Webinars
There’s still time for your ad platforms to learn what a good customer looks like. Watch the full conversation and put that time to work before your next peak shopping season.
In the U.S., Cyber 5 — the five-day stretch from Thanksgiving through Cyber Monday — decides an outsized share of the year's ecommerce revenue, and the window to prepare keeps shrinking.
Here, Cyber 5 insiders Ari Murray (Salt & Stone, Go-to-Millions), Andrew Clay (Thrive Causemetics), and Chintan Mehta (Audiense) cover what could work against your Cyber 5 playbook before you've dedicated a single resource to the event:
Whether you're deep in Cyber 5 prep or planning for any peak season, this conversation gets you ahead of what matters most.
Build the audience you’ll need in November
For one brand, first-click purchases fell from 70% of traffic to 50% in a year. Learn why that lag makes rolling reach and cost per new visit your August scoreboard.
Your conversion signals might be training the wrong buyer
Discover the five-minute data health check that catches tracking gaps now, giving ad platforms 14 weeks to learn instead of the three you’d have left on November 1.
Turn your next promotion into a dress rehearsal
Labor Day and other sales events can pressure-test your Cyber 5 playbook. Get tips on what to measure beyond revenue so November isn’t your first real trial run.
The testing program almost nobody builds
Most teams test creative rigorously, then stop at the click. Learn how to use proven ads as a control while sending traffic to new landing pages every week.
One offer, or two? Black Friday vs. Cyber Monday
Switch the sweetener between Friday and Monday, or hold one offer throughout? Hear why an uneven incentives risk punishing your earliest shoppers... and teaching them to wait next year.
Ari Murray, Salt & Stone
Chief Digital Officer at Salt & Stone and creator of the Go-to-Millions newsletter.
Chintan Mehta, Audiense
Chief Product Officer at Audiense, connecting in-store and online behavior into a single view of the customer.
Andrew Clay, Thrive Causemetics
A creative and brand leader with a robust consulting portfolio across D2C brands.
Most Black Friday Cyber Monday campaigns get built for the buyer who needs convincing, not the one who's already decided. Those are underserved customers. Learn how to match your messaging to the six psychological patterns behind purchase delay before your discount clock starts.
Most brand leaders feel ready for peak season until traffic exposes gaps in tracking, attribution, and alignment they didn't know they had. Take the fourquestion readiness diagnostic to find your biggest gap first, then build the foundation and agility that turn one shopping surge into next year's strategy.
Revenue and ROAS reward the biggest spike, but they can't tell you whether that sale survives returns, discounts, and cost of goods. Learn how a real-time profit signal — built from Shopify economics and predicted customer value — helps ad platforms bid on margin, not just volume.
