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 7, 2013