If you have a digital product, you are fully aware that your business is defined by your important behavioral segments. Organizing your prospects and customers around how they interact with your site and product is essential for organizing your growth activities.
From an analytical perspective, understanding what makes these important segments tick is crucial for making the decisions that drive their growth. More importantly, however, is the ability to take actions off these groups to actually drive growth behaviors. And this is why we built Kissmetrics Populations.
Join us for this webinar to learn all about how to operationalize your behavioral data with Kissmetrics Populations. Specifically, you will learn how to:
Create the right Populations for your business
Gather important insights about any Population
“Operationalize” your Populations to drive growth
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Making Data Meaningful with Kissmetrics' Populations
1. 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
3. 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
6. “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 simplymust be a data-driven
company. ”
7. “In God we trust.
All others must bring data.”
- Dr. W. Edwards Deming
13. “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
16. Build out all your
important behavioral
segments.
Learn from them.
Take action against
them.
Grow.
KISSMETRICS
POPULATIONS
17. Population Name: Activated Trials
CREATE ANY BEHAVIORAL
SEGMENT
Has done Sign-up 1 time within last 15 days
and
Has done Booked appointment at least 2 times within last 15 days
and
Has Account status equalling Trial
18. Population Name: Power Buyers
Has done Purchased more than 3 times within last 60 days
and
Total Purchase Value greater than $1,000 within last 60 days
CREATE ANY BEHAVIORAL
SEGMENT
21. Full list of people in
each Population.
Ranked activity level.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
22. Full list of people in
each Population.
Ranked activity level.
Add columns with
custom metrics/
calculations.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
23. Full segmentation of
any Population.
LEARNING ABOUT YOUR POPULATIONS
Activated trials
Monthly Active Users
24. Understand the
activity of any
Population.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
25. Understand the
activity of any
Population.
Compare Activity
across
Populations.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
44. Are there more Populations that I
should be using to drive growth?
GOING EVEN FURTHER WITH
POPULATIONS
45. 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.
46. FRAMEWORK FOR IMPORTANT
POPULATIONS - SaaS
Population Definition Action
Hot Prospect Visited site; Downloaded whitepaper;
visited pricing page
Sales 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
47. 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
48. FRAMEWORK FOR IMPORTANT
POPULATIONS - SaaS
Population Definition Action
Highly engaged users Consistently use most important
features
CS outreach; Case studies; Design
feedback; Referral programs;
*LOOK-ALIKE AUDIENCES
BEST PEOPLE
49. FRAMEWORK FOR IMPORTANT
POPULATIONS - Ecomm
Population Definition Action
Regular buyers Buy on a regular basis LOOK-ALIKE AUDIENCES
Big spenders Make large purchases LOOK-ALIKE AUDIENCES
BEST PEOPLE
50. FRAMEWORK FOR IMPORTANT
POPULATIONS - SaaS
Population Definition Action
Unengaged users Have not done important features in 30-
days
Automated emails; CS outreach
RISK/OPPORTUNITIES
51. FRAMEWORK FOR IMPORTANT
POPULATIONS - Ecomm
Population Definition Action
Cart abandoners Added to cart, but no purchase Automated emails; retargeting
campaigns
Lost Loyal Buyers
Purchased more than 2 times more than
90 days ago, but have not visited/
purchased since
Automated emails; retargeting
campaigns
RISK/OPPORTUNITIES
52. FRAMEWORK FOR IMPORTANT
POPULATIONS - SaaS
Population Definition Action
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
53. FRAMEWORK FOR IMPORTANT
POPULATIONS - Ecomm
Population Definition Action
Buyers of specific
categories
Has bought category X, but not Y
LOOK-ALIKE AUDIENCES;
Emails to introduce promote other
products/categories
MISCELLANEOUS
54.
55. 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: