Study Reveals Zeta Delivers More Effective Acquisition Campaigns
June 29 2021 - 7:00AM
Business Wire
A Total Economic Impact™ study analyzes
financial and business benefits enabled by Zeta
Zeta (NYSE: ZETA), a leading cloud-based marketing technology
company that empowers enterprises to acquire, grow and retain
customers, today released findings from a commissioned Total
Economic Impact™ (TEI) study conducted by Forrester Consulting on
behalf of Zeta.
The study focused on the long-term financial and business impact
for enterprises that activated Zeta’s proprietary, identity-based
data, which today includes over 220 million opted-in individuals in
the US, as the foundation of their marketing campaigns across a
variety of channels. Results revealed that interviewed Zeta
Marketing Platform (ZMP) customers that activate the Company’s
proprietary data achieve 50% higher customer acquisition
effectiveness on their marketing investments and accelerated
revenue over a period of three years.
Zeta’s Co-Founder, Chairman and CEO, David A. Steinberg stated,
“We built the Zeta Marketing Platform to help marketers achieve
stronger return on their investment. For years, we’ve collaborated
with our customers to design precision campaigns, based on Zeta’s
unique audience insights, and execute omnichannel acquisition
strategies with agility. We believe this TEI validates and
quantifies the benefits Zeta delivers. As the marketing ecosystem
evolves and CMOs recognize how critical identity-based data is to
acquire new customers, Zeta remains committed to putting marketers
in control of their data, providing flexibility and transparency,
and accelerating their growth.”
In the study, Forrester interviewed four decision-makers at
enterprise organizations with experience leveraging Zeta’s data to
obtain insight with respect to costs, benefits and risks associated
with their investments. In the study, marketing leaders highlighted
key challenges before working with Zeta, including reaching and
activating consumers in certain markets, finding affordable data
and geolocation data, and concern about data deprecation due to
reduced access to third-party cookies, mobile data, and new
consumer privacy legislation.
One interviewee reported, “Zeta is always beating benchmarks,
improving on metrics, and outperforming the solution we had before.
On top of that, they’re a great marketing partner for us; it’s
clear they’re experts in this field. Zeta’s been a significant
enabler of what we’re able to accomplish as a company.”
Interviewed customers indicated that Zeta was able to help solve
these challenges with key benefits and strengths, including:
- Unique power of intender audiences: Interviewees noted
Zeta’s data performs better than alternative sources of data to
target the audience segments they were interested in
activating.
- Proven efficiency of an integrated data + activation
solution: The ZMP powers all omnichannel actions, reducing
costs from multi-vendor needs while continuing to deliver superior
results.
- Transparent, quality audience data not reliant on
third-party cookies: Zeta’s customers are confident they can
pursue strategies that are not dependent on 3rd party cookies with
full transparency on how data is collected and analyzed to drive
specific campaign signals.
- Increased speed and agility: Zeta improves enterprise
speed to market with quick implementation and optimizes campaign
growth strategies. An interviewee stated that unlike other
solutions, Zeta implementation is like “flipping a switch.”
- Strong partnerships with marketers: Customers referred
to Zeta as a strong and responsive partner who valued the
relationship.
A Chief Revenue Officer customer interviewed further mentioned
“Zeta does really, really, well with audience building. Their
proposals are really well thought out and thorough in terms of
explaining how they’re going to get to that audience and the setup.
I’ve been really thrilled with the communications.”
To download the Total Economic Impact™ of Zeta Global, please
visit
https://marketing.zetaglobal.com/forrester-total-economic-impact-report.
About Zeta
Zeta Global Holdings Corp. (NYSE: ZETA) is a leading
data-driven, cloud-based marketing technology company that empowers
enterprises to acquire, grow and retain customers. The Company’s
Zeta Marketing Platform (the “ZMP”) is the largest omnichannel
marketing platform with identity data at its core. The ZMP analyzes
billions of structured and unstructured data points to predict
consumer intent by leveraging sophisticated artificial intelligence
to personalize experiences at scale. Founded in 2007 by David A.
Steinberg and John Sculley, the Company is headquartered in New
York City. For more information, please go to
www.zetaglobal.com.
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Zeta Media Megan Rose press@zetaglobal.com
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