K8 - Kenshoo Product Updates

| Kenshoo: Proprietary and Confidential
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Kenshoo Product Updates
Will 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 COORDINATION
Director 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:
Infront 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
SEARCH
RETARGETING
DISPLAY
EMAIL
PRODUCT
LISTING ADS

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Kenshoo SmartPathTM: Going from Maze to Model
Cheap DVD Players
Great Prices
electronics.com
Keyword 3Keyword 1
Top DVD Players
Great Prices
electronics.com
Best DVD Players
Great Prices
electronics.com
Keyword 2
Research/Awareness
40%
Consideration
10% 12%
Intent to Purchase/Convert
38%
Cheap DVD Players
Shop now at
Electronics.com

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SmartPath™ is unique in its approach
Display
(FBX)
Search Facebook Twitter E-mail
Bidding +
Management
Bidding +
Management
Bidding +
Management
TRADITIONALATTRIBUTION 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 toTrue 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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DemandDriven Campaigns
ExtendYourReachandDriveAdditionalSaleswithNativeFacebook&FBXAds
Native Facebook Ads
Extend reach to find new customers
Top Performing Products
Wilson One BLX
Clicks: 108,110
CVR: 4.32%
ROI: $8.75
Babolat AeroPro
Clicks: 248,461
CVR: 5.65%
ROI: $6.92
Facebook Exchange (FBX) Ads
Retarget 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
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Native Facebook Ads

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Select product category and brands, # of products and filter on performance
criteria
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Native Facebook Ads

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criteria
Native Facebook Ads
2

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criteria
Native Facebook Ads
2

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Define dynamic parameters for ad headline and body copy, swap images if
desired
Native Facebook Ads
3

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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, Zip
Languages Spoken
Ex. United
States, California, 94103, 94110
, 94114
Precise & Broad Interests
Ex: Electronics, Investing, Travel
3rd Party Data Sources
Acxiom, Datalogix, Epsilon
Ex: Women’s Fashion
Buyers, Home & Garden Buyers
Custom & Lookalike Audiences
Ex: Repeat Customers & Those Similar
Age, Gender, Relationship Status
Ex: 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: MajorApparel Retailer
96.5% higher CTR
21% lower CPC
106% more sales
220% higher CVR
356% higher ROI
4x time savings
Vs. non-demand
driven campaigns
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2
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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

25| 25Kenshoo: Proprietary and Confidential Information
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 Cart
PLA Click
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
Conv Rate: 3.7%
Bid: $2.76
Facebook Exchange
$1.75 CPM

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To find a more accurate value of the customer . . .
Exit site
Visit Facebook
Visit Shopping Cart
Conv Rate: 1.3%
Bid: $1.34
Facebook Exchange
$2.50 CPM
PLA Click
Conv Rate: 3.7%
Bid: $2.76

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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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FORECASTINGAND BUDGET
MANAGEMENT

If I knew how investment alternatives would pay
out, I could boost performance.

Manual forecasting is a resource drain, and we
can only do it once a quarter.
But our opportunities change daily!

I need to spend a fixed budget in a set budget
cycle. That can be tough in a fluid market.

Welcome to Kenshoo Halogen.

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

KENSHOO HALOGEN TECHNOLOGYTM
Patent-Pending Predictive Analytics Technology
Intelligentmachine-learning and algorithmic modeling
Insightand visibility into future advertising performance
Accuratepredictions for financial performance of digital marketing
Forecastcost of specific goals (ROI or Revenue)
Executeprecise budgets to reach planned scenario goals

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Will.Martin-Gill@Kenshoo.com
Fiona.Gill@Kenshoo.com

K8 - Kenshoo Product Updates

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