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Top 7 Tips for Holiday Success

Saadi Muslu, Product Marketing Manager

September  24, 2017

Consumers are everywhere in the digital world – across devices, apps, and publishers – making it more challenging than ever for marketers to engage them. Marketers must take a holistic, cross-channel approach to consumer engagement in order to breakthrough. They need to optimize across the entire purchase path – capturing attention, promoting consideration, and driving purchases – seamlessly across relevant touch points.

This approach is especially critical during the holiday season. So, how can marketers set themselves up for success?

We’ve collected the best holiday tips from Google, Facebook, Pinterest, Instagram, Bing, and Yahoo, as well as a few of our own pro-tips for Kenshoo users.

Tip #7: Efficiently Prospect with Lookalikes

Reach lookalike audiences across Google, Yahoo, Pinterest, Facebook, and Instagram. Lookalikes will help you reach new high-potential customers since they’re similar to your existing customers.

Facebook, Instagram and Pinterest

Marketers on Facebook, Instagram, and Pinterest, and probably already using lookalike audiences and seeing great results. But be sure to employ a nesting strategy to avoid audience overlap and inefficient spending!

Google and Yahoo

Search marketers may have less experience with lookalikes but can also take advantage of this audience type to reach those higher value prospects. On Google and Yahoo, lookalikes are usually referred to as similar audiences. Add multiple similar audiences to an ad group and use audience bid modifiers to bid up on your top performing audiences.

Kenshoo Pro Tips

For Kenshoo users, use Intent-Driven Audiences to harness consumers’ Google search intent to auto-build custom audiences on Facebook. Co-developed with Facebook, Intent-Driven Audiences help engage audiences seamlessly across channels.

You can even create lookalikes of your Intent-Driven Audiences to maximize your reach of high-quality prospects. Employ your top performing Facebook and Instagram creative to engage with these highly relevant audiences.

Not surprisingly, Kenshoo clients have seen great success with Intent-Driven Audiences. Craftsy, a leading online destination for crafters, is just one example. Craftsy used IDA to re-engage users, that clicked on their Google ads, with visually immersive creative on Facebook. Their results were great! They saw an increase in click-through rate of 50% and reduced their cost per lead by 25%.

Tip #6: Influence Consumers Early

According to the National Retail Federation, 54% of consumers begin researching for holiday purchases in October. Marketers need to take advantage of the months leading up to the holidays to influence consideration of their brand for these purchases.

Keep in mind that influencing takes time. Getting in front of consumers early – before they’ve committed to a brand or product – can give you an edge against the competition.

What are the best ways to influence and engage consumers this holiday season? Invest in ad experiences that are visual and interactive to promote the discovery of your brand. Consumers that engage with your ads can later be retargeted with more direct-response ads.

Pinterest

On Pinterest, drive discovery with Promoted Pins, highly visual ads to reach the over 200 million people who come to Pinterest every month looking for inspiration and planning their lives.

Facebook and Instagram

On Facebook and Instagram, use the Collection Ad format to make it easy for consumers to discover, browse and purchase your products and offerings in a visual and immersive way.

On Google, use Showcase Ads to effectively reach consumers with broad search queries. Then engage these consumers with an immersive, visual ad experience that marries branding with shopping.

Kenshoo Pro Tips

For Kenshoo Search users, leverage Dimensions to quickly assess the performance of these ad formats and optimize accordingly.

For Kenshoo Social users, quickly compare the performance of different Facebook and Instagram ad formats with the Analysis Grid, a powerful and flexible pivot-like table to easily slice and dice your data. Assess which images or videos are working well within you’re creative and optimize accordingly.

Now let’s transition to tips that help you maximize the value of consumers you’ve successfully influenced and engaged.

Tip #5: Re-engage Existing Customers

According to Marketing Metrics, the probability of converting a new consumer is about 5-20%. But, did you know that the probability of driving a purchase from an existing customer is triple that? An existing customer has a 60-70% likelihood of purchasing again.

This is because your customers are already familiar with your brand making them more likely to convert and spend more. Keep these customers engaged, by remarketing to them with personalized ads that promote complementary or premium products.

Google, Bing, Yahoo and Pinterest

Across Google, Bing, Yahoo, and Pinterest, use remarketing lists to cross-sell and upsell. Create remarketing lists to promote new offers and complimentary products to these high-value customers based on what they’ve already purchased.

Facebook and Instagram

Similarly, Dynamic Ads on Facebook and Instagram are a great way to re-engage your existing customers with cross-sell and upsell campaigns to maximize customer lifetime value.

Kenshoo Pro Tips

For Kenshoo Search users, use audience bid modifiers to optimize bids for your higher performing audiences.

For Kenshoo Social users, use Personas to save time by creating, reusing, and updating your most valuable audiences in bulk. Personas can also be created and dynamically updated from your CRM audiences. Create a Persona for loyalty program members to target these VIP clients with special promotions and offers.

Tip #4: Leverage Existing Campaigns

To effectively scale campaign creation across publishers, reuse existing campaigns and fine-tune them. This way you spend less time on tactical tasks, and more time strategizing.

Google, Bing, Yahoo and Pinterest

You’ve invested heavily in building and testing your Google search and shopping campaigns. Use that knowledge to reach new audiences and drive incremental revenue on Bing, Yahoo, and Pinterest more quickly.

Facebook and Instagram

Across Facebook and Instagram, save time by duplicating ads, ad sets and campaigns in bulk from prior holiday seasons, then make updates to ad settings in bulk.

Kenshoo Pro Tips

For Kenshoo Search users, use Keyword and Shopping Campaign Mirroring to instantly extend campaigns to Bing, Yahoo (search only), and Pinterest in just a few clicks. You also have the option to keep them automatically synced.

Kenshoo Campaign Mirroring

E-commerce leader Pierce encountered the challenge of expanding their search program to Bing. They used Kenshoo’s Campaign Mirroring to copy and sync over 1400 campaigns from Google to Bing in less than a day. Bing revenue generation started the day after launch. In the first month, ROAS was 671%.

Kenshoo Social‘s creation tools are built to pump out new ads quicker than ever. Easily duplicate existing campaigns, ad sets, and ads, and make edits in bulk! Also, leverage Kenshoo’s naming templates to auto-name your ads and keep everything consistent.

These creation tools were a game changer for Electronic Arts (EA). They needed to expand across 20 new global markets swiftly. They leveraged Kenshoo Social’s efficiency tools to simplify their processes and save time with uploading creative, URL management, audience creation, and overall troubleshooting. The EA team was able to scale their workload by 2-3X without additional headcount

We talked earlier about consumers being everywhere. Across devices, across publishers, and across various stages of the purchase path. Which leads us to tip #3.

Tip #3: Maintain a Seamless Brand Experience

Ensure that you’re creating a seamless brand experience, across channels, to reinforce recognition of your brand and drive consumer engagement. For the holidays, use seasonal & lifestyle creative, along with clear & consistent calls to action.

Google and Bing

For Google and Bing, revisit your holiday campaigns from the previous year to assess which creatives were top performers. Take those insights and apply them to the newer ad formats. For example, convert top performing ads from last year to expanded text ads and add extensions and site links to highlight your holiday sales.

Pinterest

On Pinterest, it’s best to use text overlays sparingly and include your call-to-action in the description.

Facebook and Instagram

On Facebook and Instagram, capture your audience’s attention by including seasonal messaging and call-out of promotional pricing within your creatives.

Kenshoo Pro Tips

For Kenshoo Search, you’ll remember that Kenshoo was first to market with support for expanded text ads. Kenshoo users can easily create expanded text ads based on current text ads and download to make the appropriate changes. Next, import your ads back into Kenshoo, and just like that, your ETAs are ready to launch.

Thanks to Kenshoo’s tailored Pinterest solutions, Kenshoo users can access Pinterest’s Pin Factory to create promoted pins from existing text ads. The Pinterest Pin Factory will take your text ads, scan your website images, and generate promoted pins for you. All you have to do is review and approve!

For Kenshoo Social users, use Creative Manager‘s smart overlays to quickly apply seasonal and promotional overlays to image assets in bulk.

Tip #2: Prepare for Major Sale Days

We all know conversions significantly increase on major sale days, like Black Friday and Cyber Monday. Don’t forget the importance of staying competitive during the surge of research activity (i.e. views, searches and clicks) leading up to those major sale days. Plan ahead to ensure you are engaging prospects during those critical times, relaxing your CPA and ROI goals, and setting hyper-competitive bids.

Google, Bing, Yahoo and Pinterest

Across Google, Bing, Yahoo, and Pinterest manage your budget caps so that you are not blocking yourself from potential growth. Increase bids for your top products to ensure your holiday ads display above the competition.

Facebook and Instagram

On Facebook, increase bids and budgets across your entire holiday program, from brand awareness to direct response campaigns. For Dynamic Ads, bid higher on audiences who’ve shown strong intent, like those who have added to cart versus simply clicking on your ad.

Kenshoo Pro Tips

Kenshoo Search users can employ bulk sheets to efficiently increase budget caps across profiles. Assess all elements in a flat view, without having to manually drill down, and leverage bulk sheets to add or update entities at scale.

Kenshoo Social users can automate optimizations and improve workflow efficiencies with our rules-based engine, Automated Actions. This capability powers marketers to make holiday optimizations at bulk and consistently! Use Automated Actions to:

  • Update creative images or videos based on performance rules
  • Bid up during peak times of day, or days of week
  • Boost ads that meet CTR thresholds
  • Pause low ROI ads

Booyah Advertising, a full-service digital agency, needed to drive holiday performance for an athletic apparel retailer. But manually optimizing their client’s many campaigns, ads, and ad sets were extremely time-consuming.

Enter Automated Actions for the rescue! Booyah leveraged Automated Actions to update bids based on spend and performance rules. Automated Actions coupled with other Kenshoo features helped Booyah drive114% higher ROAS for their client’s holiday campaigns.

We talked about reaching consumers, scaling campaign management and optimization. That brings us to our final tip.

Tip #1: Measure your Ads’ True Value

Measuring the true value of your campaigns means understanding the entire purchase path, from awareness to conversion, and taking away those actionable insights to better tailor that journey.

Google, Bing, Yahoo, Pinterest, Facebook and Instagram

Keep in mind that 90% of purchases still take place in-store, so bridging the gap between online and offline purchases is necessary! Connect early signals of intent to online and in-store conversions to get the “big picture”.

Additionally, with mobile influencing over a third of offline sales, it’s important to capture early signals of intent, such as visits or registering an email, as well as cross-device conversions with conversion columns.

As noted earlier, consumers are shopping earlier. Employ longer tracking windows to connect research and engagement to conversions. Don’t forget to measure and share insights on performance across channels for a holistic view of your entire program.

Kenshoo Pro Tip

Having the peace of mind, especially during the stressful holiday season, of knowing whether you’re going to hit your goals or not is critical to all digital marketers. Kenshoo’s Heads Up Display (HUD) gives you that and more.

Kenshoo users, across search and social, can get a holistic view of their entire digital advertising activity using HUD. They no longer need to manually aggregate cross-channel data for the “big picture” view. With HUD, Kenshoo users visualize performance insights across channels, ad formats, goals and more.

Want to stay ahead of the competition? HUD’s market trends can help you assess your program relative to your industry peers. See how you allocate between ad formats and objectives relative to the market.

Kenshoo Search: Holiday Optimization Strategies Webinar

Finally, we know the holiday season creates special optimization challenges for search marketers. The good news? Kenshoo’s optimization solutions can tackle these challenges.

If you’re a Kenshoo Search client, be sure to join the Kenshoo Research team on Tuesday, October 3rd at 10 am Pacific for a Holiday Optimization Strategies webinar! Register via the email invite, or contact your Client Success Manager.

Happy Selling!

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Purpose The visitor cookie includes a unique visitor ID and the unique identifier for your account. For example, the cookie name visitor_id12345 stores the visitor ID 1010101010. The account identifier, 12345, makes sure that the visitor is tracked on the correct Pardot account. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, kenshoo.com, www2.kenshoo.com
Cookie Name visitor_id#
Cookie Expiry 9 years 11 months 4 weeks 1 day 24 seconds
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Name
Provider Owner of this website
Purpose Registers a unique ID to keep statistics of what videos from YouTube the user has seen.
Host(s) .youtube.com
Cookie Name YSC
Cookie Expiry Session
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Provider Youtube
Purpose Cookie which allows Youtube to track mobile devices based on GPS data.
Host(s) .youtube.com
Cookie Name GPS
Cookie Expiry 30 minutes
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Provider Scorecardresearch
Purpose Tracking cookie from Scorecardresearch. Used for analysis of and research purposes, it does not collect personal identifiable information.
Host(s) .scorecardresearch.com
Cookie Name UIDR
Cookie Expiry 1 year 11 months 3 weeks
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Provider Scorecard Research
Purpose This cookie is set to measure the number and behavior of website visitors who come and go. It helps the website to send surveys to better understand user preferences. Scorecard Research customers can use the information to better tailor their advertising campaigns.
Host(s) .scorecardresearch.com
Cookie Name UID
Cookie Expiry 1 year 11 months 3 weeks
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Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) go.pardot.com, pi.pardot.com, www2.kenshoo.com
Cookie Name pardot, dgCampaigns
Cookie Expiry Session
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Provider LinkedIn
Purpose This cookie is being set by Linkedin for advertising purposes
Host(s) .linkedin.com
Cookie Name lissc
Cookie Expiry 1 year
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Provider Facebook
Purpose Cookie set by Facebook. The gathered information is used in their advertising products, for example real time bidding from third party advertisers.
Host(s) .facebook.com
Cookie Name fr
Cookie Expiry 3 months
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Name
Provider Bing
Purpose This cookie is used by Bing to determine which ads are served that may be relevant to the end user browsing the site.
Host(s) .kenshoo.com
Cookie Name _uetvid
Cookie Expiry 2 weeks 2 days 6 hours
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Name
Provider Bing
Purpose This cookie is used by Bing to determine what ads should be shown that may be relevant to the end user perusing the site.
Host(s) .kenshoo.com
Cookie Name _uetsid
Cookie Expiry 1 day
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Provider Facebook
Purpose This cookie is used by Facebook for advertising purposes and conversion tracking.
Host(s) .kenshoo.com
Cookie Name _fbp
Cookie Expiry 3 months 26 seconds
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Provider Owner of this website
Purpose This cookie is used to track visitor behaviour in order to provide better personalised advertising.
Host(s) 4 weeks 2 days
Cookie Name UserMatchHistory
Cookie Expiry UserMatchHistory
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Name
Provider Owner of this website
Purpose This cookie carries out information about how the end user uses the website and any advertising that the end user may have seen before visiting the said website.
Host(s) .tapad.com
Cookie Name TapAd_TS
Cookie Expiry 2 months 1 day
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Name
Provider Owner of this website
Purpose This cookie carries out information about how the end user uses the website and any advertising that the end user may have seen before visiting the said website.
Host(s) .tapad.com
Cookie Name TapAd_DID
Cookie Expiry 2 months 1 day
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Provider Owner of this website
Purpose This cookie tracks user behavior on various websites in order to provide better advertising.
Host(s) .tapad.com
Cookie Name TapAd_3WAY_SYNCS
Cookie Expiry 2 months 1 day
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Provider adsrvr.org
Purpose This cookie is used by our external trading platform. It contains a unique, randomly generated value that allows the platform to distinguish between browsers and devices. It is matched against information - such as segments and histories of advertisements displayed in the browser or device - provided by customers or other third parties and stored on the platform.
Host(s) .adsrvr.org
Cookie Name TDID
Cookie Expiry 1 year
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Name
Provider adsrvr.org
Purpose This cooke registers a unique ID for to recognise returning visitors. The ID is used for targeted advertising.
Host(s) .adsrvr.org
Cookie Name TDCPM
Cookie Expiry 1 year
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Provider Google
Purpose Cookie from Double Click (Google) which helps to build a profile of your interests and show relevant ads for remarketing purposes.
Host(s) .google.com
Cookie Name NID
Cookie Expiry 6 months 2 days
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Provider Bing
Purpose This cookie is widely used by Microsoft as a unique user ID. It can be set by embedded Microsoft scripts. It is widely believed to synchronize between many different Microsoft domains, allowing users to be tracked.
Host(s) .bing.com
Cookie Name MUID,MUIDB
Cookie Expiry 1 year 3 weeks 4 days 1 second
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Provider Double Click (Google)
Purpose Cookie from Double Click (Google) which helps us to analyze and optimize our advertising campaigns.
Host(s) doubleclick.net
Cookie Name IDE
Cookie Expiry 1 year 3 weeks 4 days
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Name
Provider Facebook Ireland Limited
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year
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Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_vid_l, trd_vid_2003
Cookie Expiry 1 year 22 seconds
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Name
Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_vuid_l
Cookie Expiry 1 year 22 seconds
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Name
Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_sid
Cookie Expiry 30 minutes
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Name
Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_pws
Cookie Expiry 30 minutes
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Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_pw
Cookie Expiry 1 year
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Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_ma_cookie
Cookie Expiry 12 hours
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Name
Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) trackingapi.trendemon.com
Cookie Name trd_gvid, trd_gavid_2003
Cookie Expiry 7979 years 6 months 2 weeks 1 day 22 hours 48 minutes 21 seconds
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Name
Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_first_visit
Cookie Expiry 1 year
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Name
Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_exitintentclient
Cookie Expiry 1 year
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Name
Provider Trendemon
Purpose Track surfing habits and provides Banners and tailored content
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) .kenshoo.com
Cookie Name trd_cid
Cookie Expiry 1 year 25 seconds
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Name
Provider Terminus
Host(s) kenshoo.com
Cookie Name s-9da4
Cookie Expiry 15 minutes 25 seconds
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Name
Provider Terminus
Host(s) kenshoo.com
Cookie Name kenshoo_tapad_id_sync
Cookie Expiry 1 day
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Name
Provider Terminus
Host(s) kenshoo.com
Cookie Name kenshoo_id_match
Cookie Expiry 1 week
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Name
Provider Terminus
Host(s) .xg4ken.com
Cookie Name kenshoo_id
Cookie Expiry 1 year
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Name
Provider Terminus
Host(s) kenshoo.com
Cookie Name d-a8e6
Cookie Expiry 1 year 25 seconds
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Name
Provider google.com
Cookie Name pagead/1p-user-list
Cookie Expiry Session
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Name
Provider google.com
Purpose Used by Google AdWords to re-engage visitors that are likely to convert to customers based on the visitor's online behaviour across websites.
Host(s) google.com
Cookie Name ads/ga-audiences
Cookie Expiry Session
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Name
Provider Owner of this website
Host(s) .pardot.com, kenshoo.com, www2.kenshoo.com
Cookie Name visitor_id#-hash
Cookie Expiry 10 years
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Name
Provider Trendemon
Host(s) trackingapi.trendemon.com
Cookie Name api/events/pageview
Cookie Expiry Session
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Name
Provider Trendemon
Host(s) trackingapi.trendemon.com
Cookie Name api/events/uplift
Cookie Expiry Session
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Name
Provider Trendemon
Privacy Policy https://trendemon.com/privacy.html?v=2018
Host(s) kenshoo.com
Cookie Name trd_ctahistory
Cookie Expiry Persistent
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Name
Provider Google Tag Manager
Host(s) kenshoo.com
Cookie Name _uetsid_exp
Cookie Expiry Persistent
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Name
Provider Owner of this website
Host(s) kenshoo.com
Cookie Name _uetvid_exp
Cookie Expiry Persistent
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Name
Provider Owner of this website
Purpose Enables the website to make variations of their landing-page. This is used to minimize bounce-rates, which means that fewer users leave the page immediately.
Host(s) kenshoo.com
Cookie Name ub-emb-id
Cookie Expiry Persistent
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Name
Provider adsrvr.org Pixel
Purpose Presents the user with relevant content and advertisement. The service is provided by third-party advertisement hubs, which facilitate real-time bidding for advertisers.
Host(s) adsrvr.org
Cookie Name track/cmf/generic
Cookie Expiry Session
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Name
Provider Twitter
Purpose This domain is owned by Twitter. The main business activity is: Social Networking Services. Where twitter acts as a third party host, it collects data through a range of plug-ins and integrations, that is primarily used for tracking and targeting.
Host(s) twitter.com
Cookie Name personalization_id
Cookie Expiry 730 days
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Name
Provider lionbridge.com
Purpose This cookie is associated with TrenDemon, a content marketing attribution tool.
Host(s) kenshoo.com
Cookie Name trd_utmcampaign, trd_utmsource
Cookie Expiry 1 year

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