kenshoo intersections - singapore

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, Ltd. Confidential and Proprietary Information

Kenshoo Singapore

• 6 people in Singapore

• 40+ people in Asia

• Multilingual team

• Over 30 clients in SEA


“The days of Agencies arbitraging media without

adding value are at a end”Jeff Lanctot, Wall Street Journal

1. Inefficient Marketing Spend – Digital is not Print

2. Tweets, Likes & Fans are terrible– ROAS is Key

3. Talent Pool - Math Men not Mad Men

4. Branding to Performance - Paying for clicks & not ROI

5. Managed Services not software – Client, agency, vendor….


Largest Online Market Place in Asia

CPA increase using Kenshoo

Algorithms

Week on week improvement in

conversions by 42% and achieve a

lower CPA of 56%

2.2 times higher conversion rate & 25%

time savings

1

2

3


The #1 classic style RPG game in Japan & Korea

Reduction in average cost per install by

200%

Week on week increase in installs by

100% at a lower CPI of 80%

Cost savings of over $76,000 in 4

weeks

1

2

30

2000

4000

6000

8000

10000

12000

$-

$2,000.00

$4,000.00

$6,000.00

$8,000.00

$10,000.00

$12,000.00

$14,000.00

Aug

18-24

Aug

25-31

Sep 1-7 Sep

8-14

Ap

p In

sta

lls

Sp

en

ds

Spend vs Installs over 4-Week Period

– 7 –© 2014 Kenshoo, Inc. Confidential and Proprietary Information


Your Key Challenges

© 2014 Kenshoo, Inc. Confidential and Proprietary Information

– 8 – #KenshooIntersections

What is your role?

Search Social Search + Social All Things Digital

A B C D

POLL



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



1 + 1 =3



The Importance of Cross-Channel Marketing



Source: Alterian "Engaging Times Summit"

www.emarketer.com

August 2010



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



Source: Zeta Interactive, June 2010



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



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.



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



3 Reasons Why Search and Social Should be the Next Channels you Integrate



42% of Time Online is Search and Social

Source: Go-Gulf.com, February 2012



Customers Trust Search and Social

Source: eMarketer, November 2013



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



Source: Kenshoo Search and Social Snapshott, Q3 2014



Bottom Line Results

Source: Kenshoo, November 2013

© 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information


Where People Spend Their Time Each Day

Source: comScore US Mobile Metrix, May 2014Source: comScore Key Measures, US Desktop, May 2014



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



What’s the Right Mix?

Conversion

Site traffic

Search

Facebook



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



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.



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.



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



Give Credit Where It’s Due



Better Together



Getting Started



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



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”



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



Leverage SuccessAcross Channels

44© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Facebook Innovation Award

2013 – Demand Driven Campaigns



Deploy Insights and Assets Across Channels

Facebook Ads

FBX Ads

Search Text Ad

PLA Ad

Inventory Feed

XML

Web Visit

Automate & Optimsze

Twitter Ads



Demand-Driven Campaigns

Search



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



Reach the Audiences that Matter Most


Target people, not just keywords or interests



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

Google

INTENT-DRIVEN

AUDIENCES

Facebook

AUDIENCE

REACH ENGINE

Facebook


How Much is an Individual Customer Worth in Retail?


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


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


Conv Rate: 1.3%

Bid: $1.34



How Much is an Individual Customer Worth?

$1.75 CPM

Visit Facebook

Visit Shopping Cart

PLA Click

Conv Rate: 3.7%

Bid: $2.76


Exit site


Conv Rate: 1.3%

Bid: $1.34




Which Ad Should You Show?

Visit Facebook

Visit Shopping Cart

PLA Click

Conv Rate: 3.7%

Bid: $2.76


Exit site


Conv Rate: 1.3%

Bid: $1.34




Building Audiences From Search Intent

Intent-Driven Audiences (IDA)


Facebook Innovation Award

2014 – Intent Driven Audiences


IDA: How it Works

Consumers Search Cookies MatchedClick on Ads

Heels

Sneakers

Boots


Audiences Built Based on Search Intent

Sneakers

Heels

Boots

Custom Audiences

Demographics

Interests

Behaviors

Retargeting segments Refine


Audiences Expanded via Lookalikes

Lookalike Audiences

Sneakers Lookalikes

Demographics

Interests

Behaviors

Sneakers Custom Audience

(people searching for sneakers)

New Segment Refine


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


Intent-Driven Audiences (IDA) Case Study



Optimise for True Value of All Interactions



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/

http://kenshoo.com/attribution-converts-insight-into-action/



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%



Conversion

Online1 LAST CLICK

Conversion

in Store3 TIME

DECAY

100%

40%35%20%5%

Conversion

by Phone2 DIVIDE EVENLY

25%25%25%25%



SOCIAL

SEARCH

RETARGETINGDISPLAY

EMAILPRODUCT

LISTING ADS

The world is dynamic. Not all customers or conversions are alike.



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



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



Attribution in Real-time vs. Post-Race

Vs.



Making Data Signals Actionable

Everyone Else

Automated Model Generation

Daily Model Updates

Immediate Impact on

Optimisation

Simplified Budgeting

Reports

Your Data

Reports Action



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



Challenge

Identify obtainable spend

and return levels

Solution

Scenario Planning

• Understand overall market potential

• Build forward-looking analysis

• Choose investment scenario



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



We’re Here for You…



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


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



Your Search and Social Guide

Kenshoo.com/Search-and-Social-Guide



Stay on Course

Kenshoo.com/Intersections

Updated regularly with new content



Thank you!

[email protected]

@dougchavez

kenshoo intersections - singapore

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