Common Thread Collective

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CTC got an exclusive with Quibi

Loftie sold 200,000 alarm clocks. No VC money. Wirecutter's #1 pick for six straight years. The metric that changed everything for their founder? Contribution margin. "If you think it's about revenue, you can quickly drive your company into the ground." We broke down what this means for your brand: commonthreadco.com/blogs/coachs-c…

Get your Prophit Engine commonthreadco.com/pages/prophit-…

Your forecast should be a financial instrument, not a hope. Profit Engine forecasts revenue within 3.15% across $3B in GMV. That's the difference between making decisions based on data versus making decisions based on dreams. When your forecast becomes this accurate, every budget conversation changes. Every hiring decision has context. Every growth investment has guardrails. Stop hoping. Start knowing.

Most 7-figure brands are making spend decisions on data that's 30-60 days stale. We partnered with @northbeam to fix that. Join @TaylorHoliday and @mkobach LIVE on May 6 to see how we're rebuilding attribution for brands that actually want to scale profitably. 30 seats. webinar.commonthreadco.com/ctc-northbeam-…

We're doing a live roundtable with @northbeam on May 6. Topic: How we're changing attribution for 7-figure brands. @TaylorHoliday + @mkobach. 10am PT. Limited seats → webinar.commonthreadco.com/ctc-northbeam-…

Run this math on your own brand: Take your number of customers from last year. Multiply by your average order value. Now multiply that by 0.01. That's what one extra percentage point of retention rate is worth to you annually. For a brand with 20,000 customers and a $75 AOV, that's $15,000 a year. From 1%. Now think about how much you spent on ads last month trying to get new customers. Retention is the highest ROI thing most eCom brands are underfunding right now. The problem is that most teams don't know where to start. They know their numbers are okay but not great. They know the flow could be better. They just don't have a clear picture of which specific thing to fix first. That's what the @CommerceRound Retention Roadshow is built for. It's a one day hands on workshop series coming to four cities this June, built for the people actually running retention programs. 75-100 people per city. Email, SMS, and lifecycle marketing with AI focus. Real operators sharing what's actually moving the needle. Experts joining us from city to city. NYC June 5 Miami June 8 LA June 10 Austin June 12 6 hours of hands on learning in all things retention, including practical AI + breakfast/lunch and networking. Get the details and grab a seat here: commerceroundtable.com/roadshow Note: This is for brand and agency marketers only.

Meta just released official AI Connectors for ads. MCP server + CLI that gives AI tools full read and write access to your ad account. Query campaigns, create new ones, update budgets, pull real-time insights. All through ChatGPT, Claude, or your terminal. This is the biggest infrastructure shift Meta has made for advertisers in years. commonthreadco.com/blogs/coachs-c…

After years of publicly disagreeing about attribution, @TaylorHoliday and @MAustinHarrison are partnering up. @northbeam's enterprise attribution is now available through CTC, fully integrated into Statlas, with pricing that didn't exist before. Full conversation on what changed: youtu.be/tlNHaUkZsTI

Excited to partner with @TaylorHoliday and @CommnThreadCo to bring Northbeam to more 7-figure brands. This partnership lets CTC run NB on behalf of teams that don’t necessarily have the budget/resources to do it themselves. This is enterprise-level performance data for SMBs 🤝

Our goal is to create the world's best marketing measurement solution. This partnership with @CommnThreadCo is where attribution meets execution. Read the full details here: northbeam.io/blog/northbeam…

Platform attribution misses up to 53% of new customer acquisition. You're scaling on half the picture. CTC × @northbeam fixes that. Deterministic attribution, media mix modeling, and a team that turns it into daily decisions. Profit engineering meets enterprise attribution 👇 commonthreadco.com/blogs/coachs-c…

CTC x Northbeam joining forces. Always knew this would get the comments going...

TIRED of bad attribution? Is your current strategy just a guy named Dave who "has a feeling"? CALL NOW. Actually don't call. Just watch this video. But do it with URGENCY. CTC x @northbeam. You're welcome.

Announcing the most unexpected partnership you could imagine... @CommnThreadCo x @northbeam are joining forces. 6 years ago @MAustinHarrison approached me with the email in the attached image. It was a deal for Northbeam to takeover Statlas and become the embedded software product inside of CTC. At the time I didn't believe that attribution was the right path for us to pursue. Probably cost me tens of millions of dollars... Needless to say Northbeam has gone on to become a staple in the eCommerce industry. Trusted by thousands of merchants to guide their media decision making. I have had very public issues with MTA products, including Northbeam, over the years and I still do... BUT I have also watched them evolve their product into so much more. That movement has been in directions that I agree with and have shared vision around. Things like: Aligning optimization with attribution by passing data back to meta. First party tracking of customer identity to support in identify resolution for your acquisition Visibility of media impact beyond 7/28 days and now incrementality testing. All pieces of measurement that CTC believes are important to building a system of progressive truth. As our ideologies have converged our business models have moved in different directions. This is where the opportunity for partnership emerged. Northbeam has chosen, thoughtfully, to move up market where media complexity and dollar values allow for larger investments in measurement systems. That pursuit of the enterprise and pricing strategy left many 7 figure store owners without access to their technology. Meanwhile, CTC is actively engaged in figuring out how to bring enterprise level sophistication to the SMB market. Given our position as a service provider it allows us to provide the high level of care needed to deploy these tools to 7 figure store owners. With all this in context I am excited to announce that CTC is the EXCLUSIVE PROVIDER of Northbeam technology to 7 figure store owners. It will be included as part of our Global Accelerator program (Prophit Engine - 7) going forward. Stores as this level of revenue/spend often are too early to deploy incrementality testing in a way that would give them definitive results in reasonable timelines. So, to help our customers get the best possible POV on their media we will now be ingesting and displaying Northbeam data directly inside of Statlas. Enriching our data and presentation of impact to our customers. While this may not lead to the same personal financial riches as that equity offer all those years ago, I do believe it has the same potential to make a positive impact for the community. If you are a 7 figure store owner who has been interested in trying the product before, reach out and we can take you through how the partnership will work! Excited to share more about the partnership in the coming days and weeks.

One of the smartest things Lighthouse Co did early on was refuse to build a team of all-stars. Instead of hiring the most experienced craftsmen, they hired good people with no experience and trained them on documented processes. The skill becomes the system, not the individual. That's how you scale without breaking. youtu.be/PkRsCYBTh0c

Future purchase sentiment increased this month; it's substantial better than last April, but still lagging 2023 and 2024. New DTCCI composite calculated next week. Thanks to @TaylorHoliday @JeremiahPrummer @CommnThreadCo and @KnoCommerce

There's a reason so many brands stack attribution tools on top of each other, and it has nothing to do with the data being better. Taylor calls it the Boogie Monster Distrust. This idea that Facebook data is bad, so without ever validating the alternative, we just accepted that anything else must be better. But all it creates is paralysis. We finally validated one. More to come on Wednesday.

Where did brands spend their money in Q1? What was the iROAS of every channel and tactic? What about the median MER and contribution margin? Let me show you: