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How Kissmetrics can
help you get the most out
of your behavioral data.
BRIAN KELLY, CEO
ANDY WYATT, PRODUCT MANAGER
@Kissmetrics
#Kisswebinar
@thuelmadsen
Andy is a product manager at Kissmetrics where he
spends his days thinking about how Kissmetrics can
make it’s customers m...
“We want to deliver the best
experience possible at every step
of the way. Help people along in a
useful, contextual, time...
1 Setting the stage - Market landscape, challenges and opportunities
2 Product overview of Kissmetrics Customer Engagement...
WATCH WEBINAR RECORDING NOW
The next battleground to get, keep, and grow customers is in the moment.
• Goal is to deliver proactive, hyper-personalize...
The challenge is the sheer volume and the wrong tools for the job
• There are more than 30 billion each day in the US alon...
BEHAVIOR IS THE FOUNDATION OF ENGAGEMENT
#Kisswebinar
Behavior reveals intent. Digital trails are
gold.
Mix in profile dat...
Key components required to “be engaging” for growth
1. Behavior-based customer data
2. Audience creation and management
3....
Customer Engagement Automation Platform
by Kissmetrics
Understand what
people do on your
website and products.
Analyze +
D...
HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
PopulationsCampaigns
HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
1. Captures and stores all behaviora...
KISSMETRICS ANALYZE: PEOPLE
#Kisswebinar
KISSMETRICS ANALYZE: METRICS
#Kisswebinar
KISSMETRICS ANALYZE: FUNNEL
#Kisswebinar
Metrics screenshot here
KISSMETRICS ANALYZE: A/B TEST
#Kisswebinar
KISSMETRICS ANALYZE: COHORT
#Kisswebinar
Activity screenshot here
KISSMETRICS ANALYZE: ACTIVITY
#Kisswebinar
HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
Analyze lets you understand your cus...
HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
PopulationsCampaigns
HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
1. Define the segments that are in your crit...
HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Populations lets you define and monitor the ...
KISSMETRICS POPULATIONS
#Kisswebinar
KISSMETRICS POPULATIONS
#Kisswebinar
MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT
#Kisswebinar
Analyze
PopulationsCampaigns
Campaigns
MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT
#Kisswebinar
1. Create campaigns to target specific custom...
MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT
#Kisswebinar
Campaigns lets you move towards hyper-personalization
•...
KISSMETRICS CAMPAIGNS
#Kisswebinar
KISSMETRICS CAMPAIGNS
#Kisswebinar
Customer Engagement Automation
HERE’S HOW WE DO IT AT KISSMETRICS
#Kisswebinar
We’ll focus from
here on down for
this presentation
Sales funnel
START WITH A SIMPLE FLOW THEN DIVIDE AND CONQUER
#Kisswebinar
Demo Trial Purchase Using Advocate
Hi there,
Here’s what to
...
UNDERSTAND WHAT’S GOING ON AND WHAT’S NOT WORKING
#Kisswebinar
Demo Trial Purchase Using Advocate
Hi there,
Here’s what to...
TRACK AND UNDERSTAND BEHAVIOR ON YOUR WEBSITE AND IN YOUR PRODUCT
Demo Trial Purchase Using Advocate
Hi there,
Here’s what...
Analyze
Demo Trial Purchase Using Advocate
Hi there,
Here’s what to
expect…
Hi there,
Getting started
guidelines…
Hi there...
IDENTIFY THE KEYS TO SUCCESS — “10 FRIENDS IN 7 DAYS”
Demo Trial Purchase Using Advocate
Hi there,
Here’s what to
expect…
...
LAY THE KEY INDICATORS / DESIRED BEHAVIORS INTO THE FLOW
#Kisswebinar
Trial PurchaseSend data
Hi there,
Here’s what to
exp...
DEFINE AND MONITOR YOUR KEY BEHAVIORAL SEGMENTS
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there,
You’re
...
DEFINE AND MONITOR YOUR KEY BEHAVIORAL SEGMENTS
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there,
You’re
...
DEVELOP BEHAVIOR-BASED CAMPAIGNS TO BE ENGAGING
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there,
You’re
...
AUTOMATED EMAIL ENGAGEMENT BASED ON BEHAVIOR
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there,
You’re
awe...
DEVELOP BEHAVIOR-BASED CAMPAIGNS TO BE ENGAGING
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there,
You’re
...
MEASURE AND UNDERSTAND RESULTS—CLOSED-LOOP OPTIMIZATION
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there,...
CONTINUOS OPTIMIZATION ACROSS THE LIFECYCLE
#Kisswebinar
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there...
#Kisswebinar
Trial PurchaseSend data
Hi there,
Here’s what to
expect…
Hi there,
Here’s how
you…
Hi there,
Did you
know…
Hi...
REFINE ENGAGEMENTS TO BE THERE WHEN NEEDED—ALWAYS HAPPY TO HELP
#Kisswebinar
Demo Trial Purchase Using Advocate
Hi there,
...
THINGS TO CONSIDER, AND TO LOOK OUT FOR
Demo Trial Purchase Using Advocate
Hi there,
Here’s what to
expect…
Hi there,
Gett...
Customer Engagement Automation Platform
by Kissmetrics
Understand what
people do on your
website and products.
Analyze +
D...
KEYS COMPONENTS OF CUSTOMER ENGAGEMENT AUTOMATION
#Kisswebinar
Understand behavior - what’s going on, what’s not working a...
LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
BRIAN KELLY
CEO, Kis...
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How Kissmetrics can help you get the most out of your behavioral data

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Your prospects and customers are leaving you a beautiful digital trail of their behavior. It shows what they’re doing on your website and products -- what they like, don’t like and why. It reveals who your best customers are and how to get more of them. Capturing and leveraging that behavioral data is a must for driving conversions, acquisition and retention and we’ll show you how to do just that in this webinar.

You'll learn how to:

Leverage behavioral analytics to spot trends and opportunities to improve the customer journey
Identify and track the behavioral segments that are key to your growth cycle
Engage your customers at just the right time to get them to convert
Join us for a webinar where you will learn the essential skills and tactics to get, keep and grow more customers with Kissmetrics.

Publié dans : Marketing
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How Kissmetrics can help you get the most out of your behavioral data

  1. 1. How Kissmetrics can help you get the most out of your behavioral data. BRIAN KELLY, CEO ANDY WYATT, PRODUCT MANAGER
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Andy is a product manager at Kissmetrics where he spends his days thinking about how Kissmetrics can make it’s customers more successful. He has been in both sales, product marketing and now product, which gives him a solid understanding of both the product and the business. ANDY WYATT Product Manager, Kissmetrics Brian is the CEO of Kissmetrics. Prior to Kissmetrics Brian managed several tech companies and teams through growth phases from start-up to IPO. Brian’s has deep expertise in customer behavior analytics and growth marketing. BRIAN KELLY CEO, Kissmetrics @bkkelly
  4. 4. “We want to deliver the best experience possible at every step of the way. Help people along in a useful, contextual, timely manner —to earn respect, trust and a long-term customer. That’s what we’re after.” BE ENGAGING #Kisswebinar
  5. 5. 1 Setting the stage - Market landscape, challenges and opportunities 2 Product overview of Kissmetrics Customer Engagement Automation 3 How to exploit your growth opportunities with Customer Engagement Automation HERE’S WHAT WE’RE TALKING ABOUT #Kisswebinar
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. The next battleground to get, keep, and grow customers is in the moment. • Goal is to deliver proactive, hyper-personalized content when and where a customer needs it. • But most are delivering one-to-many messages and providing apps, websites, support docs to do all things for all people and encourage self-serve. • The cognitive load is on the customers - and long-term, that will fail. DELIVERING WHAT CUSTOMERS NEED TO WIN THEIR BUSINESS — FOREVER #Kisswebinar
  8. 8. The challenge is the sheer volume and the wrong tools for the job • There are more than 30 billion each day in the US alone.* • And the number of engagements is will expand exponentially. • Manually assembling and delivering interactions is a nonstarter. • However, most engagement platforms are currently designed for a one-to- many approach based on what the business — not the customer — needs. Current engagement solutions do not have a behavioral data foundation. THE CHALLENGE IS BEING ABLE TO SCALE WITH AUTOMATION #Kisswebinar*Forrester-The essentials of engagement
  9. 9. BEHAVIOR IS THE FOUNDATION OF ENGAGEMENT #Kisswebinar Behavior reveals intent. Digital trails are gold. Mix in profile data and you got platinum. Behavior is the foundation for delivering engaging content: guidance…support… ideas…
  10. 10. Key components required to “be engaging” for growth 1. Behavior-based customer data 2. Audience creation and management 3. Engagement orchestration HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar
  11. 11. Customer Engagement Automation Platform by Kissmetrics Understand what people do on your website and products. Analyze + Define and monitor your most important growth segments. Populations + Campaigns Create and send engaging behavior- based emails.
  12. 12. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar Analyze PopulationsCampaigns
  13. 13. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar Analyze 1. Captures and stores all behavioral data across devices 2. Delivers KPI’s for business health monitoring 3. Delivers reports for uncovering insights and deep analysis Let’s take a look at Analyze
  14. 14. KISSMETRICS ANALYZE: PEOPLE #Kisswebinar
  15. 15. KISSMETRICS ANALYZE: METRICS #Kisswebinar
  16. 16. KISSMETRICS ANALYZE: FUNNEL #Kisswebinar
  17. 17. Metrics screenshot here KISSMETRICS ANALYZE: A/B TEST #Kisswebinar
  18. 18. KISSMETRICS ANALYZE: COHORT #Kisswebinar
  19. 19. Activity screenshot here KISSMETRICS ANALYZE: ACTIVITY #Kisswebinar
  20. 20. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar Analyze Analyze lets you understand your customers and answer your most important questions: • Who are my best customers? • What are people doing on my site or product? • What do they use, like, dislike? • What campaigns / tests are leading to more customers • What features are most important for retention • Where are people getting stuck, falling out of the funnel? Identify your key segments to target and initiatives to drive growth. Let’s take a look at Populations
  21. 21. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar Analyze PopulationsCampaigns
  22. 22. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar 1. Define the segments that are in your critical growth path 2. Delivers KPI’s, report and tracks growth 3. See impact of growth initiatives and know where to focus Populations
  23. 23. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar Populations lets you define and monitor the segments key to your growth cycle: • Hot prospects • Trial users (active, not active) • Feature usage • Power users • Potential churn • First time buyers These are the key segments that you want to monitor, understand and influence through their journey. Populations
  24. 24. KISSMETRICS POPULATIONS #Kisswebinar
  25. 25. KISSMETRICS POPULATIONS #Kisswebinar
  26. 26. MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT #Kisswebinar Analyze PopulationsCampaigns
  27. 27. Campaigns MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT #Kisswebinar 1. Create campaigns to target specific customers based on their behavior 2. Align messages with “entering and exiting” a Population 3. Track and measure beyond opens/clicks to any conversion for true success
  28. 28. MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT #Kisswebinar Campaigns lets you move towards hyper-personalization • Manual or automated delivery • Triggered based on behavior for on point context and timing • Increase feature adoption and use • Increase conversions • Develop ongoing conversations Campaigns are a set of engagements targeted to a specific Population for improving the customer journey. Campaigns
  29. 29. KISSMETRICS CAMPAIGNS #Kisswebinar
  30. 30. KISSMETRICS CAMPAIGNS #Kisswebinar
  31. 31. Customer Engagement Automation
  32. 32. HERE’S HOW WE DO IT AT KISSMETRICS #Kisswebinar We’ll focus from here on down for this presentation Sales funnel
  33. 33. START WITH A SIMPLE FLOW THEN DIVIDE AND CONQUER #Kisswebinar Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Welcome! News… Hi there, You’re awesome… Hi there, Getting started guidelines… Hi there, Monthly newsletter…
  34. 34. UNDERSTAND WHAT’S GOING ON AND WHAT’S NOT WORKING #Kisswebinar Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… What are people doing along the way? Where do people drop out? What are the people doing that are converting? What do our best customers do?
  35. 35. TRACK AND UNDERSTAND BEHAVIOR ON YOUR WEBSITE AND IN YOUR PRODUCT Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Analyze
  36. 36. Analyze Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… IDENTIFY DROP-OFFS AND BOTTLENECKS IN THE CRITICAL PATH
  37. 37. IDENTIFY THE KEYS TO SUCCESS — “10 FRIENDS IN 7 DAYS” Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Identify your “7 friends in 10 days” scenario For us it was sending data, building and running a funnel report, building > 5 metrics within 14 days.
  38. 38. LAY THE KEY INDICATORS / DESIRED BEHAVIORS INTO THE FLOW #Kisswebinar Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Identify your “7 friends in 10 days” scenario For us it was sending data, building and running a funnel report, building > 5 metrics within 14 days.
  39. 39. DEFINE AND MONITOR YOUR KEY BEHAVIORAL SEGMENTS Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Populations
  40. 40. DEFINE AND MONITOR YOUR KEY BEHAVIORAL SEGMENTS Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Populations
  41. 41. DEVELOP BEHAVIOR-BASED CAMPAIGNS TO BE ENGAGING Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Campaigns
  42. 42. AUTOMATED EMAIL ENGAGEMENT BASED ON BEHAVIOR Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Campaigns
  43. 43. DEVELOP BEHAVIOR-BASED CAMPAIGNS TO BE ENGAGING Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Campaigns Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful…
  44. 44. MEASURE AND UNDERSTAND RESULTS—CLOSED-LOOP OPTIMIZATION Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Analyze Result:12% increase in conversion
  45. 45. CONTINUOS OPTIMIZATION ACROSS THE LIFECYCLE #Kisswebinar Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Hi there, You’re awesome… Funnel report > 5 Metrics Now where are the opportunities to improve performance? Incorporated profile data with the behavioral data to improve engagement—job title
  46. 46. #Kisswebinar Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Hi there, You’re awesome… Funnel report > 5 Metrics Now, where are the opportunities to improve performance? Incorporated profile data with the behavioral data to improve engagement—job title—and personalize the email accordingly. C-level Marketer Dev Result:17% increase in conversions CONTINUOS OPTIMIZATION ACROSS THE LIFECYCLE
  47. 47. REFINE ENGAGEMENTS TO BE THERE WHEN NEEDED—ALWAYS HAPPY TO HELP #Kisswebinar Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Continue to Analyze, Segment, Engage—rinse and repeat.
  48. 48. THINGS TO CONSIDER, AND TO LOOK OUT FOR Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Time of day / day of week Time between emails Subject line and body A/B testing Offer additional help via links or phone Ask for feedback Don’t get in their way Don’t inundate Be clear, concise and compelling Manage opt-outs Other email best practices in our blog
  49. 49. Customer Engagement Automation Platform by Kissmetrics Understand what people do on your website and products. Analyze + Define and monitor your most important growth segments. Populations + Campaigns Create and send engaging behavior- based emails.
  50. 50. KEYS COMPONENTS OF CUSTOMER ENGAGEMENT AUTOMATION #Kisswebinar Understand behavior - what’s going on, what’s not working and why Define and monitor the behavioral segments key to growth Engage users based on behavior and profile attributes Rinse and repeat for continuous improvement
  51. 51. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation
  52. 52. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? BRIAN KELLY CEO, Kissmetrics @bkkelly bkelly@kissmetrics.com

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