kalkomey: knowing your user

Jake Waldropjwaldrop@kalkomey.com

972.715.7049Offroad-ed.comKalkomey.com

Data-Driven DecisionsLeveraging everyday data to drive the future of your product

InformationFacts & statistics collected together for reference.

Using information to get to know your users so well that they feel like family and you’re on a first-name basis with

them so you obviously know what they care about, like, dislike, and how to

meet their needs.

“Know your user better than you know your mom”

Who is Our User?Get to know them…really, really, really well.

Questions to ask

• Who are they?• What are their interests?• How do they live?• What is their offline behavior?• What is their online behavior?• What questions do they have?

Personas

Michael Johnson Jessica Smith Tom Miller

Questions to ask

• Who are they?• What are their interests?• How do they live?• What is their offline behavior?• What is their online behavior?• What questions do they have?

Meet “Michael Johnson”

• Male • Age 16• Offroad-ed User• Millenial

– Born 1980-2000

What does Michael Like?

Google Analytics• Display Advertising Features

• Interests• Affinity Categories• In-Market Categories

• Geography• Technology• Demographics

Database• SQL Queries

Pro Tip: Facebook Audience Insights

Questions to ask• Who are they?• What are their interests?• How do they live?• What is their offline behavior?

• What is their online behavior?• What questions do they have?

Michael’s Online Interaction

2013

2014

2015

0% 10% 20% 30% 40% 50% 60%

Mobile Usage

So MANY OPTIONS

8 seconds 9 seconds

Attention Spans

Online Video74% of Internet Consumption

74%

What are Michael’s questions?

Do I need an ATV license?

User Intent GOLD

\b(adding|does|do|who|what|where|when|why|how|will|can|\?|am|is|are|was|were|be|being|been|versus|vs|vs\.|best)\b

Michael JohnsonMichael Johnson is a Caucasian, teen male who resides in the Midwest. Born 1997-2003, Michael verges on the line between Millennial and Gen Z, assuming many of the characteristics of both generations.

Michael’s household is 4-5 members, with a likely household income of less than $150,000.

Michael’s interests and activities include sports/outdoors, movies, online video, gaming, and social network activities.

Michael stays plugged in to technology and is an educated “technophile.” Michael is active on 7-8 social networks and communicates with friends and brands in all of these.

Michael uses a variety of different devices, including smartphones, desktops, tablets, and alternative devices for internet consumption. His task most often dictates the device. Data shows that as the task length increases Michael prefers desktop or laptop devices compared to mobile or tablets. The majority of Michael’s online activities include social networking platforms and much time is spent watching online video.

Michael’s short attention span creates an ever on-the-go user who is quick to abandon an activity if it does not satisfy the information he is looking for or the task he wishes to complete.

• 12-18• Male• Caucasian

Online Video

The real magic happens when..When organizational thinking shifts from Users/Visitors to Personas

• Users• Visitors• Sessions• Conversions• Leads• Certifications• Sales

• Users• Visitors• Sessions• Conversions• Leads• Certifications• Sales

Useful Resources

• Google Analytics– https://www.google.com/analytics/

• Facebook Audience Insights– https://www.facebook.com/business/news/audience-

insights

• Other Questions– Jwaldrop@kalkomey.com