E065: Using Spending Power to Plan and Spend Smarter with Steve Rekuc - Plus AI Ads and PDP

Marketing Operators

This week, we’re talking AI creative, product page testing, and Shopify updates - plus, we’re joined by Steve Rekuc from Common Thread Collective who walks us through how he built the Spending Power metric at CTC, what it tells us about shifting consumer demand, and how brands can use it to adjust spend and planning month to month. We also dig into seasonality vs macro-driven variability, and why awareness of your environment is key to making smarter decisions.

We also discuss the viral Kalshi ad and discuss how we’re approaching AI tools for creative development, from visual quality to concept support. We also talk about recent PDP testing wins, what changed, and how to think about the structure of your product pages going into peak season.

Want to submit your own DTC or ecommerce marketing question? ⁠Click here⁠.

00:00 Introduction

02:57 Analytics Reporting and Year-Over-Year Comparisons

07:12 Data Warehousing and Shopify Analytics

10:54 AI in Marketing and Creative Strategies

16:53 Consumer Confidence and E-commerce Predictions

23:00 Insights from Common Thread Collective

34:20 Understanding Spending Power

37:14 Incrementality Testing for Marketing Efficiency

40:01 Seasonality and Brand Performance

43:41 Predicting Future Spending Power

46:59 Consumer Confidence and Spending Trends

49:47 Insights from Data for Brand Strategy

52:27 Iterating on Product Design and User Experience

Kalshi Ad: https://x.com/PJaccetturo/status/1932893260399456513

Steve's X Thread: https://x.com/RSteveData/status/1931107166792159711

Episode 64 with Dylan Anders:

YouTube: https://youtu.be/QJvj3z68rbE

Spotify: https://open.spotify.com/episode/3iwer8FNwuwzDDnAV5X7JV?si=ab23e70a86404639

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