Marketing Speak® 533. The New eCommerce with Pinny Gniwisch
Dec 24, 2025
Pinny Gniwisch, a former rabbi turned e-commerce visionary, transformed ICE.com into a $75M success. He delves into the nuances of blending spirituality with business, sharing insights on the downfall of influencer culture and the crucial balance of gut intuition and AI in marketing. Pinny discusses how Kabbalah principles shape ethical decisions in business, the importance of data-driven strategies, and the necessity of adapting to the evolving digital landscape. His wisdom bridges ancient teachings and modern marketing tactics.
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From Rabbi To eCommerce Founder
- Pinny Gniwisch launched ICE.com in 1999 and used a free-pearl promotion to acquire 125,000 customers quickly.
- After surviving the dot-com bust, they rebuilt, optimized digital channels, and grew ICE.com to $75M before exiting.
Treat Digital Differently Than TV Ads
- Avoid treating digital marketing like traditional advertising because ROI patterns differ significantly.
- Prioritize data-driven channels and measure cost-per-acquisition before scaling campaigns.
Let Impressions Reveal Product Problems
- Data reveals where products fail: impressions, clicks, and conversions tell the real story.
- Use analytics first to diagnose issues before discounting or changing product strategy.