Google Analytics Master Class Adrian Tan Click True


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Adrian Tan, Director, Online Marketing Services shares clickTRUE's secrets on overcoming the demands of the Highest Paid Person's Opinion (HiPPO) to drive real value for businesses through integrating Google Analytics with their digital marketing campaigns at the annual Google Analytics Master Class in Singapore & Malaysia

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  • My name is Adrian. I am from clickTRUE. The first GAAC in SEA. Now part of the SPH group of companies Today, our topic is on taming the HiPPO. Obviously, not the animal but…
  • Highest paid person’s opinion – the boss No offence to the bosses here. The HiPPO is defined by someone that usually decides what actually happens Strong minded quite removed from operational matters probably may not be the best person to understand what your customers want or think has never taken public transport for a while OR ate at your neighbourhood hawker
  • Why does the HiPPO need taming then? With all the latest digital trends…easy for the HiPPO to… - latches on to what is sexy - marketer scrambles to execute - campaign results maybe not be ideal due to how it was driven..
  • Bosses with their business intelligence Gives instructions The Rest Follow With Analytics, almost real time data and feedback is available Insights from the ground/grassroots A culture of info exchange results Entire Organisation is now aligned Greater effectiveness
  • Using 3 case studies, we are here to illustrate how we managed to convince and sway the bosses to the optimal way of using web analytics
  • Goal was to convince the users that their product would render them attractive. Sign ups for free samples Testimonials participate in a contest type element
  • Microsite goes up EDMs start flying out Google and Facebook campaign launches Campaign plan launched with precision Marketers sit back and worry about success The GAACs start to work!
  • Straight off, with analytics data, We were able to laser in on the important outcomes – sign-ups We give pretty strong insights/analysis to the HiPPO Search, Social media good Online good Achieved buy in!
  • We had flexibilty to now make crucial decisions early in the campaign
  • And we had the confidence to fail fast and correct quick. Conversion rates obtained via Google Analytics. Make recommedations that could be sensitive to certain parties – because they now know that we are aligned to giving them the best outcome in terms of conversions If there is time, ask for audience feedback
  • The first tip -
  • Very much into absolute numbers – visitors, visits, page-views Used multiple platforms: Concern over discrepancies between data from the multiple platforms Drilled down into keyword level specifics Used lots of excel sheet A laborious process trying to sieve through info Data OVERLOAD
  • First graph, What can you tell from this? Well…there was a peak..then it sorta went into a funk…. So…HiPPO decides to drill down into specifics, details…arrgghh But with the power of comparing trends! Ha. This month’s results (in blue) were much better than the previous month! Let’s focus on the macro strategies!
  • Use Trends! Compare before and after effects Show similarities of trends from different platforms Show signs of diminishing returns
  • We usually have certain ways of doing things and certain expectations We make assumptions based on seemingly logical rules However, the web and the customers’ behaviour can be illogical
  • HiPPOs were the guys who built hardware, a prominent dotcom enterprise. “ let’s promote ourselves on all marketing channels for maximum online presence” “ let’s implement our full tracking abilities as a GAAC” “ let’s achieve a target of X number of leads per month”
  • Team was hesitant to contradict HiPPOs
  • Business objective Campaign processes Functional groups We will need to create a system for the HiPPOs to work in – coz they are vital still Understand that web analytics is part of a more structured process.
  • Even though we have multiple teams doing different things, We are able to coordinate all functions Because all our processes and steps are geared towards one common goal
  • This involves a culture of sharing known data. From Analytics to the Sales system Our Sales, Operations were all in on our Customer Relationship Management (CRM) – same as the mgmt. Thus everybody knew the progress of our marketing campaign
  • With the macro vision communicated, Individual teams can work on their portion. Print, edms, social media, search, SEO. The reporting, consolidation point would be analytics. For example, the team working on print could track how each day’s insertion worked. Did this via using vanity URLs, redirects, tagging our pages.
  • Once we see a steady state from analytics, Isolate the variables. Create good experiments. A plug for Google here: we used Google’s website optimiser In a very structured manner. No one working at cross purposes.
  • Success shared by All.
  • Objectives and Key Results
  • We will be placing our PPT online. Feel free to download! Of course, we will be tracking the response via Google Analytics!
  • Google Analytics Master Class Adrian Tan Click True

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