Post on 20-Feb-2017
Underused Power of Segmentation &
CRM Retargeting
TOMASZ BORYS
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
#KissWebinar @Kissmetrics
#KissWebinar
@tbcali
1 Segmentation
2 CRM Retargeting
TABLE OF CONTENTS
6
3 Look-a-Like Advertising
Segmentation
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.
WAYS OF SEGMENTING
BEHAVORIAL SEGMENTATION
Segmenting those users that have interacted with your product or service
BEHAVORIAL SEGMENTATION
BEHAVORIAL SEGMENTATION
BEHAVORIAL SEGMENTATION
BEHAVORIAL SEGMENTATION
BEHAVORIAL SEGMENTATION
BEHAVORIAL SEGMENTATION
CRM (re)Targeting
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.
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.
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!
List Size: 145,000
59%
85,000 48%
70,300
19%
27,550
Layering
location
age
gender
interests
education
layers, layers, and more layers
site retargeting ≠ CRM retargeting
Tips?
Tips?
Easy Implementation in Facebook
Google AdWords too!
LookaLike Advertising
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.
LOOKALIKE ADVERTISING
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.
TOMASZ BORYS Director of Marketing, Kissmetrics
@tbcali
tborys@kissmetrics.com
ANDY WYATT Product Manager, Kissmetrics
Questions?