Tokyo Intersections Slide Deck
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Key insights into the intersection of search and social.
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Tokyo Intersections Slide Deck
- 1. 1 © 2014 Kenshoo, Ltd. 機密および独占情報 検索とソーシャルによるROIの向上 Patience Yi ディレクター, グローバルビジネスディベロップメント
- 2. © 2014 Kenshoo, Ltd. 機密および独占情報 #KenshooIntersections 2 Agenda • クロスチャネルマーケティングの重要性 • 検索とソーシャルの融合 • 他チャネルの資産の活用 • 最も有望なオーディエンスにリーチする • クロスチャネルでの最適化 • Kenshoo: “The Only Leader”
- 3. © 2014 Kenshoo, Ltd. 機密および独占情報 3 クロスチャネル マーケティングの重要性 The Importance of Cross-Channel Marketing
- 4. © 2014 Kenshoo, Ltd. 機密および独占情報 4 Pull Push プル型マーケティングプッシュ型マーケティング ユーザーが能動的に行動してきた タイミングで情報を提供するモデル。 例: リスティング広告 Web を閲覧しているときに他の デジタル情報とともにユーザーが 受動的に情報を受け取るモデル。 例: Facebook ニュースフィード広告 Actively looking Passively absorbing
- 5. © 2014 Kenshoo, Ltd. 機密および独占情報 5 適切なバランスで実施する Strike the right balance • 「プッシュ型かプル型か」ではなく「プッシュ型でありプル型でもある」 Not Push or Pull, but Push AND Pull • 大規模に展開する必要があるが、個別のユーザーも念頭に置く Done at scale • プッシュ型とプル型を適切に使用した場合、クロスチャネルマーケティン グはより強力になる Cross-channel marketing can deliver powerful Push and Pull
- 6. © 2014 Kenshoo, Ltd. 機密および独占情報 6 ソーシャルと検索を組み合わせて キャンペーンを展開すべき3 つの理由 3 Reasons Why You Should Integrate Search and Social
- 7. © 2014 Kenshoo, Ltd. 機密および独占情報 7 オンライン行動の時間の43% が検索とソーシャルに費やされている 42% of Time Online is Search and Social Source: Go-Gulf.com, February 2012
- 8. © 2014 Kenshoo, Ltd. 機密および独占情報 8 カスタマーはソーシャルと検索を信頼している Customers Trust Search and Social Source: eMarketer, November 2013
- 9. 検索とソーシャルの成長は続く Search and Social continues to grow © 2014 Kenshoo, Ltd. 機密および独占情報 9 原文: Kenshoo Search and Social Snapshott, Q3 2014
- 10. © 2014 Kenshoo, Ltd. 機密および独占情報 10 検索とソーシャルの融合 Search & Social Activation
- 11. © 2014 Kenshoo, Ltd. 機密および独占情報 11 ソーシャル+ 検索の組み合わせは相乗効果をもたらす Facebook Added Value Series 1 より Source: Kenshoo, November 2013
- 12. 12 広告費の増加とともにクロスチャネルのインパクトも拡大 Facebook Added Value Series 2 より © 2014 Kenshoo, Ltd. 機密および独占情報
- 13. © 2014 Kenshoo, Ltd. 機密および独占情報 13 他チャネルの資産の活用 Leverage Success Across Channels
- 14. © 2014 Kenshoo, Ltd. 機密および独占情報 14 Facebook Innovation Award 2013 – Demand Driven Campaigns™
- 15. © 2014 Kenshoo, Ltd. 機密および独占情報 15 他チャネルの資産の有効活用 Deploy Insights and Assets Across Channels Facebook広告 FBX広告 検索広告 Search text Ad PLA広告 在庫フィード XML Inventory Feed Web訪問 自動化& 最適化 Automate & Optimise Twitter 広告
- 16. © 2014 Kenshoo, Ltd. 機密および独占情報 16 Alex and Ani: Demand-Driven Campaigns の結果(Kenshoo 利用前と利用後、前後6か月の比較) 大手リテーラーのDemand-Driven Campaigns (DDC) の結果(非DDC キャンペーンとの比較)
- 17. © 2014 Kenshoo, Ltd. 機密および独占情報 17 最も有望なオーディエンスに リーチする Reach the Audiences that Matter Most
- 18. © 2014 Kenshoo, Ltd. 機密および独占情報 18 Kenshooオーディエンス管理ソリューション Kenshoo Audience Creation Solutions クロスチャネルの分析と蓄積した情報を活用し、コンバージョンに至る可能性の高い顧客に 効果的にターゲットできるように予算の効率的な消化を目指す Spend marketing budget more efficiently by leveraging cross-channel insights DMP統合 X+1, BlueKai, Turn, AK/Neustarなど INTENT-DRIVEN FBX Facebook Exchange RLSAサポート Google AUDIENCE REACH ENGINE Facebook INTENT-DRIVEN AUDIENCES Facebook
- 19. 検索行動からオーディエンスを構築 © 2014 Kenshoo, Ltd. 機密および独占情報 19 Intent-Driven Audiences (IDA) キーワードや興味ではなく、意図に基づいた オーディエンスターゲティングを目指して Target the Right Audience
- 20. スニーカー © 2014 Kenshoo, Ltd. 機密および独占情報 20 Kenshoo Intent-Driven Audiences (IDA) の仕組み 検索広告をクリックCookie のマッチング ハイヒール ブーツ
- 21. © 2014 Kenshoo, Ltd. 機密および独占情報 21 Intent-Driven Audiences (IDA) ケーススタディ
- 22. © 2014 Kenshoo, Ltd. 機密および独占情報 22 クロスチャネルでの最適化 Optimize for the Real Value of all Interactions
- 23. © 2014 Kenshoo, Ltd. 機密および独占情報 23 マルチチャネルでのアトリビューション分析 手頃なDVDプレイヤー 魅力的な価格 electronics.com 優れたDVDプレイ ヤー 魅力的な価格 electronics.com 最高のDVDプレイ ヤー 魅力的な価格 electronics.com キーワード2 キーワード1 キーワード3 調査/認知 40% 検討 10% 12% 購入/コンバートの意思 38% 手頃なDVDプレイヤー 今すぐお買い求めください Electronics.com
- 24. © 2014 Kenshoo, Ltd. 機密および独占情報 24 Attribution in Real-time vs. Post-Game Vs.
- 25. 25 Kenshoo Halogen™ 高度な予測Advanced Prediction • ポートフォリオの今後のパフォーマンスの可能性 に対する洞察の取得 Gain insight into your portfolio’s future performance potential • 現在の消化予算から得られる見込み収益の把握 Understand expected return at a set spend level • 追加の機会の発掘 Uncover additional opportunity シナリオプランニングScenario Planning • 予算変更を実行する前に想定されるインパクトを 確認 Know the impact • インタラクティブなグラフを使って予想される収 益やROI を事前に確認 Preview revenue and ROI at various spend levels © 2014 Kenshoo, Ltd. 機密および独占情報
- 26. SEARCH SOCIAL Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13 © 2014 Kenshoo, Ltd. 機密および独占情報 26 Kenshoo: “The Only Leader” Forrester WaveはForrester Research, Inc.が著作権を保持します。ForresterとForrester Waveは、市場に対するForrester社の判断を図表化したものです。Forrester Waveの図表は、詳細を示したスプレッドシートに記載され ているスコア、重み付け、およびコメントを基に作成されます。Forrester社は、Forrester Waveに記載のいかなるベンダー、商品、またはサービスも推奨するものではありません。情報は、利用可能な最善のリソースから入 手されています。掲載されている見解はその時点の判断によるものであり、変更される可能性があります。
- 27. © 2014 Kenshoo, Ltd. 機密および独占情報 27 ありがとうございました。 Patience.Yi@Kenshoo.com
Notas do Editor
- #1 - Consumers spend a lot of their time online within Search and Social.
- #2 – When global consumers were asked which media they trust to get news from, 65% cited search engines while almost half (47%) said social media. According to eMarketer - Trust is a big reason why search and social has also grown – what are my friends saying and the meritocracy of search and transparency
- #3 Recently, we released a Q3 infographic with the latest numbers for Search and Social. Ad spending continues to grow at double digit pace for both Search and Social. Search is up 19% YoY Social is up 81% YoY Click through rates are up and impressions are down. What this demonstrates is that both of these channels are becoming more efficient in getting results for advertiser
- We’ve recently partnered with Facebook to provide more clarity on the true effects of combining search and social advertising and they have actually commissioned these two reports with Kenshoo. The series is the FB added value series and the first report shows that when marketers add Facebook to their advertising mix, the effects are undeniable. This is one case study with a major US retailer who’s ROAS went up 30%, and beyond that, their AOV increased by 24%. These kinds of results are common when combining these two channels.
- The other study we’ve done together with Facebook is to find out if there is a sweet spot of investment to the point where an advertiser will find a diminishing return. This study shows that marketers can find a perfect balance of how much to invest in each channel to find the most optimal return on investment.
- Leverage that Success Across Channels
- Facebook Innovation Award
- Lets take a look at a high level - As marketers we know that it takes a lot of time to create, manage and optimize direct response social marketing campaigns. - Kenshoo Social enables you to do it faster and more effectively by leveraging creative and insights from other channels. Kenshoo Social, enables you to integrate your your most successful search engine and product listing ad (PLA) or as they are called now, Google shopping campaigns to automatically inventory feeds and copy create pre-optimized campaigns on Facebook, Saving valuable time and resources of your team. - You can also leverage insights from their search and PLA campaigns to bid more effectively on their Facebook Exchange retargeting campaigns and bid to the true value of the consumer Kenshoo Social is the only solution that leverages success from other channels to improve efficiency and performance of social marketing campaigns. Kenshoo Unique Selling Point (USP) on FBX: Kenshoo Social’s USP for retargeting consumers on FBX is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
- Here are a couple of examples of how two retailers have found success using DDC Alex and Ani – the eco-friendly jewelry retailer. DDC helped increase their ROI by 80% Using DDC the Alex and Ani team could automatically create and manage product-specific advertising on Facebook based on Alex and Ani’s product feed. This dynamic ad creation enabled product-specific ads to launch quickly, while prioritizing top-performing products based on demand and performance signals – both improving performance and better optimizing spend. Again, everyone is going to see different results – another one of our retail clients saw CTRs go up by 62% While seeing their CPA go DOWN by 45% as well as seeing a time savings of 4X on their team. So, DDC has some great proven performance and depending on what your key metrics are, DDC is tool that can help you find success and save time.
- Now how do you reach the audiences that Matter Most. Kenshoo has several audience related solutions
- At Kenshoo we have a lot of API integrations Today we really want to talk about the Search+Social but that we also have reach in any channel Audience targeting and retargeting has been an important agenda for Kenshoo since early 2013. We have been building and learning in this area and have a strong roadmap to make it more advanced and efficient for advertisers. We are also in talks with Twitter about bringing this intent driven audiences to their channel as well. Data Management Platform (DMP) Integration: leverage search insights to create intent-based audiences to increase efficiency on display and other channels. Kenshoo’s open architecture allows integration with multiple DMPs including BlueKai, X+1, Aggregate Knowledge, Turn and more.
- The first is Intent Driven Audiences which won this years’ Facebook innovation award, which makes us a winner of this award 2x in a row. This is one of our biggest innovations this year and clients are seeing tremendous results by bringing intent data to Facebook.
- Kenshoo Intent-Driven Audiences was co-developed by Kenshoo and Facebook to enable intent-based advertising on Facebook through a process of matching clicks on search engine ads to audiences on Facebook. It works in the following manner: A consumer conducts a search on Google, Yahoo, Bing or any other major search engine and clicks on an ad managed by Kenshoo Upon click, Kenshoo and Facebook attempt an anonymous cookie match. If matched, the consumer is placed into a Facebook Custom Audience based on the structure defined by the advertiser in Kenshoo, down to the keyword level, or based on performance metrics. Kenshoo IDA-based Custom Audiences are built and updated with new consumers in real-time. Likewise, IDA-based Custom Audiences are kept fresh by removing consumers after a designated period of time if they cannot be matched to the same Custom Audience, i.e., the consumer has not clicked on a search ad connected to the keywords or campaigns associated with the Custom Audience within a certain time frame. Currently, the default removal is after 30 days, but this can be customized by the advertiser Once Custom Audiences are created, the advertiser can further refine the Facebook ad program using all the additional Facebook targeting capabilities available to use with Custom Audiences, including demographics, interests and behaviors, as well as Lookalike Audiences. Create as many audiences segments as your search data describes Go after audiences based on who they are not just what they’ve done
- Here is a case study with very positive results of a major US retailer who used IDA. On the left is the perfomance results of the Facebook campaign compared to a similar search campaign that had not included FB ads using IDA. The client saw 110% increase in ROI and the other notable result was that customers who were shown ads on FB also spent more. The Average order value was up 38%. On the right you see the search campaign results after adding FB ads to the mix. The incremental increases in Conversion rate and revenue show that across the board, search performs better when Facebook ads using intent data are included in the campaign.
- Optimized for the real value of all interactions with proper attribution in real time
- At Kenshoo we focus a lot on proper attribution. In fact, we came out with a report last year that showed when clients moved off of a last click model to a mutl-touch model that Facebook was typically 12% - 30% undervalued in the path to conversion. This report has changed the way advertisers spend on FB and Sheryl Sandberg (COO) of FB mentioned Kenshoo and this study on their Q3 2013 earnings report. With Kenshoo SmarthPath we are ANALYZING AND PREDICTING in REAL TIME and assessing HOW MUCH EACH INTERACTION WORTH FOR Y O U R MODEL The result of this model is the ability to predict, for any customer interaction, the incremental impact of that interaction on the chance of conversion. This incremental impact when compared to other interactions in a given path determines how much credit each interaction will receive. Using this model, SmartPath begins populating attribution values into the production database. At that point, Kenshoo bidding systems are able to access the true value of each interaction and bid accordingly, boosting KPI’s. Make decisions on where to spend your budget based on the complete set of customer activities. Kenshoo provides reports that let you take action to improve results and attribute the true value of every customer interaction. Kenshoo also pulls together all the data you need, from our system or others, so you can prove value and really know your customer. The key is not just giving you insight, but actually putting that insight into action inside your marketing activities. For example, changing how we are bidding on your behalf..not just giving you a report you need to decipher yourself.
- A good way to describe SmarthPath in an real life example is similar to that of a baseball coach on the field making real-time decisions about how the players need to iterate or optimize their playing strategy, compared to commentators who report at the end of the game what the team could have done better. In order for advertisers to see true value and reduce cost, you need to be implementing real-time tactics whenever possible.
- Thank you