Ecommerce Playbook: Numbers, Struggles & Growth

Ecommerce Playbook: Numbers, Struggles & Growth

By The Ecommerce Playbook

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.
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Ecommerce Playbook: Numbers, Struggles & GrowthDec 23, 2024
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We just did something radical: we killed the Growth Map—CTC’s signature media buying tool used for years across hundreds of ecommerce brands.

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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:

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  • 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:

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    • 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

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    If you’re tired of guessing what your ads are really doing, this one’s for you..

    Show Notes:

    Apr 29, 202543:04
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    Spoiler: We beat margin expectations by +11.68%, but that’s just the beginning.

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    • 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

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    • Why contribution margin is our north star metric—and what that means for your brand

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    • Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.
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    You’ll discover:

    • Why hiring agencies often fail at this growth stage—and what you should do instead.

    •  How to find the RIGHT advice in a world full of “gurus” and misinformation.

    •  Practical ways to get direct, actionable support for your brand at a fraction of agency prices.

    • Common pitfalls most entrepreneurs face at this critical stage and how to avoid them.

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    In this episode of the Ecommerce Playbook Podcast, we’re diving into the crucial role of accurate forecasting in driving e-commerce growth — especially during challenging times.

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    Key Topics Covered:

    - The E-Commerce Intervention – Why many brands today need a forecasting “intervention” to identify the cold, hard reality of their current state.

    - Rooting Forecasts in Reality – How unbiased, third-party forecasting exposes overestimations and reveals realistic growth targets.

    - The Power of Data-Driven Forecasting – Why accurate forecasting starts with data, not desire — and how this truth can save your business.

    - Aligning Ambition with Attainability – How to set aggressive yet achievable goals using accurate forecasting models.

    - Forecasting as a Growth Lever – Why your forecasting process can be the difference between stagnation and sustainable growth.


    If you’re feeling stuck, overwhelmed, or unsure how to set meaningful growth targets, this episode will help you reset your approach and build a forecast rooted in reality.


    Show Notes:

    - Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.

    - 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

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    Don’t be another black-and-white cow in a crowded field. Be the Purple Accountant.


    Podcast in collaboration with A2X: https://www.a2xaccounting.com/


    Are you an accountant or bookkeeper wanting to connect with ecommerce businesses? A2X can help! Learn more about the A2X Partner Program here: https://www.a2xaccounting.com/accountants


    Show Notes:

    • Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.
    • Explore Compass: adcompass.ai
    • 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
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    • Creating Unforgettable Products: How solving specific customer problems and staying close to the community led to innovative designs like the Savage One footwear and tactical apparel.

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    • Leveraging New Categories for Growth: How expanding into tactical and outdoor gear unlocked new customer cohorts and revitalized growth in saturated markets.

    • The Power of a Strong Team: Insights into how Bear empowered his team to execute his bold ideas while he focused on leading with vision and strategy.

    Discover why Born Primitive’s approach to combining purpose-driven branding, unique storytelling, and relentless innovation has set them apart from competitors—and how these strategies can inspire your own ecommerce journey.

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    Highlights:

    • How the Accelerator delivers predictable, profitable growth for 7-figure brands.
    • Why brands are lining up – and how we’re breaking growth barriers.
    • Our urgent need for elite talent to join the team and make a global impact.

    We’re Hiring! If you’re ambitious and driven, this is your chance to learn from the best, work with cutting-edge systems, and elevate your career.

    Show Notes:

    • Get funding with Clearco - https://bit.ly/40MtSpB
    • Apply Now - https://job-boards.greenhouse.io/globalaccelerator
    • Let’s Connect - https://commonthreadco.com/pages/accelerator
    • 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
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