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Rokt mParticle Unveils Performance Engine to Transform Audience Data

In a major advancement for digital marketing, Rokt mParticle has launched its new Performance Engine, which is designed to maximize the potential of first-party data for global brands. This innovative platform offers a variety of tools aimed at enhancing data-driven marketing strategies, addressing a critical need for businesses striving to convert insights into measurable revenue. With the rise of data privacy regulations, first-party data has become increasingly valuable, and Rokt's Performance Engine is leading the way in optimizing this asset.

Driving Revenue with First-Party Data

The cornerstone of the Performance Engine is the Audience Agent, a sophisticated feature that intelligently processes a brand's first-party data, crafting targeted audiences that drive significant revenue. The technology harnesses existing customer data to create high-value segments, which can directly impact marketing efforts. For example, leading restaurant brands Hardee's and Carl's Jr. have reported impressive results, including a 117% increase in Google Ads match rates for Hardee's and a 62% boost for Carl's Jr. Using the Audience Agent, brands can effectively identify and connect with the consumers most likely to engage and convert.

Features of the Performance Engine

Rokt's Performance Engine includes several key elements:

• - Audience Agent: This feature acts as a virtual strategist, analyzing brand data to craft audience profiles based on previous interactions and behaviors. The Agent communicates recommendations in an accessible way, allowing marketers to refine and approve audience selections seamlessly. This user-friendly approach minimizes the need for deep technical knowledge, making it accessible to a broader range of users.
• - Performance Accelerators: These tools enhance the efficiency of marketing campaigns. New initiatives like Audience Expansion and Household Reach allow for easier exploration of the brand's existing data.

- Audience Expansion identifies potential high-value customers who resemble current best buyers, broadening the scope for targeted marketing.
- Household Reach enables brands to connect with entire households rather than individual users, optimizing campaigns for collective decision-making, such as family subscriptions or group services.

Additionally, Match Boost improves audience recognition across ad platforms, ensuring brands maximize their outreach to existing customers. As brands enable these features, they can quickly see results, typically within 24 hours, without the need for extensive data engineering.

The Future of Data-Driven Marketing

The implications of Rokt's Performance Engine extend far beyond immediate financial returns. By empowering brands to utilize their first-party data more effectively, Rokt fosters the creation of more meaningful customer relationships. The Audience Agent not only assists in campaign setup but also learns and improves its recommendations over time by analyzing conversion data and campaign performance.

Rokt's CTO, Sam Dozor, highlighted the significance of prioritizing audience identification in performance marketing. He emphasized that while other technologies focus on creative aspects and execution, understanding who to target and optimizing that process is the real challenge marketers face.

Because the Performance Engine is built on a robust, hybrid customer data platform, it equips marketers with tools that enhance their strategic capabilities. It allows businesses not just to react to engagement but to anticipate customer needs effectively. As marketers navigate the complexities of the data landscape, innovative solutions like Rokt's Performance Engine will become essential in driving business growth through heightened customer engagement.

About Rokt

Rokt stands at the forefront of how brands engage with customers online, leveraging real-time data at the moment of transaction. Their technology is trusted by top-tier companies including PayPal, Uber, and Macy's. With the introduction of the Performance Engine, Rokt mParticle continues to solidify its position as a leader in the performance customer data platform space, helping enterprises transition their first-party data into substantial growth opportunities.

To learn more about Rokt's solutions and vision, visit Rokt.com.