K^2 London: Kenshoo Product Innovation - Will Martin-Gill and Fiona Gill
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K^2 London presentation from Kenshoo's Will Martin-Gill and Fiona Gill on Kenshoo product innovation delivered on April 2nd, 2014.
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K^2 London: Kenshoo Product Innovation - Will Martin-Gill and Fiona Gill
- 1. #K2innovation Kenshoo Product Innovation: Will Martin-Gill and Fiona Gill
- 2. #K2innovation Name This British Inventor
- 3. #K2innovation Welcome Will Martin-Gill, SVP Product Favorite Innovation: Airplanes Fiona Gill, VP Client Services Favorite Innovation: Central Heating
- 4. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Global Reach, Local Representation 22 international locations 400+ employees
- 5. #K2innovation The People Client Services EducationTech Support Research Adoption Solution Engineering Account Executives Marketing Product
- 6. #K2innovation 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
- 9. © 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 SEARCH SOCIAL “Customers were extremely satisfied with it, giving it an impressive 5 out of 5 points on all eight customer satisfaction questions"
- 10. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Delivering Innovation to Our Clients Commitment to Technology and Innovation: Typical Software Company 25% in R&D50% in R&D
- 11. #K2innovation 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
- 12. © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2013 themes: carrying into 2014 Mobile Cross-Channel Forecasting and smarter budget allocation
- 14. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Reaching your customers on the go
- 15. © 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
- 17. © 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
- 18. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Significant acceleration in Mobile Capabilities in 2013 SOCIAL 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
- 19. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Drive Mobile App Installs, In-app Purchases Lifetime Value on Facebook SOCIAL 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
- 20. © 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
- 21. © 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
- 23. #K2innovation 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
- 24. #K2innovation 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%
- 25. #K2innovation 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
- 26. #K2innovation Engaging customers with specific intent beyond the search engines Mortgage Home Shopping Advice New House
- 27. #K2innovation 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
- 28. #K2innovation With search, find more accurate value of the customer . . . $2.50 CPMVisit 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
- 29. #K2innovation 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
- 30. #K2innovation Search remarketing in FBX: Big opportunity
- 31. #K2innovation Kenshoo: now augmenting display in a bigger way 3.
- 32. #K2innovation Leverage search to improve display strategy Kenshoo Search data CNET CNN ESPN NYTIMES DMP DSP/ Ad Exchange
- 33. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Understanding and investing in the right customer interactions
- 34. © 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.
- 35. © 2014 Kenshoo, Inc. Confidential and Proprietary Information SmartPath: Understand and better invest against your true opportunity
- 36. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo Halogen™: Forecasting and Execution ✓ 90 valid plans ✓ Fast adoption ✓ Revenue increased 53%✓ Investment increased 36%
- 37. #K2innovation 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
- 38. #K2innovation 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