Rocket Fuel’s Programmatic Marketing Platform Further Enhanced by Merkle’s DataSource™ National Consumer Database
April 20 2016 - 8:00AM
Business Wire
Marketers can now power campaigns that use
Merkle’s data with Rocket Fuel’s Moment Scoring™ technology
Rocket Fuel Inc. (NASDAQ:FUEL), a leading Programmatic Marketing
Platform provider, today announced that Merkle’s DataSource digital
segments are now available through the Rocket Fuel platform to
drive higher performing marketing outcomes for marketers and
agencies.
“Rocket Fuel’s Moment Scoring technology, combined with Merkle’s
highly predictive and descriptive DataSource segments, enables us
to offer smarter ad campaigns that are informed by more precise
audiences and ad targeting,” said James Huang, vice president,
global alliances and channels, Rocket Fuel. “At Rocket Fuel, our
focus is on helping to ensure our platform ingests the highest
caliber data so that we’re able to output highly targeted, high
performing campaigns and drive improved marketing outcomes.”
Merkle’s DataSource is an industry-leading national customer
marketing database that transforms the best performing data into
addressable segments created from unique offline data aggregation
that is accurate, predictive and actionable. Leveraging Merkle’s
DataSource, powered by data and analytics from the offline
marketplace, Merkle’s top-performing consumer segments are now
accessible within Rocket Fuel’s Programmatic Marketing Platform.
The Rocket Fuel platform features Moment Scoring technology, which
is designed to learn the critical predictors of what makes one
marketing action more likely than another in a particular moment,
and to improve campaigns accordingly in real time.
“Merkle’s comprehensive – and highly discriminate – data
sourcing approach means that only the highest scoring, best
performing data sources are part of our DataSource offering,” said
Marc Fanelli, vice president and general manager, global data
solutions, Merkle. “The strength of our partnership with Rocket
Fuel is the ability to transform data into actionable insight by
combining our top-performing addressable segments with Moment
Scoring. This raises the industry’s bar by scoring millions of
attributes to offer insight into consumer intent and predict
action.”
Access to Merkle’s DataSource is now available to Rocket Fuel
customers globally. Marketers and their agencies can access the
data via Rocket Fuel’s SaaS-based Programmatic Marketing Platform
or by request for managed service campaigns.
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel
Inc. (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 technology is designed to go 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
more than 75 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 over 20 offices worldwide.
About Merkle
Merkle is a global data-driven, technology-enabled performance
marketing agency and the largest independent agency in the US for
CRM, digital, and search. For more than 25 years, Fortune 1000
companies and leading nonprofit organizations have partnered with
Merkle to maximize the value of their customer portfolios. The
agency’s heritage in data, technology, and analytics forms the
foundation for its unmatched skills in understanding consumer
insights. When combined with its strength in performance media,
Merkle creates customer experiences that drive improved marketing
performance and shareholder value. With more than 3,400 employees,
the privately held corporation is headquartered in Columbia,
Maryland with 15 additional offices in the US and offices in
Barcelona, London, Shanghai, and Nanjing. For more information,
contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com
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version on businesswire.com: http://www.businesswire.com/news/home/20160420005512/en/
Rocket Fuel Inc.Kristin Holloway,
650-481-6178pr@rocketfuel.com
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