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Kenshoo and Oracle to provide actionable insights across social media

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Soma Tah
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AUSTIN, USA: Kenshoo announced from South By Southwest, a Kenshoo integration with Oracle Social Cloud. The news comes as part of Oracle's newly announced open API-based paid social media solution for its customers.

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The solution will provide marketers a robust view of the interplay between paid, owned and earned social marketing campaigns and the ability to immediately take action on key insights to improve performance.

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.

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A recent study commissioned by Kenshoo and conducted by Forrester Consulting, found that while owned media, such as maintaining branded pages on social networks, is the most popular tactic employed by social marketers, paid advertising was the most effective.

The study also found that social advertisers who paid to promote their branded content were most satisfied with the awareness they created; while those who bought standard social ad units were happiest with their ability to drive purchases. Therefore, brand-focused social advertisers and response-focused social advertisers must deploy the tactics proven best for meeting their specific objectives.

"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," said Sivan Metzger, SVP, business development for Kenshoo.

"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."