Steve Rekuc

@TaylorHoliday @JeremiahPrummer @dtcindex Also thanks to @KnoCommerce and @CommnThreadCo

From this month's DTCCI.co data, we saw a large uptick in consumers saying they enjoyed spending more than saving their money at a higher rate than the last 3 years - it's much more similar to May 2023. Thanks @TaylorHoliday @JeremiahPrummer @dtcindex

@elonmusk Colorado could use this through mountains.

Boring Company’s goal is to solve traffic in cities and one day build Hyperloop high-speed transit between city centers

@oliviaakory @z_cox2 MMM plus similar brands Incrementality Results for that channel?

Introducing Incrementality Index Estimates for channels you haven’t tested yet ps hi @z_cox2

I am honored to be on CTC's podcast again. open.spotify.com/episode/7J6VGM…

@UntAaron @CommnThreadCo True. That number is better considered on an individual brand basis, but it's healthy for those brands. Returning Customer Revenue is up +13.40% YoY And now they have more new customers to return.

@CommnThreadCo @RSteveData 2% decline in acquisition efficiency while spending 18% more is the number everyone's celebrating, but what's the repeat purchase rate doing? scaling acquisition without tracking second order retention is how brands quietly go broke.

Revenue is up 14.5% year-over-year across our DTC Index dataset. Brands increased ad spend by 18%. Acquisition efficiency only declined 2%. That gap is the story. @RSteveData breaks down why spending power is surging, what Mother's Day data tells us about Memorial Day, and a statistical method for measuring whether Amazon is cannibalizing your DTC revenue or adding net-new sales. youtu.be/Bw6sQGwibz8

Thanks to @JeremiahPrummer @TaylorHoliday @KnoCommerce @CommnThreadCo @dtcindex

Future Purchase Sentiment from our DTCCI.co data continues to sit between 2024 and 2025.

A little pond skim on the last day of lift access in Colorado.

Thank you for putting this report together and sharing. With any good research, I have more questions than comments: The Report says that 25% of incremental revenue comes in the post-test is pretty consistent across channels. What is the distribution of tests among the ad channels considered here? (Is Radio 4%, CTC 18%, Podcasts 12%, etc.) How was that post-treatment lift distributed time-wise? Did most of it happen in the first few days after the test ended with exponential decay or was it closer to linear decay? Or was this a function of how long the test ran? Is there a correlation between Upper Funnel Metrics (Reach, Site Visits, Brand Search, etc.) to Lower Funnel Metrics (Orders, Revenue) in these tests? Can we statistically test these correlations? I'm looking for early signals of later success. Is more of this latency captured around marketing moments? I especially think this applies to your outliers that are mentioned in the report. Did the results vary by the size (revenue) of the brand? Totally understand that releasing this information may not be in the best interest of Haus.

@oliviaakory Thank you! I swear I'm going to read it soon and have feedback :)

One of the biggest and most common questions we get from brands, from 8 figure DTC operators to Fortune 500 CPG conglomerates, is some version of: "How long does it take to see the effects of upper funnel?" It's an extraordinarily hard question to answer. Hard enough that most practitioners don't even try. Tyler Horner, @Chandler_Mktg and @emilykendall have spent months digging into Haus experiment data to answer it rigorously. The result is our most ambitious 18 page research report to date: The Delayed Impacts of Upper-Funnel Marketing. A few highlights below from hundreds of tests run across YouTube, Demand Gen, CTV, Linear TV, Podcasts, Programmatic Audio, and Radio. Before I start, one important distinction: this report is built on medium-length tests (avg ~4 weeks). The question of truly long-term effects (think compounding effects over months, not weeks) is still open, but answering it requires longer tests. We're already seeing far more 3 month+ in 2026 and are always looking for patient marketers to run more :) 1. ~25% of upper-funnel lift arrives after the campaign ends. If your measurement window closes when your campaign does, you're systematically undercounting ROI. 2. Brands selling on retail shelves experience lagged ROI most acutely - for 25% of brands in this category, ROI doubles when factoring in latent impact. 3. Business vertical matters more than ad channel. Beauty and skincare converts faster than home, furniture, fintech and consumer apps. 4. Tests run 7+ weeks beat the brand's median iROAS 65% of the time while tests under 4 weeks sat at only 44%. Linking the full report in comments.

@rabahrahil Even more so now that AI can learn from those channels.

Your company doesn’t have a communication problem. It has a DM addiction. I learned this when I DM'ed an engineer at my previous company asking for something. He replied: “Why are you DMing me? Now you and I are the only two people in the world who know about this. If I get hit by a bus tomorrow, this conversation dies with me. Post it in the channel.” He wasn’t being a jerk. He was being an engineer. Engineers don’t optimize for politeness. They optimize for systems. And a DM is a system designed to lose information. You and one other person make a decision. The context evaporates. Three weeks later, someone asks the same question and gets a slightly different answer. Now you have two versions of the truth, three people quietly disagreeing in different DMs, and nobody knows which one is real. Channels create institutional memory. DMs don’t. DMs are for two things: Spilling tea & genuinely private 1v1s. Comp. Performance. Sensitive stuff. Everything else belongs in a channel. DMs are just operational debt with typing indicators. Post it in the channel.

From this week's DTCCI.co data, Present Purchase Sentiment Increased and Future Purchase Sentiment took a dip. Mother's Day took some of those planned Future purchases and pulled them into the present. More charts in the @dtcindex Thanks @JeremiahPrummer @KnoCommerce @TaylorHoliday @CommnThreadCo

@5STEPSHRED @tonychoPPC @bambuearth That's a possibility. I think that would be reflected in these products accounting for a lower % of Total Revenue over time. I bet there is a way to develop a competitor index on this.

@RSteveData @tonychoPPC @bambuearth I think it would be important to comment on the long-term effect listing on Amazon would have for that particular SKU. Perhaps copycats could infiltrate the other companies website and duplicate all their products, selling for 1/4 of the cost. Thoughts?

Does launching a product on Amazon cannibalize a brand's Shopify sales? This is the tough question @tonychoPPC asked me. Fortunately, we had a natural experiment with @BambuEarth. Let's take a look at the data.

@TaylorHoliday Changed the game.

Discover your marginal frontier! Have you ever wondered what would happen if you doubled your ad spend? Or tried to figure out the right budget to maximize contribution margin? Take a deep dive into our new spend/aMER model that is leveling up our forecasting process at CTC.

@max_rosewater @TaylorHoliday It was pretty game-changing :)

@TaylorHoliday This is game-changing. Can't wait to try this out.

@DaveRekuc Sorry bro. He was a great dog. I'll miss him.

Said goodbye to this beautiful moose today. Rest in peace, Mr Waffles.

@mikebeckhamsm @andrewjfaris I got to listen to this one.

Very few people outside of Simple Modern and Simple Ventures have impacted our business more than @andrewjfaris. Required listening. Grateful for him. This episode is a gift to our industry and community.

@oliviaakory @TaylorHoliday Either would work but it may not be visible in aggregate. Each brand will have a different marginal iROAS. On a less-elastic, bottom-of-funnel channel like Google that happens much faster.

@RSteveData @TaylorHoliday median or mean?

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: