Technology Business Research Releases New Report on Data Management Platforms; Highlights Rocket Fuel’s DMP Leadership
October 29 2015 - 11:37AM
Business Wire
Report on DMP Industry Evolution Offers
Insights to Marketers on Data-driven Advertising Powered by
“Marketing in the Moment”
Rocket Fuel (NASDAQ:FUEL), a leading Programmatic Marketing
Platform provider, today announced that Technology Business
Research (TBR) has completed a report commissioned by Rocket Fuel
entitled, “Data Management Platforms (DMPs) will flourish in the
data-centric economy.” The report is aimed at informing agencies
and brands on the necessity and value of integrating a DMP as part
of their overall programmatic marketing strategy.
“Rocket Fuel is frequently reported as a DMP of record in our
enterprise survey work with Fortune 1000 customers,” states Seth
Ulinski, senior analyst, Technology Business Research, Inc. (TBR).
“Their leadership in large scale enterprise deployments, combined
with their ability to provide real-time marketing intelligence from
a wide array of data sources, better position them to capitalize on
new opportunities than earlier generation DMP offerings.”
TBR’s 2Q15 Ad Tech Customer Study found that 16 percent of
enterprises use a DMP versus 35 percent who use a Customer Data
Platform for its CRM data. This gap indicates businesses have not
yet made the leap from getting insight out of known leads and
customer data in a Customer Data Platform to making the same
analytical decisions based on audience data via a DMP. According to
TBR, “Advanced DMPs like Rocket Fuel’s are vital to collecting and
sorting data from earned and owned media and paid channels,
allowing clients to develop target audiences to push out campaigns,
then collecting post-campaign data for tactics such as
retargeting.”
“The Rocket Fuel DMP stands out for its unique ability to solve
the modern marketing challenge --- how to move beyond segments, and
even beyond 1:1 marketing to find perfect moments,” said Simon
Hayhurst, senior vice president of products and business
development, Rocket Fuel. “By using the Rocket Fuel DMP, marketers
can not only work on their data, but put all their data to work
across all their channels, partners and DSPs to drive brand
awareness, conversion, and most importantly, ROI.”
Highlights of the TBR whitepaper include:
- Evolution of DMP functionality from 1.0
to 2.0 to enable data activation and “marketing in the moment”
- Value of Rocket Fuel’s Programmatic
Marketing Platform for data activation and improved campaign
performance
- Assessment of advertiser readiness for
DMP activation, as well as recommended success strategies
Rocket Fuel’s SaaS-based Programmatic Marketing Platform, which
includes a DMP, can help marketers centralize and activate data
from every channel, including display, mobile, video, offline CRM
data, website, and email marketing. Additionally, the Rocket Fuel
DMP provides sophisticated audience building, proprietary modeling
tools, and rich audience analytics to more efficiently engage
potential audiences.
Rocket Fuel’s DMP is underpinned by Moment Scoring™ technology,
which learns the critical—and often hard to recognize—predictors of
what makes one marketing action more appropriate than another in a
particular moment, and, in real time, improves campaigns
accordingly. As a result, Rocket Fuel can inform and feed real-time
marketing decisions across all media channels and give marketers
the ability to measure consumer responses and interactions to
control the frequency, accuracy, and relevancy of their
messages.
For a copy of TBR’s report, please visit:
rocketfuel.com/dmp_whitepaper
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel
(NASDAQ: FUEL) offers brands, agencies, and platform partners
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 artificial intelligence at big data scale,
Rocket Fuel’s Moment Scoring™ technology 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 FuelKristin Holloway, 650-481-6178pr@rocketfuel.com
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