Karl Knights, EMEA Director of New Business at Kenshoo and Nilan Peiris, VP Growth at Housetrip, explain how technology can help you understand the path of your customers.

1. 11
Attribution
Figaro Digital Conference July 18th

18. 1818
Who are Kenshoo?
Attribution today
Evolution of Attribution

19. 19
Just in time…..
1
Bazman.co.il

20. Kenshoo: Proprietary and Confidential Information | 20
Empowering sophisticated marketers with
cutting-edge technology

21. Kenshoo: Proprietary and Confidential Information | 21
…and results.
Results: average return on ad spend for Kenshoo clients$8+
totaling billion in annual sales revenue$25+

22. Kenshoo: Proprietary and Confidential Information | 22
Pure Technology
Not an agency, Software as a Service
Search and Social
Track any post click activity, but they are
primarily about Google etc. and Facebook
Sole Leader
Forrester Wave 4 2012, rated No 1.
Kenshoo? ……what is it they do again?
● Less Time, More Money

23. Kenshoo: Proprietary and Confidential Information 23
82% Increase in Revenues
Year-on-Year using Kenshoo’s
U-shaped Model

24. 24
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

25. 25
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
Conversions
attributed as
"Direct Entry"
internally, 18%
Other Search
Campaigns, 8%
Partners/Affil;
5%
Email, 3%

26. 26
U-Shaped Attribution Model
Keyword 1
Green T-Shirt
Great Prices
T-shirt.com
Red T-Shirt
XL Size Available
T-shirt.com
Keyword 3
40%10%10%40%
Blue T-Shirt
Great Prices
T-shirt.com
Keyword 2
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)

27. 27
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

28. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
The Evolution of Attribution
Kenshoo SmartPath™

29. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29
One Size Can’t Fit All
No one rule or model is right for everyone!
SOCIAL
SEARCH
RETARGETING
DISPLAY
EMAIL
PRODUCT
LISTING ADS

30. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30
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

31. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31
Kenshoo SmartPath: Going from Maze to Model
Cheap DVD Players
Great Prices
electronics.com
Keyword 3Keyword 1
Top DVD Players
Great Prices
electronics.com
Best DVD Players
Great Prices
electronics.com
Keyword 2
Research/Awareness
40%
Consideration
10% 12%
Intent to Purchase/Convert
38%
Cheap DVD Players
Shop now at
Electronics.com

32. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32
Drs. Foster & Smith Improve ROI through Dynamic
Attribution with Kenshoo SmartPath™
• Path 1: Google Shopping and PPC Brand

33. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33
Drs. Foster & Smith Improve ROI through Dynamic
Attribution with Kenshoo SmartPath™
• Path 2: Bing PPC Non-brand and Brand

34. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34
Drs. Foster & Smith Improve ROI through Dynamic
Attribution with Kenshoo SmartPath™
• Path 3: CSEs and Google PPC

35. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35
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

36. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36
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

37. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
Thank you