While HIPPOs Wallow

hippo.jpg
I loathe acronyms. Except this one: HIPPO.
According to Ad Age, Avinash Kaushik, Google’s Analytics Evangelist deploys the acronym in in front of hundreds of HIPPOs gathered to hear him speak.
A HIPPO, or Highest Paid Person’s Opinion, can be an obstacle to success on the web, argues Kaushik. Despite mounds of data, Mr. Kaushik thinks HIPPOs are the “least closest to the customer.”
Naturally, Google Analytics can help. “We want to be the company that really lives the spirit of accountable advertising,” he says.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. Hi! I recently wrote a blog post all about how to influence your HiPPO. Which we all know, can be hard to do! Heres the link:
    http://rich-page.com/win-at-web-analytics/win-at-web-analytics-top-7-ways-to-influence-your-hippo/
    Rich Page

  2. Thanks Rich.
    Since #3: Become an Office Politics Expert. ain’t gonna work for me, I’ll have to focus on the other options.