K^2 London: Kenshoo Product Innovation - Will Martin-Gill and Fiona Gill
Transcript of K^2 London: Kenshoo Product Innovation - Will Martin-Gill and Fiona Gill
#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
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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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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
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“Customers were extremely satisfied with it, giving it an impressive 5 out of 5 points on all eight customer satisfaction questions"
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
2013 themes: carrying into 2014
Mobile Cross-Channel Forecasting and smarter budget
allocation
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Significant acceleration in Mobile Capabilities in 2013
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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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Drive Mobile App Installs, In-app Purchases Lifetime Value on Facebook
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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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Drive Mobile App Installs, In-app Purchases Lifetime Value on Facebook
SOCIAL
SEARCH
LOCAL
SMARTPATH
Time
Revenue
Audience 1
Audience 2
Audience 3
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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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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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Leverage search to improve display strategy
Kenshoo Search data
CNET CNN ESPN NYTIMES
DMP DSP/ Ad Exchange
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Understanding and investing in the right customer interactions
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
You need cross-channel measurement and attribution to help you determine
where to allocate spend and how much to pay.
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SmartPath: Understand and better invest against your true opportunity
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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
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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