Agenda

• Who is Kissmetrics

• Challenges that advertisers faced

• How analytics helped your clients: 1.set the right goals2.find what drives the highest conversion rate 3.recommend the best optimizations

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Kissmetrics: Analytics to optimize your marketing

Poll #1

Impressions Clicks Conversion CPA

Campaign 1 1,000,000 5000 1200 $3.68

Campaign 2 250,000 4000 800 $2.00

Campaign 3 500,000 1000 200 $6.00

You’re marketing to people. Align your metrics to that.

Too much data prevents marketers from hitting the bullseye

1

Find what drives the highest conversion rates

Recommend the best optimizations

Solidify what you are going to measure

2

3

Understanding what matters will lead you to happy clients

Poll #2

Poll #3

+36%Customer

satisfaction

+19%Likely to

stay/renew

+28%Willingness to recommend

+33%Less likely to cancel/churn

*Transforming Customer Experience: From Moments to Journeys

A good customer journey leads to better business outcomes

Know the space so you can get the right equipment

MA

RK

ETIN

G S

TAC

KM

ETR

ICS Visitors

VISITORS

LEADS

PROSPECTS

CUSTOMERS

Ad Tech

CRM

Marketing Automation: Acquisition/Activation Nurture Programs Retention Programs

CMS Web/Content Management

Customer Analytics

Tag Management

API Integrations

Getting the right equipment will accelerate your purchase funnel

What’s behind that retention rate?

Which ad tactic leads to revenue?

What programs contribute to your goals (i.e. trial sign ups, purchases, profits?)

Identify the right goals with your clients

• What are your primary marketing goals?

• What is the goal of your website?

• What are your success metrics?

• Are you responsible for acquisition, activation, and retention metrics?

• What types of questions do you want your analytics tool to answer?

• Do you know how your campaigns are performing?

Questions to ask your clients to prep for your brief

1

2

3

4

Trial Sign Up

Visited site

Video Plays

Signed up for newsletter

The metrics that everyone measures:

The metrics that YOU should measure

Subscription Based Model E-Commerce/Booking SitesSignups Searched product

Newsletter Subscriptions Viewed product/itemAd Campaign Hits Added item to cart

Account Activations Checked out step 1/2/3 etcCancelled Entered Promo CodeBilled/paid Registered/signed up for AccountLogged In Canceled order

Used features X Refunded/returned items

After you get those metrics, you can start to find revenue metrics

Acquisition

Activation

ActivationActivation

Retention

How do I find my best performing channel?

Original

Variant

When should I start A/B testing? Where should I start?

First touch? Last Touch? Linear Multi-touch? Weighted? Time decay? Position based?

How do you get more people to take your desired action after they see the login page?

● A banner promoting the importance of reports?

● An engagement driving people to the reports?

● A video that shows how awesome reports are?

How do I improve my trial experience?

How do I get more customers to repurchase?

2

Poll #4

“The value of an idea lies in the using of it.”

-Edison

Kissmetrics case study: A/B testing plot twists we didn’t see coming

1 2

Original

Variant

Case study #2: funnel reports will show you roadblocks early

1 2Events leading up to a sale Retention post sale

Recap

How analytics helped your clients

1.set the right goals2.find what drives the highest conversion rate 3.recommend the best optimizations

Words of wisdom - Set the right goals with your clients early on

Poll #5

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