Activate Consumer Data to Deliver Truly Valuable, Personalized Experiences at Scale

data activation

Brands unable to harness signals and utilize the full value of consumer data could lose market share.

We were pleased to participate at Gartner Marketing Symposium 2019.Ā WeĀ connectedĀ withĀ so many greatĀ marketers andĀ identified common pain points across the profession.

What stands out most are the shared struggles around dataĀ activation. Whether it’s for driving acquisition, optimizing experience or boosting retention,Ā consumerĀ dataĀ is there, but the insights remain locked within.Ā 

Marketers mustĀ unlock insights and activate consumer data to deliver truly valuable,Ā personalized experiences at scale.Ā 

David Hegarty, Vice President of Business SolutionsĀ at Zeta Global, talks about howĀ you canĀ harness these signals to make data actionable.

“Data by itself is just an asset that’s costing you money. But if you can make it actionable, it’s going to produce revenue so now it’s something tangible and valuable to the organization.”

Actionable Data from Zeta Global Marketing on Vimeo.

Continue reading to learn how you can activate your consumer data. We’ll cover:Ā 

Data Activation Is Crucial for Driving Business Growth
Unlock Your Data with Zeta to Capitalize on Intent
Zeta Empowers Brands to Reach Individuals at Scale

Data Activation Is Crucial for Driving Business Growth

Today’s exponentially growing digital landscapeĀ provides overwhelming challenges and unfathomable opportunitiesĀ for data activation.

While the daily noise makes itĀ difficult forĀ marketers to cut throughĀ and reach individuals, all thisĀ dataĀ fuelsĀ marketers withĀ trillions ofĀ valuableĀ high-fidelity signalsĀ forĀ identifyingĀ real interest and intent.Ā 

The right combination of toolsĀ will empowerĀ you to identify interested individualsĀ from the signalsĀ and capitalize on their purchase intent with targeted, valuableĀ engagement.Ā 

Alex DeĀ FursacĀ Gash,Ā Director for Gartner’s Marketing AdvisoryĀ team,Ā delivered an informative presentation at Gartner Marketing Symposium. He urges that marketers mustĀ moveĀ beyond simple personalization for the sake of itselfĀ andĀ highlightsĀ the importance of framingĀ individualized engagements asĀ ā€œhelpingā€ and ā€œproviding value.ā€

Gash breaks down the potential value brands can deliver into five categories:

    1. Direct Me – Guide consumer to products of interest
    2. Teach Me Something New – Make consumer aware of new products
    3. Save Me Time – Expedite consumer’s purchase process
    4. Reassure Me – Reduce consumer’s pain of purchase
    5. Reward Me – Provide consumer with exclusive benefits

AdditionalĀ dataĀ from Gash’s presentation shows there’s enormous opportunity to delight consumers with such valuable engagements; Only 12% of consumers from a 2018 Gartner survey said they’ve experienced this individualized help/value.

Brands unable to harness signals and utilize the full value of consumerĀ dataĀ will lose market share. Continued failure to implement data-driven marketing efforts will result in missed conversions, off-putting experiences, increased customer churn and wasted resources on disinterested consumers.

Unlock Your Data with Zeta to Capitalize on Intent

DavidĀ Hegarty’s plumbingĀ analogyĀ from the video above highlightsĀ theĀ importance of choosing the right tools for your marketing organization. Is your solution truly moving dataĀ from origin to actionable insight? Or is it justĀ aĀ hollow pipe?

Zeta carries yourĀ dataĀ fromĀ consumerĀ signals toĀ individualized experiencesĀ at scale.Ā WeĀ can supplement the quantity of those signals with 750 million deterministic digital profiles in our permission-basedĀ DataĀ Cloud.

You can combineĀ your customer files with our Data Cloud to generate tangible and valuable insights for your organization.Ā From these insights, you can identify real interested individuals to deliver valuable, truly personalized experiencesĀ andĀ at scale.Ā Ā 

Hegarty touches on using insights to deliver relevant communications ā€œregardless of the channel.ā€ This is key to optimizing your individualized experiences. You must be present on the right channel at the right time with the right messaging.Ā 

Zeta Empowers Brands to Reach Individuals at Scale

The Zeta Marketing Platform empowers you to map your customer file to our permission-based Data Cloud so that you can engage high-value consumers matching your target customers.

For example, what would you do if you couldĀ provide individualized value toĀ millions of ā€œZacksā€?

With Zeta solutions, you can:

  • Deliver valuable, individualized experiences to interested consumers within your customer files and Zeta’s Data Cloud
  • Optimize outreach to eliminate non-viable channels andĀ reduce media wasted on uninterested individuals
  • ImplementĀ true deterministic attributionĀ to account for all marketing ROI

Let’s connect to see howĀ Zeta can empower your marketing organizationĀ to do more with less.Ā Request a Zeta Insights ReportĀ to see how you can harness the power of data and AI to deliver valuable, individualized experiences at scale. Reach out today!Ā 

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