Kenshoo SmartPath[TM] Unveiled to Deliver Dynamic Cross-Channel Attribution with Intelligent Bid Optimization
Poster: SySAdmin
Posted on February 13, 2013 at 7:42:02 AM
Kenshoo SmartPath[TM] Unveiled to Deliver Dynamic Cross-Channel Attribution with Intelligent Bid Optimization
Global digital marketing technology leader extends track record of being first to market with meaningful innovations
SAN FRANCISCO, California, February 13, 2013 /PRNewswire/ --
Kenshoo [http://www.kenshoo.com ], a global leader in digital marketing technology,
today unveiled Kenshoo SmartPath[TM], a new product that is the first form of algorithmic
conversion attribution designed from the ground up to improve digital marketing bid
optimization. Kenshoo SmartPath applies sophisticated mathematical modeling to
automatically optimize bids and help marketers make better decisions about where to invest
their budgets. The product launch represents the latest in a long line of innovations
pioneered by Kenshoo focused on solving marketing problems through disruptive technology.
(Logo:
http://photos.prnewswire.com/prnh/20120907/559592 )
"Successfully optimizing for a consumer's true path-to-conversion is one of the holy
grails sought after in online marketing. As such, it's critical to apply the best
investment strategy across all digital marketing channels to achieve optimal performance.
That cannot be done without the right attribution methodology," said Gordon Magee,
internet marketing and media manager at Drs. Foster and Smith
[http://www.drsfostersmith.com ]. "Kenshoo SmartPath dynamically looks at each click and
conversion across multiple channels and determines their true business impact. As a
result, we've been able to meet and exceed our return on investment goals."
Through a patent-pending methodology, Kenshoo SmartPath creates a unique model of
value allocation for each interaction in any given conversion path and dynamically adapts
over time based on customer data, market changes, and media mix effectiveness. This
provides marketers with an understanding of the actual impact of all interactions and
delivers unprecedented accuracy in value-based digital media optimization. Kenshoo
SmartPath considers many different factors to measure the contribution of each interaction
to a conversion, including causality, synergy, and value of customer loyalty. Through its
integration with Kenshoo Portfolio Optimizer (KPO), Kenshoo SmartPath activates more
informed media forecasting and bidding.
"For too long, marketers have been forced to pick a static, pre-built attribution
model that applies credit to interactions and directs investment strategies, but there is
no one-size-fits-all solution," said Moti Meir, senior director and head of research at
Kenshoo. "With Kenshoo SmartPath, marketers can leverage dynamically-calibrated
attribution that is tailor-made from their data to reward each interaction for its true
contribution and inform automated bidding accordingly. We're proud to put this
game-changing solution in the hands of our clients."
For more information about Kenshoo SmartPath, visit
http://www.Kenshoo.com/SmartPathWhitePaper
[http://www.kenshoo.com/SmartPathWhitePaper?cidp1D0000000KHbu&ch=Public_Relations&ls=Public_Relations&ad=&offer=SmartPath_WhitePaper ]
and download a complimentary copy of "The
Conversion Attribution Revolution."
Kenshoo's long history of digital marketing technology innovation began when the
company launched its next-generation search marketing platform in 2006. Today, Kenshoo
continues to provide the most advanced solutions available to advertisers, and was
recently named "the only leader" in a bid management software evaluation
[http://www.kenshoo.com/ForresterWavePR ] by independent research firm, Forrester Research
Inc.
Other results-driven innovations introduced by Kenshoo over the years include:
- Paid and Owned Social Media [http://www.kenshoo.com/ShoutletPR ]
Attribution: the first social marketing platform to integrate paid and owned media
for holistic attribution through a technology partnership with Shoutlet, leading to
5x revenue lifts from Facebook page posts amplified with ads
[http://www.kenshoosocial.com/zappos ]
- Enhanced Management of Google Product Listing Ads
[http://www.kenshoo.com/PLA_PR ]: the first search marketing platform to enable
management of Product Ads and Product Targets, with custom PLA bid algorithms
boosting ROI more than 80 percent [http://www.kenshoo.com/PLA ]
- Kenshoo Portfolio Optimizer
[http://www.kenshoo.com/KenshooPortfolioOptimizerPR ]: the first search marketing
platform to accurately forecast the impact of each bid change on a search marketer's
entire keyword portfolio and bid to marginal ROI, achieving upwards of 80 percent
increases in profit [http://www.kenshoo.com/BiddingWhitepaper ]
- Kenshoo Editor [http://www.kenshoo.com/Kenshoo_Editor_PR ]: the first and only
cross-channel desktop editor on the market, enabling bulk campaign management in a
"copy and paste" environment and reducing time spent on complex tasks to 15 minutes
or less [http://www.kenshoo.com/Resources/brochures/kenshoo-editor-brochure.pdf ].
- Call Conversion Optimization
[http://www.kenshoo.com/Call_Conversion_Optimization ]: the first search marketing
platform to algorithmically optimize bids based on quantity and quality of phone
calls as well as clicks, driving increases over 70 percent in lead volume [
http://www.kenshoo.com/resources/casestudies/cco.pdf ]
- Kenshoo Local [http://www.kenshoo.com/Kenshoo_Local_Announcement ]: the first
and only local search platform enabling advertisers, agencies, and publishers to
effectively manage high volumes of individual campaigns to specific goals, decreasing
time-to-value by as much as 40 percent [http://www.kenshoo.com/KenshooLocal2dot7PR ]
- RealTime Campaigns [http://www.kenshoo.com/RealTime_Campaigns ]: the first
search platform to integrate ad campaigns with product inventory feeds, automatically
updating pricing and promotions in ads en masse, for revenue increases of over 200
percent [http://www.kenshoo.com/resources/casestudies/rtc.pdf ]
"At Kenshoo, we foster a can-do culture of innovation and our team of
multi-disciplinary scientists and engineers make up more than half the company, so we're
able to move quickly from concept to product when we identify solutions that will really
make a difference to our clients," said Alon Sheafer, co-founder and chief strategy
officer at Kenshoo. "In the case of Kenshoo SmartPath, we heard from chief marketing
officers that they didn't have a reliable view of their conversion funnel across channels,
and 20 to 40 percent of their revenue was not appropriately attributed to the proper media
investment. These are the types of problems Kenshoo loves to solve."
About Kenshoo
Kenshoo is a digital marketing technology [http://www.kenshoo.com ] company that
engineers premium solutions for search marketing, social media and online advertising.
Brands, agencies and developers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social
to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal
Platform delivers automation, intelligence, integration and scale to make better marketing
investments. With campaigns running in more than 190 countries for nearly half of the
Fortune 50 and all 10 top global ad agency networks, Kenshoo clients include
CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis,
Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and
Zappos. Kenshoo has 16 international locations and is backed by Sequoia Capital, Arts
Alliance and Tenaya Capital. Please visit http://www.Kenshoo.com for more information.
Kenshoo is a trademark of Kenshoo Ltd. Other company and brand names may be trademarks
of their respective owners.
Photo:
http://photos.prnewswire.com/prnh/20120907/559592
Photo:http://photos.prnewswire.com/prnh/20120907/559592
http://photoarchive.ap.org/
Kenshoo
CONTACT: Contact: Addie Reed, PReturn Inc., +1-312-432-9406, areed@preturn.com
Global digital marketing technology leader extends track record of being first to market with meaningful innovations
SAN FRANCISCO, California, February 13, 2013 /PRNewswire/ --
Kenshoo [http://www.kenshoo.com ], a global leader in digital marketing technology,
today unveiled Kenshoo SmartPath[TM], a new product that is the first form of algorithmic
conversion attribution designed from the ground up to improve digital marketing bid
optimization. Kenshoo SmartPath applies sophisticated mathematical modeling to
automatically optimize bids and help marketers make better decisions about where to invest
their budgets. The product launch represents the latest in a long line of innovations
pioneered by Kenshoo focused on solving marketing problems through disruptive technology.
(Logo:
http://photos.prnewswire.com/prnh/20120907/559592 )
"Successfully optimizing for a consumer's true path-to-conversion is one of the holy
grails sought after in online marketing. As such, it's critical to apply the best
investment strategy across all digital marketing channels to achieve optimal performance.
That cannot be done without the right attribution methodology," said Gordon Magee,
internet marketing and media manager at Drs. Foster and Smith
[http://www.drsfostersmith.com ]. "Kenshoo SmartPath dynamically looks at each click and
conversion across multiple channels and determines their true business impact. As a
result, we've been able to meet and exceed our return on investment goals."
Through a patent-pending methodology, Kenshoo SmartPath creates a unique model of
value allocation for each interaction in any given conversion path and dynamically adapts
over time based on customer data, market changes, and media mix effectiveness. This
provides marketers with an understanding of the actual impact of all interactions and
delivers unprecedented accuracy in value-based digital media optimization. Kenshoo
SmartPath considers many different factors to measure the contribution of each interaction
to a conversion, including causality, synergy, and value of customer loyalty. Through its
integration with Kenshoo Portfolio Optimizer (KPO), Kenshoo SmartPath activates more
informed media forecasting and bidding.
"For too long, marketers have been forced to pick a static, pre-built attribution
model that applies credit to interactions and directs investment strategies, but there is
no one-size-fits-all solution," said Moti Meir, senior director and head of research at
Kenshoo. "With Kenshoo SmartPath, marketers can leverage dynamically-calibrated
attribution that is tailor-made from their data to reward each interaction for its true
contribution and inform automated bidding accordingly. We're proud to put this
game-changing solution in the hands of our clients."
For more information about Kenshoo SmartPath, visit
http://www.Kenshoo.com/SmartPathWhitePaper
[http://www.kenshoo.com/SmartPathWhitePaper?cidp1D0000000KHbu&ch=Public_Relations&ls=Public_Relations&ad=&offer=SmartPath_WhitePaper ]
and download a complimentary copy of "The
Conversion Attribution Revolution."
Kenshoo's long history of digital marketing technology innovation began when the
company launched its next-generation search marketing platform in 2006. Today, Kenshoo
continues to provide the most advanced solutions available to advertisers, and was
recently named "the only leader" in a bid management software evaluation
[http://www.kenshoo.com/ForresterWavePR ] by independent research firm, Forrester Research
Inc.
Other results-driven innovations introduced by Kenshoo over the years include:
- Paid and Owned Social Media [http://www.kenshoo.com/ShoutletPR ]
Attribution: the first social marketing platform to integrate paid and owned media
for holistic attribution through a technology partnership with Shoutlet, leading to
5x revenue lifts from Facebook page posts amplified with ads
[http://www.kenshoosocial.com/zappos ]
- Enhanced Management of Google Product Listing Ads
[http://www.kenshoo.com/PLA_PR ]: the first search marketing platform to enable
management of Product Ads and Product Targets, with custom PLA bid algorithms
boosting ROI more than 80 percent [http://www.kenshoo.com/PLA ]
- Kenshoo Portfolio Optimizer
[http://www.kenshoo.com/KenshooPortfolioOptimizerPR ]: the first search marketing
platform to accurately forecast the impact of each bid change on a search marketer's
entire keyword portfolio and bid to marginal ROI, achieving upwards of 80 percent
increases in profit [http://www.kenshoo.com/BiddingWhitepaper ]
- Kenshoo Editor [http://www.kenshoo.com/Kenshoo_Editor_PR ]: the first and only
cross-channel desktop editor on the market, enabling bulk campaign management in a
"copy and paste" environment and reducing time spent on complex tasks to 15 minutes
or less [http://www.kenshoo.com/Resources/brochures/kenshoo-editor-brochure.pdf ].
- Call Conversion Optimization
[http://www.kenshoo.com/Call_Conversion_Optimization ]: the first search marketing
platform to algorithmically optimize bids based on quantity and quality of phone
calls as well as clicks, driving increases over 70 percent in lead volume [
http://www.kenshoo.com/resources/casestudies/cco.pdf ]
- Kenshoo Local [http://www.kenshoo.com/Kenshoo_Local_Announcement ]: the first
and only local search platform enabling advertisers, agencies, and publishers to
effectively manage high volumes of individual campaigns to specific goals, decreasing
time-to-value by as much as 40 percent [http://www.kenshoo.com/KenshooLocal2dot7PR ]
- RealTime Campaigns [http://www.kenshoo.com/RealTime_Campaigns ]: the first
search platform to integrate ad campaigns with product inventory feeds, automatically
updating pricing and promotions in ads en masse, for revenue increases of over 200
percent [http://www.kenshoo.com/resources/casestudies/rtc.pdf ]
"At Kenshoo, we foster a can-do culture of innovation and our team of
multi-disciplinary scientists and engineers make up more than half the company, so we're
able to move quickly from concept to product when we identify solutions that will really
make a difference to our clients," said Alon Sheafer, co-founder and chief strategy
officer at Kenshoo. "In the case of Kenshoo SmartPath, we heard from chief marketing
officers that they didn't have a reliable view of their conversion funnel across channels,
and 20 to 40 percent of their revenue was not appropriately attributed to the proper media
investment. These are the types of problems Kenshoo loves to solve."
About Kenshoo
Kenshoo is a digital marketing technology [http://www.kenshoo.com ] company that
engineers premium solutions for search marketing, social media and online advertising.
Brands, agencies and developers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social
to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal
Platform delivers automation, intelligence, integration and scale to make better marketing
investments. With campaigns running in more than 190 countries for nearly half of the
Fortune 50 and all 10 top global ad agency networks, Kenshoo clients include
CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis,
Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and
Zappos. Kenshoo has 16 international locations and is backed by Sequoia Capital, Arts
Alliance and Tenaya Capital. Please visit http://www.Kenshoo.com for more information.
Kenshoo is a trademark of Kenshoo Ltd. Other company and brand names may be trademarks
of their respective owners.
Photo:
http://photos.prnewswire.com/prnh/20120907/559592
Photo:http://photos.prnewswire.com/prnh/20120907/559592
http://photoarchive.ap.org/
Kenshoo
CONTACT: Contact: Addie Reed, PReturn Inc., +1-312-432-9406, areed@preturn.com