Rocket Fuel Study Finds 81% of Marketers Want New Data Management Approach to Unify Customer Insights and Drive Sales
April 24 2015 - 9:00AM
Business Wire
77% of Respondents are not Equipped for
Persistent, Data-Driven, Personalized Marketing;48% are Interested
in Using a Data Management Platform
Rocket Fuel (NASDAQ: FUEL), a leading programmatic media-buying
platform provider that uses artificial intelligence (AI) at Big
Data scale to improve marketing ROI for global agencies and
enterprise marketers, today announced it has released a
commissioned Forrester Consulting study, “One-to-One Marketing,”
that investigates how marketers can reach today’s always-on
customer through effective data management.
Today’s digital marketer is faced with a persistent challenge:
Getting a unified view of an individual consumer across multiple
channels, from mobile, to display, to video, to social. Bringing
those interactions together can enable a marketing campaign to
automatically learn more about an individual consumer’s preferences
and behaviors -- no matter where they’ve interacted with a brand --
and then drive that consumer to action.
The February 2015 study, commissioned by Rocket Fuel and
conducted by Forrester Consulting, shows 75% of marketers’ interest
in one-to-one marketing has increased within their companies over
the past year. In addition, almost half of marketers surveyed are
interested in using a DMP (data management platform) to more
effectively reach their target audience.
The data management platform (DMP) category of products, which
brings all of an individual consumer’s interactions together across
channels, allows marketers to drive sales and build brand equity.
As Forrester concludes in the study, “One-to-one marketing, based
on deep knowledge and a holistic view of customers and prospects,
is the next step in the evolution toward truly personal
cross-platform digital experiences that satisfy consumers and
deliver results for marketers.” The free study concludes with a
list of recommendations marketers can use to achieve and create
relationships with loyal customers.
In the study, Forrester conducted an online survey of 103
business-to-consumer marketers with at least manager seniority and
oversight of targeted marketing tools and technologies from a
variety of industries in the U.S. and Canada.
Key findings include:
› The shifting customer life cycle demands a new model of
data-based engagement.81% of respondents agree: The always-on,
multi-device consumer is now in control of the company/customer
relationship, and that’s a fundamental and historic change. In
order to thrive in this new environment, marketers must learn all
they can about customer practices and preferences.
› Sourcing, aggregating, and analyzing data remain significant
corporate challenges.Only 23% of survey respondents consider their
organizations to be “completely prepared,” and even fewer -- 21% --
said their current marketing practices “completely align” with
one-to-one marketing. Further, the necessity of respecting and
protecting consumer privacy is a serious concern. 78% say
protecting their customers’ personally identifiable information
(PII) has risen in importance over the past year, yet only half of
respondents have staff dedicated to doing so.
› Many companies can’t rely on internal resources alone.Beyond
assessing and organizing internal data resources and aligning
executives around key corporate data strategies, an average of 64%
of respondents stated they require the help of partners with proven
track records that can supplement internal resources and deliver
results.
“Marketers increasingly understand that it isn’t enough to
collect data; there must be a way to transform insights into
informed actions that create meaningful and personalized
conversations with consumers,” said George John, founder and
chairman at Rocket Fuel. “To reach this goal, marketers need an
essential digital marketing partner focused on bringing together
disparate tools and data streams to create a singular, complete
view of consumers. Rocket Fuel's digital marketing hub is built
around an integrated, proven Data Management Platform (DMP) and
AI-powered optimization engine to enable smart data activation and
drive precise connections with consumers by controlling the
content, timing, and frequency of all addressable messaging."
For more information and to download the full study, please
visit http://info.rocketfuel.com/one-to-one-marketing.html.
Rocket Fuel does not make any warranty, representation,
guarantee, expressed or implied, about the survey. Any reliance on,
or use of, the survey results and/or this press release is at your
own risk.
Study Methodology
In this study, Forrester conducted an online survey of 103 B2C
marketers with at least manager seniority and oversight of targeted
marketing tools and technologies from a variety of industries in
the U.S. and Canada. Forrester also conducted four 30-minute
qualitative interviews of respondents from the same sample.
Questions provided to the participants asked about their current
and planned practices regarding marketing personalization and
customer data integration, their current and planned investment in
technologies supporting such capabilities, and the benefits and
challenges they have experienced in the implementation or expansion
of such capabilities. Respondents were offered a small incentive,
determined by their respective survey panels, as a thank you for
time spent on the survey. The study began in June 2014 and was
completed in August 2014.
About Rocket Fuel
Rocket Fuel combines the science of artificial intelligence with
the scale of Big Data to improve the effectiveness of programmatic
marketing. Customers trust Rocket Fuel's Marketing That Learns®
platform to achieve brand, direct-response and revenue objectives
in diverse industries across North America, Latin America, Europe,
and APAC. With the acquisition of marketing technology firm [x+1]
in September 2014, Rocket Fuel now offers a complete digital
marketing hub for the world's most innovative, always-on marketers
and ad sellers. The hub includes data management, programmatic
media-buying, site optimization, and predictive analytics
capabilities that extend across paid and owned channels, and
personalize customer interactions. Rocket Fuel operates in more
than 20 offices worldwide and trades on the NASDAQ Global Select
Market under the ticker symbol "FUEL." For more information, please
visit http://www.rocketfuel.com or call 1-888-717-8873.
Rocket FuelKenya Hayes, 650-481-6178pr@rocketfuel.com
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