Sometimes, the most valuable tool in a handyman’s toolbox isn’t the most cutting-edge, innovative gadget, but something simple like duct tape or just a flat-head screwdriver. Kenshoo ecommerce filters are a small part of the Kenshoo suite but can be used for powerful actions.
The same can be said for marketing technology. Marketers are certainly very interested these days in features that leverage next-generation artificial intelligence and machine learning, but it’s the small, useful tools that they use every day that can be the most coveted.
The Kenshoo Ecommerce platform helps marketers create, manage, forecast and optimize product-driven campaigns at scale and has plenty of amazing bells and whistles, but it’s the standard Kenshoo filtering options that many clients find extremely helpful every time they log in.
Data filtering is the process of choosing a smaller part of your data set and using that subset for viewing or analysis
For practitioners in more mature channels, like Search or Social, advanced filtering is a normal expectation to have within their toolset. However, because product advertising is still evolving as a channel, there can be gaps that still need to be filled by technology.
Let the Practitioners Lead the Way
“As a mature marketing technology provider with over 12+ years in the Search and Social space, we’ve learned that our product roadmaps need to be practitioner-driven,” says Paul Carrington, Kenshoo’s Expert Services Senior Analyst, Ecommerce. “Offering a fundamental feature such as filtering is vital to the day-to-day job of managing this channel. Without it, practitioners would have to export to a spreadsheet and then import it back into the tool every time. That’s just not feasible for these busy marketers.”
Kenshoo ecommerce filters can be applied across keywords, campaigns, ads, and products for virtually any metric or custom-metric in the Kenshoo system. Boolean logic can be applied—such less than, greater than, equal too, etc.—for very fine control. Filters can also be applied together for powerful combinations. For example, one could first filter for any campaign that has spent over a certain amount and then further segmented based on the average CPC.
With filters, ecommerce marketers can quickly isolate variables across hundreds of campaigns and multiple geographies to find what is and isn’t working in their accounts. They can use filters to do in seconds what could take minutes or even hours to do manually.
Not only can using the Kenshoo Ecommerce filters save plenty of time on core tasks, but there might be valuable analyses and optimizations that practitioners won’t even try tackling without them. That could be money left on the table.
Kenshoo Ecommerce Filters Example: Finding Low Performing Products
If a practitioner wants to find the poor performing products that are budget wasters, he/she might start by clicking the ROI column in the main Kenshoo Ecommerce grid and filter down to products that have less than or equal to a $3 ROI. Then, by adding a filter for the COST column for products greater than $1000 over the month, only the products that are spending over $1000 and have an ROI less than $3
Now, they have a custom filter that helps that dive deep into a subset of low performing products that they can decide whether or not to pause or edit.
One of the great added elements to the filter feature is that Kenshoo clients can save any filter so they can quickly access the same filter later. This is truly valuable when multiple filters are applied to create a unique view that will be used over and over instead of having to manually apply the filter every time.
Clients can also share the filter with other users and across profiles so that collaborating teams and agency/clients can ensure they are both looking at the same view when discussing performance.
Additionally, Kenshoo Ecommerce filters can be used to set things such as automated actions and report scheduling. For a practitioner that generally has to do these things every day, tying filters to common tasks saves a lot of time and can reduce errors from manual operations.