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Making Data Meaningful with Kissmetrics' Populations

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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

Publicado en: Marketing
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Making Data Meaningful with Kissmetrics' Populations

  1. 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
  2. 2. Making Behavioral Data Meaningful with Kissmetrics Populations
  3. 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
  4. 4. DATA.
  5. 5. DATA.
  6. 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. 7. “In God we trust. All others must bring data.” - Dr. W. Edwards Deming
  8. 8. Unicorn
  9. 9. DATA >> Decision making
  10. 10. “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
  11. 11. DATA >> Enable action
  12. 12. KISSMETRICS POPULATIONS
  13. 13. Build out all your important behavioral segments. Learn from them. Take action against them. Grow. KISSMETRICS POPULATIONS
  14. 14. 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
  15. 15. 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
  16. 16. TRACKING YOUR POPULATIONS Population overview dashboard
  17. 17. Track population growth over time LEARNING ABOUT YOUR POPULATIONS Monthly Active Users
  18. 18. Full list of people in each Population. Ranked activity level. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
  19. 19. Full list of people in each Population. Ranked activity level. Add columns with custom metrics/ calculations. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
  20. 20. Full segmentation of any Population. LEARNING ABOUT YOUR POPULATIONS Activated trials Monthly Active Users
  21. 21. Understand the activity of any Population. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
  22. 22. Understand the activity of any Population. Compare Activity across Populations. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
  23. 23. Ship your Populations to places you can take specific action - dynamically! TAKE ACTION WITH CONNECTIONS!
  24. 24. Framework for easily making your data meaningful and actionable with Populations. MAKING DATA ACTIONABLE WITH POPULATIONS
  25. 25. STEP 1: MODEL YOUR GROWTH STAGES WITH POPULATIONS
  26. 26. New Visitors Window Shoppers Added to Cart First time buyers Repeat buyers MODEL YOUR GROWTH STAGES Basic e-comm customer journey.
  27. 27. Hot Prospects Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account MODEL YOUR GROWTH STAGES Basic SaaS customer journey.
  28. 28. Hot Prospects Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account Has done Visited site more than 3 times last 30 days and Has done Downloaded white paper 1 time within last 30 days and Has NOT done Trial signup ever MODEL YOUR GROWTH STAGES
  29. 29. Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account Has done Signup 1 time within last 15 days and Has done Integrated data and Account status equalling Trial Hot Prospects MODEL YOUR GROWTH STAGES
  30. 30. 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 MODEL YOUR GROWTH STAGES
  31. 31. MODEL YOUR GROWTH STAGES Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account
  32. 32. DRIVE GROWTH ACROSS SEGMENTS Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account +11% +2% -7% -4% +4% +8%
  33. 33. STEP 2: BUILD ACTION PLAN AGAINST EACH POPULATION.
  34. 34. DRIVE GROWTH ACROSS SEGMENTS Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account +11% +2% -7% -4% +4% +8%
  35. 35. Hot Prospects DRIVE GROWTH ACROSS SEGMENTS —> Trigger personal email from salesperson —> Retargeting campaigns —> Emails with additional information
  36. 36. DRIVE GROWTH ACROSS SEGMENTS —> Trigger call from salesperson —> Upsell emails —> Training session with customer success Active Trial
  37. 37. Engaged User DRIVE GROWTH ACROSS SEGMENTS —> Design outreach for user testing —> Invitation to advocacy program —> Use for FB look alike audience - attract more good customers
  38. 38. OPERATIONALIZING ACTIONS BASED ON DATA Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account
  39. 39. OPERATIONALIZING ACTIONS BASED ON DATA Hot Prospects
  40. 40. OPERATIONALIZING ACTIONS BASED ON DATA Hot Prospects Campaigns
  41. 41. Are there more Populations that I should be using to drive growth? GOING EVEN FURTHER WITH POPULATIONS
  42. 42. 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.
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. FRAMEWORK FOR IMPORTANT POPULATIONS - SaaS Population Definition Action Unengaged users Have not done important features in 30- days Automated emails; CS outreach RISK/OPPORTUNITIES
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. 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:
  52. 52. Making Behavioral Data Meaningful with Kissmetrics Populations

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