Zeta Adds Forecasting and Audience Scoring Features

New York-based customer lifecycle marketing company Zeta Global has added new features to its Zeta Marketing Platform (ZMP), to predict the results of an individual ad or series of campaigns across all paid and owned channels, and to recommend target audiences based on intent.

Zeta combines a proprietary consumer data set comprising several billion identities with artificial intelligence to uncover consumer intent, personalize experiences and drive business growth. Its new features include AI-enabled omnichannel forecasting across both paid and owned channels, enhanced audience scoring, and no-code data mapping.

The firm's Omnichannel Forecasting tool now uses customer intelligence and audience behavior data to forecast the outcome of advertising - whether one campaign or a series - and its advanced campaign calendar enables marketers to visualize multichannel campaigns across weeks, months and years based on forecast metrics. In addition the company has enhanced its propensity scores so that marketers can build an audience in real time, based on new scores within the Audience Builder interface. These scores combine Zeta data with AI to engage millions of customers and prospects, and recommendations to target in real time based on propensity and intent.

The firm says it can now personalize each marketer's user interface with their most relevant metrics, and embed metrics from paid and owned channels including e-mail, targeted media and CTV. Christian Monberg (pictured), CTO and Head of Product, comments: 'We continue to build innovative solutions with the vision to make sophisticated marketing simple. The ZMP is designed to solve marketers' toughest challenges and create more efficiencies so they can have confidence in the success of their campaigns as the economy and marketing ecosystem evolve'.

Web site: www.zetaglobal.com .

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