Rocket Fuel Launches the Rocket Fuel Institute to Deliver Data-Driven, Results-Focused Marketing Insights
October 04 2016 - 8:00AM
Business Wire
First Institute Report Finds That Reaching
Household Influencers Can Have Direct Impact On Driving Online
Conversions
Rocket Fuel Inc. (NASDAQ:FUEL), a leading Programmatic Marketing
Platform provider, today announced the launch of the Rocket Fuel
Institute, a research group dedicated to delivering fresh,
data-driven marketing insights to help brands, agencies,
advertisers, and marketers deliver results that matter. For its
first initiative, Rocket Fuel today released a report outlining the
hidden impact of influencers within a household on the purchasing
process. It found that showing ads to multiple users in the same
household – influencers and buyers – increased likelihood of
conversion by 211 percent.
Digital advertisers have largely ignored the influence of
household members outside of the individual buyer because it is
hard to measure their impact on conversion. Using its extensive AI
and machine learning technology, Rocket Fuel successfully measured
these types of campaigns through cross-device identification, which
works by associating different consumers with different devices in
the household. While it found that serving ads to both the
influencer and buyer provides the most lift and increased the
likelihood of that household conversation, it saw that ad campaigns
are still not optimizing their reach through the inclusion of
influencers at all.
“Marketing becomes meaningful when data is used to enhance the
customer experience and that is part of our commitment at Rocket
Fuel,” said Randy Wootton, CEO of Rocket Fuel. “We strive to be
transparent and provide real insights that empower brands,
agencies, advertisers and marketers to utilize data in ways that
improve results while still allowing for meaningful consumer
interactions.”
Rocket Fuel looked at campaigns across a wide range of verticals
-- automotive, travel & lodging, home & garden, finance,
telecommunications. While each vertical analyzed saw an increase in
conversion probability when multiple users within the same
household grouping were shown ads, travel & lodging saw the
biggest impact. Most verticals also saw improvement when only the
influencer was reached, except for automotive, where there was
limited impact -- positive or negative.
Key Vertical Findings
- Travel & Lodging
- Targeting both buyer and influencer
within a household increased probability of conversion by 1,993
percent.
- Targeting only the buyer proved 954
percent less effective in converting.
- Home & Garden
- Targeting both buyer and influencer
within a household increased probability of conversion by 1,593
percent.
- Targeting only the buyer proved 1,348
percent less effective in converting.
- Automotive
- Targeting both buyer and influencer
within a household increased probability of conversion by 149
percent.
- Targeting only the buyer proved nearly
25 percent less effective in converting.
- Personal Finance
- Targeting both buyer and influencer
within a household increased probability of conversion by 107
percent.
- Targeting only the buyer proved 37
percent less effective in converting.
- Telecommunications
- Targeting both buyer and influencer
within a household increased probability of conversion by 100
percent.
The report analyzes 13 campaigns served by Rocket Fuel between
Dec. 2015 and May 2016 and includes 300 million impressions. For
more details on specific data and methodology, please download the
full report at
http://institute.rocketfuel.com/wp-content/uploads/2016/09/RFI-1.1-Family-Matters.pdf.
Early this week at the Digiday Publishing Summit, Rocket Fuel
also presented the results of its 4th-annual State of the Industry
Survey, in conjunction with Digiday. Through this study, the Rocket
Fuel Institute took a broader look at the issues publishers are
facing with data and audience monetization, the solutions and
technologies they’re using, and how these trends and attitudes have
changed over the past four years. The results showed publishers are
currently struggling, with 1 in 4 currently falling short of
achieving revenue goals and nearly half still struggling to drive
value from their DMPs.
A sample of 208 publishers responded to this State of the
Industry Survey, which was fielded by Digiday between July 25 and
August 15, 2016. More information about the survey can be found at
http://institute.rocketfuel.com/wp-content/uploads/2016/09/RFI-Industry-Report-SOTI-Publishers-2016.pdf.
About Rocket Fuel
Rocket Fuel applies artificial intelligence and big data to
predict the potential of every moment and make marketing more
meaningful and accountable. Headquartered in Redwood City,
California, the company has more than 20 offices worldwide and
trades on the NASDAQ Global Select Market under the ticker symbol
“FUEL.” Rocket Fuel, the Rocket Fuel logo, Moment Scoring,
Advertising That Learns and Marketing That Learns are trademarks or
registered trademarks of Rocket Fuel Inc. in the United States and
other countries.
About Rocket Fuel Institute
The RFI is a research group dedicated to offering marketers new
perspective and new insights that will impact how they plan,
execute, and measure their marketing efforts. We are eager to
partner with other researchers and groups interested in delivering
objective, data-driven research that helps agencies, advertisers,
and marketers deliver results that matter.
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Bite Communications for Rocket FuelBethany Mullinix,
415-817-9990rocket_fuel@biteglobal.com
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