Download Rocket Fuel Study Finds 81% of Marketers Want New Data

April 24, 2015
Rocket Fuel Study Finds 81% of Marketers Want New Data Management Approach to Unify
Customer Insights and Drive Sales
77% of Respondents are not Equipped for Persistent, Data-Driven, Personalized Marketing;
48% are Interested in Using a Data Management Platform
REDWOOD CITY, Calif.--(BUSINESS WIRE)-- Rocket Fuel (NASDAQ: FUEL), a leading programmatic media-buying platform
provider that uses artificial intelligence (AI) at Big Data scale to improve marketing ROI for global agencies and enterprise
marketers, today announced it has released a commissioned Forrester Consulting study, "One-to-One Marketing," that
investigates how marketers can reach today's always-on customer through effective data management.
Today's digital marketer is faced with a persistent challenge: Getting a unified view of an individual consumer across multiple
channels, from mobile, to display, to video, to social. Bringing those interactions together can enable a marketing campaign to
automatically learn more about an individual consumer's preferences and behaviors -- no matter where they've interacted with
a brand -- and then drive that consumer to action.
The February 2015 study, commissioned by Rocket Fuel and conducted by Forrester Consulting, shows 75% of marketers'
interest in one-to-one marketing has increased within their companies over the past year. In addition, almost half of marketers
surveyed are interested in using a DMP (data management platform) to more effectively reach their target audience.
The data management platform (DMP) category of products, which brings all of an individual consumer's interactions together
across channels, allows marketers to drive sales and build brand equity. As Forrester concludes in the study, "One-to-one
marketing, based on deep knowledge and a holistic view of customers and prospects, is the next step in the evolution toward
truly personal cross-platform digital experiences that satisfy consumers and deliver results for marketers." The free study
concludes with a list of recommendations marketers can use to achieve and create relationships with loyal customers.
In the study, Forrester conducted an online survey of 103 business-to-consumer marketers with at least manager seniority and
oversight of targeted marketing tools and technologies from a variety of industries in the U.S. and Canada.
Key findings include:
› The shifting customer life cycle demands a new model of data-based engagement.
81% of respondents agree: The always-on, multi-device consumer is now in control of the company/customer relationship, and
that's a fundamental and historic change. In order to thrive in this new environment, marketers must learn all they can about
customer practices and preferences.
› Sourcing, aggregating, and analyzing data remain significant corporate challenges.
Only 23% of survey respondents consider their organizations to be "completely prepared," and even fewer -- 21% -- said their
current marketing practices "completely align" with one-to-one marketing. Further, the necessity of respecting and protecting
consumer privacy is a serious concern. 78% say protecting their customers' personally identifiable information (PII) has risen in
importance over the past year, yet only half of respondents have staff dedicated to doing so.
› Many companies can't rely on internal resources alone.
Beyond assessing and organizing internal data resources and aligning executives around key corporate data strategies, an
average of 64% of respondents stated they require the help of partners with proven track records that can supplement internal
resources and deliver results.
"Marketers increasingly understand that it isn't enough to collect data; there must be a way to transform insights into informed
actions that create meaningful and personalized conversations with consumers," said George John, founder and chairman at
Rocket Fuel. "To reach this goal, marketers need an essential digital marketing partner focused on bringing together disparate
tools and data streams to create a singular, complete view of consumers. Rocket Fuel's digital marketing hub is built around an
integrated, proven Data Management Platform (DMP) and AI-powered optimization engine to enable smart data activation and
drive precise connections with consumers by controlling the content, timing, and frequency of all addressable messaging."
For more information and to download the full study, please visit http://info.rocketfuel.com/one-to-one-marketing.html.
Rocket Fuel does not make any warranty, representation, guarantee, expressed or implied, about the survey. Any reliance on,
or use of, the survey results and/or this press release is at your own risk.
Study Methodology
In this study, Forrester conducted an online survey of 103 B2C marketers with at least manager seniority and oversight of
targeted marketing tools and technologies from a variety of industries in the U.S. and Canada. Forrester also conducted four
30-minute qualitative interviews of respondents from the same sample. Questions provided to the participants asked about
their current and planned practices regarding marketing personalization and customer data integration, their current and
planned investment in technologies supporting such capabilities, and the benefits and challenges they have experienced in the
implementation or expansion of such capabilities. Respondents were offered a small incentive, determined by their respective
survey panels, as a thank you for time spent on the survey. The study began in June 2014 and was completed in August 2014.
About Rocket Fuel
Rocket Fuel combines the science of artificial intelligence with the scale of Big Data to improve the effectiveness of
programmatic marketing. Customers trust Rocket Fuel's Marketing That Learns® platform to achieve brand, direct-response
and revenue objectives in diverse industries across North America, Latin America, Europe, and APAC. With the acquisition of
marketing technology firm [x+1] in September 2014, Rocket Fuel now offers a complete digital marketing hub for the world's
most innovative, always-on marketers and ad sellers. The hub includes data management, programmatic media-buying, site
optimization, and predictive analytics capabilities that extend across paid and owned channels, and personalize customer
interactions. Rocket Fuel operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under
the ticker symbol "FUEL." For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.
Rocket Fuel
Kenya Hayes, 650-481-6178
[email protected]
Source: Rocket Fuel
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