k8 2014 - product vision and client success
DESCRIPTION
Presentation from Kenshoo CRO, Ted Krantz, SVP of Product, Will Martin-Gill, and MD of Client Excellence, Susane Berger, shared at Kenshoo's K8 Summit on September 16th, 2014.TRANSCRIPT
1© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Product Vision & Client SuccessTed Krantz, CRO
Will Martin-Gill, SVP, Product
Susane Berger, MD, Client Excellence
Will Martin-Gill Ted Krantz Susane BergerSVP, Product Chief Revenue Officer Managing Director
Welcome and Introductions
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Agenda
Partnering for Value and Success
2014 in Review and Client Vignettes
Product Vision and Strategic Investments
123
4
A Day in the Life. . .
Customer
Journey
Budget
Mgmt
Tactical
Execution
Audience
Targeting
Keeping
Up
Competitive
Advantage
Reaching
Customers
Creative
Optimization
New
ChannelsBudget
Allocation
Scale
Cross
Device
Pace of
ChangeScale
Efficiency
Integrating
multiple
systems
No
Time
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Zero Moment of Truth
Search
Social
Display
Mobile
Read related
articleTalk to friends
for advice
ResearchSelect exact
product
New
Sale/Lead
$
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Significant Potential in Social Channels
Source: SEC Filings and ComScore, Mary Meeker 2014 Deck #14
22%
81%
175%
$37
$42 $45
$4.00 $4.60
$7.24
$1.29 $1.97 $3.55 $-
$10
$20
$30
$40
$50
Q1'12 Q1'13 Q1'14
AR
PU
6x
Annual Revenue Per User (ARPU)
2012-14
GrowthChannel
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Building Advertiser Value
Serendipity --> Intent + Direct Response
Channel Sophistication
$
$
$
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Channels Reinforce Each OtherExposed to SEM + Social vs. only SEM
• Total conversions up 19%
• Cost per acquisition down 10%
• Clicks increased in relation to
increase in social spend
Q3 2013 Study Q2 2014 Study
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Kenshoo: Predictive Marketing Software
Reporting & Predictive Media Optimization
SOCIAL DISPLAY
SEARCH
CustomersOnline + Mobile +
Local
Best-in-class
channel
platforms Best-in-class
connections
between
channels
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Significant Investment
in 2014
Analysis
Grids in Search
& Social
Cannibalization
Report
Shopping
CampaignsTwitter
Kenshoo
AnywhereTM
Mobile
Measurement
SDK
MMP
Integrations
Intent-Driven
AudiencesTM
DMP
IntegrationsHalogenTM
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Search
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Investing in Your Success in Search
Making your
team more
efficient1
Keeping you
ahead
of the curve
with new engine
capabilities
2Building
competitive
advantage in
SEM
3
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Making Your Teams More Efficient:
Usability + Efficiency
14
Maximum Exposure at Best ROI
for Your Shopping Campaign Ads
15
CLIENT VIGNETTE:
Chacka Marketing - Google Shopping Campaigns
• Regain efficiency of
Product Listing Ads
(PLA) campaigns
• Discover optimal
PLA bidding settings
• Implement Kenshoo
PLA bid to revenue
policy
• Monitor ROI and
adjust policy targets
accordingly
Conversions
14% Conversion Rate
Challenges Solutions Results
51%
20% Cost-per-Click
47% ROI
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Competitive Advantage: Structure Optimization
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Social
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Enabling Best-in-Class Social Marketing
Stay on the Edge:
Maintain a
competitive edge
in social
marketing
1
Analyze and Optimize:
Use social
intelligently to get
the most bang for
your buck
2
Expand Beyond FB:
Take advantage
of new social
advertising
opportunities
3
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CLIENT VIGNETTE:
Major Retailer – Facebook Multi-Link Product Ads
Than single product page post ads
New Dresses New Dresses New Dresses
up to
33%higher
ROI
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Welcoming Twitter to the Family
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Mobile
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The Mobile Context
Source: eMarketer. Google data includes non-search mobile spend
• App Downloads / Installs
• App Lifetime Value
across many
“conversions”
• Tracking across devices
• Simultaneous Multi-
Screen Usage
Unique challenges in mobile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014
Google facebook Twitter Others
69%
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Acquiring New Mobile App Users
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Time
Revenue
Audience 1
Audience 2
Audience 3
Measure lifetime value of an app customer
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Time
Revenue
Audience 1
Audience 2
Audience 3
Measure lifetime value of an app customer
Kenshoo SDK
Facebook SDK
3rd Party Partners
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Audiences & Cross-Channel
27
It’s About People(not just keywords, interests, or cookies)
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Search + Social
Build and Expand Social Audiences
• From products (Kenshoo DDC)
• From searches (Kenshoo IDA, FBX)
Search + Display
Enhance Display Targeting with intent
• Export data to DMPs
Target wider audiences in search
• Build RLSA targets based on DMP data
Engage and Market to Your
Customers Across Channels
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Bringing the Power of
Intent to Facebook
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up to
2.2Xhigher
ROI
CLIENT VIGNETTE:
TicketsNow - Kenshoo Intent-Driven AudiencesTM
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Predictive Media Optimization
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Predictive Media Optimization
22%of eligible spend
17%of KPO portfolios
Nov. = Beta April = GA
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CLIENT VIGNETTE:
Travelodge - Halogen Foresee & Portfolio Optimizer
• Drive increased revenue
and improved ROI
• Reduce manual bidding
• Improve revenue forecasting
agility and accuracy amidst
fluctuating budgets and KPIs
• Kenshoo Halogen and KPO to
automatically optimize bids/budget
• Kenshoo Foresee to plan and
forecast budgets at profile level
• Kenshoo Inform to account for
seasonality peaks in pacing and
forecasting
42% More Revenue
Than Planned
Challenges Solutions Results
32%
91% Less Time
to Manage
More ROI
Than Planned
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Much More:
Make sure your teams
are aware of capabilities
available
to them!
Bid
Policies
Multi
Source
Conv
Engine
APIs
Bing
Location
Extensions
Sitelinks
Localization
6 Languages
Yahoo
Japan!
updates
Bing &
oAuth
MCC
Self ServeNew App
AdsFB
Budget
Mgmt
GA
Metrics
Dynamic
Search
Ads
Bing
Devices
Performance
Improvement
Data
Warehouse
& Reporting
FB
L3
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Vision & Sneak Peek
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Select Areas of Focus
Making your
team more
efficient – UI
+ Reporting
1 Audience
management2
Holistic
demand
generation
across
channels
3
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Search and Social: More Successful Together
EngagementPassions
Intent
Complete Customer
Understanding
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Introducing: Pinterest Rich Pins + Analytics
Google shopping campaigns
Opportunity Report Rich Pins
PLA + Pintrestanalytics
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Better Engage Customers on Their
Passions
Be Discovered• Increase rank with Rich Pins
• Drive traffic with direct product page links
Be Engaging• Daily updates of price, sale & availability information
• Emails from Pinterest to consumers as price changes
Be Informed• Reports on traffic and revenue driven from Rich Pins
• What’s performing well on Pinterest, not on Search PLA, and
vice-versa
40© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Kenshoo: Predictive Marketing Software
Reporting & Predictive Media Optimization
SOCIAL DISPLAY
SEARCH
CustomersOnline + Mobile +
Local
Best-in-class
channel
platforms Best-in-class
connections
between
channels
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Partnering for Value & Success
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Thankyou
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Success is a Shared Journey…
…Measured Thru Your Lens.
Understanding your business and desired
outcomes
Metrics that look forward to your actions vs. look back to what happened
Insights to allow us to know often times
before you do
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Looking Forward
IntelligenceActionability
Predictability
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Journey to Excellence
Client Services
Education
Tech Support
Research
Adoption
Solution Engineering
Account Executives
Marketing
Product
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Leadership
Fiona GillGlobal VP Client Excellence
Nate Just Director, AMER Advertisers
David Rifkin Sr. Director, AMER Agency
Simon PerryDirector, EMEA
Nick BlakeDirector, EMEA
Michele YeungDirector, EMEA
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Advocates and Experts
Christine VincentSr. Director
Sushil GoelVP Onboarding
Teri FoleyDirector of Global Education
Michael ScottoSr. Director
Ryan BoothSr. Director
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Client-Centric Focus
Client Lifecycle Value
optimize your
investments and
your customers
Unique Scorecards
tied to your
businesses and
KPI/MBO/Health
Total View Of Success Review
process that
leverages tools,
technology and
people
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Thank You for Your Trust
and Partnership