In this special live workshop edition of the podcast, the team at Tier 11 dives into a behind-the-scenes strategy session with a real brand, tackling the financial backbone of scalable growth. From calculating Net Allowable CAC (NAC) to mapping out customer LTV and building membership-first funnels, this episode is packed with actionable insights. Discover how to avoid costly scaling mistakes, implement profit-first media strategies, and make smarter decisions with the right data. Whether you're driving eCommerce, subscriptions, or both, this is a raw, real-time breakdown of what it actually takes to grow profitably at scale.

Chapters:

• 00:00:00 – Welcome to Perpetual Traffic: Let’s Get Into It
• 00:00:17 – Business Models, Boundaries & What We’re Not Sharing
• 00:02:40 – NAC Unpacked: The Metric That Changes Everything
• 00:05:08 – Meet the Team Behind the Strategy (and the Brand in Focus)
• 00:06:12 – Dollars in, Dollars Out: The Ad Spend That Drives Growth
• 00:08:44 – LTV vs CAC: The Truth Behind Customer Profitability
• 00:11:23 – Drawing the Line: Setting Smart, Scalable NAC Targets
• 00:14:49 – What It Really Takes to Scale Without Burning Cash
• 00:18:53 – Membership vs E-comm: Mapping the Buyer Journey
• 00:19:23 – Ads That Stick: How to Push LTV Higher From Day One
• 00:21:06 – Target Smarter: Tools That Take the Guesswork Out
• 00:22:48 – Why Subscribers Are the Real Growth Engine
• 00:23:40 – Power Moves: CAPI & Data Suite in the Acquisition Stack
• 00:26:07 – Looking Back to Move Forward: What the Data Tells Us
• 00:30:51 – Hit the Number, Kill the Churn: The NAC Target Playbook
• 00:35:01 – Wrapping It Up: Takeaways, Clarity, and What’s Next

LINKS AND RESOURCES:

• Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC
• Episode 581: Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott Desgrosseilliers
• Episode 616: nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your Marketing
• Get Your nCAC Calculator Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us...