11
Attribution
Figaro Digital Conference July 18th
1818
Who are Kenshoo?
Attribution today
Evolution of Attribution
19
Just in time…..
1
Bazman.co.il
Kenshoo: Proprietary and Confidential Information | 20
Empowering sophisticated marketers with
cutting-edge technology
Kenshoo: Proprietary and Confidential Information | 21
…and results.
Results: average return on ad spend for Kenshoo clien...
Kenshoo: Proprietary and Confidential Information | 22
Pure Technology
Not an agency, Software as a Service
Search and Soc...
Kenshoo: Proprietary and Confidential Information 23
82% Increase in Revenues
Year-on-Year using Kenshoo’s
U-shaped Model
24
Search
Engine
• The user clicks on an Accor
Paid Search Ad
On-Site
Search
• They arrive on the
Accorhotels.com site and...
25
Accor Turns to Kenshoo for a Solution..
How?
• The Kenshoo pixel was installed across all 13 brand websites so that it ...
26
U-Shaped Attribution Model
Keyword 1
Green T-Shirt
Great Prices
T-shirt.com
Red T-Shirt
XL Size Available
T-shirt.com
K...
27
Results
Accor’s Search Team can justify higher spend on paid search
Comparing the period from 1st January 2011 to 31st ...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
The Evolution of Attrib...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29
One Size Can’t...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30
Bid to True Va...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31
Kenshoo SmartP...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32
Drs. Foster & ...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33
Drs. Foster & ...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34
Drs. Foster & ...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35
Drs. Foster & ...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36
Whitefence: Ke...
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
Thank you
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference
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The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference

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Karl Knights, EMEA Director of New Business at Kenshoo and Nilan Peiris, VP Growth at Housetrip, explain how technology can help you understand the path of your customers.

Published in: Technology, Design
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The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital Conference

  1. 1. 11 Attribution Figaro Digital Conference July 18th
  2. 2. 1818 Who are Kenshoo? Attribution today Evolution of Attribution
  3. 3. 19 Just in time….. 1 Bazman.co.il
  4. 4. Kenshoo: Proprietary and Confidential Information | 20 Empowering sophisticated marketers with cutting-edge technology
  5. 5. Kenshoo: Proprietary and Confidential Information | 21 …and results. Results: average return on ad spend for Kenshoo clients$8+ totaling billion in annual sales revenue$25+
  6. 6. Kenshoo: Proprietary and Confidential Information | 22 Pure Technology Not an agency, Software as a Service Search and Social Track any post click activity, but they are primarily about Google etc. and Facebook Sole Leader Forrester Wave 4 2012, rated No 1. Kenshoo? ……what is it they do again? ● Less Time, More Money
  7. 7. Kenshoo: Proprietary and Confidential Information 23 82% Increase in Revenues Year-on-Year using Kenshoo’s U-shaped Model
  8. 8. 24 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
  9. 9. 25 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 Conversions attributed as "Direct Entry" internally, 18% Other Search Campaigns, 8% Partners/Affil; 5% Email, 3%
  10. 10. 26 U-Shaped Attribution Model Keyword 1 Green T-Shirt Great Prices T-shirt.com Red T-Shirt XL Size Available T-shirt.com Keyword 3 40%10%10%40% Blue T-Shirt Great Prices T-shirt.com Keyword 2 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
  11. 11. 27 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
  12. 12. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information The Evolution of Attribution Kenshoo SmartPath™
  13. 13. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29 One Size Can’t Fit All No one rule or model is right for everyone! SOCIAL SEARCH RETARGETING DISPLAY EMAIL PRODUCT LISTING ADS
  14. 14. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30 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
  15. 15. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31 Kenshoo SmartPath: Going 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 at Electronics.com
  16. 16. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32 Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • Path 1: Google Shopping and PPC Brand
  17. 17. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33 Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • Path 2: Bing PPC Non-brand and Brand
  18. 18. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34 Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • Path 3: CSEs and Google PPC
  19. 19. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35 Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • SmartPath illuminates vast reinvestment opportunity among channels Channels must have cookie level data Close to 20% investment optimization, seen in a single channel
  20. 20. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36 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
  21. 21. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information Thank you
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