DTC Podcast

In this engaging discussion, Dougie, the Google team leader at Pilothouse, shares his expertise on scaling DTC brands using Google Ads. He delves into recognizing when brands hit impression share ceilings and offers strategies to overcome them. Dougie emphasizes the significance of blending demand generation with search tactics and the importance of prioritizing hero products. Listeners will also learn about maximizing growth through YouTube and content, avoiding common bid mistakes, and getting ready for Q4 with effective keyword strategies.

Subscribe to DTC Newsletter - ⁠https://dtcnews.link/signup⁠In this third appearance on the DTC Podcast, Constantine Yurevich, founder of SegmentStream, delivers the most comprehensive breakdown of the marketing measurement landscape we've ever recorded.This isn’t theory. It’s a raw, truth-filled look at what works, what’s broken, and how DTC brands can actually understand what’s driving growth.Forget the vendor noise. This episode will reset your measurement mindset.Visit SegmentStream website: https://segmentstream.com/ Follow Constantine Yurevich on LinkedIn: https://www.linkedin.com/in/yurevichcv/Key Insights and Takeaways:The 3 measurement models in DTC: empirical attribution, statistical modeling (MMM), and causal testing (geo-holdouts)—and why only one is truly useful for most brands.Why MMM is mostly theater: assumptions-driven, biased by design, and rarely accurate for DTC brands under $100M in spend.The myth of incrementality measurement: how geo-holdouts and lift tests produce confidence intervals too wide to act on.How to build a trustworthy attribution stack:First-click attribution (and why it’s ignored by platforms)Identity graph stitching across devices/usersSelf-reported attribution + re-attribution logic to uncover dark-funnel sources (YouTube, podcasts, etc.)Why first-click attribution is the best tool for understanding new customer acquisition.How self-reporting + re-attribution can show you where brand awareness is really coming from.The fatal flaw in measuring “incrementality” via platform lift studies.How to use marginal analytics to reallocate budget before returns diminish.Why platforms are killing first-click visibility—and what that tells you about their incentives.This episode is for DTC operators who are tired of overpaying for last-click conversions that would’ve happened anyway, want clear signals from upper-funnel and brand channels, and are hungry for real insight.Timestamps00:00 Intro and the state of marketing measurement02:15 Why most models are disconnected from reality05:00 Three main categories of marketing measurement08:10 The limits of MMM and mathematical models12:00 The rise of new-gen MMM and confirmation bias17:00 Geo holdout testing and its flaws24:00 Why true incrementality is nearly impossible to measure31:00 First click vs last click attribution37:00 Using identity graphs and self-reported attribution44:00 Why attribution still matters after 20 years52:00 Where SegmentStream fits in and key takeawaysHashtags#DTC #Ecommerce #MarketingMeasurement #Attribution #MMM #DigitalMarketing #BrandGrowth #MarketingData #Incrementality #AdTechSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupWhen we first spoke to Michael Fisher, Rotten had just launched a single product online. Now, the brand is stocked in 1,000+ retail locations including Zumiez, Safeway, Sprouts, and Hy‑Vee. In this follow-up episode, we unpack exactly how Rotten scaled while preserving product quality, unique branding, and a lean team.This episode dives into:Building a better-for-you candy that actually tastes great (60% less sugar, no synthetic dyes)How Rotten validated demand and used Kickstarter as a test labWhat Michael learned about launching in retail through shippers and “in‑and‑out” placementsWhy brand IP and world-building (Dr. Rotten, Frankie Freak) is key to long-term valueReal talk on packaging sustainability, operational scaling, and team-buildingYou’ll learn tactical insights on:How to evaluate retail partners and assert boundariesWhat content drives impulse candy purchases on TikTok ShopUsing surveys to prove incremental retail value without buying expensive syndicated dataBalancing DTC bleed-in and retail velocityCreating a brand that stops people in the aisle and onlineRotten’s growth is a masterclass in starting lean, staying weird, and scaling smart. Don’t miss it.Timestamps00:00 Rotten’s Growth Journey and TikTok Shop Strategy02:00 Launching Gummy Crunchies and Multi-Texture Candy Trends04:00 Retail Expansion: From Zumiez to Hy-Vee06:00 Shippers, In-and-Outs, and Driving Off-Shelf Sales08:00 Better-for-You Candy Positioning and Merch Strategy10:00 Building the Rotten Brand World and Characters12:00 Halloween Marketing and Seasonal Retail Momentum14:00 Setting Boundaries with Retailers and Sampling Strategy16:00 TikTok Shop Flywheel and Content That Converts18:00 Measuring Retail Pickup and The Digital Bleed Effect20:00 Using DTC Data to Win Retail Buyers22:00 Scaling Challenges, Team Growth, and Culture24:00 Aggressive Growth Goals, Profitability, and New DoorsHashtags#DTC #Podcast #Ecommerce #CPG #CandyBrand #TikTokShop #RetailStrategy #ScalingBrands #MarketingPodcast #ConsumerBrands Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupOn this episode of All Killer No Filler (the DTC Podcast from Pilothouse), Eric and Debbie dive into TikTok’s Symphony suite, a growing toolkit of AI‑powered creative solutions that streamline ideation, ad creation, and brief generation. Debbie shares how Pilothouse is using Symphony to write better creative briefs fast, pairing that with affiliate creators to build consistent, scalable TikTok campaign performance.Why ListenLearn how TikTok’s AI tools can accelerate creative ideation and asset refreshesSee how affiliate creators act like virtual sales associates for TikTok Shop campaignsDiscover how a simple tracking change dropped CPAs from $350 to $50Key MomentsAI Generated Creative: Debbie describes the “uncanny” experience of reviewing AI‑generated TikToks and the balance between excitement and authenticityAffiliate Strategy: Explanation of targeting L3 creators and how they drive predictable sales—even when viral moments fadePerformance Pivot: Story of resetting a Pixel and dramatically lowering ad costsTimestamps:00:00 What is TikTok Symphony02:00 TikTok Shop vs Off-Platform Strategy04:00 Brand Hesitations with AI Content06:00 From Viral Moments to Consistent Sales08:00 Finding and Working with TikTok Affiliates10:00 Measuring Affiliate Performance and KPIs12:00 Bundling Products on TikTok Shop14:00 Fixing High CPCs and CPAs with Fresh Pixels15:00 TikTok’s Role in the Full Funnel16:00 Final Advice on Using SymphonyHashtags:#TikTokMarketing #TikTokAds #TikTokShop #EcommerceGrowth #AffiliateMarketing #AIMarketing #CreativeStrategy #DTCBrands #DigitalMarketing #GrowthMarketing Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupIn this episode of the DTC Podcast, we sit down with Drew Marconi, Co-founder and CEO of Intelligems, to dig into the real way brands should be thinking about testing in 2025.Forget just optimizing for conversion rate or AOV. The smartest brands are now optimizing every site change—pricing, shipping, offers, content—for one thing: profit per visitor.Drew shares how Intelligems helps brands move beyond surface-level CRO and into truly strategic decision-making by treating pricing, shipping, and discounts as testable business levers.Stop guessing, start knowing. Install Intelligems for free: https://apps.shopify.com/intelligemsKey Insights:Why profit per visitor is more than conversion rate or revenueIt’s the only metric that balances AOV, margin, and conversion—and captures true business impact.What most brands get wrong about pricingMany haven't touched prices in years or are afraid to test them. Drew explains how to approach price testing without backlash.The roadmap to build a culture of experimentationFrom VP-level buy-in to weekly testing meetings, learn how the best teams are structured for consistent optimization.How to test pricing, offers, and shipping intelligentlyGet the real-world tactics behind straddle tests, dynamic discounts, and testing offer mechanisms.Agentic AI is coming to testingDrew breaks down how automated agents will soon handle ideation, test execution, analysis, and rollout—without human bottlenecks.If you’re still optimizing for revenue or conversion alone, this episode will change how you think about growth. It’s not just about what wins the test—it’s about what drives profit.Timestamps00:00 – The state of A/B testing and pricing strategies02:15 – Drew’s journey from McKinsey to founding Intelligems04:30 – Why pricing needs to be broader than just the list price07:10 – Dynamic pricing fears and consumer perception09:20 – Building effective testing roadmaps for DTC brands12:05 – Running price elasticity tests for better profit per visitor14:30 – Personalization strategies based on traffic sources16:45 – Optimizing Black Friday & holiday offers through testing19:30 – Creating a culture of experimentation inside your brand22:40 – How high-performing teams structure ongoing testing cycles25:10 – Statistical significance, confidence intervals & testing duration28:20 – Measuring profit per visitor vs. focusing on conversion rate30:15 – The agentic AI future of A/B testing & infinite experimentationHashtags#ABTesting #PricingStrategy #EcommerceGrowth #DTCBrands #ConversionOptimization #Personalization #ProfitPerVisitor #BlackFridayStrategy #AIAutomation #MarketingAnalytics Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupIf you’re still sending Meta traffic to a single product page—you’re leaving revenue on the table.In this episode of the DTC Podcast, Eric reconnects with global growth strategist Chris Erthel, whose playbook for Meta ads, landing page optimization, and strategic A/B testing has helped eCommerce brands scale from $30M to $100M+ and exit at nine-figure valuations.Chris shares real-world insights from helping 142+ DTC brands and breaks down exactly why collection pages consistently outperform product pages, how to use humor and pattern interruption in the first second of your ad, and why the right discount depth can actually save you money.We also get into:✅ The one change that boosted ROAS and AOV by 20%✅ Why 40% discounts outperform 30% (and reduce ad costs)✅ The 5 ad hook formats that stop scrolls without looking like ads✅ How to pre-seed comments for maximum social proof✅ A roadmap to expand your DTC brand into the Nordics and Poland✅ The real cost of SaaS bloat—and why tools like Omnisend and WeeVee are better bets✅ A 30-second breathwork tool to calm your nervous system before big decisionsWhether you're running media, building funnels, or growing a global brand, this episode is a tactical masterclass on eCommerce growth, international expansion, and creative excellence.Timestamps:00:00 Cold open and common ecom mistakes00:02 Chris’s origin story and early wins00:07 Creative focus and the “send to collections” landing page test00:12 First-second hooks that work now00:18 Comment strategy that boosts ROAS00:23 Building a testing culture across the funnel00:25 Creator partnerships driving outsized revenue00:27 Scaling to exit and stronger offers for BFCM00:34 Smart international expansion playbook00:38 AI creative toolchain in one canvas00:41 Email ROI and tool cost comparisons00:46 Big goals, happiness, and breathwork00:53 20 connected breaths demo00:57 Final advice for foundersHashtags:#DTC #Ecommerce #MetaAds #FacebookAds #CreativeStrategy #ABTesting #UGC #BlackFriday #InternationalExpansion #EmailMarketing #Omnisend #Klaviyo #AIinMarketing #RetentionMarketing #LandingPages #CreatorEconomy #ROAS #Podcast Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupIn this episode of All Killer No Filler, host Eric Dyck brings on Aves from Pilothouse and Ad‑Venturous to unpack how Halloween creatively primes brands for Q4 success.Key insights you'll get:How subtle seasonal signals—like leaves, emojis, earthy color palettes—increase ad engagement across categoriesWhy Halloween campaigns serve as strategic rehearsal for holiday launches and promo roadmappingWhen to dial back on heavy weekend sales in favor of lead‑in drops ahead of Q4The difference between taste and discernment when using AI in creative strategyTimestamps00:00 – Halloween shopping trends and early product drops02:10 – Boo baskets, nostalgia, and making products feel seasonal04:20 – Using colors, emojis, and small tweaks to boost click-through rates07:05 – Leveraging Halloween promos to prep for Q4 campaigns10:30 – Pricing strategies and early Black Friday deal positioning13:20 – Using AI in creative strategy and maintaining critical thinking skills15:40 – Taste vs. discernment: where humans win over AI in marketingHashtags#DTCMarketing #SpookySeason2025 #HalloweenMarketing #EcommerceStrategy #AdCreative #BlackFridayPrep #MarketingPodcast #DigitalMarketing #CreativeStrategy #AllKillerNoFiller Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupDr. Amy Beckley shares how her personal fertility struggles and scientific background led her to create Proov—a direct‑to‑consumer hormone testing platform that helps women measure PdG (progesterone metabolite), LH, estrogen, and FSH at home. The test, paired with a mobile app, provides an Ovulation Score and personalized guidance, aiming to shift women’s health from reactive to proactive.Key Insights:Hormone imbalance affects ~80% of women (PMS, PCOS, infertility, perimenopause). Proov enables these women to spot issues early.Pioneer in FDA‑cleared PdG testing and companion app delivering quantitative hormone data.Early adopters came from fertility awareness communities—not what Amy expected, but critical to traction.Healthcare is not proactive—Proov aims to fill that gap with data, empowerment, and streamlined care via digital prescription options.Business strategy: Lean launch, Amazon traction, VC funding, packaging, internal app team (rather than outsourcing), community listening.Why It Matters for DTC & Founders:A real example of transforming personal pain into scalable DTC medical tech.Demonstrates the push-and-pull between Amazon's convenience and owning the customer via an app/email funnel.Exemplifies iterative product development, regulatory rigor, and educational storytelling in complex health markets.Timestamps:00:00 — Breaking Healthcare & The Birth of Proov02:00 — Amy’s Journey: Miscarriages, Science & Building the Product04:00 — Understanding Hormones, Fertility & Proactive Testing08:00 — Fertility Challenges, IVF Costs & Industry Gaps12:00 — Finding Early Adopters & Gaining Traction Through Communities16:00 — Birth Control, Hormonal Imbalances & Long-Term Impacts20:00 — Fundraising, Amazon Strategy & Owning the Customer26:00 — Marketing Challenges, Education & Growing Awareness30:00 — Building the Proov App & Scaling Technology32:00 — Future Growth Plans, Proactive Hormone Health & MissionHashtags:#DTCpodcast #Proov #FertilityAwareness #HormoneHealth #WomenInBusiness #HealthcareInnovation #DTCbrands #AmazonStrategy #StartupGrowth #WomensHealth Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupIn this DTC Podcast preview, we’re featuring an episode from Ad-Venturous — our performance creative podcast hosted by Pilothouse strategist Avery Valerio.In Episode 11, Avery breaks down the big three content types you need to master: User-Generated Content (UGC), Creator-Generated Content (CGC), and Employee-Generated Content (EGC). You’ll walk away with a clear sense of when to use each — and how to do it effectively.Inside the episode:The real differences between UGC, CGC, and EGC (and why it matters)Tips for briefing creators and making content worth watchingWhy EGC is emerging as a scalable trust-builder and underrated creative toolIf you’re sourcing or producing performance creative at scale, this is required listening.Search "Ad-Venturous" in your podcast app and subscribe for weekly episodes on creative strategy that converts.Timestamps:00:00 - Introduction to Creator Content Types02:00 - Why UGC Matters and How to Use It Effectively06:00 - Building Community Through Authentic Customer Content14:00 - Creator Generated Content (CGC) Strategy and Best Practices22:00 - Employee Generated Content (EGC) and How It Drives Trust & Reach28:00 - Final Insights on Mixing UGC, CGC, and EGC for Brand GrowthHashtags:#UGC #CGC #EGC #AdventurousPodcast #DTCMarketing #ContentStrategy #SocialMediaMarketing #CreatorContent #DigitalAdvertising #MarketingInsights Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

In this insightful discussion, Anthony DelPizzo, Director of Product Marketing at Triple Whale, reveals how 93.5% of DTC brands are currently utilizing AI. He explains the majority face challenges with clear implementation despite AI drastically reducing creative task times. The conversation dives into the dichotomy between immediate marketing needs and long-term strategy, touching on trust barriers and the importance of a solid data foundation. With only 60% of brands designating AI ownership, the potential for optimization and impactful insights is highlighted.