Partners Tie In eCommerce Ad and Sales Analysis

Marketing tech firm Kenshoo and eCommerce analytics platform Profitero have announced a strategic partnership, promising to help clients use multi-retailer analytics to dynamically optimize their ad and media campaigns on retailers including Amazon and Walmart.

The pandemic has dramatically expanded the share of eCommerce in the overall retail picture, and eCommerce advertising spend grew 47% year-on-year in Q1 020 according to Kenshoo's Quarterly Trends Report. The new partnership will build consumer purchasing signals such as a product's page traffic, conversion rates, availability rates and organic search traffic into algorithms used for ad targeting and bidding. Data from Profitero's monitoring of 8,000 retailer web sites and apps in 50 countries is turned into actionable data using Kenshoo's automated platform.

Will Martin-Gill, Chief Strategy Officer for Kenshoo, comments: 'Advertising optimization and sales optimization have historically been disparate practices. Bringing them together creates efficiency and a strategic business advantage with new potential'. Former Comscore leader Bryan Wiener (pictured), now CEO of Profitero, says it is 'impossible to separate advertising performance on a retailer site, like Amazon and Walmart.com, from product performance'. He adds: 'If a product is out of stock, has poor content or poor quality reviews, then all of those things are going to weigh on the consumer's decision to buy and you are not going to get the full return on investment. Integrating our analytics with Kenshoo's technology will enable brands to make smarter, more targeted ad buy decisions based on a holistic knowledge of their best-performing products across retailers, resulting in more efficient growth online'.

Profitero announced the arrival of Wiener and of his former colleague Sarah Hofstetter as President, in April, alongside that of Sandor Palfy as CTO; simultaneously capping a Series B investment of $20m. Kenshoo has 27 international locations and is backed by investors Sequoia Capital, Arts Alliance, Tenaya Capital and Kantar majority-owner Bain Capital Ventures.

Web sites: www.kenshoo.com and www.profitero.com .