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The Geeks Shall Inherit the Earth... and Now Quants May Be Poised to Take Over the Ad Business

The Geeks Shall Inherit the Earth... and Now Quants May Be Poised to Take Over the Ad Business

For quants, advertising is like the Wild West of quantitative analysis: the horizon is limitless, and the rules are always changing. But the potential rewards are huge. Case in point: Rocket Fuel’s data-modeling campaign last year for auto brand BMW was such a success that it was credited with helping boost North American second-quarter sales by 40 percent. Similarly, a campaign for tire manufacturer Bridgestone’s retail sites using Rocket Fuel’s Audience Booster and Insights Booster products contributed to a 45 percent bump in store sales after specific markets were targeted. “[Rocket Fuel] has an ability to drill down to something that’s very niche,” says Steve Parker Jr., co-founder of the digital ad agency Levelwing, which brought Rocket Fuel onto the Bridgestone account. read entire story here >

Jan 07, 2013