MenaMarketPlace (MMP) is the leader in the programmatic advertising space across the MENA region. Their…
Fuel is a marketing systems and analytics consultancy with the sole purpose of helping clients make marketing relevant. They believe this can only be achieved by integrating marketing technologies, such as Lotame’s DMP, delivering insight that is actionable and translating that insight into exceptional customer journeys. They started working with Lotame with the goal of driving performance, by increasing CTR for their advertisers.
They partnered with Lotame in late 2016 to use Lotame’s data management platform to analyze their customer’s audiences, track campaigns and find additional prospects for their clients’ campaigns. The primary objective was using audience data in order to personalize user experiences, enhance creative development and delivery, and drive media efficiency through smart, data-driven buying.
Their first task was to use Lotame’s platform to score, segment and model pre-defined audiences based on historical engagement with their client’s site. Once segmented, the audiences would be activated through programmatic with established targeting, with the goal of improving engagement.
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