Kenshoo Attribution and Evolution
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The document discusses Kenshoo, a technology company that provides attribution and optimization solutions for paid search marketing. It provides examples of how Kenshoo helped clients like Accor Hotels improve results by implementing Kenshoo's U-shaped attribution model and enterprise platform. This model more accurately attributes clicks throughout the customer journey, allowing Accor to increase revenues 82% with only a 36% increase in spend. The document also introduces Kenshoo SmartPath, which dynamically adapts attribution based on each individual conversion path, and how it helped clients like Drs. Foster & Smith and Whitefence further optimize spending.
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Kenshoo Attribution and Evolution
- 1. Kenshoo and Attribution Internetworld 24th April 2013 1
- 2. Who are Kenshoo? How did we help Accor? Evolution of Attribution 2
- 3. Empowering sophisticated marketers with cutting-edge technology Kenshoo: Proprietary and Confidential Information | 3
- 4. …and results. Results: $8+ totaling average return on ad spend for Kenshoo clients $25+ billion in annual sales revenue Kenshoo: Proprietary and Confidential Information | 4
- 5. Kenshoo? ……what is it they do again? Pure Technology Not an agency, no managed services Search and Social Track any post click activity, but they are primarily about Google etc. and Facebook ● Less Time, More Money Sole Leader Forrester Wave 4 2012, rated No 1. Kenshoo: Proprietary and Confidential Information | 5
- 6. 82% Increase in Revenues Year-on-Year using Kenshoo’s U-shaped Model Kenshoo: Proprietary and Confidential Information 6
- 7. Background • Accor Group began working with Kenshoo in April 2011 • Accor run paid search campaigns across all 13 of their brands in over 80 countries on the Kenshoo Platform • In combination with Kenshoo, Accor uses its internal tracking software – TARS & Xiti • TARS helps Accor track and report on conversions across paid search & the affect of paid search on other media 7
- 9. Search Engine On-Site Search Reservation on Sister site • The user clicks on an Accor Paid Search Ad • They arrive on the Accorhotels.com site and search for a hotel – No Reservation • They then access the Brand website directly AND Reserve No Internal Sales Attribution 9
- 10. Accor Turns to Kenshoo for a Solution.. Partners/Affil; Other Search 5% Campaigns, 8% Cross-site Conversions attributed as "Direct Entry" internally, 18% Email, 3% Direct SEA Sales, 66% 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 10
- 11. Attribution and Kenshoo to the Rescue • Attribution – Using Kenshoo’s U-shaped keyword attribution model, Accor could calculate the REAL value of each keyword within the search journey on a daily basis. • U-Shaped Model - attributes greater value to the first and last clicks in the path with both the starting and the closing keywords getting the same credit regardless of the length of the conversion path. • Kenshoo Enterprise – Accor optimised their campaigns by pausing any keywords or campaigns that do not contribute to any conversion activity. • Kenshoo & SEO - While TARS always picked up these conversions as an SEO conversion, the Kenshoo platform clearly demonstrated the user’s click journey and the impact of paid search on the final booking through a Google maps link. 11
- 12. U-Shaped Attribution Model Blue T-Shirt Great Prices T-shirt.com Green T-Shirt Great Prices T-shirt.com Keyword 1 40% Keyword 2 10% 10% Red T-Shirt XL Size Available T-shirt.com Keyword 3 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 12
- 13. 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 13
- 14. The Evolution of Attribution Kenshoo SmartPath™ Kenshoo: Proprietary and Confidential Information
- 15. One Size Can’t Fit All No one rule or model is right for everyone! SEARCH RETARGETING DISPLAY SOCIAL EMAIL PRODUCT LISTING ADS Kenshoo: Proprietary and Confidential Information | 15
- 16. 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 Kenshoo: Proprietary and Confidential Information | 16
- 17. Kenshoo SmartPath: Going from Maze to Model Cheap DVD Players Top DVD Players Great Prices electronics.com Best DVD Players Great Prices electronics.com Cheap DVD Players Great Prices electronics.com Keyword 1 Shop now at Electronics.com Keyword 2 Keyword 3 Research/Awareness Consideration Intent to Purchase/Convert 40% 10% 12% 38% Kenshoo: Proprietary and Confidential Information | 17
- 18. Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • Path 1: Google Shopping and PPC Brand Kenshoo: Proprietary and Confidential Information | 18
- 19. Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • Path 2: Bing PPC Non-brand and Brand Kenshoo: Proprietary and Confidential Information | 19
- 20. Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • Path 3: Yahoo! PPC Brand and Non-brand with Previous Conversion Kenshoo: Proprietary and Confidential Information | 20
- 21. Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™ • Path 4: CSEs and Google PPC Kenshoo: Proprietary and Confidential Information | 21
- 22. 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 Kenshoo: Proprietary and Confidential Information | 22
- 23. 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 Kenshoo: Proprietary and Confidential Information | 23
- 24. Questions? Kenshoo: Proprietary and Confidential Information
Hinweis der Redaktion
- By going deep in search, social, and local, and tying in other channels and systems, Kenshoo creates a virtuous cycle of investment based on where your next dollar (euro, pound, yen, etc.) is best spent to meet your goals.
- At the end of the day, though, what matters most to our clients are results. We’re proud to say that in 2012, for all clients tracking revenue through Kenshoo, we delivered more than $8 for every $1 spent on paid media. This adds up to over $25 billion in annual client sales revenue.