Head of Data
About Chris Hirlemann
When did you start working at Sleeping Giant Media?
What’s your specialist skill or party trick?
Data, Google Analytics, Tag Management, Formulas and Spreadsheets.
What does your day job entail?
It involves helping website owners make sure they’ve got the best possible data to make informed decisions for the future of their business and online efforts.
What areas of digital marketing do you specialise in?
Paid search, paid social and CRO
Why Sleeping Giant Media?
After working in London at a large agency, I was looking for something that would allow for a better work-life balance, all whilst still giving the opportunity to work on large and engaging marketing projects.
The ethos and raison d’etre of Sleeping Giant Media really appealed to me. I had worked with the founders in a previous role and knew that we could do great things together.
What’s your favourite part of working at Sleeping Giant Media?
Working with good people, doing great things.
What’s one of your favourite campaigns or accounts you’ve worked on?
It’s been a pleasure to work with so many businesses, it’s hard to pick one favourite!
A certain charity we worked with would have been one of the most rewarding accounts, with a number of different projects over the years ranging from helping maintain Google Analytics, building dashboards to help monitor and report on Google Grants, through to helping implement tags across a number of sites through Google Tag Manager.
For a certain motor vehicle industry brand, finding solutions to some of the challenges! Using scripts and internal data to automate some of the paid advertising, ensuring investment is not wasted in locations with limited stock.
A holiday park brand – this project involved developing a bespoke tool from scratch, building a data collection system that can be presented in a live, bespoke dashboard.
What about digital inspires you the most?
Being able to make hypotheses and test them, using data to help build real insight and guide decisions. The mixture of art and science, trying things that maybe you only feel to be right, but actually being able to identify with data what did work, and what has not is interesting and keeps things engaging.
What’s your favourite marketing platform and why?
Google Ads – it’s a flexible system helping get in front of users actively searching for your product or service. The ability to use scripts to add automation, working with weather APIs and various types of media (text ads, video, display) to keep things interesting – all of this makes Google Ads one of the most flexible advertising platforms out there.
Name a random fact about yourself…
I spent some time in El Salvador at the end of the Civil War. When I asked why there was a hole in the living room wall, it was explained that when the Guerillas stole electricity, they would sometimes spray machine-gun fire at the houses to keep the arm busy dealing with that skirmish, whilst another group would steal the electricity. I’ve had more relaxing holidays in my time.