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Technology integration enables brands to apply insights from owned social programs to optimise and increase the impact of paid social advertising campaigns

Tigerlily, the intelligent social media marketing platform and Facebook Preferred Marketing Developer (PMD) since 2011, today announced that it has integrated with Kenshoo Social, a leading global social marketing platform and Facebook Strategic Preferred Marketing Developer (sPMD) for Facebook Ads with native access to the Facebook Exchange (FBX). The partnership offers brands an integrated Social Media Marketing solution for seamless creation, measurement and optimisation of paid, owned (organic) and earned social media initiatives.

Tigerlily is using Kenshoo Social to create, manage and optimise paid advertising programs for its social media marketing clients and has integrated Kenshoo Social tracking technology into the Tigerlily platform to enable the measurement of conversions and revenue resulting from end customer interactions with owned social media posts.

“By combining Kenshoo Social's paid advertising data and the social relationship data generated through the Tigerlily platform, we provide ever more enlightening insights to clients, and offer them one of the most integrated Social Media Marketing SaaS solutions on the market. This functionality fosters a holistic approach to social content, focusing on providing brands with a comprehensive understanding of their social media initiatives across owned, earned or paid media. Marketers can use the insights gained about communities through interactions with owned assets to enhance the impact of paid media, understanding how paid and owned activity combines to influence the performance of their overall social marketing programs. Tigerlily and Kenshoo Social help marketers understand the customer journey, tracking each interaction throughout the purchase process and providing powerful insights to improve ROI. For Tigerlily this partnership is a milestone in the company's history asserting its ambition to prove itself as one of Europe's top Social Media Marketing Software providers,” said Matthieu Chéreau, CEO of Tigerlily.

“Advertisers who use Kenshoo Social and Tigerlily together can create, manage and optimise their social media marketing campaigns in a true end-to-end manner. Social community managers can understand the sales and revenue contribution of their organic posting activity across social networks and optimise their activity toward direct response goals. Paid social media managers gain insight into the owned media or organic posts that generate the most conversions and can selectively amplify these based on direct response metrics provided by Kenshoo Social, rather than brand awareness metrics, such as likes, comments and shares, which do not necessarily correlate to sales,” explained Will Martin Gill, Senior VP Product at Kenshoo.

Applied Behaviour Analysis (ABA) to customise the customer relationship
With the insights delivered through Kenshoo’s tracking technology, marketers are can analyse the specific behaviour of each user and customer segment based on performance data from social advertising campaigns and user information provided by the Tigerlily platform. This ABA will enable marketers to create personalised promotions to increase the average order value (AOV) per customer, thereby maximising return on investment (ROI).

Discover the best target customers and prospects to drive conversions
Kenshoo Social and Tigerlily intend to push the integration even further by enabling brands to capitalise on customer information within their existing CRM databases to improve social advertising campaigns. Using Tigerlily’s 'Customer Audience Synchronizer' solution, social marketers will be able to synchronise specific customer segments from their CRM database with Facebook through the Kenshoo Social platform to create and manage Custom and Lookalike Audiences. Additionally, marketers will be able to automatically target or exclude specific segments from their Facebook advertising campaigns to further enhance performance.

About Tigerlily
Tigerlily is an intelligent social media marketing platform. We help brands optimize interactions with their fans and maximize their lifetime social value. Thanks to the Tigerlily Platform, Marketers manage social marketing campaigns "All in one": Conversation, Application & Insights. We help brands managing and optimizing their social strategies with a collaborative, scalable and performance-driven solution. Working with more than 60 companies : L’Oréal Luxe, Spotify, Orange, Danone, Universal Music Group, BNP Paribas… the company has run campaigns across up to 60 countries and serving 72 million people. Tigerlily is a Facebook Preferred Marketing Developer and its technology has been rewarded many times: LeWeb, Facebook Mobile Hack, Seedcamp, Techcrunch Europa...
Please visit http://www.tigerlilyapps.com/, https://www.facebook.com/Tigerlilyapps or https://twitter.com/Tigerlily for more information.

About Kenshoo Social
The mission of Kenshoo Social is to activate and illuminate the value of social media with breakthrough technology that drives results. Kenshoo Social offers a global social advertising technology platform that automates workflow and improves performance across Facebook, Twitter, and other social networks. Through Kenshoo Social, marketers can optimize social reach and discover the highest value customers by integrating owned, paid, and earned media. Kenshoo Social is an operating unit of Kenshoo, a global leader in digital marketing technology directing more than $25 billion in annual sales revenue for clients such as Accor, Camelot Communications, CareerBuilder, Expedia, Havas Media, Performics, Resolution Media, Sears, Starcom MediaVest Group, Ticketmaster, Tiny Prints and Zappos. Kenshoo is the only Facebook strategic Preferred Marketing Developer with native API solutions for Facebook, FBX, Twitter, Google, and Bing Ads. Please visit KenshooSocial.com, Facebook.com/KenshooSocial, or Twitter.com/KenshooSocial for more information.

Published on: 3:20PM on 11th October 2013