A conversation with Mia Umanos, CEO of Clickvoyant

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Mia Umanos is a Filipino-American entrepreneur, AI strategist, and the CEO & co-founder of Clickvoyant, a Techstars-backed analytics platform that delivers enterprise-grade marketing insights in minutes. With over 16 years of experience in digital marketing, analytics, and AI product development, she has worked with global brands including Apple, Salesforce, and Netflix. Her agency clients gain 24x ROI by differentiating themselves as analytically driven. Her direct Shopify customers get 6x ROI from her CRO experimentation practices backed by data science. 

A pioneer in AI-driven marketing intelligence, Mia successfully raised $1.4 million in six months while pregnant, underscoring her grit and leadership. She was named a 2024 Tory Burch Fellow, earned a spot in the highly competitive TechStars accelerator, and is recognized as one of 50 women entrepreneurs worldwide for innovation in AI business intelligence. Her mission is to ensure AI enhances human creativity rather than replaces it. Deeply connected to her Filipino heritage, Mia actively creates remote tech opportunities for women in provincial areas of the Philippines. She also co-hosts AI KID You Not, a podcast with her daughter making AI approachable for families.

A conversation with Mia Umanos, CEO of Clickvoyant

Mia Umanos, CEO of Clickvoyant

Please introduce yourself and tell us in your own words about your inspiring story.

I’m Mia Umanos, and I didn’t set out to become a tech founder. I set out to stop brilliant marketers from wasting their best years trapped in dashboards.

My roots are in journalism, which means I’ve always been obsessed with stories. I just moved from telling human stories to behavioral ones; what people click, where they drop off, and what actually leads to conversion.

After leading analytics for global brands like Nissan and Intel, I saw a huge gap in the market: ecommerce brands drowning in dashboards, but starving for direction.

So we built Clickvoyant’s AI to give them fast, clear shopper insights with ideas to make the shopper experience better. Not just reports. Not just dashboards.

What made you decide to go into business for yourself?

I kept watching ecommerce teams run ad campaigns and make e-commerce store changes, all without knowing what was actually moving the needle with shoppers.

Most e-commerce teams don’t have a data science arm for shopper behavior. Analytics was slow and self-taught. Testing was reactive to declining conversion rates instead of proactively creating empathy for their customers. Even now, the most resourced teams are still making CRO decisions on hunches or their competitors’ websites.

I wanted to build a service that delivered clarity at the speed of commerce. So I left the agency world and built Clickvoyant, a system where AI does 50 hours of analysis in 30 minutes, and our experts turn it into a roadmap for lift.

If you had one piece of advice for someone just starting out, what would it be?

At the beginning, trust your instincts.

I’m a data person telling you that. Before the dashboards, before the metrics — learn to tap in. Your intuition is a form of intelligence, especially in the early stages when the data just isn’t there yet.

That doesn’t mean guess forever. It means: listen to your gut, then go create the data. Run the test. Launch the version. Clean it up. Then use it to scale.

That’s where Clickvoyant comes in. For growth-stage ecommerce brands that are out of the instinct stage but still don’t have the time, talent, or clarity to make decisions at scale, they should definitely reach out to me.

Every entrepreneur has a goal and a problem they’re trying to solve. What was the inspiration that started your journey?

We solve for stalled growth. For when the Shopify store’s not scaling, the Return on Ad Spend (ROAS) is slipping, and no one knows why, I know how to find out why. That’s what made me successful at the enterprise-level. When I got down to mid-market ecommerce, I realized that these businesses had never seen analysis like we do at the enterprise level.

I have a very soft spot in my heart for small business and mid-market. They create diversity in the marketplace and employ much of the citizenry. Helping these e-commerce companies move from “we think” to “we know” is my passion. From hoping your UX is working to proving it does.

One client came to us with a 2% conversion rate and an underperforming product page. We tested a few copy and layout hypotheses, and in 14 days, their conversion jumped to 2.8%. Same traffic, more revenue. That’s the power of data science iterating an e-commerce store. It’s more like engineering.

What challenges have you faced in the workplace, especially in your experience in male-dominated environments?

As in most STEM professions, I am often the only woman in the room and always the only one saying, ‘What’s the key insight we can learn about our customers from this data?’

I think that’s an approach to data that’s deeply feminine. Being in marketing analytics and tech means you’re often surrounded by people who want to talk about business intelligence, ROAS and ROI. All fine, but shopper behavior most often gets ignored.

That data-driven empathy isn’t there when we’re just navel-gazing at our own KPIs and making assumptions about why they move up or down. Data without empathy isn’t intelligence. It’s ego.

Real revenue lift comes when we’re obsessed with customers and why they do what they do. I’ve had to push back on assumptions, ask uncomfortable questions, and carve out space for nuance and behavioral insight in rooms that wanted a one-line KPI or just an executive dashboard for ‘simplicity.’ And you know what? That tension built my edge.

I’m not here to deliver dashboards that justify bad strategy or to chase executive vanity metrics.

I built Clickvoyant to help mid-market ecommerce founders cut through all that. To free them from analysis paralysis and give them real behavioral insight they can test, trust, and scale.

How do you set your business apart from others in your industry?

We look like a CRO and data science firm, and our differentiator is that we built our own proprietary AI. That gives ecommerce brands more privacy, more control, and better insights grounded in their own data.

But here’s the bigger thing I learned: people don’t trust themselves with math. I tried to sell Clickvoyant as self-serve software at first, and it flopped. Because people don’t just want answers, they want someone to talk to about what those answers mean. Math is like religion; if you don’t like the preacher, you won’t accept the scripture. It doesn’t matter how accurate your analysis is if no one believes it or knows what to do next.

That’s why we scaled a hybrid model: we combine our AI with a team of analysts in the Philippines; real data scientists, trained on our platform, who explain the story behind the numbers and deliver testable recommendations.

That approach solves two big problems in e-commerce analytics:

• Brands get high-level CRO and behavioral insights they can act on fast
  
• It’s affordable. Instead of spending $150K+ on a full-time data hire, they get expert-level clarity at a fraction of the cost. 

We’re how growth-stage ecommerce brands get data-driven, human-explained, conversion-focused insights that lead to real lift.

Which female leader do you admire, and why?

Michelle Obama. What I love about her is that she leads with both intellect and emotion. She’s strategic, but never performative. She makes space for nuance, she centers humanity, and she never sacrifices clarity for likability. I’m a Libra Rising, and wanting people to like me is a daily struggle.

I also admire how she holds power without trying to mimic traditional power structures. She doesn’t need to sound like a CEO or an Army General to move a room. She commands by telling the truth, clearly, compassionately, and without apology.

That’s the kind of leadership I try to model in my own way: smart, honest, emotionally fluent, and deeply values-driven. Michelle Obama doesn’t just lead with authority; she leads with resonance. And I think that’s the most powerful kind of influence there is.

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