Kurls are smart URLs created by gShift Labs that allow marketers to track engagement with content across multiple channels, provide real-time analytics on campaign performance, and optimize content using machine learning. Kurls add context to content by tagging it and collecting data on clicks and user journeys in order to help marketers understand what is and is not working in their campaigns. gShift Labs provides kurls and analytics dashboards to help companies improve multi-channel content marketing and measure return on investment.

1. Multi-Channel Campaign Analytics
In One Place

2. What are kurls
What are they?
• Enterprise Smart URL System.
• Combination of short URLs, Content Tags and Cookies.
• Bringing context to your content.
• Analyze and optimize content using Natural Language Processing via IBM Watson.
• Measure the performance of the Content Marketing Investment through to ROI.
• Think of kurls as Google Analytics/Adobe Analytics for Off-Site Content or Bit.ly on
Steroids.
• Real-time data insights into whether or not a campaign or element of a campaign is
working.
• Optimize content and campaigns on-the-fly.

3. The ower has shifted!
kontextURLs (kURLs)
@gshiftlabs
• Application:
• Off-Site Analytics
• Social Engagement Monitoring
• Influencer Marketing
• Programmatic Tracking
• Off-line Content Tracking
• Lead Scoring & ROI
• Custom Dashboards
• kontextURL Engagement Report
• API

4. Why kurls
Why are they important?
• What is working? What is not
working? Right now!
• Up to 90% of a prospect’s journey
is everywhere but on the brand’s
website - we call this Dark Funnel.
• Dark Funnel engagement metrics
to date have been limited to Likes,
Shares and referral traffic.
• An alternative to using multiple
UTMs & landing pages.
• Influencer Marketing Analytics.
BuyersOn-Site
Off-Site is the Dark Funnel.
Off-Site
Trackin
g
with
kontext
URLs

5. kurls Tech
Technical Features
• Vanity, branded URLs.
• Out-of-the-box system Content Tags.
• Unlimited & customizable Tagging and Taxonomy capabilities.
• Configurable Conversion Paths to compare two or more customer journeys
from to ROI across paid, owned or earned.
• IBM Watson Natural Language Processing coupled with Organic Search
Volume data to
understand which keywords to optimize destination content for.
• Real-time Campaign Dashboarding (what is happening now).
• Branded, white label Reporting (what happened) across two comparative
date ranges.
• All engagement data available via API for integration into Adobe Analytics
or other 3rd party applications.

6. kontextURLsThe World’s Smartest URLs
kurls enable digital marketers to gain complete visibility into audience
engagement with their content… anywhere they publish it on-site, off-site,
online or offline.
Learn More: kurl.ng/content

7. Engagement with One Piece of Content (1 of 3)
This is the engagement with one YouTube video shared on one channel.

8. Engagement with One Piece of Content (2 of 3)
This is where in the world a single unique kurl is being engaged with (clicked on). Can drill down to specific
latitude/longitude details.

9. Engagement with One Piece of Content (3 of 3)
The Data - 22 pieces of data collected with every click. All data is available via API.
Enterprise Reporting & Dashboarding compared to a simple bit.ly. Note: Users are cookied to enable
monitoring of engagement across multiple kurls/pieces of content.

10. Multi-Channel Campaign Engagement
This is a Campaign Dashboard revealing engagement by content item, channel and influencer.
Other metrics could include by content type, theme, target geo, buying stage, etc.

11. Conversion Paths
Configurable conversion paths are used to compare one channel, campaign or other engagement
metric to another. From first to final click/attribution.

12. White Label Reporting
Easily configure and generate white-labeled PDF kontextURL Engagement Reports. Sample
Report attached.

13. Multi-Channel Application of kurls
Case Study: Paid search campaign across Adwords, Social Ads, Programmatic, Retargeting, Video. All
ads pushing to one piece of Facebook Content with one final CTA to a coupon website. 100% offsite.
$300,000 advertising budget, 250 kurls, optimized campaigns and budgets in real-time.

14. Break Down the Silos
Multi-Channel Paid Search Campaign Influencer Analytics

15. Way Better Than UTMs
- Unlimited tags.
- Marketing friendly (short and branded)
- SEO-friendly redirects.
- Fast and friendly. Up and running and managing kurls in minutes.
- Easy Tag and Taxonomy management compared to Excel
spreadsheets.

16. Analytics Integration
- Set up campaign and kurls in gShift.
- Map/Alias kurl Content Tags to Analytics Parameters or Custom
Dimensions
- Run campaign.
- gShift system forwards tags or events into analytics engine.
- All analytics data stays intact.
- Watch data come into kurl Dashboards in real-time.
- Manage, edit Destination Page Content in real-time.
- Option to run white-labeled engagement Reports in gShift.

17. Content Optimization via Machine Learning
Analyze and optimize a piece of content based on keywords and
tone using Machine Learning via IBM Watson
IBM Natural Language Understanding provides Title, Author and Keywords associated with an
analyzed piece of content. gShift couples keywords with Google search volume data to
identify which to focus on and use in social posts or other related content.
IBM Tone Analyzer identifies Emotion (anger, disgust, fear, joy and sadness), Social
Propensities (openness, conscientiousness, extroversion, agreeableness, and emotional
range) and Language Style (analytical, confident and tentative) for a piece of content to
ensure it is optimized for maximum effectiveness.

18. Content Optimization via Machine Learning

19. - Founded 2009.
- Web Presence Analytics for Digital Agencies & Teams.
- SEO, Content Marketing, Influencer Marketing,
Off-Site Analytics.
- Big Data, Innovative Dashboarding, Strong Reporting.
- Venture Funded.
- Thousands of users worldwide.
- Recently named 82nd fastest growing company on the
Profit500.
- Incredible Customer Success Program.
About gShift

20. The gShift Leadership Team
Krista LaRiviere
Founder & CEO
Jeff Riddall
VP Product
Vicky Lawrence
Director Services
& Clients
Ashley Townsend
Controller
Darryl Burke
President
Technology
Jeff Burnett
VP Global
Partnerships