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Rakuten’s Investments in Digital Marketing Unified Under New Rakuten Marketing Division
|By Business Wire
|January 29, 2014 12:01 AM EST
Inc., owners of one of the world’s largest online marketplaces,
today launched Rakuten
Marketing, its new business division focused on digital marketing.
This division is the culmination of Rakuten’s investments in digital
marketing product development with recent acquisitions, namely PopShops
The launch of Rakuten Marketing formalizes the integration of recently
acquired businesses, as well as the investments into home-grown talent
and technologies to unify services spanning display, mobile, search,
affiliate, retargeting, lead generation, and automated product feeds. As
part of that alignment, Rakuten Marketing is introducing an omni-channel
technology platform and has appointed its first chief marketing officer.
Yaz Iida, chief executive officer of Rakuten Marketing, explains, “As a
unified business, Rakuten Marketing’s focus is to simplify the
increasingly complex challenges that marketing professionals face by
delivering insight and analysis through the new Cadence platform.
Rakuten Marketing’s integrated approach, which encompasses analytical
insights, tools, and e-commerce expertise will save marketing
professionals significant time and allow them to better focus on
identifying the best strategy and actions to yield positive results.”
Iida continues, “Rakuten Marketing will use a variety of technologies,
as well as the insights of highly experienced service teams to support
the evolution of digital marketing as it responds to the ever-changing
demands of modern consumers.”
Fundamental to the new, integrated business is the introduction of
Rakuten Marketing’s new omni-channel optimization platform, Cadence. The
Cadence platform provides marketing teams and professionals with a
single, consistent, view into real-time performance across all
communication channels. This eliminates inconsistencies when measuring
or reconciling campaign results, and offers marketers a clear
understanding of which channel to use at any given point in the campaign
to glean the best results, saving significant time and financial cost.
The Cadence platform allows for deeper attribution analysis into
specific behaviors. For example, how many times is a customer exposed to
a message before making a purchase, what is the cost of customer
acquisition, and what is the impact of combining marketing channels to
we often need to integrate different technologies into one campaign so
the idea of being able to streamline and simplify that process is
compelling,” said Alessio Rossi, vice president of Interactive
Marketing, Lancôme Paris. “We rely on Rakuten Marketing’s dynamic
display and affiliate offerings to increase awareness, engage customers,
and ultimately drive sales on top of learning how customers decisions
form as they receive different marketing inputs. We are confident this
approach will allow us to drive even greater results both online and
Additionally, Rakuten Marketing has appointed Jessica Joines to the
newly created position of chief marketing officer. With more than 15
years experience in marketing with expertise in branding, strategic
positioning and media buying, Jessica is responsible for Rakuten
Marketing’s global marketing and public relations efforts.
About Rakuten Marketing
Rakuten Marketing provides advertisers and marketers with expert
technology and services for affiliate marketing, retargeting, display,
mobile, search marketing, lead generation, and automated product feeds.
The company is headquartered in New York City and has offices in
Australia, Brazil, Japan, the United Kingdom, and throughout the United
States. As part of Rakuten, one of the world’s leading Internet service
companies, Rakuten Marketing includes Rakuten LinkShare, the #1 ranked
performance marketing network, Rakuten MediaForge, a leader in
retargeting and display recognized for its pay-for-performance consumer
engagement business model, Rakuten Search, a full service search engine
marketing company, and Rakuten PopShops, a data analytics engine and
product feed and deals content aggregator.
Rakuten, Inc. (4755:Tokyo), is one of the world's leading Internet
service companies, providing a variety of services for consumers and
businesses, including in the areas of e-commerce, eReading, travel,
banking, securities , credit cards, e-money, logistics, portal and
media, online marketing and professional sports. In both 2012 and 2013,
Rakuten was ranked among the world’s ‘Top 10 Most Innovative Companies’
in Forbes magazine’s annual list. Rakuten is expanding worldwide and
currently operates throughout Asia, Europe, the Americas and Oceania.
Founded in 1997, Rakuten is headquartered in Tokyo, with over 10,500
employees and partner staff worldwide. For more information: http://global.rakuten.com/corp/
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