EProspects Quadruples Search Marketing Conversions With Kenshoo Portfolio-Based Bid Policies

London (I-Newswire) July 25, 2011 - Kenshoo (www.kenshoo.com), a global leader in digital marketing software, today announced that, as a result of Kenshoo’s innovative portfolio-based bid policies, the UK digital media agency, eProspects, has quadrupled online conversions for its financial services campaigns.

“Kenshoo’s approach to bid management is unrivaled in the industry,” commented Azam Zaka, CEO for eProspects. “Kenshoo gives us the flexibility to choose rules-based bidding, portfolio bidding as well as custom or hybrid options. For our financial services clients, the model-based portfolio policies turned out to be exactly what we need to deliver a greater return on investment.”

Kenshoo’s portfolio-based bid policies leverage proprietary algorithms that compute predictive models based on historical data and current market conditions. Kenshoo’s optimisation engine computes a new set of bids based on marginal ROI analysis across a portfolio of keywords to achieve a pre-defined target. In the case of eProspects’ financial services customers, the goal was online conversions and the lift delivered by Kenshoo reached four times previous levels.

Kenshoo’s portfolio-based bid policies feature the highest levels of transparency through performance forecasting and a preview mode that delivers full visibility into the algorithm’s bid decisions. eProspects is able to set targets, algorithmic constraints, and run forecasts and sensitivity analyses based on marginal ROI. In cases where a specific keyword does not have statistically significant data, Kenshoo can group keywords into clusters and optimise them based on similarity to other keywords that have achieved the needed levels of data. A final differentiator of Kenshoo’s potfolio-based bid policies is the ability to import seasonality data or custom promotional calendars and automatically adjust the model.

“It was important to us that we maintained complete transparency throughout the venture,” continued Zaka. “We wanted the technology to perform the in-depth analysis that our team was already performing manually, but at a faster rate in order to free more of their time. This is something that was provided through the nature of Kenshoo technology solutions and the model-based bid policies. We are thrilled with the results from Kenshoo and are rolling out portfolio-based bid policies across our entire client base.”

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About Kenshoo
Kenshoo is a digital marketing software company that engineers technology solutions for online advertising. Kenshoo’s global platform delivers the control, automation and results needed to make better investments across search, social, and display campaigns. Advertisers, agencies and marketing providers use Kenshoo EnterpriseTM, Kenshoo SocialTM, and Kenshoo LocalTM to direct more than $15 billion in annual sales revenue. Kenshoo powers five of the top ten retailers in the world and eight of the ten largest ad agency networks. With campaigns running in more than 100 countries, Kenshoo customers include Barnes & Noble, CareerBuilder, Facebook, Havas Digital, Hitwise, iREP, John Lewis, LendingTree, Omnicom Media Group, Sears, Starcom MediaVest Group, Travelocity, Walgreens, and Zappos. Kenshoo has ten international offices and is backed by Sequoia Capital and Arts Alliance. Please visit www.Kenshoo.com for more information.

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