Lessons Learned from Black Friday 2021

Ecommerce Playbook: Numbers, Struggles & Growth

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محتوای ارائه شده توسط The Ecommerce Playbook. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط The Ecommerce Playbook یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal

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1
The trick to powerful public speaking | Lawrence Bernstein 17:27

20 weeks پیش17:27

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17:27

Why do so many of us get nervous when public speaking? Communication expert Lawrence Bernstein says the key to dealing with the pressure is as simple as having a casual chat. He introduces the "coffee shop test" as a way to help you overcome nerves, connect with your audience and deliver a message that truly resonates. After the talk, Modupe explains a similar approach in academia called the "Grandma test," and how public speaking can be as simple as a conversation with grandma. Want to help shape TED’s shows going forward? Fill out our survey ! Become a TED Member today at https://ted.com/join Learn more about TED Next at ted.com/futureyou Hosted on Acast. See acast.com/privacy for more information.…

۳ سال پیش 18:07

M4A•خانه قسمت

To win this Black Friday, you need to understand what went well last year, and what needs to improve. In this episode, we take a break from our regular content and revisit our post-Black Friday recap from 2021. “We’ll tell you how it went for each of our brands, and the lessons we learned.”

327 قسمت

#Business #Common Thread Collective #Weekly Roundup

Lessons Learned from Black Friday 2021

Ecommerce Playbook: Numbers, Struggles & Growth

17 subscribers

published ۳ سال پیش

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M4A•خانه قسمت

327 قسمت

#Business #Common Thread Collective #Weekly Roundup

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Ecommerce Playbook: Numbers, Struggles & Growth

1
May Report Card Shocker: Under Budget but Over Profit? 17:11

۴ روز پیش17:11

17:11

How did our clients perform in May against their forecasted targets? In this episode, we analyze the latest client report card—detailing key insights from over 60 brands we manage. We dive into: How we managed to underspend budget but still exceeded contribution margin forecasts. Real examples of price testing and rapid flash sale strategies. Actionable insights from our growth strategists on driving profit despite revenue misses. Discover what worked, what didn't, and how transparent accountability continues to drive real, profitable results for our clients. Show Notes: Explore the PROPHIT System: prophitsystem.com Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Story vs. Volume: The Creative Conflict Killing Your Ads 27:27

۶ روز پیش27:27

27:27

Is your marketing stuck between creating meaningful stories and pumping out endless ad variations? This episode of Podcast breaks down the critical tension between creative storytelling and the high volume ads required for success on platforms like Meta. Join Richard and Taylor as they discuss: How the best DTC brands successfully balance creative depth with ad volume. Why two distinct marketing rhythms are essential to growing your business. Practical strategies to empower your internal team while maximizing your external partners. How micromanagement undermines creativity and what you should do instead. Discover how to navigate the creative conflict that's quietly sabotaging your marketing performance and learn exactly what steps you need to take to start driving sustainable growth today. Show Notes: Go to https://bit.ly/4mFOWa1 to get 30% off your first 3 months of Omnisend with code CTC. Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
I Almost Lost My Business — Here's Exactly How I Fixed It 55:38

11 روز پیش55:38

55:38

In this episode, Tara Austin, founder and CEO of Ruthie Grace, reveals the raw and honest story of how she nearly lost her seven figure ecommerce business—and exactly what she did to turn it around. From facing a payroll crisis that nearly shut her doors, to completely transforming her team's culture and operating systems, Tara shares powerful lessons on leadership, communication, and resilience. You'll discover: The pivotal moments that almost ended her business How transparent leadership radically changed her company culture The operating system she built to handle 450 new product launches per month Actionable tips to build a resilient business that thrives through adversity If you're an entrepreneur navigating tough times or seeking insights to scale sustainably, this episode is a must watch. Show Notes: Get our Global Accelerator Program: https://commonthreadco.com/pages/accelerator Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Taylor & Andrew Break Baseball Cards & Break Down DTC in 2025 1:41:08

13 روز پیش1:41:08

1:41:08

In this episode of The Random Show, Taylor Holiday and Andrew Faris are back—new set, same chaos. They dive into the uncomfortable truths of e-commerce: zero barriers to entry, infinite competition, and the creative treadmill that never stops. If you’ve ever felt like you’re sprinting just to stay in place, you’re not alone. Why ecom profits get competed down to zero How “just take a thousand shots” became the default creative strategy What Andrew’s new brand launch reveals about market belief You’ll also hear their usual blend of philosophical rabbit holes, family, AI, and finding purpose. Show Notes: Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months with code CTC20. Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Meta’s New Attribution Model Will Blow Up Your Ad Strategy—Here’s Why 32:36

18 روز پیش32:36

32:36

Meta just dropped a game changing attribution feature, and it could completely upend how you measure ad performance. In this episode of the Podcast, CTC’s VP of Paid Media Tony Chopp and Paid Social Manager McCay Rasmussen join Richard to break down Meta’s new incremental attribution setting—a behind-the-scenes update that uses continuous holdout testing to determine true incremental conversions in real time. We cover: What incremental attribution actually is How it compares to 1-day click, 7-day click, and 7+1 attribution Early test results from real ad accounts How this changes your media buying strategy going forward Whether this could finally bring an end to attribution guesswork If you're a performance marketer, media buyer, or brand owner, this is a must-watch. Show Notes: Explore the PROPHIT System: prophitsystem.com Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
CMOs: Stop Measuring, Start Creating Moments 12:02

20 روز پیش12:02

12:02

In this solo episode of the Podcast, Taylor shares a powerful lesson from Cozy Earth’s CMO, who broke free from the measurement rabbit hole to create a viral TikTok challenge that earned 10M+ impressions over Memorial Day weekend. If you’re a CMO, marketing leader, or operator stuck in the endless loop of attribution models and incrementality debates, this episode is your permission slip to zoom out. Taylor introduces the concept of “Best Available Truth”—a mindset shift that allows you to act with confidence even in the face of imperfect data. Learn how Cozy Earth leveraged their team, their product, and a simple idea to generate massive reach, build community, and create a moment that cut through the noise—without obsessing over the perfect CAC. What you’ll learn: Why chasing attribution perfection is a trap How to build a system that enables bold marketing ideas The behind-the-scenes of a 10M-view viral campaign What great CMOs do that no one else in the org can Ready to stop measuring and start creating? Hit play and get inspired. Show Notes: Join the Growth Strategy Deep Dive: https://webinar.commonthreadco.com/strategic-growth-grade Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Diagnose Your Ecommerce Growth Potential in 5 Minutes 32:07

25 روز پیش32:07

32:07

Is your brand truly set up for growth? Or just treading water? In this episode of the Podcast, Taylor and Richard introduce CTC’s brand new Strategic Growth Scorecard—a 7-metric framework designed to help you quickly assess the strength of your growth engine. You’ll learn: Why we replaced ROAS with IMR (Incremental Marginal Return) The key metrics behind sustainable, efficient growth How to identify red flags in your customer acquisition strategy What separates brands that scale from those that stall If you’re an 8-figure brand trying to grow in today’s volatile market, this tool is built for you. Get instant clarity on your brand’s biggest growth opportunities—and where you’re most at risk. Show Notes: Download the scorecard: https://commonthreadco.com/blogs/coachs-corner/strategic-growth-grade-scorecard Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
95% of Ecommerce Businesses Are Worth NOTHING 31:03

27 روز پیش31:03

31:03

95% of ecommerce brands are worth ZERO. Why? In this episode, we unpack the harsh reality behind most DTC businesses, why logical decisions don’t drive entrepreneurship—and what actually does. Taylor and Richard dive deep into: The real odds of building a valuable brand Why success in ecommerce is often delusional by design How to align your business model with your personal financial goals The traits that separate the 5% from everyone else If you’ve ever wondered whether your business is on the right path or what it takes to build one that truly matters this episode is for you. Show Notes: Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Daily Ad Tweaks Are Wasting Your Budget 33:17

۵ weeks پیش33:17

33:17

Are you obsessively tweaking your ad campaigns only to see flat results? In this episode of the Podcast, Richard sits down with Luke Austin, to expose why daily bid and budget changes are wasting your time and money. They dive into the root issue behind inconsistent performance: a lack of belief in the data. Luke shares the system CTC uses to align teams, set targets with confidence, and stop the reactive cycle. You’ll learn why geo holdout testing is the most trustworthy signal in media buying, and how shifting focus to creative output rather than micromanaging ad accounts is the real unlock for growth. If your team is stuck in the weeds, this conversation will show you how to rise above and operate with clarity. Stop second-guessing. Start scaling with confidence. Show Notes: Go to alialearn.com and mention our podcast on the demo, to get 30 days free and 20% off! Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

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Inside the $10M+ Brand Growth Workflow (Real Client Example) 23:57

۵ weeks پیش23:57

23:57

Ever wonder how $10M+ ecommerce brands make their next move? In this episode of the Podcast, Taylor and Richard walk through a real world growth scenario pulled directly from CTC’s work with a 9-figure brand. Using live data from our proprietary platform, Statlas, we break down exactly how our team evaluates performance, spots hidden opportunities, and decides what to do next. What You’ll Learn: What to do when you’re overperforming Why beating your forecast might signal a problem How a growth strategist holds the tension between short-term efficiency and long-term scale The metrics and hierarchy we use to power every decision If you’re serious about scaling your brand with clarity, precision, and profit in mind this is the inside look you need. Show Notes: Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20. See Taylor’s Tweet: https://x.com/TaylorHoliday/status/1920552618914373992 Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
We Killed the Growth Map! Here’s What Replaces It 26:01

۶ weeks پیش26:01

26:01

We just did something radical: we killed the Growth Map—CTC’s signature media buying tool used for years across hundreds of ecommerce brands. Why? Because AI changed the game. In this episode of the Podcast, we break down why our old system no longer works, how AI is reshaping the future of media buying, and what we’re building to replace human limitations with 24/7 omnipresence. Learn about: Why the Growth Map is dead What “circadian media buying” is (and why it’s obsolete) How AI forecasts spend, ROAS, and campaign performance better than any human The launch of Compass + Scout—CTC’s next-gen media ops platform What role humans still play in an AI-dominated future This isn’t just a tech update. It’s a shift in how performance marketing will be done from now on. Show Notes: Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Growth Is a Muscle—Here’s How to Train It 21:14

۶ weeks پیش21:14

21:14

Most brands think they have a growth problem—but what they really have is a DOING problem. In this episode, we break down why volume of action is the single greatest predictor of business growth—and how to build a system that trains this muscle every day. From 400+ ads to 52 product launches a year, we’ll show you what it takes to build momentum, create consistently, and generate real results. You’ll learn: Why most brands dramatically underestimate the effort required The 3-stage framework: Quantity → Diversity → Quality How consistent action builds compound returns The system we use at CTC to drive mid-8-figure growth If you’re tired of waiting and ready to start creating, this is your blueprint.. Show Notes: Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20. Shaping the Future of DTC in 2025: Virtual Event - May 12th - https://go.chargeflow.io/ctc-dtc-2025 Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
How Skullcandy Used a Competitor to Win New Customer 37:54

۷ weeks پیش37:54

37:54

What happens when you collaborate with a competitor instead of competing with them? In this episode of the Podcast, we sit down with Skullcandy CEO Brian Garofalow to unpack the bold business strategy behind their surprising partnership with Bose. From leveraging “product as marketing” to rebranding perception, launching at $99, and turning retail into a megaphone, this episode is a masterclass in how to create buzz, distribution, and long-term brand equity. You’ll learn: Why Skullcandy teamed up with Bose (and how it worked) The hidden math behind smart brand partnerships How to make your product the marketing Lessons DTC brands can apply at any scale. Show Notes: Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off! Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
We Built Our Own Incrementality Testing Tool 43:04

۷ weeks پیش43:04

43:04

After years of relying on expensive, limited solutions, we decided to build our own. In this episode of the Podcast, CTC’s VP of Ecommerce Strategy Luke Austin is joined by VP of Technology Kwa and Director of Data Steve Rekuc to unveil our brand new incrementality testing platform — now available to all CTC partners. We’ll break down: Why incrementality testing is the gold standard of marketing measurement How our tool makes geo holdout testing more affordable and accessible Real world results from brands already using it How this changes the way we plan, forecast, and allocate ad budgets If you’re tired of guessing what your ads are really doing, this one’s for you.. Show Notes: Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategy Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

Ecommerce Playbook: Numbers, Struggles & Growth

1
March Report Card: Did We Hit or Miss the Forecast 21:29

۸ weeks پیش21:29

21:29

How did our clients actually perform in March 2025? On this episode of the podcast, Taylor and Richard break down the latest performance scorecard across our client portfolio—revealing exactly how we stacked up against forecasted revenue, spend, and contribution margin goals. Spoiler: We beat margin expectations by +11.68%, but that’s just the beginning. Here’s what you’ll learn: The exact numbers behind our March forecast (and how close we came) Why most agency case studies are misleading How to evaluate an agency with real data, not anecdotes How CTC forecasts client growth using a self-scrutinizing model Why contribution margin is our north star metric—and what that means for your brand If you’ve ever wondered how to hold an agency accountable (including your own), this is the episode for you. Show Notes: Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc .! What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategy Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…

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Lessons Learned from Black Friday 2021