What is Zeta’s Opportunity Explorer?

Zeta Marketing | What is Zeta’s Opportunity Explorer, and how can it help you uncover actionable insights for your marketing team? Find out!

For marketers, 2021 is going to be a year of opportunity. But how will marketers find the right opportunities at the right time? How can marketing professionals make sure they understand their customers SO well, that they can capture every opportunity to increase engagement, acquisition, growth, and retention? To help marketers answer these questions, Zeta created Opportunity Explorer—a revolutionary new tool (available exclusively through the Zeta Marketing Platform). 

Opportunity Explorer: A new, revenue-generating solution for marketers

Zeta’s Opportunity Explorer arms marketers with the unique data insights they need to understand market trends and consumer behaviors (e.g. brands, interests, and locations). As a result, marketing decision makers can better develop outcome-driven strategies that will impress everyone sitting in the c-suite. 

Opportunity Explorer is a customizable, interactive analysis environment, where marketers can uncover demographic, behavioral, and purchase intent signals from over 2.4 billion (yes, that’s BILLION with a “B”) signals. These signals are then combined with first- and third-party data to obtain marketing insights that are as detailed as they are advanced.

Opportunity Explorer provides two proprietary views—Market Insights and Consumer Insights—to help marketers support the customer journey from acquisition to retention, boosting return on investment. Each view is broken down below to help you understand their capabilities and benefits.

The many views within Opportunity Explorer

Market Insights

The Market Insights view within Opportunity Explorer leverages macro-level industry insights, trending interests, and consumption patterns across products and competitors. This helps marketers know when to re-enter the market (e.g. after a major event like COVID-19) or double-down on spend without any client data needed.

Opportunity Explorer Market Insights VIew
The Market Insights View

Within the Market Insights view, marketers can access a series of capabilities, including:

  • MarketPulseSM

Access real-time, industry-level data and analytics that predict consumer sentiment and propensity to spend across all verticals. 

  • AudiencePulseSM

Access real-time, industry-level data and analytics that predict consumer sentiment and propensity to spend across all Designated Market Areas (DMAs).

  • CompetitorPulseSM

Obtain an overview of the purchase intent and visitation of audience members in the Zeta Data Cloud for your brand as well as competitor brands​.

  • PeoplePulseSM

Get insight into the behavior, interests, and makeup of random audience members of Zeta Data Cloud.

  • Zeta Audience Solutions

Determine the unique traits of Zeta’s expansive and industry-leading people-based audiences, providing insight into the real-time interest and intent of more than 200MM consumers in the US.

Customer Insights

The Customer Insights view within Opportunity Explorer allows marketers to pinpoint the precise time and format for ad spend to drive more engagement with customers. It helps create effective, personalized experiences (by message, channel, or time) using custom-built insights. 

We can also enrich marketers owned, first-party data (including pixel data) with our Data Cloud signals to support specific use cases, essentially recreating the Market Insights view overlaid with customer data.

Customer insights view
The Customer Insights View

Within the Customer Insights view, marketers can access a series of capabilities, including:

  • LiveMarketerSM

Remarket your website visitors with more confidence through real-time scoring rooted in geographic, behavioral, and purchase signals. You can also use LiveMarketer to build high-value lookalike audiences. 

  • CustomerPulseSM

Identify solutions to use cases that drive high value business outcomes, and review learnings for future campaign optimizations.

Drive growth across the customer life cycle

Opportunity Explorer also supports a wide variety of marketing use cases to help brands reach specific goals:

  • Acquire new customers

Leverage insights to identify incremental targeting audiences based on conquesting, in-market signals, etc.

  • Retention

Target specific at-risk customers.

  • Upsell/cross-sell

Target customers based on signals for category expansion.

  • Missed site visitors/prospects

Track visitors through site and conversion funnels. Provide reports on who those people are, segment audiences, and develop lookalike models on existing customers.

  • Missed transactions

Retarget anonymous visitors, non-transacting customers, and store visitors as we identify them into their digital IDs.

A solution with unmatched capabilities

By leveraging rich, real-time signals for analysis within our Data Cloud, marketers using Opportunity Explorer can unlock a cohesive, actionable pool of market and customer insights. It’s a solution that’s more accessible, actionable, and people-based than any other in the industry.

Ready to uncover key marketing insights and opportunities?

To learn more about Opportunity Explorer, please contact us.

3 Considerations for Marketing in the New Year

Businesses are facing unprecedented uncertainty heading into 2021—here are 3 considerations for marketing in the New Year.

Businesses faced astounding changes in 2020. Among other things, decision makers dealt with a pandemic, a presidential election, and a recession. But what was more astounding was how decision makers overcame these obstacles to achieve success. With that said, here are 3 considerations for marketing in the new year.  

#1 – Speaking to people the right way

If nothing else, 2020 was the most emotion-evoking year in recent memory. Fear, anger, doubt, and disappointment were just a few of the emotions people felt on a weekly basis. 

Heading into 2021, none of these feelings will go away. Instead they’ll linger for months on end (likely until a COVID-19 vaccine becomes widely available). For business owners and leaders, the challenge will be creating messaging that speaks to the multitude of emotions consumers could be feeling at any given moment.

Questions to answer fo marketing in the new year

Answers to tone-related questions lie in obtaining an accurate picture of who the customer is today and what that customer will want tomorrow. Obtaining that picture can only be done through cleaner consumer signals.

#2 – Getting cleaner consumer signals

Accurate consumer signals—behavioral signals, intent signals, geographic signals, etc.—will be a lighthouse for decision makers exhausted from steering their brands through a stormy 2020.

The emphasis is on “accurate” for a reason. The combined effects of a pandemic and recession (unemployment, social distancing, surging online shopping, etc.) mean the accuracy of traditionally trustable signals is now in question.

For example, in 2019, decision makers could use time-on-site as a signal to determine consumer intent. The longer the time-on-site, the higher the presumed intent to purchase. But in 2020—a year where lockdowns, social distancing, and large-scale unemployment sent device usage and weekly screen time soaring—time-on-site deteriorated into a less-than-accurate signal for measuring consumer intent to purchase.

Next year, business leaders know they’ll need to pay close attention to the customer signals guiding their decision making.

#3 – Real-time planning

In years past, marketing leaders could build robust, set-in-stone marketing plans with locked-in campaigns for the entire year.

Then 2020 happened.

2020 was a crash-course in embrace-the-moment marketing. The effects of a pandemic, a recession, and civil unrest forced marketers to become agile and adaptable in an unimaginable way. Instead of executing meticulously developed annual plans, marketers were developing net-new campaigns on what felt like a weekly basis.

Heading into the new year, the implementation of real-time marketing will be huge. In other words, marketing that can adapt to today’s cultural or economic climate (and do so as it changes shape) with minimal effort.

Adopting a real-time marketing strategy built to change with evolving consumer expectations is critical for marketers at enterprise brands. Why? Because implementing a strategy shift at larger brands is like trying to do a u-turn in an 18-wheeler on a one-lane road.

What brands can do to get ahead with marketing in the new year

Next year won’t be easy for businesses. But with any luck, it won’t be as backbreaking as 2020 either. Speaking to consumers in the right way (addressing wants and needs through the right channel at the right time) will require better data and more effective decision making. At Zeta, we believe the best way to achieve this outcome is through the use of results-driven AI. Something that can unlock consumer intent and personalize experiences so acquisition, retention, and growth soar.

To learn more about how we can help brands like yours thrive next year, contact us here.

What Will Marketing Look Like in 2021?

Zeta co-founders, CEO David A. Steinberg and John Sculley, as well as other notable visionaries across different industries, share their predictions for the New Year.

Want a PDF version of Zeta’s 2021 Forecast? Just click here!


What’s the Difference Between Last-Click Measurement and Deterministic Measurement?

What’s the difference between last-click measurement and deterministic measurement? Find out so you can drive more ROI ASAP!

Few companies in the AdTech/MarTech ecosystem can execute an omnichannel acquisition campaign with complete deterministic measurement. This deficiency means few marketers can understand the true, incremental ROI (and relative contribution) of each channel utilized at the conclusion of a campaign. Instead, marketers are left relying on flawed, outdated attribution models (one of the most relied-upon of which is last-click). To help marketers reverse this trend and move their media programs towards attribution methods that mitigate media waste while increasing campaign response, Zeta would like to explain the difference between last-click measurement and deterministic measurement.

What is last-click measurement?

Last-click measurement is a method of attribution in which marketers assign credit to a media campaign for driving a conversion when a consumer:

#1 – Clicks on an advertisement or link

And then…

#2 – Converts on the marketer’s website (in the same session and on the same device).  

Make sense?

Why do marketers use last-click measurement?

While there are many possible reasons, marketers typically use last-click measurement  because it’s easy to understand and easy to implement compared with other approaches.

What are the challenges with last-click measurement?

There are three major shortcomings when it comes to last-click measurement. 

  • Inaccuracy 

Most consumers are exposed to a variety of advertising touches over time. Not only do they rarely click on those touches, but most consumers’ buying journey extends across different devices, browsers, and sessions. These factors mean last-click measurement often assigns too much credit to the final touch (i.e., the source of the last click), and too little credit across all the other advertising touches. 

  • Doesn’t reflect the true acquisition cost

People who click and covert via the various available purchase paths are very low in the sales funnel. As such, some of these people will likely convert without any exposure to advertising. Last-click measurement doesn’t account for this reality, which means the customer acquisition cost reported by this attribution method will not reflect the true cost. 

  • Impairs long-term growth 

Last-click measurement is a conservative attribution methodology that limits marketing campaign costs at the expense of business growth. 

What is deterministic measurement?

Deterministic measurement is a means of attribution where target audiences are defined by personally identifiable information, before being segmented into homogenous test and control groups. Once separated, these groups can be activated via digital media (and the results measured) using personally identifiable transactional data from the advertiser.

What are the benefits of deterministic measurement?

There are four main benefits to using deterministic measurement.

  • Measures causation vs. correlation

When properly set up and executed, deterministic measurement establishes why people really convert. Whereas last-click provides a fuzzy correlation between a measurable input (i.e., the last click) and a desired outcome (i.e., a conversion), deterministic measurement leaves no doubt by proving causation.  

  • Accurately reflects the true cost of acquisition

To know the true cost of acquisition, a marketer must know the incremental effect of their campaigns. Which is to say, they need to know if someone would have become a customer if the marketer’s campaigns never existed. Deterministic measurement is the only way to illustrate the incremental impact of advertising.

  • Accommodates all conversion types

Unlike last-click measurement, deterministic measurement can be applied across multiple conversion types including ecommerce, in-store, and call center. This robust accommodation alleviates blind-spots created by last-click measurement (which can only be used for ecommerce conversions).

  • Informs modeling & optimization

Deterministic measurement is a critical component of the iterative multi-variate modeling process required to drive campaign performance and scale over time.

How do you deploy deterministic measurement?

Knowing the difference between last-click measurement and deterministic measurement is just a starting point. To actually start seeing better success with your ad campaigns, you need to know how to implement a deterministic strategy. 

  • Start by solving identity 

Without a very strong identity layer that can move with real people as they float between offline and online channels deterministic measurement can’t work, so start there. In most cases, obtaining this identity layer will require parenting with a technology partner, like Zeta, that can offer both deterministic and probabilistic methods of identity management, as well as encompass key consumer identifiers such as name, address, email address, cookie IDs, mobile advertising IDs, and IP address.

  • Then measure business outcomes

Once identity is solved, use the data obtained to measure every campaign and every channel to the highest of possible standards. Among other things, strive to determine  what the incremental return on investment was, and follow through with an in-depth analysis of the value and quality of the acquired customers.

  • Solicit organizational commitment

To succeed with deterministic measurement, the desire for adoption must come from the very top (the executive team). From there, it will percolate and permeate an entire marketing organization. More importantly, if adoption starts at the very top, it will always receive the resources and support it needs to succeed.

I have more questions about the difference between last-click measurement and deterministic measurement…

If you have additional questions about the difference between last-click measurement and deterministic measurement, please reach out to Zeta with your comments and questions here.

Does Dark Mode Matter for Email Marketing?

What is dark mode and how does it impact your ability to succeed with email marketing? Find out in Zeta’s latest report.

What is dark mode?

Have you ever switched the background on your iPhone or Kindle from light to dark? If so—congratulations!—you’ve managed to use “dark mode” (sometimes called “night mode”) on your device. At the most basic of levels, dark mode is nothing more than a reverse color scheme when it comes to typography (the screen background is dark while the on-screen text is set in a lighter color). 

Basic look of dark mode on screen

Why does it matter for email?

At a high level, it matters because consumers are asking for it. Dark mode is an increasingly popular option for consumers looking to customize their content consumption experience. People believe it improves legibility, reduces eye strain, lessens eye fatigue, and mitigates exposure to melatonin-suppressing blue light (whether these beliefs are right or wrong is up for debate).

Therefore, the ability to accommodate dark mode is critical because it can make or break the user experience. If your creative looks good in dark mode, it’s going to help deliver a seamless brand experience. But if it doesn’t, your creative is going to deliver that fluid brand experience every marketer wants to offer.  

Speaking more tactically, dark mode is an accessibility feature that’s starting to take over consumer inboxes. For email marketers, that distinction means it’s critical to make a strategy adjustment (rather than try to override the function).

How is it handled by different email providers?

Right now, email providers handle it in one of three ways…

how dark mode is handled by email providers

With a UI Color Change, the ESP will only provide dark mode for their owned interface. In other words, your brand’s HTML email will look the same (the same light background with the same dark text) regardless of whether or not the recipient has dark mode enabled on their device.

UI Color Change for Dark Mode
UI Color Change

There is one caveat to a UI Color Change—if you’re sending a plain-text email, the ESP will likely flip your creative into dark mode.

With a Partial Color Change, you can expect the ESP to partially invert the colors of your email to suit the recipient’s device. What will the partial invert look like? In most instances, the email provider will automatically detect the areas of your email with a light background and flip them to a dark background, adjusting the text from dark to light along the way. 

The problem, of course, with a partial color change is that it leads to an incomplete design—photos, logos, stock images, and other key visuals within your message won’t match the rest of the aesthetic.

partial color change in dark mode
Partial Color Change

The third and final way in which email providers handle dark mode is with a Full Color Change

This method of accommodating dark mode is, by far, the most obtrusive to your brand because it—in effect—completely reverses the original design of your email. In other words, if your brand sends a dark-themed email to accommodate dark mode, and ESP using a Full Color Change protocol will automatically flip the color scheme to light. Similarly, if your brand sends a light-themed email not built to accommodate dark mode, the ESP will flip the color scheme to dark.

Full color change

What is the best way for marketers to deal with dark mode?

The best way for marketers to deal with dark mode is through better email design and development. Adjusting for it through design is going to be easier, less time consuming, and more predictable than any other strategy. Moreover, by making a dark-mode-friendly design, marketers like you become less reliant on product or platform updates.  

Dark mode can be targeted with its own set of styles throughout the email development process.

@media is very similar to how mobile is targeted with media queries—this will automatically target any UI that’s set to dark mode. 

and can target the Outlook app by simply duplicating the @media queries already in place, and adding an additional prefix (either and ). 

As always, the best way to ensure your emails look great is through testing, especially given how frequently email providers update their platforms.

How Zeta helps

Zeta’s award-winning creative team can audit your email templates and recommend strategic improvements that will benefit your brand. We can also fix (or build from scratch) new dark-mode-safe templates that you can effortlessly implement at the drop of a hat. 

To learn more about the Zeta creative team and how we help clients create incredible email templates, contact us here.

What Is the Zeta Marketing Platform?

What is the Zeta Marketing Platform and how does it help marketers make better decisions? It’s time to get the answers you’ve been looking for.

When people ask us “what is the Zeta Marketing Platform?” we give them two answers:

  1. The technical answer
  2. The straight-up answer

The technical answer is, the Zeta Marketing Platform (also known as the ZMP) is a technology platform that provides clients with a real-time view of prospects and existing customers, leveraging AI to create personalization in every channel at unparalleled depth and scale. 

The straight-up, plain-English answer is, the Zeta Marketing Platform is a technology platform that helps brands achieve better business outcomes.

What does the Zeta Marketing Platform consist of?

There are four, key pillars behind the Zeta Marketing Platform:

  • Data 

Consisting of identities and signals drawn from across the open web. 

  • Insights 

Data-powered insights make it easier to identify valuable engagement opportunities.

  • Activation 

Identified opportunities are used to guide the development and implementation of an activation strategy—in other words, the real-world application of data and insights to drive positive business outcomes.

  • Outcomes

Specific, measurable results as defined by each individual Zeta client.

The core features of the Zeta Marketing Platform

Does the Zeta Marketing Platform grow?

The ZMP isn’t a stagnant entity—it’s a constantly evolving technology platform. The ZMP is continuously updated to incorporate new components and technologies that allow it to keep pace with the shifting expectations of today’s leading brands and marketers.  


Inside the ZMP, the information contained within the Zeta Data Cloud (identity, cookie, and signal data) is combined with the first-party data owned by clients to obtain valuable insights. The insights are pulled out from pools of available data using a combination of resources including segmentation, forecasting, and artificial intelligence. To activate on those insights and acquire new customers for clients, the ZMP uses a combination of channels:

  • DSP
  • DCO
  • Site optimization
  • Social
  • Acquisition email
  • Email (CRM)
  • Mobile
  • Onsite
  • In-app

All of these things combine to improve acquisition, enhance retention, and drive greater growth for Zeta clients.

The data behind the Zeta Marketing Platform

First-party data and the ZMP

The ZMP sits on top of an event-driven architecture that allows for real-time data processing for clients. When it comes to integrating first-party data, the ZMP can accommodate clients in a number of ways, including:

  • Robust RESTful API
  • Lightweight JavaScript library
  • SFTP location for batch data transfer

Insights derived from the ZMP

Once the data is in the ZMP, it’s time to start gleaning insights. Specifically, insights related to intent rather than interest, because it’s knowing the intent of the consumer that allows marketers to succeed in an unprecedented way.

Three things are necessary to extract insights from data:

  1. It must be possible to align the data to an individual identity (i.e. brands need to know who they’re talking to with their marketing). What makes Zeta unique here is that our data set is not probabilistic— we don’t “probably think” we’re talking to the right person. Our data set is deterministic which means we “determine and know” we’re talking to the right person.
  2. It must be possible to efficiently analyze the data (i.e. brands need to know how and where to talk to consumers).
  3. It must be possible to extract intent from the data (i.e. brands need to engage consumers at the most opportune moment). This is the most important part of making a data set effective. At Zeta, we’re confident of intent when some crosses the 70% threshold of likelihood.

Interest to intent via the zeta marketing platform

Segmentation within the ZMP

This is the most powerful way to identify and track portions of a client’s customer base.


  • Audience management within the ZMP is both visual and intuitive
  • Tracked audiences generate events
  • Tracked audiences make it possible to follow trends
  • Zeta clients can match their first-party data to the Zeta Data Cloud to glean additional insights

Omnichannel activation using the ZMP

ZMP is an omnichannel activation platform. It offers…

  • 1:1 activation through Experience Builder
  • Batch activation through Broadcast Campaigns
  • Programmatic activation through Zeta’s DSP (API’s enable activation between environments)

Personalized activation using the Zeta Marketing Platform

Personalized activation is really important for brands that want their message to “ring true” to a prospect or customer across channels. Within the ZMP, AI drives personalized content recommendations and personalized site optimization, by automatically finding intent so personalized messaging can be driven to the right people. 

Achieving winning outcomes with the ZMP

The Zeta Marketing Platform helps marketers see the outcomes of their activation strategies through reporting.

  • Tracked segments give marketers insight into how their audiences are trending.
  • Event-driven architecture can attribute conversions back to campaigns (includes revenue and other business-oriented KPIs).
  • Closes the loop back up to opportunities.

Ready to learn more about the Zeta Marketing Platform?

To learn more about the Zeta Marketing Platform, please contact us here.

What Every Marketer Needs to Know About Customer Retention

If you’re reading this post, you’re reading it because you want to understand what every marketer needs to know about customer retention.

And why wouldn’t you?—After all, the best way for any brand to grow isn’t through new customer acquisition, but through current customer retention.

How can you be sure?—Well, you don’t need to take our word for it. An article published in the Harvard Business Review pointed out that acquiring a new customer can be 5X to 25X more expensive than retaining a current customer.

So, what’s the key to customer loyalty and retention?

In most instances, it’s as simple as providing people with a pleasant customer experience. As a matter of fact, by providing a great customer experience, a brand can entice some consumers to spend as much as 21% more on their products and services.

For that reason, marketers across industries are doing everything they can—from offering website personalization to planning for life without cookies—to improve the customer experience in an effort to keep people happy and brand loyal.

With all of that said, here’s what every marketer needs to know about customer retention …

infographic on what every marketer needs to know about customer retention


Last-Minute Marketing Trends for Black Friday and Cyber Monday

With the holidays almost here, marketers are busy finalizing campaign strategies and budgets to get the best results possible for their brands. To help you get the very most for your business heading into the all-important holiday season, here are some last-minute marketing trends for Black Friday and Cyber Monday that you need to know.

These last-minute trends are based on a unique combination of consumer location data and consumer signals pulled directly from the Zeta Data Cloud. The results provided are measured against a pre-Black-Friday baseline (all dates in October and November prior to the arrival of Black Friday) to make it easier to see how recent consumer behaviors will change in relation to the holidays. 

Compared to the pre-Black-Friday baseline, consumer foot traffic for all industries (retail, travel, hospitality, dining, etc.) will be 5% higher on average. 

This number may seem low, but it’s reflective of changing consumer behavior that goes beyond COVID-19. Put plainly, in-person Black Friday shopping simply isn’t what it used to be. Part of this is due to the proliferation of Cyber Monday, but part of it is also tied to the expansion of holiday sales beyond Black Friday in general (e.g. pre-Thanksgiving sales, Thanksgiving weekend sales, etc.) coupled with increased ease of online shopping. 

Compared to the pre-Black-Friday baseline, consumer foot traffic for all industries (retail, travel, hospitality, dining, etc.) will be -2% lower on average. 

While it may not surprise you that Black Friday outperforms Cyber Monday when it comes to consumer traffic at brick-and-mortars, the fact Cyber Monday doesn’t even beat the pre-Black-Friday baseline is unexpected. 

Versus the pre-Black-Friday baseline, the week immediately following Cyber Monday will see a 17-point lift in foot traffic. 

What this should tell you—more than anything else—is that holiday shopping no longer revolves around Black Friday for brick-and-mortar. That means it’s important for businesses with brick-and-mortar stores to continue running sales and in-store promotions up to and through Christmas day. 

Across all industries, the one area where Black Friday is still extremely relevant is in the area of big-ticket purchases that regularly require financing. 

From furniture retailers to auto dealers, if your business deals with pricey items where financing is common, you can expect a 15% surge in consumer traffic compared to the pre-Black-Friday baseline. 

Forget Black Friday or Cyber Monday if you handle marketing for a department store or mall—this year your focus needs to be on the weekend.

Department stores and malls should expect to see an average increase in foot traffic of 49% over the pre-Black-Friday baseline of the Saturday and Sunday of Thanksgiving Weekend, compared to a 4% increase on Black Friday and a -3% decrease on Cyber Monday.

When it comes to shopping during the holiday season, there are some products (e.g. underwear, sleepwear, televisions, liquor, etc.) that consumers are always interested in.

While many of the traditional staples will once again be popular, consumers are showing unusual amounts of interest in less conventional product areas including:

Need more last-minute marketing trends for Black Friday and Cyber Monday?

If you found the above trends valuable and are in need of more last-minute marketing trends for Black Friday and Cyber Monday, please reach out to learn more about the Zeta Data Cloud…and if you need to know what to buy this Black Friday, click here