How Kissmetrics can help you get the most out of your behavioral data
•
4 likes•1,333 views
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.
Recommended
Recommended
More Related Content
More from Kissmetrics on SlideShare
More from Kissmetrics on SlideShare (20)
Recently uploaded
Recently uploaded (20)
How Kissmetrics can help you get the most out of your behavioral data
- 1. How Kissmetrics can help you get the most out of your behavioral data. BRIAN KELLY, CEO ANDY WYATT, PRODUCT MANAGER
- 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. “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. 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. WATCH WEBINAR RECORDING NOW
- 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. 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. 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. 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. 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. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar Analyze PopulationsCampaigns
- 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
- 17. Metrics screenshot here KISSMETRICS ANALYZE: A/B TEST #Kisswebinar
- 19. Activity screenshot here KISSMETRICS ANALYZE: ACTIVITY #Kisswebinar
- 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. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS #Kisswebinar Analyze PopulationsCampaigns
- 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. 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
- 26. MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT #Kisswebinar Analyze PopulationsCampaigns
- 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. 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
- 32. HERE’S HOW WE DO IT AT KISSMETRICS #Kisswebinar We’ll focus from here on down for this presentation Sales funnel
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. #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. 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. 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. 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. 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. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation
- 52. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? BRIAN KELLY CEO, Kissmetrics @bkkelly bkelly@kissmetrics.com