Kenshoo has appointed Doug Chavez as global head of marketing research and content. He will lead a team of about six who will analyze the data collected from the $200 billion in annualized online sales revenue tracked through the company's platform and produce observations, insights, and reports on industry trends and best practices.
Prior to joining Kenshoo, Chavez held the position of senior vice president, leading emerging media at Universal McCann Worldwide, and was vice president of global marketing at RadiumOne. Prior to RadiumOne, Chavez led digital marketing at Del Monte Foods and was director of ad solutions at Yahoo.
reports will become available for Kenshoo and partners like Facebook, among others. The most recent report, commissioned by Facebook and produced by Kenshoo with help from Experian, presented
quantifiable evidence that paid-search conversion activity increases as advertisers spend more on Facebook and defines a "sweet spot" for marketers' investments. "It's not really about creating a
research house to generate revenue," Chavez said. "It's more about supporting Kenshoo, brands and its partners."
Chavez's group will meet with analysts across the world and build thought-leadership events with some of the biggest brands worldwide.