#forecasting

2 notes tagged “forecasting”.

• How many new ads do you need per month? CTC's creative demand formula and carry rateCTC's formula — (target spend − current spend × carry rate) ÷ expected spend per new ad — with benchmarks (70–75% of spend carries forward; whales survive 82%/retain 70%), the five "creative score" metrics that move it (evergreen share, spend degradation, top-5 concentration, zero-revenue rate, ROAS degradation), the three levers (mine old winners, make better ads by product × persona × pain × URL, carve out catalog ads) and the 5-step monthly planning workflow.
• Knowing if your ecommerce brand is winning — CTC's three pillars (source of truth, shared target, execution)Luke Austin's operating framework for ecommerce growth — one trusted source of truth joining financial, marketing, order and calendar data; one shared definition of success (contribution margin at the top, daily targets laddering down to every channel); and relentless execution through calendar, ad, email and creative workflows plus MMM/geo-holdout testing — built in that order.