Rocket Fuel Leads Programmatic Industry beyond 1:1 Marketing with “Marketing in the Moment” to Improve Performance & Redu...
September 16 2015 - 12:54PM
Business Wire
Rocket Fuel’s Moment Scoring™ Technology
Targets and Learns in the Moment, and Auto Adapts for Optimal Media
Spend Across Channels and Devices
Rocket Fuel (NASDAQ: FUEL), the leading Programmatic Marketing
Platform provider with Moment Scoring™ technology, today introduced
its “Marketing in the Moment” approach to move marketers beyond
one-to-one marketing and deliver higher performing marketing
campaigns at the precise moment of influence.
With 1:1 marketing, marketers waste dollars messaging to static
segments and profiles, constraining themselves with predetermined
spend by channel and evaluating campaigns after the fact, rather
than dynamically in real-time. Marketing in the moment means that
marketers can leverage real-time, contextual data to determine the
best message in a moment, score each moment to improve marketing
actions in real-time, and benefit from a more accurate media
mix.
“Rocket Fuel is leading an industry transformation to deliver
marketing campaigns that target consumers at precise moments of
influence,” said Monte Zweben, interim CEO, Rocket Fuel. “Rocket
Fuel's Moment Scoring technology is purpose-built to learn the
critical—and often hard to recognize—predictors of what makes one
ad more appropriate than another, in a particular moment, to
deliver on a marketer’s goals.”
Rocket Fuel’s leading Programmatic Marketing Platform, which is
comprised of a SaaS-based Demand Side Platform (DSP) and Data
Management Platform (DMP), is supported by three pillars of Rocket
Fuel’s unique Marketing in the Moment approach:
Moment Scoring. Rocket Fuel performs a real-time
calculation of each ad opportunity based on the likelihood that a
consumer will engage in a desired action across channels, devices,
and objectives. Rocket Fuel has spent years fine-tuning its
technology to understand emergent patterns in consumer data. With
Moment Scoring, Rocket Fuel uses these patterns to discover
attributes and variables for each ad opportunity—that would
otherwise be obscured by the complexity of the data—to improve
results for marketers whether they are trying to drive online
conversions, improve brand preference, or any other business
goal.
Marketing that Learns. Rocket Fuel’s AI automatically
learns over time and adapts to improve campaign results. When
Rocket Fuel serves an impression, it learns about the outcome of
each ad delivered and applies that knowledge later in a campaign.
The result for clients, over time, is a higher performing campaign
as the model increases the number of attributes considered in a
score to create better performance toward the marketer’s goal.
Media Mix that Adapts. Realizing the full power of Moment
Scoring means thinking about channels, including display, mobile,
social and video; devices; and objectives all together, not in
silos. Customers using Rocket Fuel experienced an average increased
ROI of 31% in initial cross-device campaigns. With Rocket Fuel,
marketers can run campaigns that leverage unified profiles, which
provide a singular view of an individual across desktop and mobile
devices. Moment Scoring operates consistently no matter how the
consumer is interacting with a marketer's message, so Rocket Fuel
can identify influential moments on any digital channel or device.
The result is an opportunity to improve performance and reduce ad
waste by serving the right ad to the right consumer on whichever
device he or she is using at the moment of greatest influence.
In support of its Marketing in the Moment strategy, Rocket Fuel
is planning a one-day educational event, entitled “Momentous,” on
November 11 featuring industry and company experts who will
highlight the value of Marketing in the Moment. More details on the
event can be found at: http://www.rocketfuel.com/momentous. The
company also released the Guide to Marketing in the Moment
available at info.rocketfuel.com/marketing-in-the-moment as well as
an introductory video at https://vimeo.com/138245158 that
highlights the power of Moment Scoring.
About Rocket Fuel
Rocket Fuel (NASDAQ: FUEL) is the leading Programmatic Marketing
Platform provider with Moment Scoring™ technology. The company
offers brands and agencies managed services, as well as a
SaaS-based Data Management Platform (DMP) and Demand Side Platform
(DSP), to optimize performance, awareness, and lift across
marketing objectives, channels and devices. By applying its
unrivaled Artificial Intelligence at Big Data scale, Rocket Fuel’s
Moment Scoring™ performs a real-time calculation of each ad
opportunity based on a marketer’s goal to determine the likelihood
a consumer will engage in a desired action. Moment Scoring goes
beyond 1:1 marketing by learning to predict what marketing actions
to take with a campaign at a precise moment in time, which results
in a much more efficient use of marketing dollars. Rocket Fuel
serves 96 of the Ad Age 100, three of the top five agency holding
company trading desks, and partners with some of the world’s
leading CRM platforms, marketing platforms and systems integrators.
Headquartered in Redwood City, California, Rocket Fuel has more
than 20 offices worldwide.
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Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com
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