Diversify Now: The 6-Week Q4 Window Closing Fast
from Ecommerce Playbook: Numbers, Struggles & Growth Hosted by Common Thread Collective
Richard and Luke (newly promoted President at CTC) break down why channel diversification is no longer optional for 8-figure ecommerce brands heading into Q4 and what creative diversification actually means when you need 1,000-plus ads per month from 100-plus creators. This episode covers the exact tools, platforms, and testing frameworks that changed CTC's position on scaling beyond Meta and Google. What we cover: Why CTC reversed its position on channel diversification How Statlas automation now pushes thousands of ads per month Why geo holdout incrementality testing is now in-house at CTC Creative diversification as production source diversity, not format diversity The 3-4 production source minimum before Q4 Why 3% of ads drive 80-plus percent of spend Finding your top 20-30 creators before the September window closes AppLovin, TikTok GMV Max, and YouTube Demand Gen entering Q4 CTC's Mountain partnership for Connected TV geo holdout testing Key stat: 3% of ads drive more than 80% of spend. Find your outliers before Q4 locks in. Show Notes: Go to http://outersignal.com/thread to get 50% off your first two months Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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