Budget to Use ORB Online Technology to Track Campaigns

Share this article:
Budget Rent a Car has formed a yearlong agreement with ORB Inc. to use ORBit Technology to manage and track its online advertising campaigns, the rental car company said yesterday.


The technology would let Budget, Lisle, IL, track online reservations and would allow it to better understand response rates in real time, said Andrew Pakula, founder/CEO of the New York digital marketing and technology company.


Based on response rates, Budget would be able to change creative in the middle of a campaign, he said.


Budget plans to track reservation activity with placement that it has on a travel area on America Online, Pakula said.


"Now [Budget] is able to see, in real time, what they're getting back for that investment," Pakula said.


Pakula said that while ORBit Technology has e-CRM capabilities, the agreement with Budget does not currently call for ORB to provide that service.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.