Can you confidently say to every client - for every $1 you spend with me, you are going to get $X back in revenue? The truth is, most marketers can’t see metrics all the way through to revenue. And the key for growth is having visibility into the right metrics so you can recommend the right optimizations to your clients. In this webinar, analytics experts at Kissmetrics will teach you 3 ways to help your advertisers increase conversions and revenue. At the end of this webinar, you’ll be able to talk intelligently with your clients about how analytics can help them: Measure the direct impact that campaigns have on revenue and profit Recommend the best optimizations that will lead to your clients' goals Understand where their best customers come from and what drives the highest conversion rates: like specific campaigns, channels, and product features

3. 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

4. WATCH WEBINAR RECORDING NOW

5. Kissmetrics: Analytics to optimize your marketing

6. Poll #1

7. 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.

8. Too much data prevents marketers from hitting the bullseye

9. 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

11. Poll #2

12. Poll #3

13. +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

14. Know the space so you can get the right equipment

15. 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

16. 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

17. • 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

18. 1
2
3
4
Trial Sign Up
Visited site
Video Plays
Signed up for newsletter
The metrics that everyone measures:

19. 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

20. After you get those metrics, you can start to find revenue metrics
Acquisition
Activation
Activation
Activation
Retention

22. How do I find my best performing channel?

23. Original
Variant
When should I start A/B testing? Where should I start?

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

28. 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?

29. How do I get more customers to repurchase?

30. 2

31. Poll #4

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

35. Kissmetrics case study: A/B testing plot twists we didn’t see coming
1 2
Original
Variant

38. Case study #2: funnel reports will show you roadblocks early
1 2Events leading up to a sale Retention post sale

39. Recap
How analytics helped your clients
1.set the right goals
2.find what drives the highest conversion rate
3.recommend the best optimizations

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

41. Poll #5

42. LOG IN WITH GOOGLE
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