Rocket Fuel Inc. taps BlueKai for optimized data
By testing multiple streams of data in real time, brands can offer more focused, i.e. targeted, campaigns to consumers. Rocket Fuel uses the data from hubs such as BlueKai and then blends that information within Rocket Fuel’s algorithms, analysis and analytics to create focused information for brand marketers.
“When someone who matches a campaign’s intended audience enters our network, BlueKai data helps us recognize these intenders at scale and target them with the most relevant ad,” said Richard Frankel, President of Rocket Fuel Inc. “Our response prediction engines are looking at BlueKai behavior across sites, geographies and many other variables to find the ideal impressions.”
In the automotive vertical, for example, marketers were able to increase price quotes, brochure downloads or even scheduled test drives – all important things for consumers in the buy cycle. For retail, the data helped marketers to increase purchases and traffic.
Here is the breakdown for different verticals:
• Automotive: 64% lower effective cost per action (eCPA)
• Retail: 24% lower eCPA
• Travel: 37% lower eCPA
• CPG: 50% lower eCPA