Major Upgrade for Zeta's Marketing Platform

Cloud-based marketing platform Zeta Global has announced new AI-enabled features for marketers looking to improve results and upgrade the consumer experience. The new additions include forecasting, modeling and attribution capabilities, and a customer intelligence app.

Zeta's Marketing Cloud combines AI with vast amounts of consumer data to help clients acquire, grow and retain customers more efficiently. The firm's platform (the 'ZMP') combines identity, intelligence and omnichannel activation, backed by one of the industry's largest proprietary databases. The globally-located firm was founded in 2007 by David A. Steinberg and John Sculley and is headquartered in New York City, where the new solutions were revealed at an annual conference.

New solutions include the Zeta Clean Room, which provides an accessible but secure environment for sharing data - along with new data governance controls; 'Unified Connectivity', giving a holistic view of all a brand's inbound data and outbound channels in real-time; the 'Zeta Opportunity Engine' (ZOE) which allows marketers to ask questions and receive real-time solutions, as well as generating content across many topics. Also added are features for revenue forecasting and recommendations, analysing vast amounts of data; Marketing Mix Models including Scenario Explorer and Margin Optimizer; and a customer growth intelligence app, available via Snowflake's Data Marketplace.

Another addition is 'Linear TV To Digital Attribution Optimization', which taps Zeta's partnerships with set-top box data providers to connect ad exposure data directly to customer data, off-line sales or web activity. Omnichannel Media Activation rounds off the suite.

CTO Chris Monberg and Chief Data Officer Neej Gore unveiled the new tools and said its ambition was 'to make sophisticated marketing simple'. They state: 'The ZMP is one of one. It is the only platform that integrates data from outside a client's four walls to work seamlessly with their first-party data. Furthermore, the ZMP creates incremental intelligence that augments a brand's existing customer profiles and bridges the enhanced profile to personalized engagement across multiple channels - all while generating a lower total cost of ownership. It's a very complex process, but our clients, the world's most sophisticated marketers, demand more'.

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.