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:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.