Rakuten Marketing, the online marketing subsidiary of Japanese ecommerce giant Rakuten, renamed its business units on Tuesday to signify its omnichannel aspirations. Rakuten Marketing is part of a hybrid clique of companies scurrying to unite digital marketing and commerce data services – competitors like eBay, IBM and the newly public Alibaba – round out the […]
Japanese Internet and ecommerce company Rakuten, which has steadily built its Rakuten Marketing business through acquisition, has hired Jessica Joines as CMO and debuted an attribution tool called “Cadence.” “Cadence is the product that links all of our media channel services together,” commented Joines. “It’s a single point of entry and our clients can see […]
Long paramount to the performance marketing strategies of online display advertisers, retargeting is still subject of a great debate. From a user standpoint, the most obvious form of “abuse” is the all-too-familiar feeling of being followed by an ad or brand across the Web. And then there’s the question of how much spend is wasted […]
It would be generous to say the attribution puzzle is half-solved. A quarter or an eighth solved is more like it. But the direction is clear. Advertisers are getting better at allocating conversion credit to brand interactions up and down the funnel. Platform companies are helping them, but their efforts can sometimes seem clumsy, calling […]
There are almost as many approaches to solving the attribution puzzle as there are brands. At Lancome, part of the strategy is to consolidate two key channels with a single vendor. Alessio Rossi is VP of digital marketing, ecommerce and CRM for the Loreal-owned luxury cosmetics brand. Since joining in May 2012, he has reevaluated […]
