11

Attribution Figaro Digital Conference July 18th

1818

Who are Kenshoo?

Attribution today

Evolution of Attribution

19

Just in time…..

19

Bazman.co.il

Kenshoo: Proprietary and Confidential Information | 20

Empowering sophisticated marketers with cutting-edge technology

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+

Kenshoo: Proprietary and Confidential Information | 22

Pure TechnologyNot an agency, Software as a Service

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

Kenshoo: Proprietary and Confidential Information 23

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

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

Cross-site conversions were untracked

Example challengeSofitel Manila

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 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

26

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)

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

Pullman Bangkok

Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information

The Evolution of AttributionKenshoo SmartPath™

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

SEARCHRETARGETING

DISPLAY

EMAIL PRODUCT LISTING ADS

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

Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31

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

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

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

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

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 channelsChannels must have cookie level data

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

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

Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information

Thank you