Rocket Fuel Integrates Merkle's DataSource Digital Segment to Boost Business Outcomes

By CIOReview | Monday, April 25, 2016
James Huang, Vice President, Global Alliances and Channels, Rocket Fuel

James Huang, Vice President, Global Alliances and Channels, Rocket Fuel

REDWOOD CITY, CA: Programmatic Marketing Platform provider, Rocket Fuel has integrated Merkle’s DataSource national consumer database into its platform thereby allowing marketers to improve business results. DataSource offers accurate and up-to-date information about the top performing consumer categories by combining expert matching logic, robust analytics, and targeted audience segmentation into its accumulated data from different sources.

With DataSource incorporation, marketers can now access the top consumer segments via Rocket Fuel’s platform. Moreover, marketers can enhance their business decision making capabilities with Moment Scoring–Rocket Fuel’s own intuitive technology. Moment Scoring allows marketers to approach consumers at key moments by employing predictive analytics that considers several criterias including the marketing objective, ad opportunity, contextual attributes, device and more.

“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,” says 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.”

Collaborating with Merkle allows Rocket Fuel to provide optimized results and a 360 degree view of the consumer for strategy development and market planning. In addition, the collaboration streamlines marketing across multiple channels like video, mobile and social media; ensuring that clients receive better outcomes like increased sales, and brand equity.

“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,” adds Marc Fanelli, Vice President and General Manager, Global Data Solutions, Merkle.