Making Data Meaningful with Kissmetrics' Populations

Kissmetrics Webinar Series “MAKING BEHAVIORAL DATA MEANINGFUL WITH KISSMETRICS

POPULATIONS”

The webinar starts at 10am Pacific Time

Slides and Recording will be sent out within 24 hours of the webinar

Q&A after the presentation, but feel free to enter questions as they come up

10min Demo of Kissmetrics Analytics after the Q&A

Making Behavioral Data Meaningful with Kissmetrics

Populations

Derek Skaletsky is the head of Product and Customer Success at Kissmetrics. He joined Kissmetrics when Kissmetrics bought his startup, Knowtify, in 2016. Knowtify had built a suite of products focused on helping companies drive better user engagement.

DEREK SKALETSKY Head of Product & CS, Kissmetrics

@dskaletsky

DATA.

DA

TA

.

“Without big data analytics, companies are blind and deaf, wandering out onto the web like a deer on a freeway.”

“Most of the world will make decisions by

either guessing or using their gut. They will

lucky or wrong.”

“It’s difficult to image the power

that you’re going to have when so

many different sorts of data are

available.”

“In today’s world, you simply must be a data-driven company. ”

“In God we trust. All others must bring data.”

- Dr. W. Edwards Deming

Unicorn

DATA >> Decision making

“The whole enterprise of teaching managers is steeped in the ethic of data-driven analytical support. The problem is, the data is only available about the past. So the way we’ve taught managers to make decisions condemns them to taking action when it’s too late.”

- Dr. Clayton Christensen

DATA >> Enable action

KISSMETRICS POPULATIONS

Build out all your important behavioral segments.

Learn from them.

Take action against them.

Grow.

KISSMETRICS POPULATIONS

Population Name: Activated Trials

CREATE ANY BEHAVIORAL SEGMENT

Has done Sign-up 1 time within last 15 days

andHas done Booked appointment at least 2 times within last 15 daysandHas Account status equalling Trial

Population Name: Power Buyers

Has done Purchased more than 3 times within last 60 days

andTotal Purchase Value greater than $1,000 within last 60 days

CREATE ANY BEHAVIORAL SEGMENT

TRACKING YOUR POPULATIONS

Population overview dashboard

Track population growth over time

LEARNING ABOUT YOUR POPULATIONS

Monthly Active Users

Full list of people in each Population.

Ranked activity level.


Activated trialsMonthly Active Users

Full list of people in each Population.

Ranked activity level.

Add columns with custom metrics/calculations.



Full segmentation of any Population.



Understand the activity of any Population.



Understand the activity of any Population.

Compare Activity across Populations.



Ship your Populations to places you can take specific action - dynamically!

TAKE ACTION WITH CONNECTIONS!

Framework for easily making your data meaningful and actionable with Populations.

MAKING DATA ACTIONABLE WITH POPULATIONS

STEP 1:

MODEL YOUR GROWTH STAGES WITH POPULATIONS

New Visitors

Window Shoppers

Added to Cart

First time buyers

Repeat buyers

MODEL YOUR GROWTH STAGES

Basic e-comm customer journey.

Hot Prospects

Trial Signups

Active Trial

New Paid Account

Engaged User

New Upgrade Account


Basic SaaS customer journey.

Hot Prospects

Trial Signups

Active Trial

New Paid Account

Engaged User

New Upgrade Account

Has done Visited site more than 3 times last 30 daysandHas done Downloaded white paper 1 time within last 30 daysandHas NOT done Trial signup ever


Trial Signups

Active Trial

New Paid Account

Engaged User

New Upgrade Account

Has done Signup 1 time within last 15 daysandHas done Integrated data andAccount status equalling Trial

Hot Prospects


Trial Signups

Active Trial

New Paid Account

Engaged User

New Upgrade Account

Has done Converted to paid first time ever within last 7 days

Hot Prospects



Trial Signups

Engaged User

New Upgrade Account

Hot Prospects

Active Trial

New Paid Account

DRIVE GROWTH ACROSS SEGMENTS

Trial Signups

Engaged User

New Upgrade Account

Hot Prospects

Active Trial

New Paid Account

+11% +2% -7% -4% +4% +8%

STEP 2:

BUILD ACTION PLAN AGAINST EACH POPULATION.


Trial Signups

Engaged User

New Upgrade Account

Hot Prospects

Active Trial

New Paid Account

+11% +2% -7% -4% +4% +8%

Hot Prospects


—> Trigger personal email from salesperson

—> Retargeting campaigns

—> Emails with additional information


—> Trigger call from salesperson

—> Upsell emails

—> Training session with customer success

Active Trial

Engaged User


—> Design outreach for user testing

—> Invitation to advocacy program

—> Use for FB look alike audience - attract more good customers

OPERATIONALIZING ACTIONS BASED ON DATA

Trial Signups

Engaged User

New Upgrade Account

Hot Prospects

Active Trial

New Paid Account


Hot Prospects


Hot Prospects

Campaigns

Are there more Populations that I should be using to drive growth?

GOING EVEN FURTHER WITH POPULATIONS

FRAMEWORK FOR IMPORTANT POPULATIONS

1. GROWTH FUNNEL: Map out the stages of your customer journey.

2. BEST PEOPLE: Define your best customers/users.3. RISK/OPPORTUNITIES: Those dropping off or in need of

a rescue effort.4. MISCELLANEOUS: Target groups very specific for your

business.

FRAMEWORK FOR IMPORTANT POPULATIONS - SaaS

Population Definition ActionHot Prospect Visited site; Downloaded whitepaper;

visited pricing pageSales email; marketing drip emails; Retargeting emails

Trial Signup Signed up for trial Drip emails

Activated Trial Completed important on boarding events - first “value” Sales call; CS support

Converted to paid Upgraded from trial CS on-boarding emails; CS call

Upgrade Upgraded Automated emails; CS follow-up

Churn Cancelled account Survey emails; Direct outreach

GROWTH FUNNEL

FRAMEWORK FOR IMPORTANT POPULATIONS - Ecomm

Population Definition Action

New visitor First time shop visitor Retargeting ads

Window shopper Viewed multiple pages; viewed product pages

Retargeting ads; automated email offers

Added to cart Added to cart Retargeting ads; automated email offers

First purchase Made first purchase Congrats email; retention emails

Repeat purchaser Made more than one purchase Retention emails

GROWTH FUNNEL



Highly engaged users Consistently use most important features

CS outreach; Case studies; Design feedback; Referral programs;

*LOOK-ALIKE AUDIENCES

BEST PEOPLE



Regular buyers Buy on a regular basis LOOK-ALIKE AUDIENCES

Big spenders Make large purchases LOOK-ALIKE AUDIENCES

BEST PEOPLE



Unengaged users Have not done important features in 30-days Automated emails; CS outreach

RISK/OPPORTUNITIES



Cart abandoners Added to cart, but no purchase Automated emails; retargeting campaigns

Lost Loyal BuyersPurchased more than 2 times more than

90 days ago, but have not visited/purchased since

Automated emails; retargeting campaigns

RISK/OPPORTUNITIES



Heavy user(s) of specific features Has done X, more than X times

LOOK-ALIKE AUDIENCES; Emails to introduce new features/

functionality

Has not adopted specific features Has tried X, but not adopted Automated emails; Retargeting

MISCELLANEOUS



Buyers of specific categories Has bought category X, but not Y

LOOK-ALIKE AUDIENCES; Emails to introduce promote other

products/categories

MISCELLANEOUS

1. Stop chasing unicorns. Think about data for enabling actions.

2. Use behavioral data to organize important growth segments.

3. Create action plan around each. 4. Execute, assess, improve….repeat.

In Summary:

Making Behavioral Data Meaningful with Kissmetrics

Populations

Making Data Meaningful with Kissmetrics' Populations

Marketing