The Power of Machine Learning in Ecommerce Advertising: with Nikki Lindgren of Pennock

In this episode of the  Ecommerce Optimizers podcast,  Scott Reid speaks with Nikki Lindgren, the founder and CEO of Pennock, a performance marketing agency specializing in customer acquisition for lifestyle and beauty brands. Nikki delves into how machine learning-powered ad strategies, like Meta's Advantage+ Shopping and Google Performance Max, have reshaped the marketing landscape for brands aiming to optimize their return on ad spend (ROAS). The conversation covers actionable tactics for creating campaigns that not only drive awareness but also align with a brand’s business goals.

Listeners will leave with a better understanding of how to leverage machine learning platforms effectively while balancing creativity and data-driven decisions. Nikki shares insider tips, such as how brands can assess ad performance across platforms, prepare personalized strategies, and avoid common pitfalls, making this episode an essential listen for marketers looking to scale both emerging and established Ecommerce brands.

ABOUT NIKKI LINDGREN:

Nikki Lindgren, an agency founder and startup advisor, is reshaping the landscape of beauty and lifestyle brand marketing with a human-centric approach. Over two decades, she has left her mark on the strategies of more than 228 brands, including Kinship, Juvia's Place, Face Reality Skincare, YesTo Skincare, QUAY Australia, Chronicle Books, Fred Segal, Hunter Bell, Marco Bicego, and DedCool.

As a trailblazer in scaling DTC businesses, Nikki excels in driving customer acquisition and revenue growth. Her innovative marketing strategies, blending talent, automation, and tools, have consistently delivered +65% month-over-month growth for clients. At the helm of Pennock, where she serves as founder and managing partner, Nikki has overseen the management of over $100 million in digital media. From high-growth tech startups to established household brands, Nikki guides her clients in leveraging their strategic advantages to achieve impressive ROAS.

Nikki's extensive experience spans a spectrum of marketing domains, including search engine marketing, pay-per-click, paid social, display advertising, remarketing/intent-based marketing programs, performance marketing, mobile/video marketing, organic search, app store optimization, native advertising, and influencer/blogger relationships.

LINKS:

Pennock:  https://www.pennock.co/

Nikki Lindgren LinkedIn: https://www.linkedin.com/in/nikkilindgren/

EPISODE SPONSOR:

This episode is sponsored by Ecommerce Optimizers.

Are you an Ecommerce marketer feeling overwhelmed by the layers of complexity involved in turning website visitors into customers?

At Ecommerce Optimizers, we believe that the straightest path to reaching this goal is by improving the conversation you’re having with your visitors—from the initial marketing interaction all the way to purchase and beyond. 

By optimizing every touchpoint across your marketing strategy, we make it easier for your visitors to become enthusiastic, long-term customers who stick with your brand for the long haul. 

If you’d like to learn more about our highly unique approach to Ecommerce marketing optimization, head on over to our website at EcommerceOptimizers.com.