The Ecommerce Playbook Podcast

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 | Stop Guessing Your Ecommerce Budget

February 10, 2026 The Ecommerce Playbook Podcast 00:41:39
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Stop Guessing Your Ecommerce Budget
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In this episode, Richard and Luke break down the system we use to help 8-figure ecommerce brands stop guessing and start making confident decisions about budget, creative, and channel investment.

They walk through the three core models that answer the questions every operator wrestles with:

  • How much should we actually spend right now?

  • How much creative do we need to support that spend?

  • Which channels should we test next — and why?

You’ll learn how to spot when additional ad spend becomes a bad trade, how to plan creative volume around real marketing moments (not vibes), and how to prioritize incrementality testing based on potential revenue impact — not opinion or politics.

If your team would answer these questions differently depending on who you ask, this episode is for you.

What we cover:

  • How to identify when ad spend stops being efficient

  • The Spending Power Model and how it sets real budget caps

  • How creative volume directly affects performance and efficiency

  • A practical framework for planning moment-based vs evergreen creative

  • How to prioritize channel tests using incrementality ranges

  • Why “waiting for perfect data” is often more dangerous than acting
    If you’re running or advising an 8-figure ecommerce brand and want a clearer way to allocate budget, plan creative, and make smarter growth decisions — this episode lays out the playbook.

Show Notes: