Three trends are changing the way brands find and engage with customer at the local level –the shift to mobile, the emerge of programmatic buying and the increasing ability to measure performance in real time.

These trends, and how marketers can take advantage of them, will form the foundation of Kenshoo CMO Aaron Goldman‘s Day 2 keynote address at BIA/Kelsey’s National conference, March 25-27, in Dallas.

“In today’s world, it’s all real time and you can make changes every minute of every day,” said Goldman. “And you can get really granular, especially at the local level, in an automated way. So you can have the right message, to the right person, at the right time, at scale.”

We asked Aaron to join us on a Google Hangout to give a preview of his talk at National. Goldman is author of the book, “Everything I Know About Marketing I Learned from Google” and also carries the unofficial title of Kenshoo’s “Head of Freestyle Rap.” Watch the video below for a preview of Goldman’s address and to get taste of his rhyming skills.

If you are interested in attending the National event, email me (claughlin AT biakelsey.com) to receive a promotional code that offers the best rate available.

The post BIA/Kelsey’s NATIONAL Preview: Freestyling with Kenshoo’s Aaron Goldman appeared first on BIA/Kelsey - Local Media Watch.

Three trends are changing the way brands find and engage with customer at the local level –the shift to mobile, the emerge of programmatic buying and the increasing ability to measure performance in real time.

These trends, and how marketers can take advantage of them, will form the foundation of Kenshoo CMO Aaron Goldman‘s Day 2 keynote address at BIA/Kelsey’s National conference, March 25-27, in Dallas.

“In today’s world, it’s all real time and you can make changes every minute of every day,” said Goldman. “And you can get really granular, especially at the local level, in an automated way. So you can have the right message, to the right person, at the right time, at scale.”

We asked Aaron to join us on a Google Hangout to give a preview of his talk at National. Goldman is author of the book, “Everything I Know About Marketing I Learned from Google” and also carries the unofficial title of Kenshoo’s “Head of Freestyle Rap.” Watch the video below for a preview of Goldman’s address and to get taste of his rhyming skills.

If you are interested in attending the National event, email me (claughlin AT biakelsey.com) to receive a promotional code that offers the best rate available.

The post BIA/Kelsey's NATIONAL Preview: Freestyling with Kenshoo's Aaron Goldman appeared first on BIA/Kelsey - Local Media Watch.

The BIA/Kelsey NATIONAL show is now fully in place, with 56 speakers set to define the cutting edge in national brands and local marketing. The show takes place March 25-27 at The Dallas Westin. Just added to the program: Internet visionary Mitch Golub, who leaves Cars.com today after successfully developing it into a $1.8 Billion enterprise that has, along with AutoTrader.com, helped define all the best practices of working with the world’s most aggressive national and local marketers (the car manufacturers and car dealers.)

Also added: key brands defining the best in vertical marketing. Dental One Partners, VCA (Animal Hospitals) and Service Experts Heating and Air Conditioning have now been added to a lineup that also includes leaders from Brooks Brothers, UniGroup (United Van Lines), Rooms to Go, All My Sons Moving & Storage, El Pollo Loco, U-Haul International, Nestle TollHouse Cafe, and The Susan G. Komen Foundation.

Announced earlier: keynotes from Google’s Brendon Kraham; Facebook’s Jon Czaja; Bizhive’s Dave Walker, Kenshoo’s Aaron Goldman, Geary LSF’s Karen Traversi Kovaleski and The Weather Co’s Ryan Davis. There are also key sessions with thought leaders such as YP’s Melissa Burghardt, The Washington Post Co’s Ethan Selzer; The Dallas Morning News’ Grant Moise; Meredith Corp’s Pam Taylor; and TvB’s Steve Lanzano.

The program also marks the debut of key new BIA/Kelsey data on franchise marketing from our Local Commerce Monitor survey. And last but not least, we’ll be doing Dallas right, with two Best of Dallas receptions; a “Before the Bell” Dallas Innovator Breakfast at the Addison Treehouse sponsored by Speakeasy; Two social breakouts, including National DEMOs and Drinks and Women Leading in Local; and an After Hours Country Casino sponsored by Local Site Submit and Moon Valley Software.

Check out the full, 2 1/2 day agenda. You may register here.

Cars.com visionary Mitch Golub is set for BIA/Kelsey National

The post 56 Speakers Set for BIA/Kelsey NATIONAL, March 25-27: Cars.com’s Mitch Golub Added appeared first on BIA/Kelsey - Local Media Watch.

The BIA/Kelsey NATIONAL show is now fully in place, with 56 speakers set to define the cutting edge in national brands and local marketing. The show takes place March 25-27 at The Dallas Westin. Just added to the program: Internet visionary Mitch Golub, who leaves Cars.com today after successfully developing it into a $1.8 Billion enterprise that has, along with AutoTrader.com, helped define all the best practices of working with the world’s most aggressive national and local marketers (the car manufacturers and car dealers.)

Also added: key brands defining the best in vertical marketing. Dental One Partners, VCA (Animal Hospitals) and Service Experts Heating and Air Conditioning have now been added to a lineup that also includes leaders from Brooks Brothers, UniGroup (United Van Lines), Rooms to Go, All My Sons Moving & Storage, El Pollo Loco, U-Haul International, Nestle TollHouse Cafe, and The Susan G. Komen Foundation.

Announced earlier: keynotes from Google’s Brendon Kraham; Facebook’s Jon Czaja; Bizhive?s Dave Walker, Kenshoo’s Aaron Goldman, Geary LSF’s Karen Traversi Kovaleski and The Weather Co’s Ryan Davis. There are also key sessions with thought leaders such as YP’s Melissa Burghardt, The Washington Post Co’s Ethan Selzer; The Dallas Morning News’ Grant Moise; Meredith Corp’s Pam Taylor; and TvB’s Steve Lanzano.

The program also marks the debut of key new BIA/Kelsey data on franchise marketing from our Local Commerce Monitor survey. And last but not least, we’ll be doing Dallas right, with two Best of Dallas receptions; a “Before the Bell” Dallas Innovator Breakfast at the Addison Treehouse sponsored by Speakeasy; Two social breakouts, including National DEMOs and Drinks and Women Leading in Local; and an After Hours Country Casino sponsored by Local Site Submit and Moon Valley Software.

Check out the full, 2 1/2 day agenda. You may register here.

Cars.com visionary Mitch Golub is set for BIA/Kelsey National

The post 56 Speakers Set for BIA/Kelsey NATIONAL, March 25-27: Cars.com's Mitch Golub Added appeared first on BIA/Kelsey - Local Media Watch.

It’s here! We have just announced the agenda for BIA/Kelsey NATIONAL. which takes place March 25-27 in Dallas.

The NATIONAL theme is especially important this year. Local technology and services have reached a level where they have fostered major relationships with national brands and retailers. At IAB’s Annual Leadership Meeting last year, we noted a poll by Operative that showed that local sales has now become the seventh most important revenue driver for CMOs. Our own BIA/Kelsey research shows that national players will spend more than $68 billion on local marketing by 2018.

We know this: Brands want to be part of this. Retailers want to be part of this. Franchisees want to be part of this. And so does local’s growing community of digital channel players and vendors.

All of them will be front and center at the third edition of BIA/Kelsey NATIONAL, which we are co-chairing with 3rd Act Marketing’s Gregg Stewart (ex 15 Miles, TMP and Wahlstrom).

The agenda is now posted, with an initial slate of keynoters that includes Facebook’s Jon Czaja, whose portfolio includes the national franchise opportunity, where he leverages his experience at core national local leaders such as General Mills, eBay and Walmart; “Everything I Know about Marketing I Learned from Google” author Aaron Goldman, Kenshoo‘s CMO, who shares his irreverent and critical take on search. social and mobile; and Geary LSF President and CEO Karen Kovaleski, who is spearheading national local strategies for such key brands as Bumble Bee, WD-40, Brooks Brothers and Ashley Furniture.

The brands themselves will be well represented at the show. The initial slate of brands at the event include key local targeting leaders from Brooks Brothers, El Pollo Loco, All My Sons Moving and Storage, ServiceMaster/American Home Shield and Rooms to Go.

Other speakers come from media leaders who are providing local solutions to national players, including Dallas Morning News SVP Grant Moise and Washington Post VP Ethan Selzer.

We’ll also hear from a number of top platform providers and agencies, including BizHive Chairman Dave Walker, ReachLocal VP Travis Arthur, Where2GetIt CEO Manish Patel, Simpli.fi CEO Frost Prioleau, SpeakEasy CEO Mike Orren, LocalBizNow CEO Todd Webber and Soci CEO Afif Khoury.

Anchoring the whole show is the second edition of our GoLocal Awards, honoring the best efforts from national brands and rretailers(and their agencies) in local. We’re just getting started. Watch this space for frequent updates.

The post Mark Your Calendars: BIA/Kelsey NATIONAL, March 25-27, Dallas appeared first on BIA/Kelsey - Local Media Watch.

Online “ad versioning” has taken on heightened significance as national and regional brands vie for their own piece of the sizable local advertising pie. However, as SEM becomes more sophisticated and consumers expect smart targeting from commercial messages, basic metro-level campaigns often don’t suffice. Kenshoo realizes that and is implementing its Conversion Attribution Modeling platform with national clients to allow them to effectively build out hundreds of search campaigns targeted to specific store locations.

Kenshoo’s director of product marketing, Ariel Rosenstein, told BIA/Kelsey that for retailers and other businesses with diverse geographical locations, consumers are in different “life cycle” stages (awareness, consideration, intent, purchase), meaning that keywords resonate differently based on a buyer’s position in the purchase funnel. If these distinctions are not accounted for, then the unwanted result can be the misallocation of online budgets to keywords that are not optimizing. Generally, this plays out with a business overvaluing the last click prior to purchase while discounting other keywords that may have been essential in driving the ultimate conversion.

Kenshoo’s Real Time Tracking mechanism gives large-scale businesses running multiple, simultaneous campaigns a location-specific window into where clicks are originating from and where they’re leading. Based on how this behavioral pattern points to conversion, combined with the goals of the client, a national-local franchise can apply weight attributions to decipher which keywords are most effective in driving purchases. Campaigns can then be modified to accentuate powerful keywords and redirect away from less effective ones.

For instance, if a business is courting initial customers, it may choose to place additional weight on early clicks that introduce potential buyers to a brand. Meanwhile, time-sensitive campaigns can invoke time decay attribution so that more recent clicks receive more value.

Image Credit: Kenshoo

Rosenstein showcased Kenshoo client Extra Space Storage as an example of the importance of attribution weighting to understanding the unique, and often segmented, behavioral and buying patterns of a customer base. Notably, nearly 25 percent of ESS’ conversions included “some geographic term, yet they were running general campaigns. They needed to add local keywords.” Additionally, almost one-third of conversions had “a brand keyword in the path,” making it important to shift away from “prefer last” keyword attribution to more balanced models that accounted for the importance of brand awareness. And in some geographic areas, conversions occur more quickly than in others.

The next game changer for national-local brands is social media, which plays a dynamic role in the customer life cycle and has heavy cross-over with search. Kenshoo is already using Facebook’s API to attribute conversions from social channels. Its next, more ambitious step is to build out a full social ad campaign management tool, currently in beta.

The post Kenshoo’s Attribution Weightings Give Big Brands Smart Local SEM appeared first on BIA/Kelsey - Local Media Watch.

Large companies with lots of local touchpoints, such as retailers and restaurant chains, often have trouble adequately representing the local end. That’s the goal of Kenshoo Local, a recently launched division of Kenshoo, the worldwide enterprise online “demand generation” firm with 120 people and offices in nine countries (and which has just received a new round of funding from Sequoia Capital). Roughly half of Kenshoo’s business is in the U.S., a third is in Europe and the rest is in Asia.

GM Sivan Metzger says Kenshoo Local’s technology was explicitly designed to boost local conversion rates and maneuver the intricacies of geotargeting and vertical specialties, while maintaining operational efficiencies. For instance, clients may stumble when they assign geocodes in a large metro area, or when they are attempting to convert international currencies.

Metzger emphasizes that the company’s sole focus is on technology, not fulfillment, which is left to clients, which may include online directories, agencies, publishers, vertical powerhouses such as Findlaw.com and small-business providers. Each handles large volumes of local or SMB campaigns.

Agencies, in particular, need help handling their second-tier accounts such as local car dealers, says Metzger. The dealers may not be able to receive the same personalized attention in a large agency as top 20 clients. Yet by focusing on scalable delivery, Kenshoo Local helps agencies, such as Havas, deliver “enterprise level” services.

Looking forward, Metzger says the company has been working with retail clients on inventory issues, and is now capable of pushing specific SKUs for retail clients to the top of search rankings – a capability that veers into specialized retail capabilities offered by companies such as Krillion.com and Milo.com.

The post Kenshoo Local Brings ‘Enterprise’ Capabilities to Local Search appeared first on BIA/Kelsey - Local Media Watch.