Kenshoo
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An introduction to Kenshoo, a tech platform that orchestrates advertising across the world's leading media platforms.
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Kenshoo
- 1. Confidential and Proprietary Information Kenshoo Sales Presentation 7/3/18 Confidential and Proprietary Information
- 2. Confidential and Proprietary Information What We Do Confidential and Proprietary Information
- 3. Confidential and Proprietary InformationConfidential and Proprietary Information We Orchestrate Advertising Across The World’s Leading Media Platforms
- 4. Confidential and Proprietary InformationConfidential and Proprietary Information Across The World’s Leading Media Platforms We Orchestrate Advertising ECOSYSTEM TECHNOLOGY EXPERTISE
- 5. Confidential and Proprietary Information Kenshoo Products Confidential and Proprietary Information Kenshoo Search Kenshoo Social Kenshoo E-Commerce
- 6. Confidential and Proprietary Information Connecting to the Consumer: Activation with Direct APIs • Guaranteed direct-to-publisher delivery • Access to publisher ad units and data, but with common Kenshoo platform UI • Reaching the consumer natively across each marketing mindset: Shopping, Sharing, and Exploring Confidential and Proprietary Information Kenshoo SearchKenshoo Social Kenshoo E-Commerce
- 7. Confidential and Proprietary Information Beyond Activation: Orchestration • Need to drive business value • Conversions: In-Store, Web, Mobile Web, Mobile App • Objectives: LeadGen, TLV, Acquisition Confidential and Proprietary Information Insights
- 8. Confidential and Proprietary Information Insight is driven by measurement, and publishers don’t make it easy! Contextual business data, environmental signals, sentiment analysis, intentionality, customized metrics, discovery tools, and especially publisher partnerships bring more insight to advertisers. Confidential and Proprietary Information Insights
- 9. Confidential and Proprietary Information Creative Engagement is visual, appealing, fresh, and we need more of it than ever before. Creative library, ad refresh, image recognition, cross-channel activation, improved trafficking…building connections between brand and media teams to accelerate activation Confidential and Proprietary Information
- 10. Confidential and Proprietary Information Performance Changes in spend, ad innovations, and shifting customer preferences disrupt planning and marketing evaluation. Machine learning, forecasting, and cross-channel data reveal the right opportunities for spending the next dollar. Confidential and Proprietary Information
- 11. Confidential and Proprietary Information Campaign Management Teams have to stop growing silos to effectively engage the customer. Kenshoo’s focus is on making your team agile, with bulk controls, operational efficiency, and business policies that help scale campaigns without extra staffing. Confidential and Proprietary Information
- 12. Confidential and Proprietary Information Activation + Orchestration Confidential and Proprietary Information • Cross-Publisher Insights • Cross-Publisher Creative • Cross-Publisher Audiences • Cross-Publisher Performance Mgt. • Cross-Publisher Campaign Mgt. • Reaching the consumer natively across each marketing mindset: Shopping, Sharing, and Exploring Kenshoo SearchKenshoo Social Kenshoo E-Commerce
- 13. Confidential and Proprietary Information Achieving Success Confidential and Proprietary Information
- 14. Confidential and Proprietary Information Open Ecosystem: Reaching For More • Kenshoo’s Open Ecosystem supports diverse connectivity to legacy apps or promising services. • Kenshoo has over 100 partner integrations to support the most- desired ad extension scenarios. • Adobe Analytics, Google Analytics, Blue Kai, Live Ramp, AppNexus, Convertro, x+1, Oracle, SalesForce, Turn, Visual IQ, … OPEN ECOSYSTEM MEASUREMENT / ATTRIBUTION PRODUCT/INVENTORY COMMERCE DIGITAL AUDIENCES Confidential and Proprietary Information
- 15. Confidential and Proprietary Information Training: Educating the Team • Our industry’s high rate of change means keeping your team up-to-speed is a key consideration. • Kenshoo offers ongoing, comprehensive Product Training to keep your team’s skills sharp Confidential and Proprietary Information • Customized Hands-On Training • Supervised Certification • Comprehensive Options Across Onboarding, Product Updates, and Self Service • Campaign Creation • Campaign Editing • Reporting and Analytics • Opportunity Harvesting • Pro-Active Alerts • Optimization Suite • Execution Resources
- 16. Confidential and Proprietary Information Services: The Power of Expertise • Our Service offerings are designed to keep your work flowing effortlessly. • We engage your team directly to handle topics from traditional product support to strategic advisories for maximizing value of particular media publishers Confidential and Proprietary Information Support: Worldwide 24x7 Transitional and Operational: Augmentation and Assists Strategic: Planning, Pro-Active Research Strategy, Publisher Strategies, Tech Team Advisories and Audits, Development Partnerships
- 17. Confidential and Proprietary Information An Ongoing Partnership… • Success requires a focused effort to eliminate challenges…together. • Our ongoing relationship is based on partnership with our Client Success team, and the group of advisors that make up your dedicated Account Team Confidential and Proprietary Information CLIENT SUCCESS DIRECTOR SALES DIRECTOR STRATEGIC SERVICES PRODUCT SUCCESS MGR. TECHNICAL ACCOUNT MGR. K24x7 SUPPORT
- 18. Confidential and Proprietary Information Case Study Goals Drive efficient sales on Pinterest Increase brand engagement & loyalty Acquire new customers +76% Above ROAS Goal APPROACH: BUILD PRESENCE ON PINTEREST CAMPAIGN MIRRORING • CROSS-CHANNEL REPORTING
- 19. Confidential and Proprietary Information Case Study Goals Increase off-site signups Better messaging Accurate targeting Decrease Cost-Per-Lead Confidential and Proprietary Information +247 % increase in Leads +150 % Page Likes +64% CTR -13% CPA APPROACH: SEARCH/SOCIAL COORDINATED CAMPAIGNS • KPO • HALOGEN • CREATIVE REFRESH • CUSTOM R&D ENGAGEMENT PLAN
- 20. Confidential and Proprietary Information Case Study: Retail Goals • Improve Bing CPA from almost 10x Google’s CPA • Increase Conversion volume • Increase CTRs • Decrease CPCs +1,356% Conversions +1,031% CTR - 4.8% CPC - 92% CPA “One of the first things we did with the account after onboarding was pause all of the existing Bing campaigns and use Kenshoo's mirroring tool to mirror all of our existing Google campaigns to Bing. We immediately saw results turn around.” APPROACH: START FRESH ON BING WITH MIRRORED CAMPAIGNS CAMPAIGN MIRRORING
- 21. Confidential and Proprietary Information Case Study Goals Uplift and efficiency Deliver YoY uplift on Black Friday and across the Golden Quarter Drive efficiencies in campaigns Invest in the right channels +82% Overall Revenue +32% Shopping ROI +104% Shopping Revenue -62% Overall ROI APPROACH: BUDGET & OPTIMIZE BY CUSTOMER TYPE KPO • PREDICTIVE FORECASTING
- 22. Confidential and Proprietary Information Thank You Scott.merrill@kenshoo.com 847-777-9327 Confidential and Proprietary Information
Editor's Notes
- [This title slide has room for a partner/prospect logo to the right of the Kenshoo logo. Also consider the Alternate Title Slides section for variants with the Search/Social/E-Commerce logos.]
- [quick “Elevator section” giving high-level overview for Kenshoo]
- We orchestrate advertising for the world’s leading media platforms. [following slides will pull this statement apart and add details; btw the “light wave” imagery throughout this deck represents this “orchestration” of advertising, where the strands of Search/green, Social/blue, E-Comm/purple come together in coordinated ways to create new structures representing the strength of orchestrated messaging]
- We are specialists, building SaaS technology to help your own team increase business impact. We invest 20% of our revenue back into product R+D, where we’re always looking for new ways to find leverage for the many opportunities that this dynamic industry produces (build slide) In addition we’ve created a rich ecosystem of over 100 partners to make sure that you have flexibility to integrate Kenshoo into legacy or new best-of-breed solutions. And we also provide transitional and strategic services from our research and advertising specialists, to accelerate success and grow expertise within your in-house team Together, we bring together the best in digital advertising with technologies to make your own team agile and effective.
- [This section introduces the three Kenshoo products and is best designed for a meeting with head-of-digital or CMO; for a single product focused story, replace with the Search/Social/E-Comm stories in the appendices]
- Kenshoo has three products: Kenshoo Search, Kenshoo Social, and Kenshoo E-Commerce. Each of these products is powered through direct API connections with leading media platforms, providing a consistent way to activate advertising and reach the largest audiences that are in relevant marketing mindsets [see previous section] Kenshoo needs no ad networks, and provides guaranteed direct-to-publisher delivery.
- Activation via Kenshoo’s partners presents a fantastic marketing opportunity, but by itself it does not automatically drive business value. In order to get the most impact, you need to “orchestrate” your campaigns and deal with multiple issues to strengthen the consumer engagement. Kenshoo focuses on five core areas that are fundamental for orchestrating advertising. 1) Insights, to make your best decisions quickly, 2) Creative management, especially when more ad formats and audiences expect higher quality creative that is refreshed more frequently than ever, 3) Audience management, so you can reach the best segments consistently, even across publishers, 4) Campaign management, so your marketing team can scale their work, and 5) Performance management, so you retain the most value for your spend and can plan and adjust your next campaigns with clarity
- [these and the other “pillar” slides may be too heavy to use in total during a pitch, but a few can be selected that are particularly relevant to the consumer or that serve as a preview for a demo] [Slide shows screens for the HUD and the analysis grid…”bringing in larger contextual data along with hourly campaign performance and metrics, so you stay informed in your decision making”]
- [these and the other “pillar” slides may be too heavy to use in total during a pitch, but a few can be selected that are particularly relevant to the consumer or that serve as a preview for a following demo] [Slide shows screens for Creative Manager and creative library…”serving as a shared cloud repository for approved creative, simplifying brand/media team interactions, and supporting tools designed to accelerate ad trafficking (smart cropping and watermarking as two examples)”]
- tbd
- tbd
- Together, Kenshoo offers more direct leading publisher integrations than any other platform, and together you capacity to orchestrate over diverse publishers grows: Kenshoo’s HUD and analysis grids bring in information across all of your running campaigns Kenshoo’s Creative Manager is not only useful for Social ads, but to also help define Creative for visual Search ads, such as those on Pinterest Kenshoo’s Audience strategies only get stronger when more publishers are integrated; e.g., Intent-Driven Audiences help bring audiences from Search into Social, and can also be used for retargeting interested audiences within Facebook alone Kenshoo KPO and Plan capabilities work across Search publishers and Social publishers, and soon Kenshoo Plan will work across Search and Social together (H1 2018) Automated actions and custom metrics are two core capabilities of Campaigns management that work consistently over all publishers, enabling media teams to save time and institute automated policies wherever they are advertising Mirroring, IDA, Creative Library, Kenshoo Plan, Automated Actions
- This section describes Kenshoo’s value beyond Technology….our flexible partner Ecosystem provides flexibility, compatibility, and choice; our menu of Support and Services accelerate your team’s success in this dynamic and volatile industry
- [note: Kenshoo’s partner page on our website can provide more relevant companies that can be mentioned for a prospect]
- Kenshoo provides the expertise and know how to transition your team quickly and manage ongoing challenges as new publishers and formats shake up the industry…Kenshoo helps you keep up with your consumers.
- Kenshoo Support and Strategic services present additional options for your team to work with Kenshoo experts to resolve technical issues and decide on strategic approaches that are specific to your market environment.
- We combine SaaS software with an always-on Account Team that builds on-going relationships across marketers. We are always available to provide advice and suggestions on the next opportunities to conquer. [note: can also customize this slide with client logo for the center of the Account circle]
- Top performing categories: fashion fixtures, flooring, home fashion, kitchens, millwork and seasonal living Go forward: test and learn new categories Refine ad group structures and performance to optimize Continue to build presence and SOV
- [possible segue after previous summary is to drill into a case study….like this sample from Stitch Fix. Like this slide, your custom Case Study slide can provide a summary of a business problem related to the prospect’s, can show marketing results (smaller result circles), can show overall business impact (larger result circle), and can serve to highlight key areas of differentiation that may be relevant to prospect (black bar)]
- Challenge When Metric Theory first evaluated the search program for needed a lot of TLC. With no time or resources to optimize the Bing campaigns, Bing’s CPA was at an astronomical high at almost 10x that of Google in May 2017. Without the time and resources to properly manage and optimize Bing, the set it and forget it method proved to be costly. Generation Tux desperately needed Metric Theory’s expertise powered by Kenshoo. Solution With the greatest room for improvement being the quality and performance on Bing, Metric Theory decided to apply Kenshoo’s Mirroring feature immediately after onboarding. Since the Bing campaigns were performing so poorly, they decided to pause all existing Bing campaigns and replicate everything from Google on to Bing via Mirroring. Because Mirroring automatically synced Google optimizations with Bing, Metric Theory was able to save time on Bing optimizations and reinvest that time in further conversion growth initiatives. Results After abandoning the previously poor performing Bing campaigns and launching all new campaigns orchestrated by Kenshoo’s Mirroring feature, Metric Theory saw instantaneous results with minimal effort needed on their part. By September 2017, Bing campaigns had not only achieved a record high number of monthly conversions, but also improved the CPA performance by an outstanding 92%. Metric Theory also achieved a 1,031% increase in Conversion Rate, 4.75% decrease in CPC, and a 1,356% increase in conversions with only a 24% increase in spend.
- UPLIFT & EFFICIENCY Deliver YoY uplift on Black Friday and across the Golden Quarter Drive efficiencies in campaigns invest in the right channels BUDGET AND OPTIMIZE BY CUSTOMER TYPE Segmented campaigns by customer type, automated bid and budgeting by customer type, and used forecasting to develop and control spending. Keyword and shopping campaigns KPO with day parting, device modifiers Halogen Case study… Objective Drive YOY lift on Black Friday and across the Golden Quarter (October through December). Drive efficiencies within the campaigns to ensure they were investing in the right channels. Solution Segmented search campaigns by new visitors, previous visitors and converters’ profiles in Google and Bing in order to optimize by customer type. Utilized Kenshoo’s Portfolio Optimizer to automate bid and budgeting for these campaigns by customer type, and Halogen forecasting to develop and control spend pacing. Adopted a similar solution on shopping campaigns in order to better optimize bids and budgets. Results Kenshoo’s technology contributed to: For Black Friday, search revenue increasing by 66% and ROI growing by 75%. Shopping revenue for the same time period increasing by 104% and ROI growing by 32%. Overall, for both search and shopping, revenue growing 82% and ROI increasing 62%.
- [close…thank you!]