# New Customer Acquisition Playbook

> Marketers adjust strategies to calculate customer acquisition costs amid fragmented journeys.
- Title: New Customer Acquisition Playbook · Adweek | Shortify
- Summary: Marketers adjust strategies to calculate customer acquisition costs amid fragmented journeys. Marketers must adjust for fragmented customer journeys and…
- Keywords: breaking, customer acquisition cost, shopify, marketing, customer journey, incremental reach, lifetime value, shopify campaigns, Customer, Acquisition, Playbook, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/breaking-down-the-new-customer-acquisition-playbook
- Author: Seth Simons
- Published: 2026-10-12T21:47:40+00:00
- Read time: 1 min
- Topics: breaking, customer acquisition cost, shopify, marketing, customer journey, incremental reach, lifetime value, shopify campaigns
## Marketers face confusion
Modern marketers struggle to measure marketing spend effectiveness as customer behavior evolves.

> There’s more confusion and complexity than there ever was
## Shopify’s Jess Jacobs
Jess Jacobs, Shopify’s VP of shop growth, says 50% of marketing spend is wasted but unknown.

> I know 50% of my marketing is wasted; I just don
## Shopify’s Samir Pradhan
Samir Pradhan, Shopify’s VP of product management, emphasizes understanding new customer value.

> The key to me is to understand how much a new customer is worth
## Naked & Thriving’s Scott Kramer
Scott Kramer uses Shopify analytics to identify customer acquisition costs across channels.

> That doesn’t mean we shouldn’t spend anything on past customers
## Petzey Pet Telehealth’s Ameetess Dira
Ameetess Dira focuses on lifetime value over new customer acquisition.

> We want to focus on lifetime value: educating the consumers
## Marketers experiment with channels
Marketers experiment with messaging and targeting to drive incremental customer reach.

> I’m a very big proponent of understanding consumer behaviors based on your omni touchpoints
## Shopify’s Shop Campaigns
Shopify’s Shop Campaigns tool helps brands set prices for new and repeat customers.

> It lets merchants set the price they’ll pay for a sale, with different prices for new and repeat customers
## Key takeaway

Marketers must adjust for fragmented customer journeys and experiment with messaging to drive incremental reach.