Agenda
• Who is Kissmetrics
• Challenges that advertisers faced
• How analytics helped your clients:
1.set the right goals
2.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

MARKETINGSTACKMETRICS
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 Sites
Signups Searched product
Newsletter Subscriptions Viewed product/item
Ad Campaign Hits Added item to cart
Account Activations Checked out step 1/2/3 etc
Cancelled Entered Promo Code
Billed/paid Registered/signed up for Account
Logged In Canceled order
Used features X Refunded/returned items

After you get those metrics, you can start to find revenue metrics
Acquisition
Activation
Activation
Activation
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 goals
2.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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