Taylor sits down with Austin Harrison, founder and CEO of Northbeam, to announce an official partnership between CTC and Northbeam. After years of public debate about attribution, they’ve found common ground: bringing enterprise-grade measurement to 7-figure DTC brands.

In this episode, Taylor and Austin discuss their history, what’s evolved in measurement, and how CTC will deliver Northbeam’s deterministic attribution data through Statlas.

Topics covered:

• The origin story: from intellectual sparring to partnership

• How MTA has evolved with clicks + deterministic views (C+DV)

• Why 7-day click windows are insufficient for most brands

• First-party data and new vs. returning customer identity resolution

• How Northbeam data integrates directly into Statlas

• Why service models can serve SMBs where software pricing can’t

• Incrementality testing and the path to get there

• The mission: enterprise-grade tools for 7-figure brand

Key stat: Meta’s longest DTC attribution window (7-day click) is structurally insufficient for brands with long consideration cycles or high AOVs.

Show Notes:

• Go to https://www.chargeflow.io/ and use CF30 to recover chargebacks free for 30 days.

• Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine

• The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have