In other news from South By Southwest, Kenshoo, a Facebook Strategic Preferred Marketing Developer and provider of cloud-based digital marketing solutions and predictive media optimization technology, announced an integration with Oracle Social Cloud as part of Oracle’s recently announced open-application-programming-interface-based social media solution.
The two companies said the integration will allow marketers to analyze the performance of paid, owned, and earned social campaigns and use their findings to optimize their strategies.
Integrating Kenshoo with Oracle Social Cloud will enable better coordination and conversation between social community managers in charge of organic content and agencies or marketing managers handling paid media. The joint solution will offer more comprehensive management and better understanding of the interplay and effectiveness of each piece of the owned, paid, and earned social media puzzle along the path to consumer conversion. For example, paid media managers can see which organic social posts are generating strong engagement and amplify them through paid advertising to further extend the brand’s reach to target customers.
And Kenshoo Senior Vice President of Business Development Sivan Metzger added:
Savvy marketers understand the complementary nature of engaging content and paid social media, as well as the need to employ a diverse set of tactics to achieve their specific goals. Kenshoo’s advanced tracking and attribution capabilities, bidding algorithms, and work-flow automation can provide advertisers with the ability to quickly and easily create, manage, and optimize their social media marketing campaigns while intelligently leveraging content they create to boost results. Collaborating with a well-respected brand like Oracle offers us a unique opportunity to share these tools with best-of-breed clientele and help marketers achieve their business goals through holistic social optimization.