K8 - Kenshoo Product Updates

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| Kenshoo: Proprietary and Confidential 1 Kenshoo Product Updates Will Martin-Gill – SVP Product, Kenshoo Fiona Gill – VP Global Client Services, Kenshoo

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 of K8 - Kenshoo Product Updates

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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

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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

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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

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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

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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

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[email protected]

[email protected]