Better accounting for how consumers interact with campaigns is must-have functionality for search marketers, but pretty sophisticated technology is needed to automate this process.
Kenshoo, which offers predictive marketing software, announced this week that it has partnered with Atlas, a Facebook company, to provide digital marketers with accurate reporting and optimization for search campaigns by combining Atlas’ tracking with Kenshoo’s campaign management solutions. For the unfamiliar, Atlas enables Facebook advertisers to track users and deliver advertisements to them around the Web (off of the social network).
According to Kenshoo, through this partnership, deduplicated campaign performance data from Atlas is automatically imported into Kenshoo Search, saving marketers time by removing the need for manual tracking application, creating campaigns twice and data manipulation.
“Forecasting, budgeting, portfolio optimization, and campaign automation are hallmarks of Kenshoo’s best-in-class predictive marketing software; combining these with Atlas delivers the industry’s most accurate cross-channel reporting and optimization solution by relying on one source of truth that accounts for how consumers move across channels,” said Will Martin-Gill, SVP of Product for Kenshoo.
It should be noted that Kenshoo’s partnership with Atlas is built on an open. What’s more, Kenshoo has had a busy few months, with $20 million in growth funding which came its way last April and its recent acquisition of Adquant, which powers social campaigns for many top grossing mobile apps and games.