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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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1
Taming The HiPPO
Adrian Tan Director, Online Marketing Services adrian@clicktrue.biz
clickTRUE Confidential and Proprietary
The Decision Approver Not Into Operational Matters
Strong Minded Is Not Your End Customer
Highest Paid Person’s Opinion
Google Analytics Master Class 2010
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…
A Probable HiPPO Campaign
Interest Level
Time
Google Analytics Master Class 2010
Taming The HiPPO
Web Analytics provides the weaponry
Business Intelligence
Instructions
Data & Insights from Analytics
Exchange / Culture
Google Analytics Master Class 2010
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
clickTRUE Confidential and Proprietary
Her World
Google Analytics Master Class 2010
OFFLINE
ONLINE Client Website
EDM
Print Ads HerWorld
Referral Websites
Counter Cards
Social Media
Search & Content Network
Microsite
Too Early To Say?
Executing The Grand Plan
Google Analytics Master Class 2010
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
Focused On Outcomes
Google Analytics Master Class 2010
EDM
Week 1 Week 2 Week 3
EDM
Search & Content Network Search & Content Network Search & Content Network
Social Media Marketing Social Media Marketing
Used Head Data Within The First 2 Weeks
Google Analytics Master Class 2010
VS
33% Better in conversion
Fail Fast & Correct Quick
Google Analytics Master Class 2010
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
clickTRUE Confidential and Proprietary
Nestle, Tyco
Google Analytics Master Class 2010
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 get too involved in the data and be distracted from the macro campaign objectives
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?
Google Analytics Master Class 2010
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?
clickTRUE Confidential and Proprietary
clickTRUE • The client
Google Analytics Master Class 2010
clickTRUE Management, the HiPPOs
What About HiPPOS That ARE Seemingly Experienced & Savvy?
Google Analytics Master Class 2010
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
TIP 3: Adopt A Structured Optimisation Process
LESS ASSUMPTIONS
Google Analytics Master Class 2010
Measure: Understand Leads Generation Success from Analytics
OFFLINE
ONLINE
SEO Efforts
EDM
Magazine Print Ads Newspaper Print Ads
Paid Social Media Marketing
Paid Search & Content Network
Website Social Media
Marketing
Integrated CRM System to track
Leads
Analytics tracking
Traffic Sources Reports to pick out most effective advertising delivering quality visits and leads
Google Analytics Master Class 2010
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 23/11 ST PgB5 24/11
Artwork for ST Ad for Week of Nov 18-24
Google Analytics Master Class 2010
Optimise: Google Website Optimiser
Setting up experiments to determine the best conversion layouts
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Experiment on “Call-to-action” button Button 1 Button 2 Winning version with up to 89.6%
chance
Google Analytics Master Class 2010
Results
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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
Checklist for HiPPO Taming
1. Deliver Reports & Analysis That Drive Actions
2. Use Trends
3. Less Assumptions - Adopt A Structured Optimisation Process
Your Online Conversion Specialists “We find you your customers online!”
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Thank You
For a copy of the presentation: www.clickTRUE.biz/masterclass
To post questions & get answers: twitter.com/clickTRUE
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