In order to be effective, an e-marketing campaign must build up the brand in the long term whilst favouring the fast acquisition of a customer base to satisfy ROI objectives. The ROI objective, an area in which performance marketing specialises, can be attained provided that advertisements can be targeted according to context, user interests and user behavior on the one hand, and that sufficiently relevant and objective indicators to help the expert in the decision-making process are available, on the other hand.
R solutions are designed to satisfy the requirements of performance marketing. They integrate native functionality for targeting (contextual, behavioural and predictive) and optimization. This functionality obtains its effectiveness from statistical analysis and datamining rules developed by R. It depends on the quality of the information collected.
R-Optimizer is an analysis and optimization engine integrated in eSystems (eShops, eTags, eRSS),R-Adserver’s range of intelligent delivery tools. By correlating a large number of factors in real time, R-Optimizer analyzes the behaviour and navigation context of Internet users and then identifies the advertisement that will give the greatest chance of success. The predictive effectiveness of R-Optimizer even includes the time of the consumers’ life in order to anticipate their expectations and better target the sales pressure.
Optin-R incorporates a datamining and behavioural analysis engine based on algorithms especially developed for performance marketing combined with a routing engine and a decisional kernel. This combination allows Optin-R’s datamining engine to take advantage of the slightest piece of information related to each delivery to make the datamining algorithms converge quickly and anticipate the expectations of each user. The decisional kernel then makes it possible to develop the best possible scenarios, taking into account both the advertisement and the time of life and behaviour of the individuals and groups of individuals.
Driven by rich media, social networks, and Web 2.0 technologies, the consumption model of Internet users is constantly evolving. Analysis and targeting technologies must continually innovate to be effective: R is developing a sustained research and development and technology watch activity to give R applications a head start. For further information on the labels and certifications held by R, refer to the Quality & certifications section.
Look at our references and case studies to discover how R technology allows interactive advertising actors to manage and effectively optimize the delivery of their advertising campaigns.
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