We were pleased to participate at Gartner Marketing Symposium 2019. We connected with so many great marketers and identified common pain points across the profession.
What stands out most are the shared struggles around data activation. Whether it’s for driving acquisition, optimizing experience or boosting retention, consumer data is there, but the insights remain locked within.
Marketers must unlock insights and activate consumer data to deliver truly valuable, personalized experiences at scale.
David Hegarty, Vice President of Business Solutions at Zeta Global, talks about how you can 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.”
Continue reading to learn how you can activate your consumer data. We’ll cover:
Data Activation Is Crucial for Driving Business Growth
Today’s exponentially growing digital landscape provides overwhelming challenges and unfathomable opportunities for data activation.
While the daily noise makes it difficult for marketers to cut through and reach individuals, all this data fuels marketers with trillions of valuable high-fidelity signals for identifying real interest and intent.
The right combination of tools will empower you to identify interested individuals from the signals and capitalize on their purchase intent with targeted, valuable engagement.
Alex De Fursac Gash, Director for Gartner’s Marketing Advisory team, delivered an informative presentation at Gartner Marketing Symposium. He urges that marketers must move beyond simple personalization for the sake of itself and highlights the importance of framing individualized engagements as “helping” and “providing value.”
Gash breaks down the potential value brands can deliver into five categories:
- Direct Me – Guide consumer to products of interest
- Teach Me Something New – Make consumer aware of new products
- Save Me Time – Expedite consumer’s purchase process
- Reassure Me – Reduce consumer’s pain of purchase
- Reward Me – Provide consumer with exclusive benefits
Additional data 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 consumer data 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
David Hegarty’s plumbing analogy from the video above highlights the importance of choosing the right tools for your marketing organization. Is your solution truly moving data from origin to actionable insight? Or is it just a hollow pipe?
Zeta carries your data from consumer signals to individualized experiences at scale. We can supplement the quantity of those signals with 750 million deterministic digital profiles in our permission-based Data Cloud.
You can combine your customer files with our Data Cloud to generate tangible and valuable insights for your organization. From these insights, you can identify real interested individuals to deliver valuable, truly personalized experiences and at scale.
Hegarty touches on using insights to deliver relevant communications “regardless of the channel.” This is key to optimizing your individualized experiences. You must be present on the right channel at the right time with the right messaging.
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 could provide individualized value to millions of “Zacks”?
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 and reduce media wasted on uninterested individuals
- Implement true deterministic attribution to account for all marketing ROI
Let’s connect to see how Zeta can empower your marketing organization to do more with less. Request a Zeta Insights Report to see how you can harness the power of data and AI to deliver valuable, individualized experiences at scale. Reach out today!