making data meaningful with kissmetrics' populations
TRANSCRIPT
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
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
“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 simply must be a data-driven company. ”
“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
Build out all your important behavioral segments.
Learn from them.
Take action against them.
Grow.
KISSMETRICS POPULATIONS
Population Name: Activated Trials
CREATE ANY BEHAVIORAL SEGMENT
Has done Sign-up 1 time within last 15 days
andHas done Booked appointment at least 2 times within last 15 daysandHas Account status equalling Trial
Population Name: Power Buyers
Has done Purchased more than 3 times within last 60 days
andTotal Purchase Value greater than $1,000 within last 60 days
CREATE ANY BEHAVIORAL SEGMENT
Full list of people in each Population.
Ranked activity level.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
Full list of people in each Population.
Ranked activity level.
Add columns with custom metrics/calculations.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
Full segmentation of any Population.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
Understand the activity of any Population.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
Understand the activity of any Population.
Compare Activity across Populations.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users
Ship your Populations to places you can take specific action - dynamically!
TAKE ACTION WITH CONNECTIONS!
Framework for easily making your data meaningful and actionable with Populations.
MAKING DATA ACTIONABLE WITH POPULATIONS
New Visitors
Window Shoppers
Added to Cart
First time buyers
Repeat buyers
MODEL YOUR GROWTH STAGES
Basic e-comm customer journey.
Hot Prospects
Trial Signups
Active Trial
New Paid Account
Engaged User
New Upgrade Account
MODEL YOUR GROWTH STAGES
Basic SaaS customer journey.
Hot Prospects
Trial Signups
Active Trial
New Paid Account
Engaged User
New Upgrade Account
Has done Visited site more than 3 times last 30 daysandHas done Downloaded white paper 1 time within last 30 daysandHas NOT done Trial signup ever
MODEL YOUR GROWTH STAGES
Trial Signups
Active Trial
New Paid Account
Engaged User
New Upgrade Account
Has done Signup 1 time within last 15 daysandHas done Integrated data andAccount status equalling Trial
Hot Prospects
MODEL YOUR GROWTH STAGES
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
MODEL YOUR GROWTH STAGES
Trial Signups
Engaged User
New Upgrade Account
Hot Prospects
Active Trial
New Paid Account
DRIVE GROWTH ACROSS SEGMENTS
Trial Signups
Engaged User
New Upgrade Account
Hot Prospects
Active Trial
New Paid Account
+11% +2% -7% -4% +4% +8%
DRIVE GROWTH ACROSS SEGMENTS
Trial Signups
Engaged User
New Upgrade Account
Hot Prospects
Active Trial
New Paid Account
+11% +2% -7% -4% +4% +8%
Hot Prospects
DRIVE GROWTH ACROSS SEGMENTS
—> Trigger personal email from salesperson
—> Retargeting campaigns
—> Emails with additional information
DRIVE GROWTH ACROSS SEGMENTS
—> Trigger call from salesperson
—> Upsell emails
—> Training session with customer success
Active Trial
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
OPERATIONALIZING ACTIONS BASED ON DATA
Trial Signups
Engaged User
New Upgrade Account
Hot Prospects
Active Trial
New Paid Account
Are there more Populations that I should be using to drive growth?
GOING EVEN FURTHER WITH POPULATIONS
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.
FRAMEWORK FOR IMPORTANT POPULATIONS - SaaS
Population Definition ActionHot Prospect Visited site; Downloaded whitepaper;
visited pricing pageSales 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
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
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
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
FRAMEWORK FOR IMPORTANT POPULATIONS - SaaS
Population Definition Action
Unengaged users Have not done important features in 30-days Automated emails; CS outreach
RISK/OPPORTUNITIES
FRAMEWORK FOR IMPORTANT POPULATIONS - Ecomm
Population Definition Action
Cart abandoners Added to cart, but no purchase Automated emails; retargeting campaigns
Lost Loyal BuyersPurchased more than 2 times more than
90 days ago, but have not visited/purchased since
Automated emails; retargeting campaigns
RISK/OPPORTUNITIES
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
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
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: