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Best Practices for Gaining Intelligence on Your
Customers in KISSmetrics - SaaS
Lars Lofgren
Product Marketer - July 2013
@larslofgren
I’m going to show you...
How to understand your customers
as much as possible without
needing to sink countless hours
into...
The Quick Checkup1
Lookup and Discovery2
Monitoring3
The Deep Dive4
We’ll cover...
The Quick Checkup
1
A 30 second check for problems and opportunities
Focus on...
What’s changing? And in what
direction is it going?
The Metrics Tab
Number of signups1
Conversion rate of Visitor -> Signup2
Conversion rate of Signup -> Paid3
Revenue4
Average revenue per u...
The Daily Metrics Email
Where to set up your daily metrics email:
Do your Quick Checkup daily.
Either log in to review your metrics
or use the Daily Metrics email.
Lookup and Discovery
2
Review main reports and answer critical questions
Segment Revenue Report1
Funnels2
People Search3
Cohorts4
4 ways to look up your data
1. Segment your revenue report
You’ll get data like this:
First ever referrer1
Subscription plan2
Search terms and campaigns3
Business type, industry, or
demographics
4
Key propert...
2. Your main funnel
Establish your own baseline1
Look for bottlenecks2
Test changes on entire funnel3
Quality in = quality out4
Best practices...
3. People searches help you understand users
View timelines of individual users
4. Use cohorts to track acquisition over time
Use cumulative percentages to get totals
Do a Lookup and Discovery Weekly
Once a week, review who your
customers are, where they come
from, and answer critical que...
Monitoring
3
Keep an eye on data as it happens
KISSmetrics Live
Keeping an eye on a launch1
Making sure critical functions work2
Debugging data implementation3
Perfect for...
Monitor your data in the background.
Many of our customers set up a
dedicated monitor for KISSmetrics
Live.
The Deep Dive
4
Time to slice and dice
The Power Report
Compare impact of features on signups...
All your marketing metrics in one place...
Build tiered segments1
Unlimited columns of your metrics2
Apply filters to each metric3
Flexibility of MySQL queries witho...
Who gets access to the Power Report?
You need to be on one of our
Professional plans.
Do a Deep Dive monthly
Once a month, slice and dice your
data to answer every question that
came up.
I have 4 action steps for you
Daily = Quick Checkup1
Weekly = Lookup and Discovery2
Monthly = Deep Dive3
Show your Live tab on a monitor4
Action Steps t...
Q&ATime!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren
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Best Practices for Gaining Intelligence on Your Customers in KISSmetrics - SaaS

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1. Best Practices for Gaining Intelligence on Your Customers in KISSmetrics - SaaS Lars Lofgren Product Marketer - July 2013
2. @larslofgren
3. I’m going to show you... How to understand your customers as much as possible without needing to sink countless hours into analysis.
4. The Quick Checkup1 Lookup and Discovery2 Monitoring3 The Deep Dive4 We’ll cover...
5. The Quick Checkup 1
6. A 30 second check for problems and opportunities
7. Focus on... What’s changing? And in what direction is it going?
8. The Metrics Tab
9. Number of signups1 Conversion rate of Visitor -> Signup2 Conversion rate of Signup -> Paid3 Revenue4 Average revenue per user5 Number of active users6 Key metrics you should add for SaaS
10. The Daily Metrics Email
11. Where to set up your daily metrics email:
12. Do your Quick Checkup daily. Either log in to review your metrics or use the Daily Metrics email.
13. Lookup and Discovery 2
14. Review main reports and answer critical questions
15. Segment Revenue Report1 Funnels2 People Search3 Cohorts4 4 ways to look up your data
16. 1. Segment your revenue report
17. You’ll get data like this:
18. First ever referrer1 Subscription plan2 Search terms and campaigns3 Business type, industry, or demographics 4 Key properties to segment revenue by:
19. 2. Your main funnel
20. Establish your own baseline1 Look for bottlenecks2 Test changes on entire funnel3 Quality in = quality out4 Best practices for funnels
21. 3. People searches help you understand users
22. View timelines of individual users
23. 4. Use cohorts to track acquisition over time
24. Use cumulative percentages to get totals
25. Do a Lookup and Discovery Weekly Once a week, review who your customers are, where they come from, and answer critical questions.
26. Monitoring 3
27. Keep an eye on data as it happens
28. KISSmetrics Live
29. Keeping an eye on a launch1 Making sure critical functions work2 Debugging data implementation3 Perfect for...
30. Monitor your data in the background. Many of our customers set up a dedicated monitor for KISSmetrics Live.
31. The Deep Dive 4
32. Time to slice and dice
33. The Power Report
34. Compare impact of features on signups...
35. All your marketing metrics in one place...
36. Build tiered segments1 Unlimited columns of your metrics2 Apply filters to each metric3 Flexibility of MySQL queries without code 4 You can...
37. Who gets access to the Power Report? You need to be on one of our Professional plans.
38. Do a Deep Dive monthly Once a month, slice and dice your data to answer every question that came up.
39. I have 4 action steps for you
40. Daily = Quick Checkup1 Weekly = Lookup and Discovery2 Monthly = Deep Dive3 Show your Live tab on a monitor4 Action Steps to Become Data Driven
41. Q&ATime! Lars Lofgren llofgren@kissmetrics.com @larslofgren

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Transcript of "Best Practices for Gaining Intelligence on Your Customers in KISSmetrics - SaaS"

  1. 1. Best Practices for Gaining Intelligence on Your Customers in KISSmetrics - SaaS Lars Lofgren Product Marketer - July 2013
  2. 2. @larslofgren
  3. 3. I’m going to show you... How to understand your customers as much as possible without needing to sink countless hours into analysis.
  4. 4. The Quick Checkup1 Lookup and Discovery2 Monitoring3 The Deep Dive4 We’ll cover...
  5. 5. The Quick Checkup 1
  6. 6. A 30 second check for problems and opportunities
  7. 7. Focus on... What’s changing? And in what direction is it going?
  8. 8. The Metrics Tab
  9. 9. Number of signups1 Conversion rate of Visitor -> Signup2 Conversion rate of Signup -> Paid3 Revenue4 Average revenue per user5 Number of active users6 Key metrics you should add for SaaS
  10. 10. The Daily Metrics Email
  11. 11. Where to set up your daily metrics email:
  12. 12. Do your Quick Checkup daily. Either log in to review your metrics or use the Daily Metrics email.
  13. 13. Lookup and Discovery 2
  14. 14. Review main reports and answer critical questions
  15. 15. Segment Revenue Report1 Funnels2 People Search3 Cohorts4 4 ways to look up your data
  16. 16. 1. Segment your revenue report
  17. 17. You’ll get data like this:
  18. 18. First ever referrer1 Subscription plan2 Search terms and campaigns3 Business type, industry, or demographics 4 Key properties to segment revenue by:
  19. 19. 2. Your main funnel
  20. 20. Establish your own baseline1 Look for bottlenecks2 Test changes on entire funnel3 Quality in = quality out4 Best practices for funnels
  21. 21. 3. People searches help you understand users
  22. 22. View timelines of individual users
  23. 23. 4. Use cohorts to track acquisition over time
  24. 24. Use cumulative percentages to get totals
  25. 25. Do a Lookup and Discovery Weekly Once a week, review who your customers are, where they come from, and answer critical questions.
  26. 26. Monitoring 3
  27. 27. Keep an eye on data as it happens
  28. 28. KISSmetrics Live
  29. 29. Keeping an eye on a launch1 Making sure critical functions work2 Debugging data implementation3 Perfect for...
  30. 30. Monitor your data in the background. Many of our customers set up a dedicated monitor for KISSmetrics Live.
  31. 31. The Deep Dive 4
  32. 32. Time to slice and dice
  33. 33. The Power Report
  34. 34. Compare impact of features on signups...
  35. 35. All your marketing metrics in one place...
  36. 36. Build tiered segments1 Unlimited columns of your metrics2 Apply filters to each metric3 Flexibility of MySQL queries without code 4 You can...
  37. 37. Who gets access to the Power Report? You need to be on one of our Professional plans.
  38. 38. Do a Deep Dive monthly Once a month, slice and dice your data to answer every question that came up.
  39. 39. I have 4 action steps for you
  40. 40. Daily = Quick Checkup1 Weekly = Lookup and Discovery2 Monthly = Deep Dive3 Show your Live tab on a monitor4 Action Steps to Become Data Driven
  41. 41. Q&ATime! Lars Lofgren llofgren@kissmetrics.com @larslofgren
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