k^2 london: kenshoo product innovation - will martin-gill and fiona gill

#K2innovation

Kenshoo Product Innovation: Will Martin-Gill and Fiona Gill

#K2innovation

Name This British Inventor

#K2innovation

Welcome

Will Martin-Gill, SVP Product

Favorite Innovation: Airplanes

Fiona Gill, VP Client Services

Favorite Innovation: Central Heating

© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Global Reach, Local Representation

22 international locations 400+ employees

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The People

Client Services

Education Tech Support

Research

Adoption

Solution Engineering

Account Executives

Marketing

Product

#K2innovation

Client Services Leadership

Fiona Gill – Global VP Client Excellence • Chicago, IL • Oversees Global Client Services organization including client

relationships and strategic initiatives.

Nate Just – Director, AMER Advertisers • San Francisco, CA, USA • Oversees Client Experts organization for Direct

Advertisers and GSA for AMER and LATAM

David Rifkin – Sr. Director, AMER Agency • New York, NY, USA • Oversees Client Experts organization for Agency

Advertisers for AMER and LATAM

Simon Perry – Global Director, Social • New York, NY, USA • Oversees Global Client Experts organization

and Onboarding for the Social Product

Nick Blake – Director, EMEA • London, UK, EMEA • Oversees Client Experts organization

for EMEA

Michele Yeung – Director, APJ • Hong Kong, China, APJ • Oversees Client Experts organization

for APJ

Teri Foley – Global Director Education • San Francisco, CA, USA • Oversees Education programs for both

internal and external stakeholders

Fiona Gill

Nate Just AMER - Direct

David Rifkin AMER - Agency

Michele Yeung APAC

Nick Blake EMEA

Simon Perry Global Social

Teri Foley Global EDU

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Client Service Experience

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Vertical Experience


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

“Customers were extremely satisfied with it, giving it an impressive 5 out of 5 points on all eight customer satisfaction questions"


Delivering Innovation to Our Clients

Commitment to Technology and Innovation:

Typical Software Company

25% in R&D 50% in R&D

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Significant releases in 2013

New Bidding algorithms Enhanced Campaigns + PLA enhanced support

Kenshoo Social 2.0 + 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 • Upgraded Google sitelinks

• Google Analytics integration for SEO/SEM reports • Social audience libraries • Downstream Mobile App Tracking • Geo-targeting reports • Enhanced multi-conversion source-type support • Bing sitelinks • Bing Radius Support • A/B Statistical Significance report • Editor enhancements


2013 themes: carrying into 2014

Mobile Cross-Channel Forecasting and smarter budget

allocation

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Kenshoo Anywhere


Reaching your customers on the go


U.S. Mobile Versus Desktop Ad Spending

• > 120% growth in 2013 US mobile ad spend

• ~ $15 Billion US mobile ad spend in 2014

• Mobile to overtake desktop ad spend in

2017

$70 Bn.

$0 Bn.

$10 Bn.

$20 Bn.

$30 Bn.

$40 Bn.

$50 Bn.

$60 Bn.

2013 2014 2015 2016 2017

Digital Ad Spend Mobile Ad Spend

22.55% of digital

39.81% of digital

56.69% of digital

Source: eMarketer, Dec 2013

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Mobile Search Trends


Growth of Global Mobile App Market In-app Purchases Dominate App Store Revenue

1M+ mobile apps in Google Play and Apple App Stores

~ 80/90% of app store revenue from in-app purchases (NOT paid apps) That means, ~ $8B in-app purchases in Apple app store in 2013


Significant acceleration in Mobile Capabilities in 2013

SOCIAL

SEARCH

LOCAL

SMARTPATH

• Drive mobile web commerce

• Optimize by device type

• Segment analytics and reporting

• Mobile app discovery and install

• Drive re-engagement with mobile app users

• Measure in-app purchase and lifetime value

• Optimize and drive calls

• Target new customers through local mobile networks


Drive Mobile App Installs, In-app Purchases Lifetime Value on Facebook

SOCIAL

SEARCH

LOCAL

SMARTPATH

• Drive mobile app discovery and install

• Re-engage mobile app customers

• Measure in-app purchases and lifetime value

• Expand reach into top performing audiences

• Leverage Kenshoo mobile measurement solutions or 3rd party systems


Drive Mobile App Installs, In-app Purchases Lifetime Value on Facebook

SOCIAL

SEARCH

LOCAL

SMARTPATH

Time

Revenue

Audience 1

Audience 2

Audience 3


Roadmap: App Promotion and Measurement on Google

SOCIAL

SEARCH

LOCAL

SMARTPATH

End of Quarter 1

App Promo Ads

Mid Quarter 2

App Extensions

3rd Party Mobile Measurement

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Cross-channel: More Powerful Together

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Native Facebook Ads Extend reach to find new customers

Top Performing Products in PLA 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 check out

Extend Your Reach & Drive Additional Sales with Demand-Driven Campaigns

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3. Demand Driven Campaigns: Retailer Results

The Problem The Solution The Results

• Unique Product Inventory • Wasted Creative From Design • Manual, Time-Consuming

Launches • Limited Variety of Ads

• Filters based on quantity in stock • Leverages PDP images • Quickly create multiple ads at once • Allow data to choose winning ad

Kenshoo Demand-Driven Campaigns

CPA CTR CPC ROI VT ROI

-7.39% 14.91% -44.29% 20.27% 40.21%

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3. eBay and Alex and Ani Desire to refine targeting tactics on Facebook and drive sales and ROI

The Solution The Results • Custom Audience targetging to tie

offline to online • Look-alike audiences to find new

online customers fitting their Alex and Ani profile

• Unpublished Page Posts for customized messaging

• Demand-Driven Campaigns to automate and prioritize top performing products

During one peak day during the holiday season, drove more revenue on that day than in the entire previous calendar year.

Six month post-pre evalution demonstrated:

• 80% ROI • 434% AOV • 44x Revenue

-Ray Bonifacino, VP Digital Strategy, Alex and Ani

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Engaging customers with specific intent beyond the search engines

Mortgage

Home Shopping Advice

New House

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Native access to FBX

Real Time Bidding • Use 1st party cookie data to target users

based on demonstrated intent

Massive Reach • Access to Facebook’s 1 Billion+ global

audience and inventory

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With search, find more accurate value of the customer . . .

$2.50 CPM Visit Facebook

Visit Shopping Cart

PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site

View several product pages

Search ad click for “tennis racket”

Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23

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Search remarketing in FBX: Big opportunity

Beta client: missed chances to bid on customers with relevant intent

• Clients have recently searched for keywords that have high ROI for advertiser

• Same clients can (AND SHOULD!) see a relevant ad when they come to Facebook

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Search remarketing in FBX: Big opportunity

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Kenshoo: now augmenting display in a bigger way

3.

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Leverage search to improve display strategy

Kenshoo Search data

CNET CNN ESPN NYTIMES

DMP DSP/ Ad Exchange


Understanding and investing in the right customer interactions


You need cross-channel measurement and attribution to help you determine

where to allocate spend and how much to pay.


SmartPath: Understand and better invest against your true opportunity


Kenshoo Halogen™: Forecasting and Execution ✓ 90 valid plans ✓ Fast adoption

✓ Revenue increased 53% ✓ Investment increased 36%

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3. Delivering Results: Starcom MediaVest and Travelodge

The Challenges The Solution The Results

“Olympic hang-over” impact on performance • Saturated market • Seasonal ‘ATL’ effect on search

performance • Desire to:

• Increase Revenue • Reduce Cost of Sales • Increase Share of Voice • Improving forecasting

Implemented a a phased solution to drive maximum performance in a controlled roll out. • Restructured account for maximum

efficiency, using Kenshoo Editor • Impemented advanced bidding with

Kenshoo Portfolio Optimizer • Leveraged Kenshoo Halogen to

generate account forecasts • Beta Test Kenshoo Event Calendar

Key marginal gains through strong performance, outsmarting the competition • YoY revenue improvement of 18% • 100% Brand Share of Voice • Lowered cost of sale KPO • 46% increase in ROI • 17% increase in Bookings • 3 hrs/wk time savings Event Calendar • 10% increase in Bookings • 10% and 25% increases in conversions

“catalyst for agile and accurate forecasting”

- Paul Kasamias, SMG

#K2innovation

Most innovative cross-channel targeting and

optimization

Kenshoo Product...

Heavily investing in making your program

world class

Best in class channel

management

Helping give you the tools to run marketing

like a business

#K2innovation

Thank You!

k^2 london: kenshoo product innovation - will martin-gill and fiona gill

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forrester wave

client relationships

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social new york

airplanes fiona gill

emea michele yeung director

amer agency new york

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