Kenshoo raids Facebook for social boss

By AdNews | 23 January 2014

Facebook's APAC client partner for global marketing solutions has switched teams and joined Kenshoo ANZ as director of social. Ruud Spierings leaves the social media giant for one of its partner firms, with Kenshoo and Facebook working closely in Australia to try and attract more brand dollars across their platforms.

The move makes sense. Spierings' job at Facebook was to sell the benefits of the platform to marketers and show them how to use it. Four years on, marketers have started to push chunks of budget onto the platform. At Kenshoo, Spierings' job is to show them how to make most use of that spend by showing which channels are most effective. Kenshoo, which competes against firms like Marin and Salesforce, uses its tech to look at the path to purchase. That means it can show marketers which channels played a part in the transaction and so they can weight budgets accordingly and its platform recently received a glowing appraisal from Forrester Research.

“It’s not often you get the chance to join a company that is hailed by independent sources as having the best software platform in search and social,” Spierings said. “We see tremendous opportunities for brands seeking to leverage the power of search data and leveraging that information to drive their social advertising campaigns. The amount of value a technology partner can bring to the table in terms of optimisation, and process automation is unbelievable."

Spierings said the future of social advertising is "using all the data that a brand has at its disposal, and continuously enhancing social campaigns" through advancing technology.

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