In this episode of The Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday unpack why forecasting isn’t just about models—it’s about execution. They explore how the best brands combine data, marketing calendars, and disciplined ownership to create forecasts that actually hold up in the real world.

Drawing from billions in client data, Taylor explains why finance-driven forecasts often fall short—and how integrating qualitative planning and real-time execution makes all the difference. Together, they lay out the framework that separates accurate, actionable forecasts from guesswork.

You’ll learn:

• Why finance-only forecasting fails in eCommerce

• The three-part framework for accurate forecasting (Quantitative, Qualitative, Execution)

• How to tie marketing calendars directly to financial models

• Tactical steps to make your forecasts more reliable before Q4

Show Notes:

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