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.

Website Subscribe

The Ecommerce Playbook | The Math Behind Creative Hits (With Real Spend Data)

July 30, 2026 The Ecommerce Playbook Podcast 00:25:19
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | The Math Behind Creative Hits (With Real Spend Data)
Loading
/

Adrianne, VP of Performance Creative at CTC, breaks down the CTC Creative Strategy Canon,  the codified methodology behind how 7-figure to 9-figure ecommerce brands structure their creative programs to consistently produce winning ads. This is not a theory session. It is a data-backed framework built from 504 stores, $3.35 billion in Meta ad spend, and years of iterating what actually works.

In this episode:

  • Why ad creative is a hits business and what the data proves

  • Hit rate benchmarks from Statlas: from creation to whale, 1 in 100

  • The Creative Demand Formula and how to calculate exactly how many ads you need

  • Carry rate explained: what survives, what decays, and what you control

  • The 5 Creative Score Metrics that determine your creative efficiency

  • Three levers to move performance: mine, make, and catalog

  • The Unified Workflow: a 5-step monthly creative planning process

Key stat: Only 0.9% of ads become whales. Top advertisers ship 12-19+ new evergreen creatives per week — and their hit rates are more than double those of smaller accounts.

Show Notes: