Global e-commerce business Rakuten has launched a new multichannel tech platform and appointed a chief marketing officer (CMO) to head up its recently created umbrella brand.

Rakuten Marketing, which is a division for online marketing services, within Japanese-founded Rakuten, was created in June last year. It houses its affiliate marketing (Rakuten LinkShare) offering, display and re-targeting (Rakuten MediaForge) section, paid search management and lead generation.

Rakuten Marketing has today announced its new omni-channel technology platform, Cadence, which 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.

Global CEO of Rakuten Marketing, Yaz Iida, said the Cadence platform allows for deeper attribution analysis into specific behaviours. 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 increase revenue.

“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,” Iida said.

Vice president of interactive marketing at Lancôme Paris, Alessio Rossi, said Lancôme often needs to integrate different technologies into one campaign so the idea of being able to streamline and simplify that process is ‘compelling’.

“We are confident this approach will allow us to drive even greater results both online and offline,” Rossi said.

New York-based Jessica Joines has taken up the newly created position of CMO; in which she is responsible for Rakuten Marketing’s global marketing and public relations efforts.

Joines has more than 15 years experience in marketing with expertise in branding, strategic positioning and media buying.