1.
Customer Psychographics
TAYLOR COIL, TORTUGA

2.
@Kissmetrics
#Kisswebinar
@thuelmadsen

3.
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Taylor is in charge of inbound and product marketing at
Tortuga. Her previous career life includes running PPC at
a marketing agency, consulting for early stage startups,
and scaling companies from the ground up. She is based
in NYC and works remotely all over the world.
TAYLOR COIL
Marketing, Tortuga
@taylorcoil

4.
@tortugabackpacks
#Kisswebinar
@taylorcoil

5.
1 Introduction
Types of lists you can use
How to get Facebook Ads to tell you what you need
Comparing your list’s results to national averages
2 Methodology for Building Psychographic Data
3 How to Use Your Psychographic Data
TABLE OF CONTENTS
#Kisswebinar

6.
Introduction
WHY PSYCHOGRAPHICS ARE HELPFUL

7.
Identify scalable affinity groups
Understand your customer beyond the basics
Build customer personas
Inform content marketing topics, imagery, and social captions
WHY PSYCHOGRAPHICS?
#Kisswebinar

8.
WHY PSYCHOGRAPHICS?
#Kisswebinar
Tell a story
Name the muse
Supplement with
demographics

9.
WHY PSYCHOGRAPHICS?
#Kisswebinar
Note Alfonso’s styling

10.
DON’T OVERGENERALIZE
Psychographics & demographics aren’t an excuse to get around
inclusion.
#Kisswebinar

11.
The Methodology
PROBABLY THE REASON YOU’RE HERE

12.
1. Set up a paused campaign in Facebook Ads
2. Add customer list(s) to a paused ad set
3. Layer in affinity groups one at a time
4. Note the number Facebook estimates for “Potential Reach”
5. Compare that number to USA averages
6. Analyze and decide takeaways
STEPS
#Kisswebinar

13.
1. Set up a paused campaign in Facebook Ads
#Kisswebinar

14.
1. Set up a paused campaign in Facebook Ads
#Kisswebinar
don’t worry about these

15.
1. Set up a paused campaign in Facebook Ads
#Kisswebinar
make sure it’s paused

16.
1.5 Edit the Ad Set
#Kisswebinar
Navigate to the Ad Sets tab by clicking on your paused campaign name
Edit the ad set by clicking the check box, then Edit

17.
2. Add customer list(s)
#Kisswebinar

18.
How to upload custom audiences in Facebook Ads:
#Kisswebinar

19.
How to build custom audiences in Facebook Ads:
#Kisswebinar

20.
2. Add customer list(s)
#Kisswebinar

21.
#Kisswebinar
This number will be your “total audience size”

22.
3. Layer in affinity groups one at a time
#Kisswebinar
Keep your custom audiences
Don’t change these defaults
Add audiences one at a time

23.
3. Layer in affinity groups one at a time
#Kisswebinar
Click “Browse” for pre-populated affinity groups
The description is sometimes valuable

24.
4. Note the number Facebook estimates for “Potential Reach”
#Kisswebinar

25.
4. Note the number Facebook estimates for “Potential Reach”
#Kisswebinar
Remember: find potential reach in this section

26.
4 1/2: Do some math
#Kisswebinar
Total audience size: 43,000
Audience + affinity size: 2,500
Percentage of audience belonging to
affinity group: 5.81%
Baseline audience size
Size of audience that belongs to affinity group

27.
5. Compare to USA averages
#Kisswebinar
https://docs.google.com/spreadsheets/d/1tkXdmHw1tU6wQfe-efGBjpm2J6c_E2CdkVPsRdHTu4A/edit?usp=sharing
Calculate % change:
(% of your audience - % of total audience) / % of total audience

28.
5. Compare to USA averages
#Kisswebinar
https://docs.google.com/spreadsheets/d/1tkXdmHw1tU6wQfe-efGBjpm2J6c_E2CdkVPsRdHTu4A/edit?usp=sharing

29.
1. Set up a paused campaign in Power Editor
2. Add customer list(s) to a paused ad set
3. Layer in affinity groups one at a time
4. Note the number Facebook estimates for “Potential Reach”
5. Compare that number to USA averages
6. Analyze and decide takeaways
STEPS (ONE MORE TIME)
#Kisswebinar

30.
What to Do With the Data
BECAUSE ANALYSIS PARALYSIS IS REAL

31.
TELL A STORY THROUGH A MUSE
Brian’s precious vacation days are the
times when he feels most alive. Every
time he visits a new place with his
wife, Brian comes up with a scheme of
how he and Julie could move there.
His favorite fantasy thus far is owning
a kayak shop in Croatia.
“

32.
TELL A STORY THROUGH A MUSE
Brunch excluded, Sarah buys and
eats healthy food. She buys organic
veggies, premium almond milk (100%
almonds), and free range meats. She
cooks most dinners at her NYC
apartment with her roommates.
“

33.
1. Your content calendar
2. Potential new product categories
3. Social content
4. Brand voice / tone
5. Customer communication
6. Lifestyle imagery - places, styling, mood
… and every customer touchpoint
PSYCHOGRAPHICS INFORM:
#Kisswebinar

34.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
TAYLOR COIL
Marketing, Tortuga
@taylorcoil
taylor@tortugabackpacks.com