About a year ago, Kenshoo engineers began building a new suite of apps around solutions for measurement and media-mix modeling to leverage data and insights. When complete, the entire suite, with a handful of products to start, will make the data collected by the company accessible.
To support the suite of products and the $350 billion in annualized ad spend for more than 2,000 clients, Kenshoo created a fifth business unit, Lighthouse, run by Oren Stern, GM at Kenshoo, Margo Kahnrose, SVP of marketing at Kenshoo, told Search Insider.
The first product in the suite -- Impact Navigator, a SaaS-based incrementality testing tool -- will make its debut later this year. It’s a planning tool and a way to evaluate the incremental impact of campaigns within channels, as well as deal with the gaps from a lack of cookie-based tracking.
Products that will follow include Performance Navigator, an optimization tool that reviews campaign performance and structure and conducts audits to reveal strategies for improvement and apply them to the campaigns. It also will make recommendations. Budget Navigator, currently available in Kenshoo Search and Kenshoo Ecommerce business units, will expand into Lighthouse in an effort to support all channels based on data.
Budget Navigator will give marketers a way to take those learnings and apply them to the planning stage.
The new business unit will not only support brands working with Kenshoo through data, but it will “shift the way the company is viewed and positioned in the market,” Kahnrose said.
The other business units include Kenshoo Search; Kenshoo Social; Kenshoo Ecommerce; and Kenshoo Apps, which supports Apple Search Ads. A general manager heads up each business units. All report into Kenshoo CEO Yoav Izhar-Prato.
Kenshoo supports more than 1 million active campaigns globally and has more than 3 billion keywords managed through the platform, with $7 billion in advertising spend managed annually through the platform.