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.