Latest / Ecommerce Playbook: Numbers, Struggles & Growth
The Secret to Smarter Budget Allocation
In this episode, Richard and Luke Austin go deep into the concept of incrementality. They discuss how CTC helps brands answer three critical questions for a predictable and profitable ecommerce growth plan:
What should my total budget be to maximize profitability?
How should this budget be allocated across channels for the most incremental outcome?
What is the campaign-level media plan and expected profit outcome?
Luke shares insights into CTC's partnership with Measured, a platform offering best-in-class incrementality testing and budget optimization tools. They explore real-world examples…
The skinny
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