Kenshoo, a global leader in marketing technology, today announced its intent to acquire Signals Analytics, a pioneer in AI-powered analytics for market intelligence. The acquisition positions the company to solve the biggest challenge brands face in the post-COVID-19 era: How to catch up with accelerated e-commerce adoption and be best positioned to understand, engage and transact with consumers regardless of channel.
Statistics demonstrating the failure of up to 95% of consumer product launches annually and up to 30% of marketing investments failing to generate return reflect a shopping landscape challenged by digitization, the emergence of disruptive Direct-to-Consumer models and increased sensitivity to consumer privacy. Brands face the need to rapidly transform engagement from mostly physical and linear to primarily digital and reiterative in order to remain competitive. This requires a shorter, more intelligent innovation cycle and better product planning followed by insights-driven launches and marketing execution. By establishing a first-of-its-kind AI-powered platform that connects internal and external data sets to surface insights across the entire marketing value chain, Kenshoo will empower enterprise clients to make stronger predictions and unleash their growth potential.
“Given the exponential growth we are experiencing in performance marketing, specifically around e-commerce, Kenshoo sees firsthand how brands make decisions to bring products to market online,” said Kenshoo CEO and Co-Founder Yoav Izhar-Prato. “The channel discussion is changing from media platforms to distribution types—Direct-to-Consumer or Retail—and we are relied upon to support those decisions. We looked for a powerful platform that best captured holistic consumer and market insights by connecting external data sets layered with cutting-edge, advanced analytics capabilities, and we found both in Signals Analytics. With a proven record in curating and augmenting external data and utilizing unique assets in AI/ML to infuse decisions with relevant, actionable insights for very prestigious brands, the team wowed us.”
Immediately, the companies’ combined assets create a connected knowledge graph across brand, consumer, product, campaign, publisher and market data silos. This enables consumer insights and analytics teams to streamline trend analysis in order to identify white space opportunities; provide marketers the ability to build more effective strategic plans; and give social, retail and publisher partners access to broader cross-channel intelligence to generate value.
“Signals Analytics was founded on the premise that more sound, timely market intelligence could improve business outcomes as a critical bridge to fast-moving customers,” said Gil Sadeh, Signals Analytics Co-Founder and CEO. “My co-founder Kobi Gershoni and I recognized that the way to get there was by extracting available market signals from the noise that were often missed given the sheer volume of data constantly generated online. By connecting these signals in a robust, configurable data fabric using patented AI and natural language processing, we have helped some of the world’s most discernible consumer brands accelerate product innovation, improve launch metrics, support marketing teams and ultimately drive growth. Joining forces with Kenshoo means we can advance our collective mission of enabling smarter, faster go-to-market decisions in the current, highly dynamic digital commerce era.”