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

2. Making Behavioral Data Meaningful with Kissmetrics Populations

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. DATA.

5. DATA.

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

8. Unicorn

9. DATA >> Decision making

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. DATA >> Enable action

12. KISSMETRICS POPULATIONS

13. Build out all your important behavioral segments. Learn from them. Take action against them. Grow. KISSMETRICS POPULATIONS

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. 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. TRACKING YOUR POPULATIONS Population overview dashboard

17. Track population growth over time LEARNING ABOUT YOUR POPULATIONS Monthly Active Users

18. Full list of people in each Population. Ranked activity level. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users

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. Full segmentation of any Population. LEARNING ABOUT YOUR POPULATIONS Activated trials Monthly Active Users

21. Understand the activity of any Population. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users

22. Understand the activity of any Population. Compare Activity across Populations. LEARNING ABOUT YOUR POPULATIONS Activated trialsMonthly Active Users

23. Ship your Populations to places you can take speciﬁc action - dynamically! TAKE ACTION WITH CONNECTIONS!

24. Framework for easily making your data meaningful and actionable with Populations. MAKING DATA ACTIONABLE WITH POPULATIONS

25. STEP 1: MODEL YOUR GROWTH STAGES WITH POPULATIONS

26. New Visitors Window Shoppers Added to Cart First time buyers Repeat buyers MODEL YOUR GROWTH STAGES Basic e-comm customer journey.

27. Hot Prospects Trial Signups Active Trial New Paid Account Engaged User New Upgrade Account MODEL YOUR GROWTH STAGES Basic SaaS customer journey.

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. 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. 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. MODEL YOUR GROWTH STAGES Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account

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. STEP 2: BUILD ACTION PLAN AGAINST EACH POPULATION.

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. Hot Prospects DRIVE GROWTH ACROSS SEGMENTS —> Trigger personal email from salesperson —> Retargeting campaigns —> Emails with additional information

36. DRIVE GROWTH ACROSS SEGMENTS —> Trigger call from salesperson —> Upsell emails —> Training session with customer success Active Trial

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. OPERATIONALIZING ACTIONS BASED ON DATA Trial Signups Engaged User New Upgrade Account Hot Prospects Active Trial New Paid Account

39. OPERATIONALIZING ACTIONS BASED ON DATA Hot Prospects

40. OPERATIONALIZING ACTIONS BASED ON DATA Hot Prospects Campaigns

41. Are there more Populations that I should be using to drive growth? GOING EVEN FURTHER WITH POPULATIONS

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Making Behavioral Data Meaningful with Kissmetrics Populations

Making Data Meaningful with Kissmetrics' Populations

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