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Kenshoo Intersections - Sao Paulo
- 1. 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
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Welcome Agency & Brand Partners
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Your Key Challenges
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What is your role?
Search Social Search + Social All Things Digital
A B C D
POLL
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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
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syn • er • gy
Noun
The interaction or cooperation of two or more organizations, substances, or other agents to
produce a combined effect greater than the sum of their separate effects.
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1 + 1 =3
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The Importance of Cross-Channel Marketing
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#KenshooIntersections
Source: Alterian "Engaging Times Summit"
www.emarketer.com
August 2010
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#KenshooIntersections
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
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#KenshooIntersections
Source: Zeta Interactive, June 2010
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Which of these challenges to cross-channel
operationalization worries you most?
Organizational
Structure
Technology
Barriers
Partner
Complexity
Cross-Channel
Expertise
A B C D
POLL
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The Strong Relationship of
Push and Pull Marketing
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Push Marketing
Shown to people as they
passively
consume web content and
engage with other digital assets.
Pull Marketing
Coupled to content that people
actively
request, such as search engine
results, location listings, etc.
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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
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A Real Consumer Path: Search and Social
Source: Kenshoo retail client, June 2013
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3 Reasons Why Search and Social Should
be the Next Channels you Integrate
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#KenshooIntersections
42% of Time Online is Search and Social
Source: Go-Gulf.com, February 2012
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Customers Trust Search and Social
Source: eMarketer, November 2013
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#KenshooIntersections
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
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What percentage of your digital marketing
spend is Search and Social?
Less than 10% 11% – 25% 26% – 49% Over 50%
A B C D
POLL
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Source: Kenshoo Search and Social Snapshott, Q1 2014
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Impact of Social on Search
“Consumers exposed to a brand’s influenced
social media and paid search programs are
2.8 times more likely to search for that
brand’s products compared to users who saw
only paid search.”
The study also showed a 50 percent click-
through-rate (CTR) increase in paid search
when consumers were exposed to influenced
social media and paid search.
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Bottom Line Results
Source: Kenshoo, November 2013
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There’s a Floor and a Ceiling
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Give Credit Where It’s Due
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Better Together
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Getting Started
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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
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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”
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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
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Search and Social Activation
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When Search Meets Social
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Leverage Success
Across Channels
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Deploy Insights and Assets Across Channels
Facebook Ads
FBX Ads
Search Text Ad
PLA Ad
Inventory Feed
XML
Web Visit
Automate & Optimize
Twitter Ads
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Demand-Driven Campaigns
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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
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Cross-channel is not…
SEARCH SOCIAL
Having two products
operating in silos Or forcing social to fit a search strategy
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Cross-channel is…
Leveraging success
across channels
Reaching targeted audiences
beyond search
Optimizing for true
value of all interactions
Gaining a holistic view of search &
social
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo can help…
Save time and improve
performance
Increase ROI with
better targeting
Improve ROI through
holistic optimization
Analyze search & social data
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Reach the Audiences
that Matter Most
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Target people, not just keywords or interests
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Use Search Data to Retarget on Social
Facebook Exchange (FBX)
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#KenshooIntersections
Search Retargeting
Ads partner tells
social media site
that user can be
added to that
product's audience.
The same user sees a
promotion in their social
media feed.
A user reaches
a website
through a
search term.
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
How Much is an Individual Customer Worth in Retail?
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo Adds Search Data
Exit site
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
Visit Facebook
Visit Shopping Cart
View several product pages
PLA Click
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
How Much is an Individual Customer Worth?
$1.75 CPM
Visit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
View several product pages
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Which Ad Should You Show?
Visit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
View several product pages
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Using Dynamic Creative on Facebook Exchange
Source: Kenshoo
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Building Audiences From Search Intent
Intent-Driven Audiences (IDA)
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Facebook Innovation Award
2014 – Intent Driven Audiences
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
IDA: How it Works
Consumers Search Cookies MatchedClick on Ads
Heels
Sneakers
Boots
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Audiences Built Based on Search Intent
Sneakers
Heels
Boots
Custom Audiences
Demographics
Interests
Behaviors
Retargeting segments Refine
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Audiences Expanded via Lookalikes
Lookalike Audiences
Sneakers Lookalikes
Demographics
Interests
Behaviors
Sneakers Custom Audience
(people searching for sneakers)
New Segment Refine
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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 Alongside
other Facebook Targeting Options
Intent Signal = Highest
Intent Signal = High
Intent Signal = Medium
Intent Signal = Lowest
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Intent-Driven Audiences (IDA) Case Study
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We’re Here for You…
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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
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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 optimize another
Elevate digital marketing as the most strategic
capability within your organization
1
2
3
4
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Your Search and Social Guide
Kenshoo.com/Search-and-Social-Guide
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Stay on Course
Kenshoo.com/Intersections
Updated regularly with new content
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Thank you!
Doug.Chavez@Kenshoo.com