The Modern Media Playbook

In this episode of the Ecommerce Playbook Podcast, Taylor and Luke delve into the intricacies of building a modern media management system for D2C brands, emphasizing the importance of data integrity across revenue, marketing investment, and costs. They discuss the challenges in accurately defining these data dimensions and introduce their spending power model, an ensemble model using 30 time series to determine optimal budget allocation based on business objectives rather than fixed metrics like MER or ACOS. The conversation highlights incrementality testing as a crucial element for channel allocation, using benchmarks and a prioritized testing roadmap to improve decision-making, and stresses the need for media buyers to represent information ad platforms lack, such as cost of goods and incrementality test results. They encourage listeners to engage with their blog post and YouTube video to further refine the system.