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BizReport : Ecommerce archives : May 06, 2010

Rocket Fuel launch optimizes brand in real time

Rocket Fuel has launched a new tool to help brands better optimize their online communications through automated targeting options and metrics. The platform works in the display space by first profiling customized audiences for each branded campaign. The consumer information is then layered with demographic, lifestyle and purchase history among other factors. The key is that all of the information is offered in real time, giving marketers direct insight into how campaigns are faring.

by Kristina Knight

rocketfuel.png"Marketers need real time information on click-thrus and other metrics to see how brand awareness and purchase intents are growing," said Richard Frankel, president of Rocket Fuel. "[This platform] allows brands to use metrics they are comfortable and familiar with and to use those metrics more quickly."

The platform is offered in partnership with Dynamic Logic. While getting information about campaigns in real time is great for making adjustments on the fly, but more importantly all of that measurement can be tabled to see a broader view of what is and isn't working over a longer period of time. That way brands can use past information in the beginning campaign stages weeks or months down the road. But, in real time what can a brand do with the measurements takes?

"I'll use the ice cream analogy. If you ask a customer what type of ice cream they like you can then use that information to segment a broad base of consumers who can then be targeted on their likes, dislikes and loyalty," said Frankel. "You can even identify those consumers loyal to a competitor so that your brand can offer a discount to 'try' a new product they otherwise might have ignored."

What does Frankel see in the future? More online spending from brands large and small, to start with.

"Marketers have been traditionally slow to bring more of their spend online," said Frankel. "In a lot of ways the Internet has failed to deliver and I think the weight of consumer usage had impacted the brand marketers. The [big trend] I see is the increase of online spending because marketers are getting more data that they want and that can help them engage more consumers."

Tags: advertising, brand optimization, branded message, ecommerce, personalized messages, RocketFuel

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