Ecommerce Playbook: Numbers, Struggles & Growth
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.
Episodes
In this episode of the eCommerce Playbook Podcast, we’re diving into the world of marketing incrementality and its impact on brand growth. Join Taylor and Luke as they explore the nuances of incrementality, attribution tools, and the quest for measurable ROI.
Luke, our resident tactician, shares his expertise on how brands can strategically allocate their resources to maximize incremental contribution to their bottom line. Whether...
Join us for a raw and honest discussion as we dive into the evolution of company culture and the challenges faced by CTC in maintaining focus amidst changing priorities. In this episode, Orchid and Dane explore the journey of realization about the shift in priorities from personal dreams to core company objectives.
From the inception of a visionary employee program, "Tell Me Your Dreams," to the realization of its im...
Welcome to the March edition of our State of the eCommerce Industry Report! In this episode, we take a deep dive into the performance of the industry throughout March. Joined by experts from various data conglomerates, we unravel the trends and insights shaping the eCommerce landscape.
We're excited to share teasers from our latest report, which goes live on Monday, April 15th at https://www.dtcindex.com/. Make sure to sig...
Welcome back to another episode of the eCommerce Playbook Podcast! Today we dive deep into the fascinating world of marketing economics with CTC alumni Andrew Faris. Join us as we explore the concept of Negative Customer Acquisition Costs (CAC) and how it's revolutionizing the way businesses approach customer acquisition.
In this episode, we discuss the idea of getting paid to acquire customers through strategic content cr...
Welcome back to another episode of the eCommerce Playbook Podcast! In today's episode, we're diving deep into the fascinating journey of Loop Earplugs (GQ score of 148), a brand that has not only disrupted the earplug industry but has also redefined how we perceive hearing protection.
Join us as we sit down with Dimitri O, one of the co-founders of Loop Earplugs, for a conversation on their remarkable evolution and strategi...
Most brands put a huge amount of time and effort into hiring staff — multiple rounds of interviews, reference calls, take-home assessments. So why don’t brands put the same effort into hiring an agency?
In this episode, Taylor and Richard talk through the 5 questions to ask an agency before you hire them … and who you should seek the answers from.
Show Notes:
- The Ecommerce Playbook mailbag is open — email us at pod...
Welcome back to another episode of the E-Commerce Playbook Podcast! Today's episode is one for the books, featuring a guest who needs no introduction other than "your mom's favorite." Yes, you heard that right, it's none other than Alan Doan, co-founder of the Missouri Star Quilt Company, a.k.a Dr. Bill Nye on Twitter! In this episode, Alan shares the fascinating journey behind the Missouri Star Quilt Company...
Big news from Meta this week: “Engaged” audiences are now available for reporting in Advantage+ Shopping Campaigns. But what does this change really mean for brands, and how is it useful if you can’t optimize against it?
CTC Director of Growth Strategy Luke Austin joins Richard on the pod this week to talk about the rollout of the Engaged Customers Audience and how you can harness it to get insight into customer LTV.
Show...
In this episode, Taylor and Brian Garofalow take listeners on a captivating journey through Brian's remarkable career path, tracing his evolution from a passionate skateboarder in Southern California to his current leadership role as CEO of Skullcandy. Throughout their discussion, Taylor and Brian—affectionately known as BG—explore the pivotal moments, challenges, and lessons learned along the way.
BG's story serves as a te...
In our recent DTC Index Monthly report, we analyzed the ways Meta seems to have “broken” over the last several weeks. But if Meta’s broken, what can you do about it?
On this episode of the pod, Taylor and Richard dive deep into what to do — and what NOT to do — when the fundamental system your ads are built on stops working properly.
Show Notes:
- Sign up for the DTC Index here: https://www.dtcindex.com/
- Want an easi...
In this episode of the State of the Ecommerce Industry brought to you by the DTC Index, we dive into the hot topics swirling around the ecommerce landscape. Join us as we dissect the noise surrounding Meta's performance, the impact of the Super Bowl, and the Valentine's Day shopping frenzy.
Our team of experts, including Jeremiah Prummer from KnoCommerce, Wyatt Mayhem from Cast Metrics, Yarden Shaked from Varos, and Steve R...
Dive into the fascinating journey of Duke Cannon Supply Co. on the Ecommerce Playbook Podcast! Join Chris Lutz, Director of Digital and Ecommerce, as we explore the brand's unconventional path to success—from specialty retail to major chains like Target and Walmart.
Discover how Duke Cannon's unique packaging and merchandising strategy sets them apart on every shelf. Chris shares insights into their digital marketing c...
Inertia is as much a law of organizational dynamics as it is a law of physics. So what do you do about it?
On this episode of the podcast, Taylor and Richard discuss Taylor’s recent week working directly with client accounts and his observations on the absolute importance of motivating your team to swift, decisive action.
Show Notes:
Get started with CTC’s Prophit System here.
Welcome to a new episode of the Ecommerce Playbook Podcast! In this interview, we delve into the success story of Carnivore Snax, one of the fastest-growing brands in e-commerce, breaking barriers by selling food online with an insane GQ score of 226.8. Mark Ritz, the founder and CEO, shares insights into the unique challenges of selling meat snacks on the internet and the brand's journey.
Discover the origins of Carnivore...
Join Taylor and Richard as they dive into the T-shaped marketer concept by Brian Balfour, exploring key skills at the base, marketing foundation, and channel expertise layers. Taylor emphasizes specialization and taking bets on emerging channels for career success. Tune in for actionable insights and expert advice on excelling in e-commerce marketing. Subscribe now for more valuable discussions!
Show Notes:
Travis and Taylor, a new album announcement from Beyoncé, a Martin Scorsese-directed ad — the Super Bowl was a night of massive cultural moments.
On this episode, Taylor (Holiday) and Richard sit down to discuss the biggest night in advertising, the necessity of creating outsized cultural moments for any brand, and whether those Temu ads made any sense.
Show Notes:
🚀 Exciting News in Ecommerce! 🚀
Get ready for a wild ride as we dive deep into the chaotic world of ecommerce with the masterminds behind the scenes. In this video, we are thrilled to introduce our powerhouse team, each bringing their unique expertise and data to the table.
Meet Yarden, the Co-founder and CEO of Varos, a massive data co-op sitting on a treasure trove of information from 6,000 e-commerce-related stores. ...
Tune in to the latest episode of the E-commerce Playbook Podcast! In this episode, Taylor dissects the success of Jones Road Beauty with Cody Plofker, CRO of Jones Road Beauty. Discover their outstanding GQ score of 177.39 and unparalleled spending power, making them a true outlier in the beauty industry.
Learn about the collaboration between Common Thread Collective and Jones Road Beauty in building a spend model and achievin...
The most crucial role on any ecommerce creative team isn’t the strategist, it’s the Creative Operations Manager. So why do so few ecommerce brands and agencies have this role?
On this episode, Taylor and Richard discuss the importance of this role, how we deploy creative ops at CTC, and what characteristics to look for in a Creative Ops Manager.
Show Notes:
- Get started with CTC’s Prophit System here.
- The Ecommerce...
After relaunching the email marketing service at Common Thread Collective, Taylor and Richard sit down to discuss how our service has changed since the last time we’ve offered it, how we plan email campaigns to maximize revenue, and how the scope of email marketing can — and should — expand beyond retention.
Show Notes:
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