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Why not create iPhone and Android apps for that? While Kenshoo has no immediate plans to release a dedicated mobile app for Watchdog, Aaron Goldman, the company’s CMO, can see the value it would provide. “Many technology platforms like ours have lots of great functions that could be stripped down and made available to customers ‘on the go,'” he says. “While I don’t see a day when you could ever use Kenshoo Search soup to nuts via mobile app, I can see pulling out certain features like Watchdog into apps to get alerts and make quick campaign optimizations at any time from any device.”

Kenshoo’s customers are enterprise advertisers and agencies with millions of dollars at stake to supporting millions of keywords. Not the kind of transactions they would want to do via mobile apps, Goldman says. Complex business transactions require a full suite, he says.

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