Ep. 32 Unpacking Data-Driven Strategies for DTC Brands with Mia Umanos of ClickVoyant

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The Pennock Knockdown

Pennock Agency

33 episodes

5 days ago

"The Pennock Knockdown" is your insider’s guide to breaking through the noise in beauty, skincare, and fashion marketing. Join us each week as we tackle the latest industry trends, reveal the secrets to successful brand growth, and share tips from the experts who are redefining the market. Whether you're a brand builder or simply beauty-obsessed, tune in to stay ahead in this ever-evolving landscape.

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All content for The Pennock Knockdown is the property of Pennock Agency and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

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Ep. 32 Unpacking Data-Driven Strategies for DTC Brands with Mia Umanos of ClickVoyant

The Pennock Knockdown

26 minutes 5 seconds

2 months ago

Ep. 32 Unpacking Data-Driven Strategies for DTC Brands with Mia Umanos of ClickVoyant

In this episode of The Pennock Knockdown, we're joined by Mia Umanos, founder and CEO of ClickVoyant, an analytics company that helps DTC brands turn marketing data into actionable insights. Mia leads a team that acts as a turnkey analytics department for brands like For Love and Lemons and Ursa Major, helping them identify what's working and what's not. ClickVoyant also partners with CRO platforms and agencies to improve conversion rates and campaign performance.

Mia discusses her journey from a big agency job to starting ClickVoyant, driven by the observation that many brands, especially those under $100 million in annual revenue, ignore crucial website data and shopper behavior. She highlights the common disconnect between marketing and e-commerce teams, which can lead to missed opportunities, such as sending traffic to a homepage when a more specific landing page is needed. Mia emphasizes the importance of a scientific approach to conversion rate optimization (CRO) and experimentation, contrasting it with a non-scientific approach of simply guessing or copying competitors. She also shares her mission to make analytics and CRO affordable and accessible, noting that ClickVoyant's lowest package is $750 a month, which includes detailed analysis and a roadmap for testing.

00:03 Meet Mia Umanos, Founder & CEO of ClickVoyant

01:29 From Big Agency to ClickVoyant

03:00 The White Space of DTC Analytics

04:00 Why So Many Brands Ignore Website Data

05:30 The Importance of a Scientific Approach to CRO

06:24 The Disconnect Between E-commerce and Marketing Teams

08:46 The Challenges of Siloed Teams

10:03 Changes in the Digital Landscape

11:20 The Growth of CRO and Experimentation

12:19 When a Brand Should Seek Help

13:45 The True Benefit of CRO

15:46 The Difference Between Ad Platforms and CRO Data

17:59 ClickVoyant's Unique, Science-Based Approach

18:54 The Dangers of Copying Competitors

20:22 Staffing a Specialized Analytics Team

21:08 Making Analytics Accessible and Affordable

23:26 Where to Connect with Mia

24:17 A New Product Mia is Excited About

25:13 Advice to Her Younger Self

Visit Pennock’s website:⁠ ⁠⁠⁠https://www.pennock.co/⁠