Ilana Rosner, Senior Product Manager
I love predictability. Every morning, before I drive to work, I turn on Waze.
I know the road, but I want to get an ETA. I want to plan and predict whether I’ll be delayed because of traffic jams and if I’ll make my morning meetings on time.
Apps like Waze certainly help, but they only solve for the planning piece. I’m left with predictability, sure — but my time in the car is still fully consumed…with driving. What’s the next level? A smart, self-driving car. I want to tell my car where I want to go, set constraints such as toll road avoidance and let it take me there — that simple. I want to have that peace of mind, knowing that the car will take me, safely, to my destination and in the meantime, I can use my commute for the things that really matter, like reading that memo buried at the bottom of my inbox, or replying to important emails.
While certainly on the horizon, autonomous vehicles are not anywhere near adoption at critical mass. But the combined realities of constrained time, attention-demanding manual tasks and limited visibility are universal, well beyond mobility. For marketers, they’re as applicable at work as during the commute to get there.
At Kenshoo, our clients describe their needs and expectations similar to those of my fantasy commute. We take this feedback seriously, and as a result — while we may be years away from transportation utopia — self-driving optimization solutions are available to them today.
Our marketers’ needs tend to surface some common themes:
Over the past year, I had the opportunity to lead the development of Kenshoo Budget Manager, our ultra-smart, self-driving optimization solution. With input from over 10 years’ experience developing optimization capabilities for the Kenshoo platform and countless discussions with our clients, we aimed to develop a solution based on the latest advancements in machine learning, that’s both powerful and intuitive to use. The results are game-changing. Budget Manager empowers advertisers to plan, execute, and monitor their marketing activity across publishers and business goals, confident that they’ll reach their goals in the most optimal way. After launching in January, it has been humbling to see the excitement around Budget Manager as more and more clients put it to the test. Adoption is growing 30% month over month, and impressed advertisers are moving most if not all of their marketing budgets under its control. If you’re interested in going deeper, you can read about StyleBop’s success in expanding marketing activity and reaching specific ROI targets with Budget Manager.
With Budget Manager making life easier and moving our marketing so instantly into the future, maybe we’ll have more patience sitting in that traffic jam on the way home, eyes on the road ahead, hands at 10 and 2. Maybe?
To learn more about Kenshoo’s optimization solutions contact us today.
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