The Pennock Knockdown
The Pennock Knockdown
Podcast Description
"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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Content Themes
The podcast covers various themes including innovative marketing strategies, sustainability, and brand growth within the beauty and fashion sectors, with episodes like 'Humor, Sustainability, and the ‘Seeking Lovers’ Campaign' and 'Unlocking 7-Figure Growth', highlighting real-world cases and practical marketing tips.
“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.
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/
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