Ralph Burns and Lauren Petrullo bring you part two of their deep dive on nCAC (New Customer Acquisition Cost)—because knowing what it actually costs to land a fresh customer is kind of important (who knew, right?). They break down the hidden costs, debunk common myths, and explain why understanding nCAC isn’t just about crunching numbers—it’s about scaling smart. Whether you’re a finance geek or just someone who wants to make sure you’re not throwing cash into the marketing void, this episode serves up valuable info you can immediately put into action. Plus, there’s a special challenge for Spotify listeners that could land them a one-on-one strategy session—because who doesn’t love a little bonus ROI?

Chapters:

• 00:00:03 – Buckle Up: The Perpetual Traffic Lift-Off
• 00:00:13 – nCAC? Yeah, You’ll Want to Know This
• 00:01:51 – The Sneaky Costs That Could Sink You
• 00:03:55 – Margin Showdown: Contribution vs. Gross
• 00:05:49 – The nCAC Formula That Changes Everything
• 00:15:48 – nCAC Danger Zones (Proceed with Caution!)
• 00:20:19 – A Surprise You Didn’t See Coming

LINKS AND RESOURCES:

• Episode 663: How to Make Your Present Better by Making Your Future Bigger
• 10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy
• Tier 11
• Mongoose Media
• Tier 11 Jobs
• Perpetual Traffic
• Get Your nCAC Calculation Guide Now!
• Marketing Performance Indicators™ Checklist
• Perpetual Traffic on YouTube
• Tier 11 on YouTube
• Connect with Lauren on Instagram
• Connect with Ralph on LinkedIn
• Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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Tier 11 Data Suite

AI just dropped a bombshell, and Ralph and Lauren are here to break it down. DeepSeek—China’s mysterious AI powerhouse—just sent shockwaves through the stock market, slashing billions off NVIDIA overnight. But is this a real revolution or just overhyped tech drama? They’re comparing DeepSeek to the AI giants, letting us in on its jaw-dropping cost efficiency, and asking the big question: should marketers panic, pivot, or pop some popcorn and watch the chaos unfold?

Chapters:

• 00:00:00 – The Rabbit Hole Begins: Perpetual Traffic Awaits
• 00:00:30 – What on Earth is Deep Seek?
• 00:01:11 – The Stock Market Earthquake You Didn’t See Coming
• 00:02:21 – AI Revolution or Catastrophe? The Deep Seek Dilemma
• 00:05:00 – Battle of the Bots: AI Heavyweights Face Off
• 00:07:26 – Data Privacy Nightmares: Are You Safe?
• 00:12:55 – Deep Seek Unleashed: The Future is Here
• 00:16:44 – The AI Arms Race: Who Will Dominate?
• 00:20:12 – Where Do We Go from Here? The AI Roadmap

LINKS AND RESOURCES:

• DeepSeek - The Chinese AI That Crashed The Markets
• DeepSeek
• How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did
• Tier 11
• Mongoose Media
• Tier 11 Jobs
• Perpetual Traffic
• Get Your nCAC Calculation Guide Now!
• Marketing Performance Indicators™ Checklist
• Perpetual Traffic on YouTube
• Tier 11 on YouTube
• By the Numbers
• Connect with Lauren on Instagram
• Connect with Ralph on LinkedIn
• Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Tier 11 Data Suite

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In part one of this two-part episode, Ralph and Lauren are talking about New Customer Acquisition Cost (NCAC). Sure, the mention of math might send some of you running for the hills, but hold on—this is the math that matters. Ralph compares finding your NCAC to searching for buried treasure, while Lauren reminds us that chasing vanity metrics like ROAS alone is as useful as an umbrella in a hurricane.

Learn why NCAC is the North Star of scaling a business, how to measure it effectively, and what tools can make the process manageable. Ad platforms love to boast about their results but your bottom line—and how much it costs to add a new customer to it—never lies.

As Lauren puts it: “Fake numbers might make you feel good, but they won’t pay your bills.”

Chapters:

• 00:00:00 – Math That Matters: The Secret Ingredient for Scaling
• 00:00:24 – NCAC: The Metric That’s Cooler Than ROAS
• 00:01:42 – Why Calculating NCAC Feels Like Cracking a Cold Case
• 00:02:42 – Scaling Secrets: Unlocking Business Growth with Math
• 00:03:47 – The Real Cost of New Customers (No, It’s Not What You Think)
• 00:06:10 – Lifetime Value: Measuring Love from Your Best Customers
• 00:09:28 – Practical Math: When Numbers Lead to Dollars
• 00:12:45 – Refunds, Returns & Regrets: Subtracting the Pain Points
• 00:15:30 – Hidden Costs Unveiled: Shipping, Storage & Surprises
• 00:18:05 – COGS: Decoding Cost of Goods Sold
• 00:20:50 – Gross Profit: The Halfway Mark to True Success
• 00:23:15 – Profit Checkpoint: COGS, Gross Profit, and What They Mean for You
• 00:34:10 – A Special Perk for PT Fans: Wrap-Up & Surprise

LINKS AND RESOURCES:

• Tier 11
• Mongoose Media
• Tier 11 Jobs
• Perpetual Traffic
• Get Your nCAC Calculation Guide Now!
• Marketing Performance Indicators™ Checklist
• Perpetual Traffic on YouTube
• Tier 11 on YouTube
• By the Numbers
• Connect with Lauren on Instagram
• Connect with Ralph on LinkedIn
• Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

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Ralph and John are throwing conventional wisdom out the window with a mind-blowing Amazon ad case study that'll leave you questioning everything. Spoiler alert: less Amazon spend + smarter Facebook and YouTube ads = MORE revenue. It's all about contribution, not attribution, folks! This episode is packed with actionable insights, groundbreaking data, and a healthy dose of humor. Tune in to unlock the secrets of Amazon's black box and discover how to outsmart the algorithm. Your future profits will thank you. 

Chapters:

• 00:00:00 - Welcome to Ralph and John’s World
• 00:00:24 - A Feeder Strategy Unveiled
• 00:00:39 - Data Secrets for Scaling Big
• 00:01:23 - Cracking the Amazon Code
• 00:02:35 - Numbers Don’t Lie: Tracking Sales
• 00:03:19 - Behind-the-Scenes Breakdown
• 00:04:15 - Live and In Action
• 00:05:53 - Game-Changing Ad Revelations
• 00:08:12 - The “Contribution vs. Attribution” Debate
• 00:08:40 - The Brand Loyalty Puzzle
• 00:11:12 - The Revenue Surge Experiment
• 00:22:55 - Ad Fatigue or Audience Overload?
• 00:33:16 - Spend Smarter, Scale Faster
• 00:34:01 - Attribution Tools Face-Off
• 00:34:14 - Unpacking GA4 and Wicked Reports
• 00:35:18 - Redefining Spend-to-Revenue Success
• 00:37:19 - Open Mic: Questions That Matter
• 00:37:37 - Shopping Insights from Google
• 00:39:27 - YouTube Ad Masterclass
• 00:40:43 - A Deep Dive into YouTube Optimization
• 00:44:54 - E-Commerce Data That Drives Strategy
• 00:58:17 - PMAX + Feeder: A Winning Combo
• 00:59:14 - Wrapping Up: Next Steps Revealed

LINKS AND RESOURCES:

• Amazon Ads Myths Debunked: Spend Less, Earn More! | Tier 11 Live! - EP024
• Measurement and analytics
• Amazon Seller Analytics: 10 KPIs to Track for a Winning Strategy
• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

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Ralph Burns and Lauren Petrullo tackle the art of thinking big and hiring smart. From setting 10X goals that demand sharp decision-making to unexpected twists in virtual interviews (because you never know when someone’s hiding a cruise—or a pregnancy), they discuss building a dream team. Ralph and Lauren also talk about the importance of transparency, trust, and asking the right questions to avoid costly missteps. If you're looking to 10X your business—or just want to hire someone who’s not secretly a foot model—this episode is for you.

Chapters:

• 00:00:00 - A Curious Start: Traffic, Goals, and Grievances
• 00:00:39 - Lofty Ideas: Why Bigger Dreams Are Easier
• 00:02:58 - Big Hurdles: The Struggles of Thinking Big
• 00:03:46 - The Ultimate Quest: Hiring the Perfect Fit
• 00:05:56 - Zoom Realities: When Interviews Get Surprising
• 00:08:48 - Radical Honesty: The Secret Sauce in Hiring
• 00:17:03 - Building Bridges: The Art of Trust at Work
• 00:21:04 - Looking Forward: What’s Next on the Horizon

LINKS AND RESOURCES:

• Virtual Boss by Ralph Burns
• Episode 591 Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time
• Episode 663 How to Make Your Present Better by Making Your Future Bigger
• Tier 11 on YouTube
• Marketing Performance Indicators
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

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AdCritter for Agencies

Ralph and Lauren aren't just chatting about the weather; they're dissecting the art of achieving massive success by thinking bigger and setting ambitious goals, all based on the wisdom of "10X Is Easier Than 2X."  They're dishing out their own experiences and providing examples to prove that aiming high, playing to your strengths, and assembling a dream team can lead to mind-blowing results. Get ready to ditch those tiny, yawn-inducing goals and embrace exponential growth in 2025 – Ralph and Lauren's pep talk will leave you feeling inspired and ready to conquer the world!

Chapters:

• 00:00:00 - Foggy Views, Frozen Pipes, and Podcast Vibes
• 00:00:40 - When Life Gives You Challenges, Make Content
• 00:01:41 - Delegation: That Thing We Love to Hate
• 00:04:23 - 10X Thinking: Because 2X is Boring
• 00:06:12 - Zodiac Signs, Salesforce, and Big Ideas
• 00:11:07 - Eckhart Tolle, Present Moments, and Toilet Epiphanies
• 00:16:39 - Turning Dreams Into Actionable Strategies
• 00:23:15 - Falling Forward: Embracing Intelligent Failure
• 00:28:37 - Jimmy Donaldson’s Genius and Your Next Move
• 00:32:04 - Big Goals, Bigger Futures—The Wrap-Up

LINKS AND RESOURCES:

• 10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less
• Dan Sullivan
• (YouTube)Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time | Perpetual Traffic EP 591
• (Website)Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time
• Chris Mercer on LinkedIn
• How MrBeast Grew His Channel
• Good to Great: Why Some Companies Make the Leap...And Others Don't (Good to Great, 1)
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

AppSumo - 13% off with code traffic13

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A digital marketing bombshell explodes as Ralph and Lauren uncover the shocking truth about the Honey browser extension. Misattributed commissions, broken partnerships, and creators unknowingly caught in the crossfire—this scandal is shaking the influencer world to its core. With Lauren’s razor-sharp analysis and Ralph’s firsthand insights, they piece together a story of deception that could rewrite the rules of affiliate marketing. You won’t believe what’s happening behind the scenes!

Chapters:

• 00:00:00 - Ralph and Lauren Have a Bombshell Revelation
• 00:00:22 - The Scandal Exposed: What’s REALLY Happening Behind the Honey Browser Extension?
• 00:01:38 - Honey’s Secrets: How They Pull Off This Controversial Move
• 00:03:25 - Fallout: Creators and Affiliates Hit Hard—What’s at Stake?
• 00:07:44 - Crossing the Line? Legal Battles and Ethical Dilemmas
• 00:15:43 - A Marketing Reckoning: What Does This Mean for the Future of Influencers?
• 00:20:36 - Wrapping Up the Drama: Takeaways

LINKS AND RESOURCES:

• Marketing Performance Indicators™
• What MegaLag Gets Wrong About PayPal Honey and Affiliate Marketing
• Why is PayPal being sued by YouTubers for alleged 'deceitful and clandestine methods'?
• Exposing the Honey Influencer Scam - MegaLag YouTube
• FTC Action Temporarily Halts Operation that Allegedly Used Fake News Sites to Make Deceptive Claims about Acai Berry Weight-Loss Products
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tier 11 on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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Today we’re revisiting some clips from the top 6 episodes of 2024, chosen by the audience's overwhelming response. These highlights give you insights into delegation, the essence of marketing performance indicators, and groundbreaking strategies from thought leaders like Dr. Robert Cialdini. Each segment delivers strategies and principles, showcasing why these conversations resonated deeply throughout the year. Get ready for a quick yet profound dive into what made these episodes truly stand out.

Chapters:

• 00:00:00 - Looking back over 2024! Thank you For Another Year!
• 00:05:00 - Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time
• 00:13:53 - Episode 575: The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch
• 00:18:35 - Episode 623: The 7 Bedrock Principles of Influence for Any Marketer with Dr. Robert Cialdini
• 00:31:26 - Episode 630: 3 Essential Marketing Performance Indicators You’re Not Using…But Should
• 00:38:43 - Episode 613: What Are Marketing Performance Metrics™ & Why Are They Important?

LINKS AND RESOURCES:

• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

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Ralph and Lauren are talking about the evolving world of TikTok commerce with two powerhouse guests from TikTok, Michelle Caglar and Jose Villalobos. They’re discussing the game-changing tools Smart Plus and GMV Max, breaking down how brands—whether they're TikTok Shop veterans or just getting started—can leverage automation, creative authenticity, and ROI-driven strategies to scale smarter, not harder. This episode is a must-listen for marketers looking to turn TikTok into their next big growth channel while keeping their campaigns efficient, creative, and downright profitable.

Chapters

• 00:00:00 – Where Algorithms Meet Ambition
• 00:00:45 – Guest Stars: Michelle Caglar and Jose Villalobos
• 00:03:25 – Behind the Hashtag: Stories That Sell
• 00:07:30 – Affiliate Hustle: The Influencer Blueprint
• 00:17:07 – Smart Ads, Smarter Results
• 00:25:50 – Creative Automation: Ads That Think
• 00:26:56 – GMV Max: ROI on Autopilot
• 00:28:03 – Paid vs. Organic: The Traffic Tango
• 00:29:14 – Performance, Perfected
• 00:33:46 – Success Chronicles: Lessons from the Frontlines
• 00:35:48 – Scaling Secrets: Bigger Budgets, Bigger Wins
• 00:38:01 – $200 Playbook: Small Budget, Big Moves
• 00:47:47 – Final Nuggets of Wisdom

LINKS AND RESOURCES:

• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

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This is part two of two where Ralph and Lauren break down the most important digital marketing trends shaping 2025, from the evolution of search platforms and the rise of AI-driven personalization to the growing impact of AR, VR, and in-app shopping. They talk about how data privacy laws are changing the game and why zero-party data and automation will be critical for staying ahead. Ralph and Lauren use real examples and forward-looking ideas to look deeper into what’s next for marketers and how to adapt to a landscape that is quickly shifting​.

Chapters:

• 00:00:00 - Opening the Gateway: A Fresh Take
• 00:00:11 - Forecasts & Flashbacks: A Look at 2024 vs. 2025
• 00:01:18 - Cracking the SEO Code in the AI Era
• 00:02:06 - The Shift in Search: Platforms of Tomorrow
• 00:03:39 - Voices in the Void: Smart Devices Reshaping Search
• 00:05:00 - Social Media’s Unexpected Role in Search Evolution
• 00:11:16 - Privacy, Permissions & the Zero-Party Data Play
• 00:17:44 - Personalization’s Next Frontier: Data Meets Connection
• 00:20:31 - AR and VR: Beyond the Buzzwords
• 00:23:36 - Shopping 3.0: Experiential Commerce Unveiled
• 00:24:09 - Your Digital Butler: Personalized Shopping Assistants
• 00:26:00 - Data as the New Currency in Retail
• 00:28:20 - Wearables: Where Tech Meets Retail
• 00:28:50 - Boundaries Redefined: Geo-Fencing’s Dual Edge
• 00:31:57 - Swipe, Click, Buy: In-App Shopping Gets Smarter
• 00:34:05 - Group Deals & Real-Time Shopping Frenzies
• 00:39:25 - Wrapping Up: Peering Into the Future

LINKS AND RESOURCES:

• Make Smarter Decisions with Tier 11 Data Suite™
• Kinky Christian Comedy with Lauren Petrullo | Unfiltered, Hilarious, and Totally Unapologetic!
• Episode 555: 13 Explosive Must-Do Marketing Tips for 2024 with Lauren Petrullo
• Synthesia
• HeyGen
• 11Eleven Labs
• Make
• Cardi B - WAP feat. Megan Thee Stallion [Official Music Video]
• Wrapped for Creators
• How we used Ai and Deep Fakes to create a Spanish version of Perpetual Traffic
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

AppSumo - 13% off with code traffic13

AdCritter for Agencies