Zeta and Adara Partner on New Targeting and Engagement Solutions Ahead of Anticipated Travel Resurgence
September 15 2021 - 9:00AM
Business Wire
The partnership between market leaders will
provide precision insights and activation capabilities to grow
bookings as the industry anticipates a 2022 return to pre-pandemic
traveler demand
Zeta (NYSE: ZETA), a cloud-based marketing technology company
that empowers enterprises to acquire, grow, and retain customers,
and Adara, a global leader in predictive consumer intelligence,
today announced a multi-year data partnership to bring travel and
hospitality marketers enhanced insights – on an individual level –
to accelerate customer acquisition and deepen customer loyalty.
The partnership will create the Traveler Data Cloud, combining
the Zeta Identity Graph, which consists of more than 225 million
American consumers, with Adara’s robust first party travel signals
from over 300 global brands. The Traveler Data Cloud will enable
marketers to identify consumers actively in market for travel,
understand the best ways to reach them, and activate personalized
marketing programs via the Zeta Marketing Platform.
As COVID-19 vaccination rates rise and the country continues to
adopt new policies to make people feel safer in the face of
variants, most indicators point to travel surging in demand in
2022. According to recent Adara data, last minute hotel bookings
made less than fifteen days in advance for business travel have
almost doubled since the beginning of the year, and leisure travel
for families continues steady growth up 20% since early June. The
trend is expected to grow steadily into 2022, which is also
supported by the International Air Transport Association’s latest
report, which revealed 57% of people expect to travel within two
months of the pandemic’s containment.
The Traveler Data Cloud brings new precision marketing
capabilities to help brands grow faster as travelers come back.
Deeper consumer insights with real-time campaign activation
abilities will allow marketers to deliver richer personalization
across all marketing channels including Connected TV, online
advertising, email, SMS, website, and more.
“People are longing to travel once again – and while some have
already started after receiving vaccines, we predict consumer
interest will soar to new heights in 2022,” said Eric Bamberger,
SVP Travel and Hospitality at Zeta Global. “However, consumers will
be pursuing flexible, often changing plans that require travel and
hospitality brands to have a deeper understanding of each
individual traveler’s unique needs. 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.”
Brands will have the opportunity to activate campaigns for
custom-built audiences that include interest in flights, hotels,
car rentals, local attractions, domestic and foreign travel
preferences, and active loyalty relationships. These new data
signals are combined with the robust demographic, location,
transaction, and behavioral data already available in the Zeta
identity infrastructure.
Maury Lundahl, VP Marketing and eCommerce at Extended Stay
America, mentioned, “Together, Zeta and Adara data bring unique
value to our omnichannel marketing programs. The combination of
website data, customer data, and in-market travel signals allows
our agency, WMX, to more efficiently and effectively position our
campaigns to drive optimized results and greater return.”
“One pandemic side-effect was consumers’ speedy adoption of
digital technologies which at the same time raised their
expectations for personalized treatment,” said Carolyn Corda, CMO
& CCO at Adara. “Now more than ever consumers expect brands to
intuit their needs and preferences—a feat that brands can only
achieve with predictive, meaningful and actionable data. We’re
delighted to be partnering with Zeta to power their platform with
rich consumer-level intent and transaction data to help winning
brands increase consumer engagement and build brand loyalty.”
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.
About Adara
ADARA helps brands win in the fast-paced digital economy by
providing predictive intelligence for optimal consumer engagement.
And, you can have confidence in our data — we set the bar for
ethical data use. 1.7 billion digital identities and over 23
billion data elements across 130 countries and serving 2,000
customers globally.
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version on businesswire.com: https://www.businesswire.com/news/home/20210915005373/en/
Zeta Global Megan Rose, GVP Marketing & Communications
press@zetaglobal.com
Adara David Morrow, VP Global Marketing press@adara.com
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