Actionable Insights Come to Social Media at SXSW

Actionable Insights Come to Social Media at SXSWHere in Austin, Texas this week, the team at Kenshoo – a global leader in predictive media optimization technology – announced at SXSW its forthcoming integration with Oracle Social Cloud.

Together, the new partners plan to bring “actionable insights” to social media.

The news comes as part of Oracle’s freshly announced open API-based paid social media solution for its customers.

MMW was briefed on the fusion and told that 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, the companies assert, 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 is also billed as being capable of offering 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).

“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,” explains Sivan Metzger, SVP of business development for Kenshoo. “Kenshoo’s advanced tracking and attribution capabilities, bidding algorithms, and workflow 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.”

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