kenshoo intersections - sydney
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A C T I V A T I N G S E A R C H & S O C I A L S Y N E R G Y
#KenshooIntersections
– 2 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Your Key Challenges
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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What is your role?
Search Social Search + Social All Things Digital
A B C D
POLL
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Agenda
• Cross-Channel Marketing
• Push and Pull
• Why Start with Search and Social?
• Similarities and Differences
• Getting Started
• Search and Social Activation
• Leverage Success Across
Channels
• Reach the Audiences that Matter
Most
• Gain a Holistic View
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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syn • er • gyNoun
The interaction or cooperation of two or more organisations, substances, or other agents to
produce a combined effect greater than the sum of their separate effects.
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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1 + 1 =3
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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The Importance of Cross-Channel Marketing
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#KenshooIntersections
Source: Alterian "Engaging Times Summit"
www.emarketer.com
August 2010
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#KenshooIntersections
Source: A Forrester Consulting Thought Leadership Paper Commissioned By ExactTarget
The Key To Successful Cross-Channel Marketing
Sophisticated Cross-Channel Marketers Show Us That Technology Matters Most
October 2012
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#KenshooIntersections
Source: Zeta Interactive, June 2010
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Which of these challenges to cross-channel operationalisation worries you most?
Organizational
Structure
Technology
Barriers
Partner
Complexity
Cross-Channel
Expertise
A B C D
POLL
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Push Marketing
Shown to people as they
passivelyconsume web content and
engage with other digital assets.
Pull Marketing
Coupled to content that people
activelyrequest, such as search engine
results, location listings, etc.
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Strike the Right Balance (at Scale)
• It’s not Push or Pull, but rather Push and Pull
• Must be done at scale, but with individual consumers in mind
• Cross-channel marketing can deliver powerful Push and Pull when used correctly
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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3 Reasons Why Search and Social Should be the Next Channels you Integrate
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#KenshooIntersections
42% of Time Online is Search and Social
Source: Go-Gulf.com, February 2012
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#KenshooIntersections
Customers Trust Search and Social
Source: eMarketer, November 2013
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#KenshooIntersections
More than Half of Digital Ad Budgets
Source: eMarketer, December 2013
70%of all Kenshoo clients allocate more than half of
their digital marketing budget to search + social
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#KenshooIntersections
Source: Kenshoo Search and Social Snapshott, Q3 2014
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#KenshooIntersections
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#KenshooIntersections
Bottom Line Results
Source: Kenshoo, November 2013
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Where People Spend Their Time Each Day
Source: comScore US Mobile Metrix, May 2014Source: comScore Key Measures, US Desktop, May 2014
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Facebook Makes Search Work Harder
Case study with leading retailer:
Facebook advertising leads to higher
search-attributed ROAS
30% higher return
on ad spend
24%increase in
AOV
7%higher paid
search CTR
4.5%drop in
CPA
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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What’s the Right Mix?
Conversion
Site traffic
Search
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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The Impact is Clear for Financial Services
Case study with Experian:
Facebook advertising directly and positively impacts
paid search performance
19%10%
Improved cost
per acquisition 11%increased
conversion rate
Increase in
paid search
conversions
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Activate Your Search
Case study: Experian, Kenshoo,
June 2014
19% average lift achieved in
search-attributed
conversion volume
• A sufficient amount of
FB media spend was required to fully
activate search conversion volume.
• As FB media weight increased, search
conversion volume increased.
Source: Kenshoo “The Facebook Added Value Series: Volume 2”, June 2014 Statistical significance level
of over 90% for avg figures across all treatment groups
Search conversion values and FB media spend were indexed. Individual results may vary.
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Find Your Sweet Spot
Case study: Experian, Kenshoo,
June 2014
10% average improvement in
search-attributed
cost-per-acquisition
• Search efficiency increased
with FB media spend up until
a certain point.
• Search efficiency peaked at
approximately 2x normal FB media
spend levels (highlighted in green.)
Source: Kenshoo “The Facebook Added Value Series: Volume 2”, June 2014 Statistical significance level
of over 90% for avg figures across all treatment groups
Search conversion values and FB media spend were indexed. Individual results may vary.
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Improving the Retail Search Experience
Case study with national retailer:
Facebook ads unlock new revenue potential across
entire shopper journey
79% Increase in
Store locator rate
2.19xLift in
incremental
ROAS
39%Increase in
revenue
– 32 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Give Credit Where It’s Due
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Better Together
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Getting Started
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#KenshooIntersections
Rally Internal Stakeholders
• Find the cross-channel champions
• Start seeding the idea
• Set long term goals with short term objectives
• Clearly demonstrate the upside of doing it as well as
downsides of not doing it
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#KenshooIntersections
Prove the Concept
• Find what resonates with the team build upon those
insights
• Figure out how to solve pain points using cross-channel
initiatives
• Show how competitors are advancing
• Use short term wins to “put points on the board”
– 37 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Seek Tech Solutions With External Partners
• Put cross-channel needs at the top of every current
technology partner conversation
What’s already in place that you can leverage?
What’s on the roadmap?
• Place more value on cross-channel functionality with
new technology evaluations
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Leverage SuccessAcross Channels
39© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Facebook Innovation Award
2013 – Demand Driven Campaigns
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Deploy Insights and Assets Across Channels
Facebook Ads
FBX Ads
Search Text Ad
PLA Ad
Inventory Feed
XML
Web Visit
Automate & Optimsze
Twitter Ads
– 41 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Demand-Driven Campaigns
Search
– 42 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post Kenshoo comparison):
Results from Demand-Driven Campaigns (DDC) for Leading Retailer vs. non-DDC benchmarks
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Reach the Audiences that Matter Most
47© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Target people, not just keywords or interests
– 48 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Kenshoo Audience Creation Solutions
Spend marketing budget more efficiently by leveraging cross-channel insights and
intelligence to reach consumers most likely to convert
DMP INTEGRATIONS
X+1, BlueKai, Turn, AK/Neustar and more
INTENT-DRIVEN
FBX
Facebook Exchange
RLSA SUPPORT
INTENT-DRIVEN
AUDIENCES
AUDIENCE
REACH ENGINE
51© 2014 Kenshoo, Inc. Confidential and Proprietary Information
How Much is an Individual Customer Worth in Retail?
52© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Signals Act as Proxy for Consumer Value
Search ad click for “tennis racket”
View several product pages
Exit site
Visit Facebook
Visit Shopping Cart
PLA Click
53© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo Adds Search Data
Exit siteConv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Visit Facebook
Visit Shopping CartView several product pages
PLA Click
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
54© 2014 Kenshoo, Inc. Confidential and Proprietary Information
How Much is an Individual Customer Worth?
$1.75 CPM
Visit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
View several product pages
55© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Which Ad Should You Show?
Visit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
View several product pages
57© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Building Audiences From Search Intent
Intent-Driven Audiences (IDA)
58© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Facebook Innovation Award
2014 – Intent Driven Audiences
59© 2014 Kenshoo, Inc. Confidential and Proprietary Information
IDA: How it Works
Consumers Search Cookies MatchedClick on Ads
Heels
Sneakers
Boots
60© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Audiences Built Based on Search Intent
Sneakers
Heels
Boots
Custom Audiences
Demographics
Interests
Behaviors
Retargeting segments Refine
61© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Audiences Expanded via Lookalikes
Lookalike Audiences
Sneakers Lookalikes
Demographics
Interests
Behaviors
Sneakers Custom Audience
(people searching for sneakers)
New Segment Refine
62© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Total Addressable
Audience on Facebook
Facebook Native
Targeting
What people did on Facebook
Online Behavioral
Targeting
What people did on other sites and apps
WCA
FBX
What people did on your site and apps
IDA What people did on search engines
Why It’s Great: Kenshoo IDA Works Alongsideother Facebook Targeting Options
Intent Signal = Highest
Intent Signal = High
Intent Signal = Medium
Intent Signal = Lowest
63© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Intent-Driven Audiences (IDA) Case Study
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Optimise for True Value of All Interactions
– 65 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Cross-Channel Attribution
Marketers are using 13 channels to drive
marketing and media objectives. With 8 of the
top 10 channels being digital.
Only 1 in 9 marketers use advanced
attribution methods to connect the dots
between channels
http://kenshoo.com/attribution-converts-insight-into-action/
– 66 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Organisations leverage many channels to reach and grow customers
Digital channels dominate those measured
taking 8 of the top 10 spots
Base: 106 marketers, advertisers, and customer insight professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo,
April, 2014
“What channels are you currently using to
drive marketing and media objectives?
Which channels are included in
attribution measurement?”
Email marketing
Online display advertising
Referral marketing
Paid search advertising
Mass media
Mobile display advertising
Search engine optimization
Affiliate marketing
Paid social advertising
Behavioral targeting advertising
Magazines or newspapers
Online video
Owned social media
Retargeting
Mobile search
Mobile apps
Direct mail or catalogs
Other events
Currently using to drive marketing and media objectives
Included in attribution measurement
87%
82%
81%
78%
76%
76%
75%
75%
73%
72%
72%
71%
71%
70%
68%
67%
65%
65%
50%
53%
50%
55%
43%
41%
46%
43%
48%
43%
45%
45%
44%
40%
40%
44%
38%
37%
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Conversion
Online1 LAST CLICK
Conversion
in Store3 TIME
DECAY
100%
40%35%20%5%
Conversion
by Phone2 DIVIDE EVENLY
25%25%25%25%
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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SOCIAL
SEARCH
RETARGETINGDISPLAY
EMAILPRODUCT
LISTING ADS
The world is dynamic. Not all customers or conversions are alike.
– 69 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Go 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 atElectronics.com
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Savvy marketers get sharper and nimbler withattribution measurement
49% are adjusting long-term media plans
38% are changing media spend
34% are comparing campaign performance measures
23% are taking some action in real-time
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo, April 2014
– 71 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Attribution in Real-time vs. Post-Game
Vs.
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Making Data Signals Actionable
Everyone Else
Automated Model Generation
Daily Model Updates
Immediate Impact on
Optimisation
Simplified Budgeting
Reports
Your Data
Reports Action
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 73 – #KenshooIntersections
Savvy marketers get sharper and nimbler withattribution measurement
49% are adjusting long-term media plans
38% are changing media spend
34% are comparing campaign performance measures
23% are taking some action in real-time
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo, April 2014
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 74 – #KenshooIntersections
Planning and measurement tools embedded into the bidding platform
Go beyond measurement to insights and action across your programs
Optimised
Bidding
Multi-Channel
Measurement
& Attribution
Scenario Planning,
Forecasting
& Budget
Management
– 75 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Challenge
Identify obtainable spend
and return levels
Solution
Scenario Planning
• Understand overall market potential
• Build forward-looking analysis
• Choose investment scenario
© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Forecasting of an Entire
Portfolio Within Minutes
Unparalleled Accuracy in
Forecasting by Integration
with Dynamic Attribution
Budget Pacing Syncs with
Market-Leading Kenshoo
Portfolio Optimiser
Interface to Inform Engine of
Market, Seasonal or Offline
Events
Automated Alerts for Both
Opportunities and Threats
Leverage predictive marketing technology
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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We’re Here for You…
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Kenshoo: “The Only Leader”
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is
plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available
resources. Opinions reflect judgment at the time and are subject to change.
Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
SEARCH SOCIAL
79© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Focus on the strategic by automating the routine
Make better investment decisions
Go beyond measurement to insights and action
Leverage success in one channel to optimise another
Elevate digital marketing as the most strategic capability within your organisation
1234
– 80 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Your Search and Social Guide
Kenshoo.com/Search-and-Social-Guide
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Stay on Course
Kenshoo.com/Intersections
Updated regularly with new content
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 82 – #KenshooIntersections
Thank you!
Doug.Chavez@Kenshoo.com
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