The Pennock Knockdown EP 28 | Winning Website Analytics for DTC Brands with Philippa Gamse

Watch or Listen to Episode 28 of The Pennock Knockdown.

On Apple, Spotify and YouTube.

On the “Pennock Knockdown” podcast, digital marketing veteran Philippa Gamse shares powerful advice for brands eager to harness their data, fine-tune their strategies, and build authentic digital relationships.

The Enduring Power of Owned Channels: Why Email Still Reigns Supreme

In the ever-evolving landscape of digital marketing, it's easy to get swept up in the latest trends -  from TikTok to AI-powered chatbots. Yet, as digital marketing strategist and analytics expert Philippa Gamse highlights on the “Pennock Knockdown” podcast, classic tactics like email continue to deliver impressive results, especially for direct-to-consumer (DTC) brands.

For years, industry chatter has circulated the idea that “email is dead.” But the data tells a different story. Email remains the top-performing channel across surveys of marketing directors because it is direct, permission-based, and entirely owned by the brand. As Gamse puts it, "Your email list is a gold mine." Unlike the fleeting attention on social media, email allows brands to build lasting connections and reliably drive conversions.

For emerging brands with modest lists, the lesson isn’t to ignore email — it’s to nurture growth by providing consistent, high-quality content and showing up in the channels most relevant to their audience.

 Navigating Low-Traffic Early Stages: Consistency and Channel Selection

What if you’re just starting out and your email list isn’t delivering the sales volume you need? Here, Gamse emphasizes that there’s no “magic bullet” or guaranteed viral formula. Instead, the path forward is grounded in discipline: "Consistent, really good content," tailored specifically for your ideal audience.

Choosing the right channels is equally vital. Brands must understand where their prospects spend time- if your core audience is on Instagram, focusing heavily on TikTok won't move the needle. Experimenting and observing what resonates, combined with a commitment to reliability, builds essential momentum over time.

Where to Invest: The Strategic Use of Analytics

Data isn’t just a buzzword - it’s a roadmap to better decision-making. Gamse shares a practical example: by assigning “notional values” to various user actions on a B2B site, it became clear which marketing sources (in this case, email) outperformed others. This approach isn’t limited to direct sales; it can apply to every step of the customer journey, revealing where to double down and where to pivot.

Marketers often face the challenge of persuading internal teams to focus on less glamorous but more profitable channels. As Gamse notes: “You have the data. That’s what you need.” Paint a compelling picture with your analytics, and resistance tends to melt away.

Beyond the Obvious: Revisiting “Old School” Tactics & Real-World Relationships

Despite the dominance of digital, off-screen connections still matter. Networking - both online and in person - can unlock opportunities, partnerships, and learnings that wouldn’t surface otherwise. Gamse even notes the resurgence of direct mail precisely because it’s become so rare; a tangible piece of communication has renewed power to stand out.

Building authentic, value-driven connections is key. Cold DMs and generic LinkedIn pitches are quickly ignored. Instead, aim for collaborations and conversations that serve both sides.

The Impact (and Limits) of AI, SEO, and Social

AI tools and search behavior are rapidly reshaping digital marketing. With chatbots attributing sales and AI driving new sources of web traffic, brands must remain agile, but the fundamentals of good writing, search optimization, and answering real customer questions still apply.

“Best practices from SEO still generally apply,” Nikki, the show’s host, advises. Brands should write conversationally and anticipate audience needs while keeping a close eye on analytics for shifts in user behavior.

Website Analytics for Every Stage: No Business Too Small

Don’t think your brand is “too small” for analytics. If you have a website and a business goal, you need to know what’s happening. Gamse’s mission, and her forthcoming book “Website Wealth,” is to demystify analytics and show how even low-traffic startups can benefit from tracking and optimizing their digital presence.

Simple changes - clarifying your About Us page, tracking micro-conversions, or running A/B tests - can produce valuable insights and spark growth.

Amidst the noise of new technology and buzzword-laden tactics, the core principles remain: Own your audience, measure what matters, and invest in building trust and relationships. As Gamse’s insights illustrate, leveraging data thoughtfully not only unlocks “website wealth,” but also delivers competitive resilience in the digital landscape of 2025.

Ready to dig deeper?  Download Philippa’s free ebook, Five Hidden Gems, at http://websitesthatwin.com, and start uncovering actionable analytics insights for your brand.