Perhaps the most underused marketing tactics used by marketers these days is segmentation and CRM retargeting. Why segment? To uncover and identify numerous marketing opportunities. Why retarget through CRM data? Email only goes so far, so CRM tactics allow you to go beyond spamming inboxes. Join us for this Kissmetrics webinar and we’ll show you: How to uncover insights and find opportunities through segmentation The benefits of CRM retargeting How to create your very own CRM campaign using multiple advertising platforms Bonus: How to use your segments to launch LookaLike campaigns Get ready to see an increase in conversion rates. See you at the webinar!

1. Underused Power of
Segmentation &
CRM Retargeting
TOMASZ BORYS

2. Andy is on the Product team at Kissmetrics where he
spends his days living directly in between sales,
product, and marketing. His background is in
technology sales and marketing, and he studied
Marketing at the University of Arizona.
ANDY WYATT
Product Manager, Kissmetrics
Tomasz loves dipping his feet in the river while fishing,
injuring his thumb while gaming, hacking away at a golf
ball, and driving demand at Kissmetrics.
He’s also the biggest fan of gummy bears.
TOMASZ BORYS
Director of Marketing, Kissmetrics
@tbcali

3. #KissWebinar @Kissmetrics
#KissWebinar
@tbcali

4. 1 Segmentation
2 CRM Retargeting
TABLE OF CONTENTS
6
3 Look-a-Like Advertising

5. Segmentation

6. CRM RETARGETING
What is Segmentation?
Dividing a very broad or generic target market into subsets or groups.
Groups = consumers, visitors, or prospects that have something in common.

7. WAYS OF SEGMENTING

8. BEHAVORIAL SEGMENTATION
Segmenting those users that have interacted with your product or service

9. BEHAVORIAL SEGMENTATION

10. BEHAVORIAL SEGMENTATION

11. BEHAVORIAL SEGMENTATION

12. BEHAVORIAL SEGMENTATION

13. BEHAVORIAL SEGMENTATION

14. BEHAVORIAL SEGMENTATION

15. CRM (re)Targeting

16. CRM RETARGETING
What is CRM Retargeting?
Transferring information that used to be offline-only from into an online platform to
create smarter decisions or to drive promotions.
How Does it Work?
Matching cookies with the online/offline CRM data of your customers or leads.

17. CRM TARGETING
Upside?
Target & control specifically who you want to target off of an email list.
Downside?
You will never get a 100% match rate.

18. CRM TARGETING
Why?
• 80% of promotional emails are never opened, so
we’re not relying on just emails to connect with
high-intent customers.
• Repetition helps build familiarity, which in turn
helps build credibility.
• Go online with offline segmented data!

19. Google
List Size: 145,000
59%
85,000
48%
70,300
19%
27,550
Facebook
Twitter

20. Layering
location
age
gender
interests
education
layers, layers, and more layers

21. site retargeting ≠ CRM retargeting

22. Tips?

23. Tips?

24. Easy Implementation in Facebook

29. Google AdWords too!

34. LookaLike Advertising

35. LOOKALIKE ADVERTISING
What is LookaLike Advertising?
Finding people who behave or look the same way as your web visitors or customers
How Does it Work?
Anonymously matching prospects' cookies against the data-based characteristics of
your web visitors or customers.

36. LOOKALIKE ADVERTISING

37. LOOKALIKE ADVERTISING
Upside?
If you’ve have exhausted your CRM campaign, Lookalike allows your
to expand that list to reach more similar users! And you can segment
so the further you’re down the funnel, potentially the better quality.
Downside?
It’s hard to say how that LookaLike Audience looks until the campaign
is live and your analyzing the data.

38. TOMASZ BORYS
Director of Marketing, Kissmetrics
@tbcali
tborys@kissmetrics.com
ANDY WYATT
Product Manager, Kissmetrics
Questions?