Partners Launch Travel Intent Solution

In New York, martech company Zeta has partnered with predictive consumer intelligence platform Adara, to provide the travel and hospitality sectors with individual-level insights through a newly created solution called the Traveler Data Cloud.

Zeta's omnichannel marketing platform ZMP analyzes billions of structured and unstructured data points to predict consumer intent, while Adara provides analysis of more than 24 billion data elements and 1.7 billion digital identities across more than 130 countries. The new Traveler Data Cloud combines the Zeta Identity Graph, comprising more than 225 million American consumers, with Adara's first-party travel signals from over 300 global brands.

Users will be able identify consumers actively in the market for travel, understand the best ways to reach them, and activate personalized marketing programs via the ZMP. Carolyn Corda (pictured left), CMO & CCO at Adara, says the partnership will offer consumer-level intent and transaction data to help brands increase consumer engagement and build brand loyalty.

Eric Bamberger, SVP Travel and Hospitality at Zeta Global, adds: 'Our partnership with Adara will prepare brands with both the granular intelligence and sophisticated omnichannel activation capabilities they need to acquire new customers and protect loyalty relationships as booking traffic returns'.

Web sites: www.zetaglobal.com and www.adara.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.