Ecommerce Playbook: Numbers, Struggles & Growth

In this episode of The Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday unpack why forecasting isn’t just about models—it’s about execution. They explore how the best brands combine data, marketing calendars, and disciplined ownership to create forecasts that actually hold up in the real world.

Drawing from billions in client data, Taylor explains why finance-driven forecasts often fall short—and how integrating qualitative planning and real-time execution makes all the difference. Together, they lay out the framework that separates accurate, actionable forecasts from guesswork.

You’ll learn:

• Why finance-only forecasting fails in eCommerce

• The three-part framework for accurate forecasting (Quantitative, Qualitative, Execution)

• How to tie marketing calendars directly to financial models

• Tactical steps to make your forecasts more reliable before Q4

Show Notes:

Ready to start texting smarter? Visit https://www.postscript.io

Explore the Prophit System: https://www.prophitsystem.com

The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

In this episode of The Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday break down why so many e-commerce leaders rely on guesswork and ambition instead of reality—and how forecasting models like Spend & aMER can change that.Taylor compares these models to a DEXA scan: a clear, data-driven look at your business health. Together, they explain how accurate forecasting systems help you diagnose overspending or underspending, anticipate seasonal changes, and build a roadmap to profitable growth.You’ll learn:

- Why most e-commerce budgets are based on wishful thinking

- How Spend & aMER models anchor you in reality

- The key forecasting tools (Spend, Retention, Event Effect) every brand needs

- How to prepare smarter for Q4 and beyondShow Notes:- Ready to start texting smarter?

Visit https://www.postscript.io- Explore the Prophit System: https://www.prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

In this week’s episode of The DTC Hotline, Richard Gaffin is joined once again by Tony “The Chopper” Chopp (VP of Paid Media) and Luke “The Weatherman” Austin (VP of eCommerce Strategy) to take real questions from eComm operators and Admission members—no fluff, just clear, hard-earned answers.

They tackle:

• What to do when “nothing works” on Meta (and why that diagnosis is often wrong)

• How to spot the real business problem hiding behind poor ad performance

• Why TikTok creative might crush while Meta flops—and how to close the gap

• When to expand into secondary channels like Pinterest or Snapchat (and when not to)

• The truth about CPMs—and why chasing lower costs can lead you astray

• How to pitch cost caps to your boss so they actually say yes

• Why profitable scaling means solving business problems, not just account problems

This is where your DTC questions get answered in real time.

Call or text us: 866-DTC-2263

Interested in Admission?

Learn more at https://www.youradmission.co/

Email: [email protected]

Explore the Prophit System: https://prophitsystem.com

In this episode of the E-Commerce Playbook Podcast, Richard Gaffin is joined by Luke Austin (VP of E-Commerce Strategy at CTC) and Steve Rekuc (Director of Data) to unpack one of CTC’s most powerful forecasting tools: the Spend & aMER Model.

This model reveals whether your brand is overspending past the point of profitability—or underspending and leaving growth on the table. By layering in 40+ predictive models, seasonality, and LTV impacts, it provides the clearest roadmap to profitable growth we’ve ever built.

You’ll learn:

- Why most 8–9 figure brands are shocked when they see their true efficiency curve

- How to quantify the real tradeoff between cutting spend and growing top-line revenue

- The difference between optimizing for contribution margin today vs. maximizing lifetime margin tomorrow

- Why “spending power” is unique to every brand—and how to know yours

Get your FREE mystery shopping report from Stord—compare your CX against two competitors:

https://stord.link/mystery

Explore the Prophit System: https://prophitsystem.com

Have a question for the podcast?

Email us at [email protected]

Get an exclusive look behind the curtain with our VP of Strategy, Luke, as he breaks down how CTC is transforming profit-driven growth through clarity, measurement, and scalable systems. Discover how our incrementality tool, daily forecasting workflows, and creative growth frameworks come together in the “prism”—our metaphor for the integrated decision-making engine that fuels brand success.In This Episode, You’ll Learn:- How geo‑based incrementality tests are lowering ad spend risk and increasing clarity- Why Meta, Google Brand, and Google Non‑Brand all perform differently—and how we prioritize ad dollars accordingly- How we’ve scaled effective channels like YouTube, TikTok, Snapchat, and Pinterest—thanks to high-confidence data and targeted ad credits- The three core “Units of Growth” we use to influence profitable expansionShow Notes:Ready to solve your influencer strategy? Book Your Strategy Demo at getsaral.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

In the debut of The DTC Hotline, Richard Gaffin is joined by Tony “The Chopper” Chopp (VP of Paid Media) and Luke “The Weatherman” Austin (VP of eCommerce Strategy) to take real questions from eComm operators and Admission members—no fluff, just unfiltered answers.

They tackle:

• Why your Meta cost caps aren’t spending (and what to do about it)

• How much creative is really “a lot” in today’s ad environment

• The best tools for competitor research and ad spying

• What to do when LTV is low and repeat purchases are rare

• When to launch a new campaign vs. just adding creatives

• Why AI is more valuable for strategy than production

• The truth about when (or if) eCommerce is “getting better”Call, text, or listen in—this is where your DTC questions get answered in real time.

Interested in Admission?

Learn more at https://www.youradmission.co/

Call or text us: 866-DTC-2263

Email: [email protected]

Explore the Prophit System: https://prophitsystem.com

As brands approach the $1M–$10M revenue range, they often find themselves stuck—still hustling, but with slower growth and rising costs. That’s where CTC’s Global Accelerator comes in. In this episode, Richard Gaffin is joined by Joy Sharma and Jan Almuni to share the blueprint for how seven-figure brands break through to eight.They reveal the step-by-step playbook used across dozens of brands in the Accelerator program—and why the secret to scaling isn’t one big move, but the right next move at the right time.You’ll learn:- Why creative volume is a non-negotiable—and how to build it cost-effectively- How the “two-and-two” marketing calendar framework drives consistent growth- What landing page testing can teach you about offers, personas, and real incrementality- Why retention isn’t a backend problem—it’s baked into every step of the growth journeyShow Notes:Get your FREE mystery shopping report from Stord—compare your CX against two competitors:https://stord.link/mysteryExplore the Prophit System: https://prophitsystem.comHave a question for the podcast?Email us at [email protected]

In this episode of the E-Commerce Playbook Podcast, Taylor Holiday and Richard Gaffin unpack the surprising success of last week’s episode—and explore what it reveals about content that actually resonates.What about the convo with Taylor and Andrew led to such a positive response?Turns out, the answer has less to do with tactics—and everything to do with time, unique perspective, and story.If you’re trying to build content that lasts (not just goes viral), this one’s for you.

• Ready to solve your influencer strategy?

• Explore the PROPHIT System: prophitsystem.com

• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.
• 
  

Book your strategy demo at https://www.getsaral.com/demo

After months of speculation, testing, and internal debate, CTC put Meta’s new Incremental Attribution Tool to the test—three times.

In this episode, Richard Gaffin sits down with VP of Paid Media Tony Chopp to break down what really happened across those tests, including a final geo holdout study using actual Shopify revenue. The result?

You’ll learn:

- What CTC’s 3 incrementality tests revealed about Meta’s new attribution tool

- Why Meta’s results may be overstating impact—especially on new customer acquisition

- How to run a high-fidelity geo holdout test with real revenue data

- Why “cautiously curious” is the right mindset for adopting new attribution tools

Show Notes:

Want to see how real customers experience your brand across channels?Request your FREE Mystery Shopper report from our sponsor, Stord: https://stord.link/mystery

Explore the Prophit System: https://prophitsystem.com

Have a question for the podcast?

Email us: [email protected]

In this episode of The Random Show, Taylor Holiday and Andrew Faris sit down for a moment of focus—because something big just happened.Common Thread Collective has a new growth partner. Taylor breaks down what the deal really means, why it isn’t a retirement plan, and how private equity views agencies differently than eComm brands.• Why service businesses generate more cash (and get better multiples)• How CTC nearly collapsed—and what saved it• The real reason agency owners burn out (and how to avoid it)This is a must-watch.

• Ready to solve your influencer strategy? Book Your Strategy Demo at https://www.getsaral.com/demo
• Explore the PROPHIT System: prophitsystem.com
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm