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.

1. Taming The HiPPO
Adrian Tan
Director, Online Marketing Services
adrian@clicktrue.biz
clickTRUE Confidential and Proprietary
1

2. The Decision Approver Not Into
Operational Matters
Strong Minded Is Not Your End Customer
Highest Paid Person’s Opinion

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. Taming The HiPPO
Web Analytics provides the
weaponry
Business Intelligence
Exchange /
Instructions
Culture
Data & Insights from Analytics
Google Analytics Master Class 2010

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. Her World
clickTRUE Confidential and Proprietary

8. 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

9. 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

10. 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

11. Fail Fast & Correct Quick
VS
33% Better in conversion
Google Analytics Master Class 2010

12. 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

13. Nestle, Tyco
clickTRUE Confidential and Proprietary

14. Nestle / Tyco
Google Analytics Master Class 2010

15. 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

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?

17. 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

18. clickTRUE
• The client
clickTRUE Confidential and Proprietary

19. clickTRUE Management, the HiPPOs
Google Analytics Master Class 2010

20. What About HiPPOS That ARE Seemingly
Experienced & Savvy?

21. 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

22. TIP 3: Adopt A Structured Optimisation
Process
LESS ASSUMPTIONS
Google Analytics Master Class 2010

23. 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

24. clicks > visitors > leads > opportunities > customer ($$)
Google Analytics Master Class 2010

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
Google Analytics Master Class 2010

26. 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

27. 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

28. 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

29. “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