Halogen Technology Allows Marketers to See Performance in Advance
Sydney (September 30, 2014) – Switched On Media, an Australian digital marketing consultancy, said it has deployed predictive marketing software from Kenshoo, enabling the agency to accurately forecast the performance of search campaigns prior to increasing spend for advertisers.
The Sydney-based consultancy, which counts Vodafone, Commonwealth Bank and Youi as clients, said it has selected Kenshoo to deliver the full suite of campaign automation, performance forecasting, and portfolio bid management. These optimisation tools have enabled Switched On Media to enhance the return on digital marketing, and respond more quickly to new customer acquisition opportunities.
The deployment includes Kenshoo Halogen Technology™, which enables advertisers to predict the performance of a search campaign if they decide to allocate more funds. Halogen leverages machine-learning algorithms to create scenario plans and automatically optimise budgets.
“The next frontier of search marketing is predictive optimisation and Kenshoo delivers that with Halogen,” said Switched On Media’s Media Director, Andrew Burger. “We use Halogen every day to see what we expect to happen if we increase our search spend for our clients. It’s becoming more and more important to predict what is going to happen as companies increasingly want to be able to know their likely return on investment.”
Burger also said that by adopting the Kenshoo Search platform, the consultancy was able to spend more time on strategic consulting and also more easily manage large-scale complex search campaigns.
“A truly effective search marketing campaign involves more than 2,000 changes a day to a company’s keyword bidding and you need software to achieve the best results,” said Burger. “Many of our clients operate in extremely competitive markets so you need to run a search program that gets the best reach and also keeps a close eye on costs. If you don’t adjust your bids frequently, your brands will lose potential customers.”
Kenshoo VP Sales of Asia-Pacific, Liam Walsh, said he believed predictive marketing software helps brands grow their customer base quickly, and a key part of that is achieved by automating the process of campaign and bid management.
“The era of manual-based search marketing is over and companies realise they need to automate their digital marketing programs so they can focus on making smarter strategic decisions across their business,” Walsh said. “We have a close partnership with Switched On Media and they are a perfect example of a consultancy using software to help their clients out-perform their competitors.”
About Switched On Media
Switched on Media is a search, social and digital marketing agency that unites the best talent from across the industry to deliver business changing results for our clients. Co-founded by directors Andy Jamieson and Scot Ennis in 2007, Switched on Media is now a leading Sydney based digital agency having built an extensive portfolio of recognised blue-chip clients and household brands.
Kenshoo is the global leader in predictive marketing software. Brands, agencies and developers use Kenshoo Search, Kenshoo Social, Kenshoo Local, Kenshoo SmartPath, and Kenshoo Halogen to direct more than $200 billion in annualized client sales revenue through the platform. Kenshoo is the only Facebook strategic Preferred Marketing Developer with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu and CityGrid. Kenshoo powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, IREP, John Lewis, Resolution Media, Salmat Digital, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has 24 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
Kenshoo brand and product names are trademarks of Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners.