Download - Kenshoo and attribution, Kenshoo
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Kenshoo and Attribution Internetworld 24th April 2013
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Who are Kenshoo?
How did we help Accor?
Evolution of Attribution
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Empowering sophisticated marketers with cutting-edge technology
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…and results.
Results: average return on ad spend for Kenshoo clients$8+
totaling billion in annual sales revenue$25+
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Pure TechnologyNot an agency, no managed services
Search and SocialTrack any post click activity, but they are primarily about Google etc. and Facebook
Sole LeaderForrester Wave 4 2012, rated No 1.
Kenshoo? ……what is it they do again?
●Less Time, More Money
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82% Increase in Revenues Year-on-Year using Kenshoo’s U-shaped Model
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Background
So Sofitel Bangkok
• Accor Group began working with Kenshoo in April 2011
• Accor run paid search campaigns across all 13 of their brands in over 80 countries on the Kenshoo Platform
• In combination with Kenshoo, Accor uses its internal tracking software – TARS & Xiti
• TARS helps Accor track and report on conversions across paid search & the affect of paid search on other media
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1. Accor’s Internal Tracking is based on Last Click Attribution
…Yet Search is so much more than an isolated
media channel
The Rest of Online Media
Above-the-Line Media
Search Engines
Ibis Leiden Netherlands
The Complex Challenge
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Search Engine
• The user clicks on an Accor Paid Search Ad
On-Site Search
• They arrive on the Accorhotels.com site and search for a hotel – No Reservation
Reservation on Sister
site
• They then access the Brand website directly AND Reserve No Internal Sales
Attribution
2. Cross-site conversions were untracked
The Complex ChallengeSofitel Manila
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Accor Turns to Kenshoo for a Solution..
How? • The Kenshoo pixel was installed across all 13 brand websites so that it could
simultaneous capture the tracking attributions between TARS (Accor’s internal tracking) and Kenshoo.
• This allowed Accor to measure a user that has clicked on a paid search ad until s/he makes a booking even if that user clicks on other channels after the first Paid Search click
Direct SEA Sales; 66%Cross-site Con-
versions attrib-uted as "Direct
Entry" internally; 18%
Other Search Campaigns; 8%
Partners/Affil; 5% Email; 3%
… for Accorhotels.com Kenshoo showed that SEA was involved in a further 34% of Sales
Total SEA Kenshoo Sales Broken Down by Accor’s Internal Tracking Attribution
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Attribution and Kenshoo to the Rescue
• Attribution – Using Kenshoo’s U-shaped keyword attribution model, Accor could calculate the REAL value of each keyword within the search journey on a daily basis.
• U-Shaped Model - attributes greater value to the first and last clicks in the path with both the starting and the closing keywords getting the same credit regardless of the length of the conversion path.
• Kenshoo Enterprise – Accor optimised their campaigns by pausing any keywords or campaigns that do not contribute to any conversion activity.
• Kenshoo & SEO - While TARS always picked up these conversions as an SEO conversion, the Kenshoo platform clearly demonstrated the user’s click journey and the impact of paid search on the final booking through a Google maps link.
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U-Shaped Attribution Model
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
4 0 %1 0 %1 0 %4 0 %
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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Results
Accor’s Search Team can justify higher spend on paid search
Comparing the period from 1st January 2011 to 31st March 2011 when Kenshoo tracking had not been implemented, to the same period in the year 2012:
• 82% increase in revenues • Only 36% increase in spend• 14% increase in revenues across all other channels • 59% increase in booking from generic keywords and 33% increase
from brand terms
Pullman Bangkok
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The Evolution of AttributionKenshoo SmartPath™
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One Size Can’t Fit All
No one rule or model is right for everyone!
SOCIAL
SEARCHRETARGETING
DISPLAY
EMAIL PRODUCT LISTING ADS
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Bid to True Value, Automatically
• What about creating a unique model of value allocation, each interaction, any given conversion path, dynamically adapts :
Loyalty data
Market changes
Media mix effectiveness
Causality and synergy
Engagement necessity
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Kenshoo SmartPath: 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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Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™
• Path 1: Google Shopping and PPC Brand
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Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™
• Path 2: Bing PPC Non-brand and Brand
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Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™
• Path 3: Yahoo! PPC Brand and Non-brand with Previous Conversion
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Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™
• Path 4: CSEs and Google PPC
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Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™
• SmartPath illuminates vast reinvestment opportunity among channelsChannels must have cookie level data
Close to 20% investment optimization, seen in a single channel
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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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Questions?