Rocket Fuel Opens Insights Unit

In the US, big data-based marketing platform Rocket Fuel has launched a research group dedicated to delivering new perspective and insights to help marketers plan and measure their strategy.

Rocket Fuel's platform includes data management, programmatic media-buying, site optimization and predictive analytics capabilities across paid and owned channels. The new Rocket Fuel Institute (RFI) will tap into the company's roughly 65 petabytes of behavioural marketing data, to find answers to digital marketing issues. In addition, RFI says it is 'eager' to work with other researchers and groups interested in delivering objective, data-based research. Its inaugural study used the company's AI and machine learning technology to uncover the hidden impact of influencers within a household on the purchasing process, and its next research study will focus on determining cross-device influence across verticals for direct response advertising.

CEO Randy Wootton (pictured) comments: 'Marketing becomes meaningful when data is used to enhance the customer experience and that is part of our commitment at 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'.

Web site: www.rocketfuel.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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