k8 - kenshoo product updates
DESCRIPTION
Presentation from Kenshoo's Will Martin-Gill, SVP of Product and Fiona Gill, VP Global Client Excellence, sharing the latest product roadmap as delivered at Kenshoo's Global Client Summit, K8, on September 9th, 2013.TRANSCRIPT
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| Kenshoo: Proprietary and Confidential1
Kenshoo Product UpdatesWill Martin-Gill – SVP Product, Kenshoo
Fiona Gill – VP Global Client Services, Kenshoo
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CLIENT SERVICES UPDATE
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In 2013, we re-organized client services to better serve you…
Agency | Direct Distinction
Be a blackbelt!
CLIENT SERVICE Partnership, strategy and support
18 global offices
Simplify the Onboard
EDUCATION Kenshoo certification, learning management system and some custom solutions
ADOPTION Onboarding and seamless introduction to Kenshoo
GLOBAL COORDINATIONDirector peer set to establish consistent global experience
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LAUNCHED IN 2013
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Your feedback in 2012… …our actions in 2013
Best in class PLA Support
PLA's are going to be a significant part of marketing. How can you help me optimize?
I can’t optimize for product margin.
I convert across different channels and need to use both an external report and a pixel.
I want bulksheets to be easier use.
I need an automated way to allocate Facebook campaign budgets throughout the day.
Flexible Portfolios: Bid to Custom Metrics
Omni Channel Conversions
Still working…
Budget Allocation
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Plus many more launches in 2013
Kenshoo Places & City Grid Enhanced Campaigns ActiveCluster & Keyword Models
• Facebook Exchange support
• Keyword suggestion reports
• Negative suggestion reports
• Profile and Campaign Settings report
• Bing call extensions
• Bing Location Extensions
• Unified campaigns Y! Japan core functionality
• KPO Health report
• GDN Placements report
• Google Analytics integration for SEO/SEM reports
• Social audience libraries
• Downstream Mobile App Tracking
• Geo-targeting reports
• Enhanced campaign core functionality
• Bing sitelinks
• Bing Radius Support
• A/B Statistical Significance report
• Upgraded Google sitelinks
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ATTRIBUTION
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Marketer 1:In front of your ticket Booth
Marketer 2:Across town in Union Square
The challenge in attribution…
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No one model is right for everyone
SOCIAL
SEARCHRETARGETING
DISPLAY
EMAIL PRODUCT LISTING ADS
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Kenshoo SmartPathTM: Going from Maze to Model
Cheap DVD PlayersGreat Prices
electronics.com
Keyword 3Keyword 1
Top DVD PlayersGreat Prices
electronics.com
Best DVD PlayersGreat Prices
electronics.com
Keyword 2
Research/Awareness
40%Consideration
10% 12%Intent to Purchase/Convert
38%
Cheap DVD Players
Shop now atElectronics.com
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SmartPath™ is unique in its approach
Display(FBX)
Search Facebook Twitter E-mail
Bidding + Management
Bidding + Management
Bidding + Management
TRADITIONAL ATTRIBUTION SOLUTIONS
Reporting Reporting Reporting Reporting Reporting
Bidding + Management
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Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™
SmartPath illuminated vast reinvestment opportunity among channels
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Whitefence: Kenshoo SmartPath + Kenshoo Portfolio Optimizer Deliver 28% Increase in Revenue by Bidding to True Keyword Value
• ROI lift of 17% • Spend increased 9% • Fully automated optimization
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SEARCH-SOCIAL SYNERGY
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Demand Driven Campaigns
P R O B L E M
S O L U T I O N
Trending hot Most competitiveHighest ROI
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Demand Driven CampaignsExtend Your Reach and Drive Additional Sales with Native Facebook & FBX Ads
Native Facebook AdsExtend reach to find new customers
Top Performing Products
Wilson One BLX
Clicks: 108,110CVR: 4.32%ROI: $8.75
Babolat AeroPro
Clicks: 248,461CVR: 5.65%ROI: $6.92
Facebook Exchange (FBX) AdsRetarget website visitors that didn’t convert
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Create High-Performing Direct Response Facebook Campaigns in a Few Simple Steps
Open Kenshoo Social ad creation flow, select option to build ads based on inventory
1
Native Facebook Ads
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Create High-Performing Direct Response Facebook Campaigns in a Few Simple Steps
Select product category and brands, # of products and filter on performance criteria
2
Native Facebook Ads
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Create High-Performing Direct Response Facebook Campaigns in a Few Simple Steps
Select product category and brands, # of products and filter on performance criteria
Native Facebook Ads
2
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Create High-Performing Direct Response Facebook Campaigns in a Few Simple Steps
Select product category and brands, # of products and filter on performance criteria
Native Facebook Ads
2
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Create High-Performing Direct Response Facebook Campaigns in a Few Simple Steps
Define dynamic parameters for ad headline and body copy, swap images if desired
Native Facebook Ads
3
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Create High-Performing Direct Response Facebook Campaigns in a Few Simple Steps
Target your most valuable customers or extend reach into new audiences with Facebook’s extensive targeting capabilities.
Mobile & Desktop News Feed Ex: iOS devices, Ipads & iPhones, on WiFi
Country, State, City, ZipLanguages Spoken
Ex. United States, California, 94103, 94110, 94114
Precise & Broad InterestsEx: Electronics, Investing, Travel
3rd Party Data SourcesAcxiom, Datalogix, Epsilon
Ex: Women’s Fashion Buyers, Home & Garden Buyers
Custom & Lookalike AudiencesEx: Repeat Customers & Those Similar
Age, Gender, Relationship StatusEx: Women, 18-35, Single
Native Facebook Ads
4
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In addition: Automate High-Impact Product Campaigns on Facebook Exchange (FBX)
News Feed
Right Column
Facebook Exchange
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Case Study: Major Apparel Retailer
96.5% higher CTR
21% lower CPC
106% more sales
220% higher CVR
356% higher ROI
4x time savings
Vs. non-demand driven campaigns1
2
3
Goal: Increase performance and efficiency
Drive demand & revenue while decreasing time spent creating and managing campaigns.
Connect to advertiser inventory system
Identify trending and high performing products by revenue and reviews
Create native Facebook campaigns
Quickly build product-specific campaigns based on performance signals and drive demand
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How do you know
the value of a user
for Real Time Bidding?
Facebook Exchange
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Value of a user
Facebook Exchange
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Different signals act as proxy for user value
Search ad click for “tennis racket”
View several product pages
Exit site
Visit Facebook
Visit Shopping Cart
PLA Click
Facebook Exchange
$1.75 CPM
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Kenshoo layers on additional data from search
Exit site
Visit Facebook
Visit Shopping CartView several product pages
PLA Click
Search ad click for “tennis racket”
Conv Rate: 1.3%Bid: $1.34Avg Order Value: $23
Conv Rate: 3.7%Bid: $2.76Avg Order Value: $55
Facebook Exchange
$1.75 CPM
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To find a more accurate value of the customer . . .
Exit site
Visit Facebook
Visit Shopping CartView several product pages
Search ad click for “tennis racket”
Conv Rate: 1.3%Bid: $1.34Avg Order Value: $23
Facebook Exchange
$2.50 CPM
PLA Click
Conv Rate: 3.7%Bid: $2.76Avg Order Value: $55
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This is only the beginning...
User insights and targeting
More cross-channel opportunities to optimize
Cross-channel media planning
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FORECASTING AND BUDGET MANAGEMENT
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If I knew how investment alternatives would pay out, I could boost performance.
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Manual forecasting is a resource drain, and we can only do it once a quarter.
But our opportunities change daily!
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I need to spend a fixed budget in a set budget cycle. That can be tough in a fluid market.
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Welcome to Kenshoo Halogen.
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Halogen
hal·o·gen [hal-uh-juh n]
noun
1: any of the highly reactive electronegative elements
2: a bright light produced by filament
3: a revolutionary digital marketing technology solution
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• Know the impact of budget decisions before you make them
• Preview revenue, ROI, and marginal ROI at various spend levels with an interactive graph
Informed Planning
• Gain insight into your portfolio’s future performance with Halogen Technology
• Understand expected return at a set spend level
• Uncover additional opportunity
Advanced Forecasting
KENSHOO BUDGET CENTER
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• Stay informed to daily performance• Respond to market changes with
actionable alerts
Active Monitoring
• Kenshoo Portfolio Optimizer partners with Budget Center to execute towards a budget goal
• Spend budget efficiently within a defined frame time
Automated Execution
KENSHOO BUDGET CENTER
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KENSHOO HALOGEN TECHNOLOGYTM
Patent-Pending Predictive Analytics Technology
Intelligent machine-learning and algorithmic modeling
Insight and visibility into future advertising performance
Accurate predictions for financial performance of digital marketing
Forecast cost of specific goals (ROI or Revenue)
Execute precise budgets to reach planned scenario goals