has plateaued and analyze shifting ad performance on platforms like Meta and TikTok. Discover rising consumer optimism that might impact holiday sales and gain insights into the emerging AppLovin ad network. These industry experts provide sharp takes on consumer spending trends, hinting at exciting possibilities for Black Friday and beyond!
6 snips
Nov 14, 2024 • 24min
How to Turn Amazon Into a DTC Profit Powerhouse
Struggling with Amazon sales while trying to grow your direct-to-consumer presence? Uncover the secrets to integrating Amazon as a powerful ally instead of a rival. Learn to unify sales strategies, optimize advertising spends, and accurately track incremental revenue across platforms. Discover insightful data integration techniques and the importance of understanding ad impacts for future growth. Richard and Taylor guide you through practical solutions to turn potential conflicts into collaborative profits.
8 snips
Nov 12, 2024 • 26min
How We Went from 5 to 30 Clients in 4 Months - We Need More Talent
Joy Sharma, Chief Commanding Officer of CTC Global, takes listeners through an incredible journey, detailing how the CTC Global Accelerator skyrocketed from 5 to 30 clients in just four months. She reveals the secret sauce behind delivering predictable growth for seven-figure brands and addresses the urgent need for top-tier talent to keep up with demand. The conversation also touches on crafting compelling hiring offers akin to nurturing athletes at La Masia, showcasing the drive for excellence in scaling e-commerce.
Nov 7, 2024 • 21min
What Finance Got Wrong About Revenue Forecasting (and How Marketers Can Fix It!)
Explore the disconnect between finance and marketing in revenue forecasting. Discover how traditional financial forecasts often miss the mark due to a lack of insight into marketing actions. Learn about the Event Effect Model, which links marketing events to revenue generation using historical data. Gain insights into the importance of a structured library of marketing activities for better predictions. Understand the need for cooperation between finance and marketing to drive accurate forecasts and successful growth strategies.
