I’m a huge fan of Kenshoo Digital Marketing Technology. Kenshoo provides one of the most amazing search marketing platforms in existence. Approximately three billion dollars of annual digital marketing spend is managed via Kenshoo, and they were named the leader in bid management buy Forrester.
Today, I am thrilled to share Kenshoo’s new Global Search Advertising Trends whitepaper. It’s free and a true must-read. I’m a real fan of Kenshoo whitepapers and have covered several here on PPC Ian. One of my other favorites is the Kenshoo SmartPath whitepaper, all about Kenshoo attribution modeling (truly advanced stuff).
So what’s Kenshoo’s latest whitepaper all about? Global Trends aggregates billions of dollars worth of data and illustrates really interesting trends in the digital marketing landscape. We’re talking about trends in budget/spend, CPCs, clicks, click-through-rates, impressions, and more. We’re talking about trends across region – US, UK, and EU. We’re talking about device-specific trends.
I personally rely on such whitepapers and trends to understand the bigger picture. I found the insights Kenshoo shares about spend/budget to be particularly insightful. Thanks, Kenshoo, for another awesome whitepaper! I recommend downloading this free whitepaper and leveraging the insights at your company.
Image in this post © Kenshoo
Hey everyone! It’s been a while since I’ve posted here on PPC Ian. The last several weeks have been incredibly busy (in a good way). I’m now back into the swing of things and wanted my first new post to highlight a truly remarkable whitepaper: The Conversion Attribution Revolution by Kenshoo. If you are a serious online marketer, you absolutely must stop everything and read this whitepaper right now, or at least sometime this weekend/early next week. It’s 18 pages of pure education on the topic of conversion attribution. Most importantly, it will change the way you look at conversion attribution and unlock opportunity for you and your company.
Conversion attribution is a hot topic in our industry and a very important lever. At the end of the day, accurate data drives great results. Accurate data powers everything we do! At its core, Kenshoo’s whitepaper introduces their SmartPath technology, a machine learning algorithm that dynamically applies appropriate conversion credit to media sources in the conversion funnel. No longer do you have to apply the same conversion attribution model across the board. SmartPath takes things to a whole new level and dynamically applies appropriate credit based on the particular customer flow in question. Kenshoo rounds up their whitepaper with two practical case studies (complete with real numbers) that drive home the power of SmartPath.
I’m not going to do this whitepaper justice by writing too much more here, so I urge you to head on over to Kenshoo and download the whitepaper for free. Also, I recommend contacting Kenshoo to see how they can help your company. Kenshoo has been a true leader in conversion attribution for years and I’m incredibly impressed with their latest invention, SmartPath.
Images in this post © Kenshoo
Kenshoo has a new 16-page whitepaper and I highly recommend. It’s all about one of the most relevant and important topics within online advertising right now: conversion attribution. I read Kenshoo’s whitepaper at length this weekend, and highly recommend you download and read Conversion Attribution: Choosing The Right Model For Your Search Marketing Campaigns.
When I started in search engine marketing, it was all about the last click. However, as the marketplace gets more competitive, consumers get increasingly savvy, and SEM technology platforms get more sophisticated, the last click model is just a basic starting point these days. Kenshoo has always been thinking about conversion models, from day one. Over the years, Kenshoo has maintained their stronghold on conversion attribution and has been a true pioneer in this field. Following are just a few of the exciting topics in Kenshoo’s whitepaper:
- Primer and the evolution of attribution practices in digital marketing. The state of attribution has evolved tremendously over the past 10 years.
- Common attribution models, including first-click, last-click, linear, u-shaped, time decay, and more. I learned about some new attribution models and really enjoyed this part of the whitepaper.
- Three separate case studies, highlighting the application of attribution models. Specifically: Moving off a Single Click Model, Selecting a Prefer-last Model, and Considering a Multi-channel Approach. It’s always easiest to learn through example and I very much enjoyed these helpful case studies.
Once again, Kenshoo has put together a seriously helpful whitepaper and I hope you enjoy it!
Image of Conversion Attribution © Kenshoo