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Rakuten Marketing Challenges Industry Status Quo for Attribution; Adds Transparency for All

London    January 29 2015

Rakuten Marketing, the global leader in omnichannel marketing and a division of Rakuten, Inc. (4755:TOKYO), today announced the beta launch of its proprietary omnichannel attribution platform, Cadence Essential. The platform provides marketers with a single, consistent view of performance across all communication channels, providing deeper understanding of specific consumer behaviours and insight into how each channel contributes to conversion. This complete transparency allows marketers to make informed decisions that optimise campaign spend levels and deliver higher ROI. The Cadence Essential omnichannel attribution platform will be integrated into all Rakuten Marketing campaigns beginning Q2 2015 at no additional charge.

First introduced as Cadence in January 2014, Cadence Essential is the next generation omnichannel attribution platform. This new version was built from the ground up with the powerful attribution technology gained via Rakuten Marketing’s recent acquisition of DC Storm (now Rakuten Attribution). It also incorporates client feedback and learnings from the past year.

“We’re transforming the current industry approach to attribution and what advertisers expect from their marketing partners by offering Cadence Essential at no cost,” said Tony Zito, President, Rakuten Marketing. “Advertisers shouldn’t have to pay for transparency into their marketing investments. The consumer purchase journey continues to grow more complex, and advertisers need the barriers to understanding this journey removed. Other companies charge for even a baseline understanding of how their media investments work together; Rakuten Marketing is strengthening its commitment to transparency and leading a significant shift in the business of attribution.”

Cadence Essential includes the ability for advertisers to view all their digital channels, view Rakuten Marketing channels in granular detail, and view converting journeys, as well as non-converting journeys. It also features intuitive attribution logic that’s flexible and capable of valuing channels according to their contribution to the consumer journey. The platform provides the following transparencies:

  • Omnichannel Performance: Summarises overall performance of marketing channels, customisable by specific key performance indicators, and offers the ability to make comparisons by date and channel;
  • User Journey: Details the consumer path of converting and non-converting journeys including the average length of the journey and average order value;
  • Comparisons: Filters data to provide a side-by-side comparison of any platform component to another including conversion rate and order value by channel;
  • Trending: Deep analysis of key performance indicators filtered by day, week, and month to analyse performance changes.  

“The launch of Cadence Essential and the decision to offer it as a no-cost tool for clients demonstrates Rakuten Marketing's commitment to shifting the way advertisers think about multi-channel marketing. It sets a new precedent for what advertisers should expect from their marketing partners. We’re excited to see how it can continue to improve our programme with Rakuten Marketing,” said Megan O’Connor, VP, Digital and eCommerce at e.l.f. 

Cadence Essential is part of a full line of attribution offerings from Rakuten Marketing including premium attribution products and ‘Measured Success’ services delivered by Rakuten Attribution. Central to Rakuten Attribution’s service offering is ‘Measured Success,’ which includes customised business performance measurement, analysis, and reporting that powers smarter business decisions and drives success. Learn more at rakutenmarketing.co.uk/attribution

Media Contacts

Rakuten Marketing
Abi Jacks
+44 (0)1273 807272
abi.jacks@rakuten.com

Hotwire PR
rakutenmarketing@hotwirepr.com

To contact Sales, click here.

Media Contacts

Rakuten Marketing
Abi Jacks
+44 (0)1273 807272
abi.jacks@rakuten.com

Hotwire PR
rakutenmarketing@hotwirepr.com

To contact Sales, click here.