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50m 21s

The Modern Media Playbook

Common Thread Collective
About this episode

In this episode of the podcast, Taylor and Luke take you inside the system Common Thread Collective has built to define what modern media management really looks like in 2025.

Media buying has evolved - incrementality, experimentation, MMM, and FP&A can’t live in silos anymore. Taylor and Luke break down how to turn these complex ideas into one cohesive, profit-first workflow that drives real business results.

You’ll learn:

  • Why data integrity is the foundation of profitable decision-making

  • How to set smarter budgets with the Spending Power Model

  • How to allocate across channels using incrementality benchmarks

  • How to operationalize measurement, testing, and optimization in one system

  • Why IRoAS > ROAS (and how to make that shift inside your team)

This is the exact system CTC uses to manage media for hundreds of DTC brands..

Show Notes:

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