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1. Anonymous(Users(Are(
People,(Too(
How$to$Engage$Them,$Convert$Them,$and$
Turn$Them$Into$Power$Users$$

2. Why$understand$anonymous$users?$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$$$3$
From$unknown$to$known$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$$6$
Iden7fica7on$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$7$
Learning$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$8$
Engagement$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$$11$
Crea7ng$a$virtuous$cycle$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$17$
Key$takeaways$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$$18$
Contact$us$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$.$19$
$
Anonymous$Users$Are$People,$Too$ 2
Table$of$Contents$

3. Why$understand$anonymous$users?$
Most$marketers$have$thought$about$personalizing$to$known$users—
people$who’ve$signed$up,$subscribed,$or$otherwise$submiRed$their$
emails.$It’s$smart$to$give$those$users$personal$aRen7on:$that’s$how$
you$build$loyalty.$But$what$about$everyone$else?$$
$
According$to$research$from$VentureBeat,$between&57%&and&98%&of&
your&audience&is&likely&anonymous.$So,$if$you’re$just$personalizing$to$
your$known$users,$you’re$only$op7mizing$your$experience$for$a$7ny$
slice$of$your$audience.$You’re$missing$out$on$the$opportunity$to$
engage$the$vast$majority$of$your$users—and$perhaps$more$
importantly,$you’re$not$giving$anonymous$users$a$compelling$reason$
to$make$themselves$known.$$$
$
Trea7ng$anonymous$users$like$they’re$all$the$same$is$standard,$but$
trea7ng$them$like$future$VIPs$sets$the$founda7on$for&long:las;ng&
rela;onships.$If$you$show$your$anonymous$users$that$you$understand$
them—and$tailor$their$experiences$accordingly—they’re$likelier$to$
engage,$sign$up,$and$ul7mately$join$your$cadre$of$power$users.$And$
trust$us:$you$want$to$make$your$number$of$power$users$as$big$as$
possible.$$
$
$
$
$
Anonymous$Users$Are$People,$Too$ 3

4. The$power$of$power$users$
Have$you$heard$of$the$80/20$rule?$Applied$to$sales,$it$
s7pulates$that$80%$of$your$revenue$comes$from$20%$of$
your$customers—your$power$users,$so$to$speak.$The$
reality$is$actually$even$more$extreme:$in$retail,$5%$of$
customers$o`en$generate$a$third$of$revenue.$$
As$the$7tle$of$this$eBook$implies,$we’re$going$to$talk$about$concrete$
steps$you$can$take$to$turn&those&anonymous&users&into&power&users&
that&drive&your&bo?om&line.$First,$though,$we’re$going$to$address$a$
common$mistake$businesses$make$when$trying$to$increase$signaups.$
Many$businesses$put$their$weight$behind$gebng$more$traffic,$never$
taking$the$7me$to$collect$or$understand$data$on$individual$users.$This$
volumeabased$approach$gets$the$job$done,$but$it’s$not$efficient$in$the$
long$run.$
Anonymous$Users$Are$People,$Too$ 4

5. Let’s$say$the$hypothe7cal$website$FeedBuzz.com$had$100$visitors$one$
month.$10%$signed$up,$nebng$FeedBuzz$10&known&users.$$
$
Now,$let’s$say$FeedBuzz$decided$to$focus$on$driving$traffic$and$got$
200$visitors$the$following$month.$200$x$0.10$=$20&known&users.$
$
But$let’s$imagine$an$alternate$scenario:$along$with$upping$traffic$to$
200$visitors,$FeedBuzz$tracked$those$new$users’$data,$using$it$to$
increase$its$conversion$rate$to$20%.$200$x$0.20$=$40&known&users.$$
That’s$4x$the$amount$it$got$the$first$month.$And$if$FeedBuzz$were$to$
build$on$those$rela7onships$to$create$40$new$power$users?$Boom:$
Now$that’s$what$we$call$engagement.$By$using$data$to$engage$users$
at$every$stage$of$the$funnel,$FeedBuzz$made&the&most&of&its&traffic.$$
Anonymous$Users$Are$People,$Too$ 5

6. So,$how$are$brands$approaching$this$challenge?$How$are$they$
convincing$anonymous$users$to$make$themselves$known?$Frankly,$
conver7ng$an$anonymous$user$is$a$lot$like$winning$over$a$date:$you’ll$
do$well$if$you$make&them&feel&special&from&the&very&beginning.$$
$
The$three$mains$steps:$$
$
1.$Iden;fying$anonymous$users$
2.$Learning$about$their$preferences$
3.$Engaging$them$by$drawing$upon$that$data$$
From$unknown$to$known:$
personalizing$throughout$the$user$
journey$
Anonymous$Users$Are$People,$Too$ 6

7. a$Quote’s$source$
In$today’s$digital$world,$iden;fying&your&users&early&and&oIen&is&one&
of&the&most&important&steps&you&can&take.$The$goal$is$to$capture$
signals$around$each$user$as$they$browse$your$site,$whether$they’ve$
done$it$once,$twice,$or$32$7mes$before$signing$up.$$
$
One$way$to$iden7fy$anonymous$users$is$to$assign&each&one&a&unique&
ID,$with$represents$their$user$profile;$the$more$ac7ons$they$take,$the$
more$it$grows.$$
$
You$can$then$use$that$ID$to$iden7fy$them$each$7me$they$come$back,$
which$allows$you$to$serve$up$content$recommenda7ons$that$are$
specifically$relevant$to$them.$$
$
It’s$also$a$great$way$to$breathe$new$life$into$your$evergreen$content,$
or$make$sure$your$newsworthy$content$reaches$the$people$that$care$
about$it.$
$
Then,$once$that$unknown$visitor$makes$themselves$known$via$optain$
(the$most$common$scenario),$you’ll$need$to$merge&that&data&with&
their&email.$$
Step$#1:$iden7fica7on$
Anonymous$Users$Are$People,$Too$ 7

8. a$Quote’s$source$
Next,$you$learn$about$your$anonymous$users.$Learning&translates&into&
tracking&behavioral&data,$i.e.$informa7on$about$the$ac7ons$they$take$
online.$(Some$examples:$watching$a$video,$adding$an$item$to$the$
shopping$cart,$etc.)$Every$day,$your$anonymous$users$give$you$heaps$
of$it$by$simply$browsing$your$site—why$not$make$the$most$of$it?$$
Step$#2:$learning$
Reala7me,$firstaparty$behavioral$data$is$extremely$
valuable:$Facebook$and$LinkedIn$have$built$businesses$
on$it,$using$it$to$surface$relevant$content$for$each$of$
their$users$and$make$their$plaoorms$borderline$
addic7ve.$(Emphasis$on$firstaparty:$since$it’s$their$data,$
they$have$full$control$of$it.)$$
The$power$of$behavioral$data$$
You$don’t$just$want$to$know$if$an$anonymous$user$has$clicked$on$a$
post,$though.$On$its$own,$that$informa7on$doesn’t$help$you$much.$
You$want$to$understand$what&kind&of&content&they&clicked.$Have$they$
been$reading$posts$about$supernatural$phenomena$or$the$future$of$
transporta7on?$Are$they$watching$videos$on$making$steak$or$training$
puppies?$$$
$
Anonymous$Users$Are$People,$Too$ 8

9. Tracking$anonymous$ac7vity$also$gives$you$a$great$idea$of$what’s&
popular&and&trending&on&your&site,&and&with&whom.$$
$
If$you$make$content$recommenda7ons,$tracking$anonymous$ac7vity$$
allows$you$to$measure$them$against$a$baseline$(e.g.$do$personalized$
recommenda7ons$drive$more$clicks$than$popular$recommenda7ons?).$
$
These$deep$insights$around$user$behavior$can$also$guide&your&
editorial&strategy,$helping$you$figure$out$which$themes$produce$
results$and$what$types$of$content$to$create$next.$
Anonymous$Users$Are$People,$Too$ 9

10. The$power$of$seman7c$analysis$
To$really$understand$a$user’s$onasite$behavior,$you$need$
two$basic$components:$$
$
1. An$understanding$of$the$user&
2. An$understanding$of$the$content&
As$a$star7ng$point,$you$can$gain$an$understanding$of$the$
content$by$simply$taking$tagged$keywords$into$account.$
The$problem$with$these$tags$is$that$they’re$o`en$
inconsistent$and$not$quite$representa7ve$of$the$content$
(e.g.$a$post$could$be$tagged$“surfing”$when$it’s$mostly$
about$a$fatherason$rela7onship).$Ah,$human$error.$
&
Seman;c&analysis,$the$process$in$which$a$machine$uses$
contextual$clues$surrounding$words$and$phrases$to$beRer$
understand$the$prac7cal$meaning$of$content,$provides$a$
more$accurate$view$of$what$each$piece$of$content$is$
about.$For$example,$seman7c$analysis$allows$machines$to$
understand$the$difference$between$a$jaguar$(as$in$the$
animal)$and$a$Jaguar$(as$in$the$car).$$
Anonymous$Users$Are$People,$Too$ 10

11. a$Quote’s$source$
In$this$sec7on,$we$outline$how$we$advise$our$customers$to$engage$
their$anonymous$users.$If$you’re$not$currently$a$Boomtrain$customer,$
you’ll$likely$find$ideas$you$can$implement$on$your$own.$To$make$
things$as$diges7ble$as$possible,$we’re$going$to$review$this$informa7on$
through$the$eyes$of$our$old$friend$FeedBuzz,$a$hypothe7cal$digital$
media$brand$whose$traffic$is$90%$anonymous.$$
$
First,$each$anonymous$FeedBuzz$user$automa7cally$gets$a$unique$
Boomtrain$ID$that$allows$the$company$to:$
$
1. Personalize$to$users$while$they’re$s7ll$anonymous$$
2. A?ribute$their$anonymous$user$data$to$their$email$address$once$
they$become$known$$
$
Step$#3:$engagement$
The$power$of$aRribu7on$
Making$sure$you$transfer$someone’s$anonymous$user$
data$to$their$known$user$profile$is$incredibly$important;$
we$can’t$stress$this$point$enough.$A$user$doesn’t$become$
a$totally$different$person$once$they$sign$up,$so$why$
discard$their$anonymous$user$data$as$soon$as$they$
provide$an$email$address?$$
Anonymous$Users$Are$People,$Too$ 11

12. Let’s$say$a$new$user$is$browsing$FeedBuzz.com$for$the$first$7me,$and$
FeedBuzz$iden7fies$them$as$User$12345.$As$the$user$scrolls$down$the$
homepage,$they$no7ce$a$widget$7tled$Recommended&For&You.$It’s$
serving$popular$content$right$now,$since$User$12345$hasn’t$done$
enough$to$let$FeedBuzz$know$what$to$recommend.$$
$
One$of$those$popular$ar7cles$is$a$profound$piece$7tled$“The$Future$of$
U.S.$Monetary$Policy”—just$kidding,$it’s$10&Camels&That&Could&Totally&
Be&Models&(#8&is&Seriously&Killing&It).$(What?$We’re$just$being$
realis7c.)$$
Anonymous$Users$Are$People,$Too$ 12

13. The$user$clicks$it$and$proceeds$to$spend$45$minutes$on$the$site.$Now,$
every$7me$User$12345$visits$FeedBuzz,$the$Recommended&For&You&
sec7on$is$populated$with$ar7cles$tailored$to$their$interests.$$
$
As$User$12345$spends$more$and$more$7me$on$the$site,$they$decide$
to$subscribe$to$the$FeedBuzz$newsleRer.$Boom!$Now$FeedBuzz$
knows$that$User&12345&is&actually&Emily:$$
Anonymous$Users$Are$People,$Too$ 13

14. To$start$things$off$on$the$right$foot,$FeedBuzz$sends$Emily$a&welcome&
email&with∥cularly&relevant&recommenda;ons.$(We’re$using$the$
data$we$collected$on$her$while$she$was$anonymous,$remember?)$
She’s$especially$delighted$by$the$following$personalized$content$
recommenda7on:$Cat:Themed&CraIing&Projects.$
$
A&great&welcome&email&is&a&lot&like&a&post:date&text.$It$reminds$the$
user$of$you,$shows$that$you’ve$been$listening$aRen7vely,$and$sets$
expecta7ons$for$future$interac7ons.$
Anonymous$Users$Are$People,$Too$ 14

15. The$power$of$a$winning$welcome$series$
If$you$don’t$currently$have$a$welcome$series$set$up,$we$
highly$recommend$it!$According$to$Econsultancy,$welcome$
emails$have$63%$higher$open$rates$and$105%$higher$
unique$clickathrough$rates$than$other$kinds$of$emails.$$
$$
Some$7ps$for$crea7ng$a$great$welcome$series:$$
$
1. Send$the$first$email$in$the$welcome$series$as$soon$as$
possible—immediately$is$ideal—to$maximize$the$chance$
of$engagement.$$$
2. Let$subscribers$know$what$kinds—and$how$many$
emails—to$expect$(e.g.$“This$is$a$fourapart$welcome$
series…”).$
3. Use$the$user’s$behavioral$data$to$send$content$that’s$
specifically$relevant$to$them.$
4. Try$providing$some$kind$of$offer$or$unique$piece$of$
content;$reference$it$in$the$subject$line$to$increase$the$
open$rate.$S7ll,$make$sure$the$subject$line$specifies$
that$the$subscriber$is$receiving$a$welcome$email$(e.g.$
“Thanks$for$subscribing—enjoy$your$20%$off!”).$
Anonymous$Users$Are$People,$Too$ 15

16. The&more&;me&Emily&spends&with&FeedBuzz’s&website&and&emails,&the&
more&relevant&her&recommenda;ons&get.$That’s$because$the$
recommenda7ons$are$powered$by$our$machine$learning$plaoorm,$
which$constantly$tests$and$refines$its$sta7s7cal$models$and$
algorithms$against$new$and$exis7ng$data.$It$also$adds$an$element$of$
serendipitous$discovery$to$generate$new$insights$about$individual$
users$and$content$once$gains$begin$to$plateau.$
$
In$a$few$months,$Emily&goes&from&an&uniden;fied&anonymous&user,&to&
an&iden;fied&anonymous&user,&to&a&known&user,&to&a&power&user—
someone$who’s$made$FeedBuzz$part$of$her$daily$rou7ne.$$
Anonymous$Users$Are$People,$Too$ 16

17. Iden7fying$and$tracking$anonymous$users$is$both&an&acquisi;on&
strategy&and&a&reten;on&strategy.$In$fact,$marketers$shouldn’t$
necessarily$think$of$the$two$as$separate$things.$They$work$handaina
hand;$they$supercharge$one$another.$$
$
Personaliza;on&at&every&stage&of&a&user’s&journey&gives&you&a&holis;c&
picture&of&them,$one$that’s$crucial$for$building$a$longalas7ng$
rela7onship.$To$revisit$the$da7ng$metaphor,$it$helps$you$catch$their$
eye$while$they’re$s7ll$anonymous,$get$them$to$go$on$a$date$with$you$
(i.e.$give$you$their$email$address),$and$ul7mately$demonstrate$that$
you$really$“get”$them,$and$that$spending$lots$of$7me$with$you$is$worth$
it.$Wow$them$enough,$and$they$might$even$introduce$you$to$friends$
and$family.$
$
Meanwhile,$by$recommending$ar7cles$based$on$relevance$instead$of$
recency,$you’re$making$full$use$of$your$evergreen$content—stuff$that$
otherwise$gets$buried$in$the$far$reaches$of$your$site.$$
$
If$you$show$your$anonymous$users$some$love,$they’ll$show$your$
content$some$love,$which$will$help$you$send$them$even$beRer$
content.$It’s$a$virtuous&cycle.$$
Crea7ng$a$virtuous$cycle$
Anonymous$Users$Are$People,$Too$ 17

18. Key$takeaways$
1. One$of$the$best$ways$to$turn$anonymous$users$
into$power$users$is$to$personalize$at$every$stage$
of$the$funnel.$$
2. Don’t$just$think$about$how$many$users$you’ve$
got.$Think$about$how$to$create$power$users—and$
once$you’ve$got$the$magic$formula,$think$about$
how$to$scale$it.$$
3. Tracking$anonymous$users$is$only$helpful$when$
you$can$aRribute$their$data$to$their$email$
addresses$once$they$sign$up.$$
4. When$someone$gives$you$their$email,$they’ve$put$
a$lot$of$trust$in$you.$Show$them$that$they$did$the$
right$thing$by$making$a$great$first$impression$(e.g.$
sending$an$A+$welcome$series$with$content$that’s$
relevant$specifically$to$them).$$
Anonymous$Users$Are$People,$Too$ 18

19. We$can$help$you$create$more$power$users.$Want$to$
learn$more?$Call$or$drop$us$a$note:$
+1$(888)$349a1939$$
hello@boomtrain.com$
601$4th$Street,$Suite$316$
San$Francisco,$CA$94107$$
Anonymous$Users$Are$People,$Too$ 19
Lauren$McCrea$$
Director$of$Marke7ng$and$Partnerships$
Maya$Itah$
Content$Marke7ng$Manager$