Stop Guessing Your Ecommerce Budget

The podcast addresses key questions for e-commerce CMOs and operators: budget allocation, creative output, and channel revenue contribution. It introduces three models designed to provide clarity and actionability: the Spending Power Model, which identifies when ad spend becomes inefficient across platforms; the Creative Demand Model, which determines the volume and type of creative assets needed to meet spend targets; and the Incrementality Roadmap, which prioritizes testing channels based on potential revenue impact. The hosts emphasize the importance of making decisions based on the best available data, even if imperfect, and encourage a proactive approach to testing and optimization. They highlight the risk of inaction stemming from ambiguity and advocate for a clear, agreed-upon decision-making framework.