Steve Rekuc

Director of Data at @CommnThreadCo

Master of Science in Mechanical Engineering from @GeorgiaTech

Recovering Ski Bum / Concierge at @RitzCarlton

[Steve Rekuc @RSteveData]

This month's https://t.co/tyokn7FEcR is up +3% from last June and -15% from May; it's very close to June 2024.

There are a lot of factors that could impact this throughout the month.

For more details, tune into the @dtcindex

Thanks to @TaylorHoliday @JeremiahPrummer @KnoCommerce @CommnThreadCo

[Steve Rekuc @RSteveData]

@TaylorHoliday Definitely not.

Auto loan deliquency hit a high: https://t.co/uN3nWY86HA
That may have something to do with it.

(I'm trying to find a better source for the @dtcindex )

[Steve Rekuc @RSteveData]

This is very interesting contrast in the https://t.co/tyokn7FEcR data:

Consumers say they love spending at nearly the highest level we've seen
At the same time, consumers are not planning to spend more than in 2023 (when spender sentiment was highest) or 2024 (still better than 2025 though)

Consumers want to spend, but they don't plan on it in the future.

Thanks to @JeremiahPrummer @TaylorHoliday @KnoCommerce @CommnThreadCo

More details in the @dtcindex

[Steve Rekuc @RSteveData]

@oliviaakory @Zep_Haus @gregdale Thanks for hosting this.

[Steve Rekuc @RSteveData]

@oliviaakory @Zep_Haus @gregdale Thanks for sharing.

So, it sounds like the test doesn't include the effects of organic and affiliate content since those can't be excluded Geographically?

[Steve Rekuc @RSteveData]

Has anyone in DTC tested TikTok Shops for Incrementality?

[Steve Rekuc @RSteveData]

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

[Steve Rekuc @RSteveData]

From this month's https://t.co/Kfhqb100RS 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

[Steve Rekuc @RSteveData]

@elonmusk Colorado could use this through mountains.

[Steve Rekuc @RSteveData]

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

[Steve Rekuc @RSteveData]

I am honored to be on CTC's podcast again.
https://t.co/K8FgVgmTPI

[Common Thread Collective @CommnThreadCo]

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.

https://t.co/l0r43oXZzZ

[Steve Rekuc @RSteveData]

@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.

[Steve Rekuc @RSteveData]

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

[Steve Rekuc @RSteveData]

Future Purchase Sentiment from our https://t.co/Kfhqb100RS data continues to sit between 2024 and 2025.

[Steve Rekuc @RSteveData]

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

[Steve Rekuc @RSteveData]

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.

[Steve Rekuc @RSteveData]

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

[Steve Rekuc @RSteveData]

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

[Steve Rekuc @RSteveData]

From this week's https://t.co/tyokn7FEcR 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