Skai integrates with Oracle’s Social Relationship Management platform to offer advanced functionality proven to generate positive returns from social media
Austin, Texas (March 7, 2014)–Skai (www.Kenshoo.com), the global leader in predictive media optimization technology, today announced from South By Southwest®, a Skai 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. 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 Skai 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.
A recent study commissioned by Skai and conducted by Forrester Consulting, “The Key to Successful Social Advertising,” 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 Skai. “Skai’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.”
Skai, the only Facebook strategic Preferred Marketing Developer (sPMD) with native API solutions for ads across Google, Bing, Yahoo, Baidu, CityGrid, Twitter, Facebook, Facebook Exchange, and SDK for Mobile Measurement offers several industry-leading tools to help digital marketers maximize advertising investments. For example, Skai Demand-Driven Campaigns, which leverages inventory feeds and search performance data to optimize product advertising on Facebook, was named a winner in the 2013 Facebook Innovation Competition for performance marketing. Similarly, Skai is the only Facebook sPMD with the aforementioned credentials to offer a proprietary software development kit (SDK) that can measure and optimize customer lifetime value generated from in-app mobile purchases.
These innovations helped Skai to be named the sole leader in a Social Ad Platforms evaluation by independent research firm, Forrester Research Inc. in The Forrester Wave™: Social Advertising Platforms, Q4 2013 after previously being named the sole leader in Forrester Wave, Bid Management Platforms, Q4 2012.
Skai is a global software company that engineers cloud-based digital marketing solutions and predictive media optimization technology. Brands, agencies and developers use Skai Search, Skai Social, Skai Local and Skai SmartPath to direct more than $200 billion in annualized online client sales revenue through the platform. Skai is the only Facebook strategic Preferred Marketing Developer with native API solutions for ads across Google, Bing, Yahoo, Baidu, CityGrid, Twitter, Facebook, Facebook Exchange, and SDK for Mobile Measurement. Skai powers campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 22 international locations and is backed by Sequoia Capital, Arts Alliance, and Tenaya Capital. Please visit www.Kenshoo.com for more information.
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