If you have a digital product, you are fully aware that your business is defined by your important behavioral segments. Organizing your prospects and customers around how they interact with your site and product is essential for organizing your growth activities. From an analytical perspective, understanding what makes these important segments tick is crucial for making the decisions that drive their growth. More importantly, however, is the ability to take actions off these groups to actually drive growth behaviors. And this is why we built Kissmetrics Populations. Join us for this webinar to learn all about how to operationalize your behavioral data with Kissmetrics Populations. Specifically, you will learn how to: Create the right Populations for your business Gather important insights about any Population “Operationalize” your Populations to drive growth

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

9. Unicorn

12. DATA >> Decision making

13. “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

14. DATA >> Enable action

15. KISSMETRICS
POPULATIONS

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

17. 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

18. 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

19. TRACKING YOUR POPULATIONS
Population overview
dashboard

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

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

22. Full list of people in
each Population.
Ranked activity level.
Add columns with
custom metrics/
calculations.
LEARNING ABOUT YOUR POPULATIONS
Activated trialsMonthly Active Users

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

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

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

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

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

28. STEP 1:
MODEL YOUR GROWTH STAGES WITH
POPULATIONS

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

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

31. 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

32. 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

33. 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

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

35. DRIVE GROWTH ACROSS
SEGMENTS
Trial
Signups
Engaged
User
New
Upgrade
Account
Hot
Prospects
Active
Trial
New Paid
Account
+11% +2% -7% -4% +4% +8%

36. STEP 2:
BUILD ACTION PLAN AGAINST EACH
POPULATION.

37. DRIVE GROWTH ACROSS
SEGMENTS
Trial
Signups
Engaged
User
New
Upgrade
Account
Hot
Prospects
Active
Trial
New Paid
Account
+11% +2% -7% -4% +4% +8%

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

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

40. 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

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

42. OPERATIONALIZING
ACTIONS BASED ON DATA
Hot
Prospects

43. OPERATIONALIZING
ACTIONS BASED ON DATA
Hot
Prospects
Campaigns

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

45. 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.

46. 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

47. 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

48. 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

49. 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

50. FRAMEWORK FOR IMPORTANT
POPULATIONS - SaaS
Population Definition Action
Unengaged users Have not done important features in 30-
days
Automated emails; CS outreach
RISK/OPPORTUNITIES

51. 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

52. 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

53. 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

55. 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:

56. Making Behavioral Data
Meaningful with Kissmetrics
Populations