Oren Stern, General Manager for Kenshoo Lighthouse and Ecommerce
Impact Navigator. Today, Oren Stern, Kenshoo’s General Manager for Kenshoo Lighthouse and Ecommerce introduces Impact Navigator, a SaaS solution for testing the true incremental lift of your marketing program.
For more than a decade, Kenshoo has been helping the world’s most successful brands and agencies to reach and engage their audiences while generating real ROI. This has always been a rapidly changing landscape, but the past year alone has truly turned everything on its head for brands and publishers alike. Measurement and attribution—long the digital marketer’s Achilles heel—are now an entirely new animal.
Our clients have always relied on Kenshoo for guidance, but major changes to customer privacy, spurred by browser-enforced cookie restrictions have begun to change the conversation entirely.
How, they ask, in an ecosystem that increasingly prohibits pixel-based tracking, can we really understand the effects of our efforts? Which conversion data can we trust, and base confident decisions on? Where, when the garden walls are only becoming taller and the silos further apart, can we connect the dots between channels—and plan a solid media mix?
We’ve discovered that, amid these shifts and challenges, our clients are unhappy with their in-house analyses that report results based on lagging indicators and stale behaviors. Consumer activity and advertising channels are too dynamic to rely on these backward-looking results.
And up-to-the-minute approaches that rely on digital, multi-touch attribution algorithms are no panacea either. Issues with digital identity, cross-device journeys, ever-increasing cookie and browser restrictions, and new worldwide privacy legislation stand in the way of building an accurate picture of the true lift that a marketing program delivers.
I’m pleased to announce the launch of a new solution to tackle this challenge: Kenshoo’s Impact Navigator.
Kenshoo’s Impact Navigator is a SaaS solution for testing the true incremental lift of your marketing programs. Impact Navigator does this through a geographical split based incrementality testing approach. It encompasses the planning, creation, execution, monitoring, and reporting of dynamic incrementality tests which are performed on live campaigns. We have taken our decades-long machine learning and AI experience and packaged the best methodologies in an easy-to-use, self-contained application that every marketer can use.
Kenshoo Impact Navigator has been used by early-adopter clients over a range of digital marketing tactics from paid search brand keyword campaigns, Facebook strategies, customer retargeting, and YouTube video strategies.
As long as the transactional revenue data is available, the sky’s the limit on the types of tests you can perform. And with Impact Navigator’s dynamic monitoring, you can even end a test early when the accuracy of the results is sufficient for your team’s planning needs.
Impact Navigator is just the beginning of Kenshoo’s focus on providing a more strategic understanding of your marketing programs. A key objective for us is to shorten the time it takes for you to discover these insights to improve your budget allocation, media mix, and campaign tactics.
We call this new suite of applications Lighthouse. These tools integrate with — but work independently of — our proven channel-activation tools like Kenshoo Search, Kenshoo Social, Kenshoo Ecommerce, and Kenshoo Apps.
We are building Lighthouse because more than ever business success is tied to marketing success, and marketers need to understand their programs with more accurate, more transparent, and more up-to-the-minute insights.
To keep up with consumers, marketers need to take action and adjust tactics based on truly actionable insights. Our Lighthouse suite of applications will bring this marketing agility to you.
We’re launching our Lighthouse apps over the course of the next year, but Impact Navigator is available to all of our clients in beta form starting today!
Contact your Kenshoo account representative and ask about Impact Navigator.
We’d love your feedback on this powerful engine for discovering the real significance of your core marketing programs. We know that you will love seeing the actual business impact your creative programs are making!
Join the Beta