DTC Podcast Ep 606: How Coyuchi Tested True Meta Incrementality (6-Week Blackout Results)
Apr 27, 2026
Vicki Williams-Grahan, Brand President of Coyuchi with 20+ years in retail and e‑commerce, walks through a bold 6-week Meta blackout test. She discusses measuring platform incrementality, why product choice in ads matters, and how segmentation and daily contribution-profit forecasting shape acquisition for high-AOV, long-consideration brands.
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Decile Made Deep Segmentation Practical
- Decile (and its AI Luma) dramatically simplified customer segmentation for Coyuchi.
- Vicki used Decile to find top acquisition products and then built lookalikes and retention segments for high LTV customers.
Going Dark Hurt Retail And Amazon Sales Too
- Turning Meta off reduced sales across DTC, Amazon, and key wholesale accounts.
- Vicki observed stalled traffic and dips in Amazon plus slowed performance at Nordstrom, Anthropologie, and Bloomingdale's.
Forecast Daily And Watch Contribution Profit
- Forecast daily and monitor contribution profit as your north star to spot pivots early.
- Use historical data for daily forecasts and pivot quickly if trends deviate for multiple days.