Observed Signal · Oct 12, 2026 · Panel Discussion · Source: Adweek · Impact: 1/5 · Sentiment: Positive
New Customer Acquisition Playbook Discussed at Adweek House
During an ADWEEK House Advertising HQ group chat co-hosted with Shopify, marketing leaders from brands including Blue Bottle Coffee, Naked & Thriving, and Petzey Pet Telehealth discussed evolving strategies for customer acquisition. They emphasized the growing complexity of calculating customer acquisition cost (CAC) amid a fragmented customer journey. Key topics included the importance of aligning CAC calculation with specific business goals, distinguishing between lifetime value and incrementality, and experimenting with new channels while maintaining scale. Shopify's Vice President of Product Management, Samir Pradhan, highlighted the need to understand the worth of new versus repeat customers and to adjust bidding accordingly. Scott Kramer of Naked & Thriving described using Shopify's analytics to identify CAC across channels like Meta, Google, and ChatGPT, while excluding past customers from campaigns. Marisa Smith of Blue Bottle Coffee advised budgeting for testing before Q4 to apply learnings during the holiday season. The discussion also touched on tools like Shopify's Shop Campaigns and Autopilot for cross-channel testing and cost-per-sale pricing.
The article discusses strategic approaches to customer acquisition with insights from industry leaders, but lacks breaking news or significant industry impact. It is a panel recap without implementation of new technologies or major announcements.
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Key Takeaways & Evidence Grounding
- Shopify co-hosted an ADWEEK House group chat on customer acquisition.
- Marketing leaders from Blue Bottle Coffee, Naked & Thriving, and Petzey Pet Telehealth participated.
- Panelists emphasized aligning CAC calculation with business goals and considering lifetime value and incrementality.
- Naked & Thriving uses Shopify analytics to measure CAC across Meta, Google, and ChatGPT, excluding past customers.
- Shopify's Shop Campaigns tool allows merchants to set cost-per-sale prices for new and repeat customers.
Connected Companies & Entities
1 Entity mapped“Shopify co-hosted the ADWEEK House group chat and its executives shared insights.”
Ontology Mapping & Concepts
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