EPISODE · Aug 13, 2025 · 26 MIN
Ep. 32 Unpacking Data-Driven Strategies for DTC Brands with Mia Umanos of ClickVoyant
from The Pennock Knockdown · host Pennock Agency
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 ClickVoyant01:29 From Big Agency to ClickVoyant03:00 The White Space of DTC Analytics04:00 Why So Many Brands Ignore Website Data05:30 The Importance of a Scientific Approach to CRO06:24 The Disconnect Between E-commerce and Marketing Teams08:46 The Challenges of Siloed Teams10:03 Changes in the Digital Landscape11:20 The Growth of CRO and Experimentation12:19 When a Brand Should Seek Help13:45 The True Benefit of CRO15:46 The Difference Between Ad Platforms and CRO Data17:59 ClickVoyant's Unique, Science-Based Approach18:54 The Dangers of Copying Competitors20:22 Staffing a Specialized Analytics Team21:08 Making Analytics Accessible and Affordable23:26 Where to Connect with Mia24:17 A New Product Mia is Excited About25:13 Advice to Her Younger SelfVisit Pennock’s website: https://www.pennock.co/
What this episode covers
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 ClickVoyant01:29 From Big Agency to ClickVoyant03:00 The White Space of DTC Analytics04:00 Why So Many Brands Ignore Website Data05:30 The Importance of a Scientific Approach to CRO06:24 The Disconnect Between E-commerce and Marketing Teams08:46 The Challenges of Siloed Teams10:03 Changes in the Digital Landscape11:20 The Growth of CRO and Experimentation12:19 When a Brand Should Seek Help13:45 The True Benefit of CRO15:46 The Difference Between Ad Platforms and CRO Data17:59 ClickVoyant's Unique, Science-Based Approach18:54 The Dangers of Copying Competitors20:22 Staffing a Specialized Analytics Team21:08 Making Analytics Accessible and Affordable23:26 Where to Connect with Mia24:17 A New Product Mia is Excited About25:13 Advice to Her Younger SelfVisit Pennock’s website: https://www.pennock.co/
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Ep. 32 Unpacking Data-Driven Strategies for DTC Brands with Mia Umanos of ClickVoyant
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