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Making Data Meaningful with Kissmetrics' Populations
The Kissmetrics webinar focuses on leveraging behavioral data for meaningful insights, guided by Derek Skaletsky, head of product and customer success. Participants will learn to create actionable segments and implement strategies to drive growth across various populations, including activated trials and power buyers. Key components discussed include modeling customer journeys and operationalizing actions based on data to enhance user engagement and retention.
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Making Data Meaningful with Kissmetrics' Populations
- 1. Kissmetrics Webinar Series “MAKINGBEHAVIORAL 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. Making Behavioral Data Meaningfulwith Kissmetrics Populations
- 3. Derek Skaletsky isthe 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
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- 6. “Without big dataanalytics, 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 wetrust. All others must bring data.” - Dr. W. Edwards Deming
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- 12. DATA >> Decisionmaking
- 13. “The whole enterpriseof 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
- 14. DATA >> Enableaction
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- 16. Build out allyour important behavioral segments. Learn from them. Take action against them. Grow. KISSMETRICS POPULATIONS
- 17. Population Name: ActivatedTrials 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: PowerBuyers 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
- 19. TRACKING YOUR POPULATIONS Populationoverview dashboard
- 20. Track population growthover time LEARNING ABOUT YOUR POPULATIONS Monthly Active Users
- 21. Full list ofpeople in each Population. Ranked activity level. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
- 22. Full list ofpeople in each Population. Ranked activity level. Add columns with custom metrics/ calculations. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
- 23. Full segmentation of anyPopulation. LEARNING ABOUT YOUR POPULATIONS Activated trials Monthly Active Users
- 24. Understand the activity ofany Population. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
- 25. Understand the activity ofany Population. Compare Activity across Populations. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users
- 26. Ship your Populations to placesyou can take specific action - dynamically! TAKE ACTION WITH CONNECTIONS!
- 27. Framework for easilymaking your data meaningful and actionable with Populations. MAKING DATA ACTIONABLE WITH POPULATIONS
- 28. STEP 1: MODEL YOURGROWTH STAGES WITH POPULATIONS
- 29. New Visitors Window Shoppers Added to Cart First time buyers Repeat buyers MODELYOUR GROWTH STAGES Basic e-comm customer journey.
- 30. Hot Prospects Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account MODEL YOURGROWTH STAGES Basic SaaS customer journey.
- 31. Hot Prospects Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account Has doneVisited 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
- 32. Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account Has doneSignup 1 time within last 15 days and Has done Integrated data and Account status equalling Trial Hot Prospects MODEL YOUR GROWTH STAGES
- 33. Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account Has doneConverted to paid first time ever within last 7 days Hot Prospects MODEL YOUR GROWTH STAGES
- 34. MODEL YOUR GROWTHSTAGES Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account
- 35. DRIVE GROWTH ACROSS SEGMENTS Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial NewPaid Account +11% +2% -7% -4% +4% +8%
- 36. STEP 2: BUILD ACTIONPLAN AGAINST EACH POPULATION.
- 37. DRIVE GROWTH ACROSS SEGMENTS Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial NewPaid Account +11% +2% -7% -4% +4% +8%
- 38. Hot Prospects DRIVE GROWTH ACROSS SEGMENTS —>Trigger personal email from salesperson —> Retargeting campaigns —> Emails with additional information
- 39. DRIVE GROWTH ACROSS SEGMENTS —>Trigger call from salesperson —> Upsell emails —> Training session with customer success Active Trial
- 40. 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
- 41. OPERATIONALIZING ACTIONS BASED ONDATA Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account
- 42. OPERATIONALIZING ACTIONS BASED ONDATA Hot Prospects
- 43. OPERATIONALIZING ACTIONS BASED ONDATA Hot Prospects Campaigns
- 44. Are there morePopulations 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
- 55. 1. Stop chasingunicorns. 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:
- 56. Making Behavioral Data Meaningfulwith Kissmetrics Populations