kenshoo and attribution, kenshoo

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Kenshoo and Attribution Internetworld 24th April 2013

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Who are Kenshoo?

How did we help Accor?

Evolution of Attribution

Kenshoo: Proprietary and Confidential Information | 3

Empowering sophisticated marketers with cutting-edge technology


…and results.

Results: average return on ad spend for Kenshoo clients$8+

totaling billion in annual sales revenue$25+


Pure TechnologyNot an agency, no managed services

Search and SocialTrack any post click activity, but they are primarily about Google etc. and Facebook

Sole LeaderForrester Wave 4 2012, rated No 1.

Kenshoo? ……what is it they do again?

●Less Time, More Money

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82% Increase in Revenues Year-on-Year using Kenshoo’s U-shaped Model

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Background

So Sofitel Bangkok

• 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

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1. Accor’s Internal Tracking is based on Last Click Attribution

…Yet Search is so much more than an isolated

media channel

The Rest of Online Media

Above-the-Line Media

Search Engines

Ibis Leiden Netherlands

The Complex Challenge

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Search Engine

• The user clicks on an Accor Paid Search Ad

On-Site Search

• They arrive on the Accorhotels.com site and search for a hotel – No Reservation

Reservation on Sister

site

• They then access the Brand website directly AND Reserve No Internal Sales

Attribution

2. Cross-site conversions were untracked

The Complex ChallengeSofitel Manila

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Accor Turns to Kenshoo for a Solution..

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

Direct SEA Sales; 66%Cross-site Con-

versions attrib-uted as "Direct

Entry" internally; 18%

Other Search Campaigns; 8%

Partners/Affil; 5% Email; 3%

… for Accorhotels.com Kenshoo showed that SEA was involved in a further 34% of Sales

Total SEA Kenshoo Sales Broken Down by Accor’s Internal Tracking Attribution

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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.

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U-Shaped Attribution Model

Keyword 1

Green T-ShirtGreat PricesT-shirt.com

Red T-ShirtXL Size Available

T-shirt.com

Keyword 3

4 0 %1 0 %1 0 %4 0 %

Blue T-ShirtGreat PricesT-shirt.com

Keyword 2

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

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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

Pullman Bangkok

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The Evolution of AttributionKenshoo SmartPath™

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One Size Can’t Fit All

No one rule or model is right for everyone!

SOCIAL

SEARCHRETARGETING

DISPLAY

EMAIL PRODUCT LISTING ADS


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 SmartPath: Going from Maze to Model

Cheap DVD PlayersGreat Prices

electronics.com

Keyword 3Keyword 1

Top DVD PlayersGreat Prices

electronics.com

Best DVD PlayersGreat Prices

electronics.com

Keyword 2

Research/Awareness

40%Consideration

10% 12%Intent to Purchase/Convert

38%

Cheap DVD Players

Shop now atElectronics.com


Drs. Foster & Smith Improve ROI through Dynamic Attribution with Kenshoo SmartPath™

• Path 1: Google Shopping and PPC Brand



• Path 2: Bing PPC Non-brand and Brand



• Path 3: Yahoo! PPC Brand and Non-brand with Previous Conversion



• Path 4: CSEs and Google PPC



• SmartPath illuminates vast reinvestment opportunity among channelsChannels must have cookie level data

Close to 20% investment optimization, seen in a single channel


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

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Questions?