Predictive marketing leadership is driven by three key factors:1. Access: Consumers expect brands to anticipate their needs, and to be available when and where they want them. 2. Moments: Consumers expect brands to move beyond personalization and relevance based on old segmentation rules, but rather to recognizing their specific moments and reasons for response, and dynamically create experiences based on those moments. 3. Scale: Brands must become expert at capturing and analyzing billions of signals in the digital marketplace, and synthesizing into actionable intelligence. This requires a combination of artificial and human intelligence working together. "The vast amount of data exhaust generated by the programmatic ecosystem, the prevalence of smartphones and the movement toward a more connected world has opened the way for marketers to put audiences, not media, at the center of their marketing strategy," said Scott Denne, research analyst, 451 Research. "Yet that same data stands to overwhelm marketers who don't have the tools to convert that flood of data into information. Machine learning and AI are a necessary part of the marketer's toolkit and the only way to make sense of the near-infinite combination of audience attributes." Rocket Fuel's leadership role in unlocking the power of predictive marketing will only grow as agencies and marketers utilize its tools to enhance creativity and strategic planning, and grow the value of their business. "Our Predictive Marketing Platform demonstrates how artificial intelligence can amplify and extend human capabilities and performance," Wootton said. "Our clients use our platform to amplify insights, strategic thinking and creativity with AI-driven execution at hyperspeed and hyperscale." To learn more about predictive marketing and Rocket Fuel:
Headquartered in Redwood City, Calif., Rocket Fuel 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.