Head of sales & marketing

The danger of HiPPO's

By HiPPO we mean highest paid person’s opinion. The term is used to describe an organization's reliance on human instinct rather than data in the decision-making process. It is a dangerous way of proceeding.

How to avoid being guided by a subjective opinion ? How to analyse visitors’ behaviour to optimise your website ? How to get real customer feedback in order to improve your customer’s experience and thus your conversion rate ? This is what Jellert Dekeyser, Head of sales & marketing of Collishop, will share with you during his presentation.


Jellert enjoyed 10+ years in digital (agency, travel & retail). At ColliShop he highlights a shift from a catalog driven business to a data driven e-commerce player with a highly motivated team skilled in entrepreneurship within a corporate structure.