ICrossing will integrate its Connected Marketing Platform (CMP) with Kenshoo’s tools that automate and add intelligence to bids in paid search campaigns. The ability to automate campaign functions is a key reason behind the partnership.
“One of the KPIs will be how much time we can give iCrossing back to invest in other areas of their business on behalf of their clients,” said Aaron Goldman, Kenshoo’s CMO. “The other is performance improvements of the campaigns themselves, through the science and algorithms embedded in the Kenshoo platform. Are we being more efficient? If we can deliver on both those things, we can agree the partnership has been successful.”
The CMP is an overarching term iCrossing uses to describe its tool set, built around managing cookie-level data, merging it with campaign and audience data, and making the entire collection available for marketing or advertising decisions.
Much of that data’s value comes from iCrossing’s affiliation with Hearst. So just as iCrossing hopes to benefit from Kenshoo automating certain campaign processes, Kenshoo hopes to benefit by accessing data pumped through iCrossing.
“Given our access to the premium audience data at Hearst and other data sources we can access at the cookie level, we can bring unique intelligence to the Kenshoo experience,” said iCrossing CTO Peter Randazzo.