Hosted ByTaylor Holiday & Richard Gaffin

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.

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The Ecommerce Playbook | The Modern Media Playbook

October 14, 2025 00:50:21

The Ecommerce Playbook Podcast

00:00 / 00:50:21

In this episode of the podcast, Taylor and Luke take you inside the system Common Thread Collective has built to define what modern media management really looks like in 2025.

Media buying has evolved – incrementality, experimentation, MMM, and FP&A can’t live in silos anymore. Taylor and Luke break down how to turn these complex ideas into one cohesive, profit-first workflow that drives real business results.

You’ll learn:

Why data integrity is the foundation of profitable decision-making
How to set smarter budgets with the Spending Power Model
How to allocate across channels using incrementality benchmarks
How to operationalize measurement, testing, and optimization in one system
Why IRoAS > ROAS (and how to make that shift inside your team)

This is the exact system CTC uses to manage media for hundreds of DTC brands..

Show Notes:

Head to portless.com today to get your free quote, and see how direct fulfillment can transform your business.Explore the PROPHIT System: prophitsystem.com
Read the blog: https://commonthreadco.com/blogs/coachs-corner/building-useful-measurements-for-profitability

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