Taming The HiPPO


Adrian Tan
Director, Online Marketing Services
adrian@clicktrue.biz




                               ...
The Decision Approver           Not Into
                           Operational Matters




Strong Minded           Is Not...
A Probable HiPPO Campaign




  Interest Level




HiPPO latches                  HiPPO declares
on to the latest         ...
Taming The HiPPO
Web Analytics provides the
weaponry


                              Business Intelligence



            ...
3 Case Studies – 3 Tips

Her World
  •  Delivered Reports & Analysis
     That Drove Actions

Nestle Malaysia / Tyco
  •  ...
Her World




            clickTRUE Confidential and Proprietary
Executing The Grand Plan

                                         Social Media

                   Search & Content
     ...
Focused On Outcomes

                                Source    Cost   Conversions   Cost Per Sign-Up

                  Se...
Used Head Data Within The First 2 Weeks




Week 1                                        Week 2                       Wee...
Fail Fast & Correct Quick




                                       VS

                                            33% B...
TIP 1: Deliver Reports & Analysis That Drive
Actions

Tie findings to outcomes early

Provide recommendations

Achieve buy...
Nestle, Tyco




               clickTRUE Confidential and Proprietary
Nestle / Tyco




   Google Analytics Master Class 2010
Data Obsessed

HiPPOs who are possibly
accountants, finance people

They want numbers, seek
solace in figures

They might ...
What Can Be Inferred From The Graph?
 What Can Be Inferred From The Graph?
What Can Be Inferred From The Graph?
What Can B...
TIP 2: Use Trends

Compare before and after effects

Show signs of diminishing returns

Show similarities of trends from d...
clickTRUE
•    The client




                  clickTRUE Confidential and Proprietary
clickTRUE Management, the HiPPOs




  Google Analytics Master Class 2010
What About HiPPOS That ARE Seemingly
Experienced & Savvy?
Assumption: We can rely on HiPPOs’ experience

We responded to HiPPOs’ wish list reactively.

Changes to website & landing...
TIP 3: Adopt A Structured Optimisation
Process

LESS ASSUMPTIONS




   Google Analytics Master Class 2010
Measure: Understand Leads Generation Success
from Analytics

 Traffic Sources Reports to pick out most effective
 advertis...
clicks > visitors > leads > opportunities > customer ($$)




   Google Analytics Master Class 2010
Analyse: Drill down on each component of campaign
  ST PgA24 18/11    ST PgA23 19/11        ST PgA27 20/11   ST PgA22 23/1...
Optimise: Google Website Optimiser
Setting up experiments to determine the best
  conversion layouts




                 ...
Results
Increase in overall website traffic and conversions




  •  Unique visitors to site grew by more than 524%

  •  ...
Checklist for HiPPO Taming

1. Deliver Reports & Analysis That Drive Actions

2. Use Trends

3. Less Assumptions - Adopt A...
“We find you your customers online!”
Your Online Conversion Specialists




For a copy of the presentation:
www.clickTRUE....
Gamc2010   03 - taming the hippo - adrian tan - clicktrue
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Gamc2010 03 - taming the hippo - adrian tan - clicktrue

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This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Adrian Tan's (Director of Online Services, clickTRUE) session covered strategies to tame the HiPPO (Highest Paid Person's Opinion) using data. clickTRUE are a GAAC.

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Gamc2010 03 - taming the hippo - adrian tan - clicktrue

  1. 1. Taming The HiPPO Adrian Tan Director, Online Marketing Services adrian@clicktrue.biz clickTRUE Confidential and Proprietary 1
  2. 2. The Decision Approver Not Into Operational Matters Strong Minded Is Not Your End Customer Highest Paid Person’s Opinion
  3. 3. A Probable HiPPO Campaign Interest Level HiPPO latches HiPPO declares on to the latest to world that the sexy marketing Company is HiPPO wants Marketeer thing using Social / instant scrambles to Viral / Web 2.0 gratification execute Media campaign… Google Analytics Master Class 2010 Time
  4. 4. Taming The HiPPO Web Analytics provides the weaponry Business Intelligence Exchange / Instructions Culture Data & Insights from Analytics Google Analytics Master Class 2010
  5. 5. 3 Case Studies – 3 Tips Her World •  Delivered Reports & Analysis That Drove Actions Nestle Malaysia / Tyco •  Used Trends clickTRUE •  Less Assumptions - Adopted A Structured Optimisation Process Google Analytics Master Class 2010
  6. 6. Her World clickTRUE Confidential and Proprietary
  7. 7. Executing The Grand Plan Social Media Search & Content Network EDM ONLINE Referral Websites Microsite Client Website OFFLINE Print Ads Counter Cards HerWorld Too Early To Say? Google Analytics Master Class 2010
  8. 8. Focused On Outcomes Source Cost Conversions Cost Per Sign-Up Search & Social Media EDMs Print Ads Banners Referrals •  Search & Social Media has the lowest Cost Per Sign Up •  Online drives a significant % of the total conversions Google Analytics Master Class 2010
  9. 9. Used Head Data Within The First 2 Weeks Week 1 Week 2 Week 3 Search & Content Network Search & Content Network Search & Content Network EDM Social Media Marketing EDM Social Media Marketing Google Analytics Master Class 2010
  10. 10. Fail Fast & Correct Quick VS 33% Better in conversion Google Analytics Master Class 2010
  11. 11. TIP 1: Deliver Reports & Analysis That Drive Actions Tie findings to outcomes early Provide recommendations Achieve buy-in with success HiPPO Now Trained To Rely On Analytics Google Analytics Master Class 2010
  12. 12. Nestle, Tyco clickTRUE Confidential and Proprietary
  13. 13. Nestle / Tyco Google Analytics Master Class 2010
  14. 14. Data Obsessed HiPPOs who are possibly accountants, finance people They want numbers, seek solace in figures They might get too involved in the data and be distracted from the macro campaign objectives Google Analytics Master Class 2010
  15. 15. What Can Be Inferred From The Graph? What Can Be Inferred From The Graph? What Can Be Inferred From The Graph? What Can Be Inferred From The Graph?
  16. 16. TIP 2: Use Trends Compare before and after effects Show signs of diminishing returns Show similarities of trends from different platforms What Can Be Inferred From The Graph? What Can Be Inferred From The Graph? What Can Be Inferred From The Graph? Google Analytics Master Class 2010
  17. 17. clickTRUE •  The client clickTRUE Confidential and Proprietary
  18. 18. clickTRUE Management, the HiPPOs Google Analytics Master Class 2010
  19. 19. What About HiPPOS That ARE Seemingly Experienced & Savvy?
  20. 20. Assumption: We can rely on HiPPOs’ experience We responded to HiPPOs’ wish list reactively. Changes to website & landing pages on the fly •  Team unable to clearly analyse and define drivers behind trends Multiple OKRs (Objectives and Key Results) – branding to leads generation •  Team unable to keep up. Effectiveness of campaign affected Google Analytics Master Class 2010
  21. 21. TIP 3: Adopt A Structured Optimisation Process LESS ASSUMPTIONS Google Analytics Master Class 2010
  22. 22. Measure: Understand Leads Generation Success from Analytics Traffic Sources Reports to pick out most effective advertising delivering quality visits and leads EDM SEO Efforts Paid Search & Content Network Integrated CRM System to track Paid Social Media Social Media Leads ONLINE Marketing Website Marketing Analytics tracking OFFLINE Magazine Print Ads Newspaper Print Ads Google Analytics Master Class 2010
  23. 23. clicks > visitors > leads > opportunities > customer ($$) Google Analytics Master Class 2010
  24. 24. Analyse: Drill down on each component of campaign ST PgA24 18/11 ST PgA23 19/11 ST PgA27 20/11 ST PgA22 23/11 ST PgB5 24/11 Artwork for ST Ad for Week of Nov 18-24 Google Analytics Master Class 2010
  25. 25. Optimise: Google Website Optimiser Setting up experiments to determine the best conversion layouts Experiment on “Call-to-action” button Button 1 Button 2 Winning version with up to 89.6% chance Google Analytics Master Class 2010 26
  26. 26. Results Increase in overall website traffic and conversions •  Unique visitors to site grew by more than 524% •  Leads improved by 500% from Oct09 – Dec09 Google Analytics Master Class 2010 27
  27. 27. Checklist for HiPPO Taming 1. Deliver Reports & Analysis That Drive Actions 2. Use Trends 3. Less Assumptions - Adopt A Structured Optimisation Process Google Analytics Master Class 2010
  28. 28. “We find you your customers online!” Your Online Conversion Specialists For a copy of the presentation: www.clickTRUE.biz/masterclass To post questions & get answers: twitter.com/clickTRUE Thank You 29
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