gamc2010 03 - taming the hippo - adrian tan - clicktrue

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Taming The HiPPO

Adrian Tan Director, Online Marketing Services [email protected]

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


Taming The HiPPO

Web Analytics provides the weaponry

Business Intelligence

Instructions

Data & Insights from Analytics

Exchange / Culture


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


Her World


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


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


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


VS

33% Better in conversion

Fail Fast & Correct Quick


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


Nestle, Tyco


Nestle / Tyco


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?


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 •  The client


clickTRUE Management, the HiPPOs

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 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


TIP 3: Adopt A Structured Optimisation Process

LESS ASSUMPTIONS


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


clicks > visitors > leads > opportunities > customer ($$)


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


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


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


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

gamc2010 03 - taming the hippo - adrian tan - clicktrue

Business

hippo web analytics

google website optimiser

world clicktrue confidential

probable hippo campaign

client clicktrue confidential

hippo taming1

online conversion specialists

clicktrue management