New Customer, Who Dis?

from Standard Deviation Podcast · host Juliana Jackson, Simo Ahava, Talia Wolf

This Podcast is sponsored by Team Simmer Go to TeamSimmer and use the coupon code DEVIATE for 10% on individual course purchases. The Technical Marketing Handbook provides a comprehensive journey through technical marketing principles. (Getting an update soon) Sign up to the Simmer Newsletter for the latest news in Technical Marketing. NEW SIMMER COURSE ALERT! - Data Analysis with R - taught by Arben Kqiku Latest content from Simo Ahava Add IPv6 Support To Your Server-side GTM Load Balancer Latest content from Juliana Jackson Your Ad Platforms have a definition of “New Customer”...and it’s not yours (subscribe to the newsletter for more amazing content) Article is written in collaboration with Stape.io Mentioned in the episode: Stape Emotional Targeting Book by Talia Wolf Emotional Grader tool early access Slobodan Manic from No Hacks Connect with Talia Wolf Linkedin Her website This podcast is brought to you by Juliana Jackson and Simo Ahava.  

Episode metadata supplied by the publisher feed · Published Apr 29, 2026

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What this episode covers

Juliana and Simo kick things off with the new vs. existing customer definition problem — why it's a business problem before it's ever a tracking problem, what server side tracking can and can't actually do about it, and why your analytics tool's definition of "new" is probably lying to you. We also need to address the elephant in the room: someone pushed Juliana at the Measure Camp Helsinki session board and she has not forgotten. You know who you are. Saving us from ourselves is our guest — and our first ever repeat guest — Talia Wolf, founder of GetUplift and author of Emotional Targeting. We get into why CRO has fundamentally changed, why your website is no longer where buying decisions are made, and why doing more is actually killing your conversions. The answer is customer research, and nobody is doing it. Hope you enjoy the episode!