Category Archives: Marketing

Three key marketing takeaways to ensure positive revenue

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Three Key Takeaways

  1. To have efficient marketing, you need to know where your customers come from and which channels bring the most valuable customers. KISSmetrics has an automatically tracked property called Channel. It categorizes people into seven different channels based on their referrer.
  2. In the KISSmetrics funnel and revenue reports, you can segment people by any property, not just channel. Using KISSmetrics’s channel segmentation, you can get an understanding of where your customers come from. Since KISSmetrics connects every touchpoint to your customer, you can get the very first touchpoint and the very first channel that brought someone to you. You’ll be able to see how the channels at the very top of your funnel perform.
  3. When you know who is sending you visitors and customers, you’ll know where to target your time and money. You’ll also see which channels don’t work. Simply put, channel segmentation allows you to make better marketing decisions.

With thanks to KISSmetrics blog post on ‘Using Channels in KISSmetrics to Learn Where Your Most Valuable Customers Come From’.

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The power of storytelling

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With the film ‘American Sniper’ about to premiere in the UK about a US military sniper here’s my short story on the subject, to illustrate the power of storytelling.

A short story. I met a couple outside a pub in London a few years ago, and by chance we got talking, and they told me about a good friend of their’s who had recently been working as a U.S. sniper.

Now their friend now no longer in the military, but they were worried about him, in particular he had been using a new expensive laptop in full view of people outside this very pub the day before, in a place where it was very easy for any passer-by to just grab it, and run off with the laptop. His friends said to me they didn’t understand how he could be so ‘careless’ and were at a loss what to do.

It seemed like they wanted me to say something; remembering something I replied that in my opinion their friend’s training and experience on the battle field as a sniper meant he had learned to shut himself off completely from any fear, and this mental state had clearly persisted into civilian life. This in my opinion explained why their friend had no worries using his laptop in such a cavalier way in public. They seemed to like my answer.