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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Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

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Today we’re joined by Dylan Ander, founder of heatmap.com, to talk attribution, LTV, CAC, creative testing, and what actually moves the needle in media buying performance.

We unpack why conversion rate alone isn’t the best indicator of success and what to look at instead, from holdout testing and CAC payback windows to 60-day LTV. Dylan shares his approach to attribution when platform data (especially from Meta) falls short, and how to build creative testing frameworks that truly help scale spend.

We also dive into the nuances of media buying across channels, how to interpret noisy performance data, and the signals that actually matter. Dylan breaks down how to use on-site surveys to gather clearer attribution insights - what to ask, how to ask it, and how to use the data. Plus, we get into pricing strategy: why many brands hesitate to raise prices, and how pricing impacts both conversion and LTV.

Finally, Dylan walks through an audit of Cody’s website using heatmap and revenue data, offering tactical, high-leverage feedback on what’s working, what’s not, and what to test next.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Meta Summit Takeaways

02:47 AI in Marketing Strategies

06:08 Introduction to Dylan Ender

09:04 Core Web Analytics Insights

11:55 Customer Feedback and CRO

15:13 The Importance of AOV and Conversion Rate

17:58 Revenue Per Session vs. Conversion Rate

20:50 Price Testing Strategies

39:41 Revenue Testing and Feedback

42:08 The Importance of Price Testing

43:36 Challenges in SaaS Pricing

44:57 Understanding Heat Maps and Analytics

52:58 Live Testing vs. Split Testing

56:20 The Role of Customer Feedback in Marketing

01:01:12 Understanding Funnel Metrics

01:08:53 Optimizing Navigation for Better User Experience

Episodes discussed in the show:Episode 1 - A Deep Dive into Attribution and Measurement Episode 27 - How We Set Goals, Attribution Limitations and KPIs for Growth?

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Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Rivo.

https://www.rivo.io/operators

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In this episode, we dive into Meta ad performance, Shopify’s latest AI features (including Sidekick), and we answer your DTC marketing questions from our MOps Hotline.

We start with unpacking how Meta is performing for us right now - why it’s still the most powerful channel in the stack, but also less forgiving than it used to be. Cody shares the thinking behind his recent tweet on Meta volatility and how we’re adapting creative and media buying to respond.

Next, we discuss to Shopify’s latest AI announcements and tools - from Sidekick to generative features inside the Shopify platform. We discuss whether these updates are useful for ecommerce operators, or just more hype.

Ad finally, we get into a round of your questions from our MOps Hotline, covering email vs SMS strategy, SKU-level segmentation, channel prioritization, and more.

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

00:00 Introduction

04:34 Leveraging AI in Marketing

07:05 The New Metric: Cost Per 1000 Accounts Reached

19:26 Optimizing Meta Advertising Strategies

27:38 AI Innovations in Shopify

37:34 The Future of E-commerce with AI

44:12 Incrementality Testing for Ad Spend

51:41 Effective Marketing Measurement and Reporting

01:02:54 Pricing Strategies and Conversion Rates

Mehtab's X Thread:https://x.com/mehtabkarta/status/1924547703373189179?s=46

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⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

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Sign up to the 9 Operators newsletter here: https://9operators.com/

Disclaimer: Meta participated as a guest on this podcast episode, However, Meta does not endorse or sponsor this podcast, its content, or any of its commercial partners or sponsors. Any views expressed are those of the individual participants and do not represent the views of Meta.

The Marketing Operators hosts have a live discussion about marketing at the Meta Summit. They discuss the concept of incrementality in marketing, exploring its significance, measurement techniques, and the evolving landscape of marketing tools. They discuss the importance of understanding which conversions are truly incremental and how to effectively measure them using various tools and strategies. They emphasize the need for a culture of experimentation and the role of data triangulation in optimizing marketing efforts.

The discussion also touches on the challenges faced by marketers in adapting to changing consumer behaviors and the future of incrementality in the marketing industry. They explore the role of AI in creative development, emphasizing the need for diverse and culturally resonant content.

00:00 Introduction to Incrementality in Marketing

02:45 Understanding Incrementality: Definitions and Examples

06:04 The Role of Measurement in Incrementality

09:08 Tools and Strategies for Measuring Incrementality

12:01 Operationalizing Incrementality in Marketing

18:03 Triangulation of Data for Better Insights

20:48 The Future of Incrementality in Marketing

29:23 Driving Brand Outcomes through Incrementality

33:30 Revisiting Past Ads for New Opportunities

35:43 The Future of Creative Testing with AI

39:30 Cultural Resonance vs. AI-Generated Content

43:54 The Balance of AI and Human Creativity

47:32 Exploring Creative AI Platforms

51:08 Actionable Insights for Future Campaigns

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

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Sign up to the 9 Operators newsletter here: https://9operators.com/

How can DTC brands run sweepstakes that actually drive results? In this episode, we break down the full sweepstakes checklist: how to plan, set up, promote, and track a campaign that performs.

We’ve been getting a lot of questions from marketers and DTC founders about sweepstakes, and for good reason - when done right, they can drive serious attention, grow your email list, and create a brand moment that doesn’t depend on constant discounting.

We walk through everything you need to know to run a sweepstakes for your ecommerce brand: how to time it, what to offer, how to promote it with paid, what legal considerations to keep in mind, and the one element that can make or break your results.

If you enjoyed this episode, check out Ep 17 - The Sweepstake Tactics To Create Tentpole Moments for more sweepstakes strategy discussion:

Spotify: https://open.spotify.com/episode/5kzE8uNgBBqy9nU3uloppt?si=5586b656d0e045e8

YouTube: https://youtu.be/wSgVjuh3i6Y

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

09:05 The Rise of Sweepstakes in Marketing

18:02 Strategizing Sweepstakes Offers

22:29 Branding and Design Language for Campaigns

28:35 Gamification in Sweepstakes

39:36 Maximizing Post-Purchase Revenue

46:41 Legal Considerations for Sweepstakes

50:34 Tracking Entries and Customer Awareness

01:03:28 Building Effective Funnels for Sweepstakes

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

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⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Rivo.

https://www.rivo.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

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In this episode, we get into a few different areas we've been working through recently, from campaign performance to org structure to how we’re using AI in our day-to-day. We dig into how recent promotions performed across our DTC brands, including Mother's Day and Memorial Day campaigns, and share what we’ve seen work (and not work) when it comes to bundling, gift-with-purchase offers, and mystery boxes.

We also talk through how ecommerce teams are structured inside the brands we work with, including where things can break down between marketing, web, and product.

Finally, we get into how AI is being used practically in our workflows, from tools like ChatGPT and ElevenLabs to how we’re using HeyGen for localization - what’s been useful, what still requires human oversight, and where we’re seeing opportunity.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

03:13 Leveraging AI in Marketing

06:06 Campaign Strategies and Branding

08:56 Sales Performance Insights

11:45 Innovative Promotions and Offers

15:00 Structuring E-Commerce Teams

17:52 Future Planning and Product Roadmaps

40:39 E-commerce Operations and Team Structure

44:16 Maximizing Post-Purchase Profitability

46:18 AI Integration in E-commerce Workflows

54:01 AI's Impact on Customer Experience and Operations

01:00:00 Leveraging AI for Marketing and Data Analysis

01:15:24 Testing and Insights in E-commerce Strategies

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

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⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

In this episode, we break down how we plan, execute, and analyze our go-to-market (GTM) campaigns. We walk through the full product launch process for our DTC brands, from the initial product brief to strategy development, creative asset production, cross-functional collaboration, and post-mortem analysis.

We share how we tier our launches, how different teams contribute (from product marketing to paid media), and the systems we use to keep everything moving, including ClickUp, Figma, and Notion. We also review our go-to-market boards in real time, showing how we centralize assets, messaging, and strategy across every channel to run high-impact, cohesive campaigns.

Finally, we dive into how we're starting to use AI, especially in copywriting workflows, and where human creativity still plays a critical role.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

05:22 Defining Go-To-Market Strategies

12:03 The Product Prequel Process

17:15 Attribution Models and Their Impact

20:22 Understanding Product Launch Tiers

23:39 Collaboration Between Product and Marketing Teams

29:12 Creating Cohesive Marketing Messaging

35:46 The Role of Project Management in Marketing

39:09 Post-Mortem Analysis for Continuous Improvement

45:43 Centralizing Project Management Functions

48:36 Go-To-Market Strategy and Execution

55:27 Comprehensive Creative Briefs for Launches

58:14 Centralizing Creative Assets

01:02:56 Brand vs. Product Messaging

01:05:39 Design Toolkits for Cohesive Branding

01:11:02 Creative Problem Solving with Existing Assets

01:15:24 Leveraging AI for Content Creation

01:19:09 Establishing a Design System

01:22:01 Iterating on Go-to-Market Strategies

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

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⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

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As our unofficial “shadow guest”, Taylor Holiday, CEO of Common Thread Collective, finally joins us to unpack what growing a brand actually looks like in 2025. From shifting Meta performance and rising creative demands to tighter margins and changing consumer behavior, we explore the real constraints shaping how brands operate today.

We talk about how the best brands are adjusting their messaging to drive performance, how to think about media spend through a margin-first lens, and why bundling, offer structure, and disciplined execution are more important than ever.

Taylor also shares his take on the evolving balance between brand and product-led growth, how to think about testing in a high-cost environment, and why most teams of the future will look leaner, faster, and increasingly AI-powered.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

04:08 E-commerce Challenges and Growth Strategies

11:08 Navigating Meta's Advertising Landscape

18:14 Optimizing for Incrementality and Brand Engagement

25:21 The Role of Brand Activations and Measurement

37:44 Unlocking New Reach in Marketing

40:05 The Short-Term Impact of Advertising

43:39 Balancing Brand and Performance Marketing

46:24 Evolving Marketing Strategies for Growth

49:19 The Role of Creative Campaigns in Business Growth

53:08 The Future of Marketing and AI Integration

01:00:09 The Changing Landscape of Creative Development

01:05:42 The Role of Humans in an AI-Driven World

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

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Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

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Sign up to the 9 Operators newsletter here: https://9operators.com/