Forrester Consulting Opportunity Snapshot: CDPs Must Transcend Data Aggregation

Boosting ROAS by 33%

Reaching in-market customers like never before to send sales soaring.

Impressive Results


Increase in click rates for direct orders


Increase in click rates for add-to-cart actions


increase in ROAS VS classic segmentation

The Story

To reach in-market customers with more relevancy and efficiency, Samsung turned to Zeta to build and target more valuable audiences through a highly-focused, multi-channel campaign.

The Company

As one of the world’s leading manufacturers of consumer electronics, Samsung is driven by an unyielding passion for excellence and an unfaltering commitment to develop the best products and services on the market. That passion and commitment is why Samsung builds more televisions and mobile phones than any other brand on the planet.

The Goal?—Increase Media Return on Investment

Samsung wanted to improve direct-to-consumer smartphone sales by developing a cost-effective retargeting program, built using consumers’ real-time website activity to understand engagement and maximize efficiency.

The Solution?—Use Interest-Based Segmentation to Obtain Better Results

To better connect with prospective shoppers and increase sales, Samsung used Zeta’s robust scoring model to determine the interest, level of engagement, and likelihood for conversion of individual consumers in real-time. Using the insights captured from Zeta, Starcom part of Publicis Media Russia (on behalf of Samsung) deployed a strategic approach to audience segmentation across all paid media channels.

The Result?—Lower Costs, Higher Engagement, and Improved Sales

Thanks to their partnership with Zeta, Samsung reached highly engaged, in-market customers in real time, significantly increasing both the efficiency and effectiveness of their marketing. Compared to their own in-market audience segmentation, Samsung saw major lift in both their ROI and their conversion rates.

Products and Solutions Used

Zeta Marketing Platform

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Interest-Based Segmentation

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Omnichannel Engagement

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Innovations are the DNA of our business. We strive to use relevant tools and advanced solutions based on AI at all stages of development and promotion of our products and services. This allows the company to provide all users of our wide product portfolio with access to the latest technologies. We highly appreciate our customers and use this approach in marketing to form solely relevant and high-quality proposals for an interested audience.

Vsevolod Plokhov - CMO - Samsung Electronics Russia

Zeta gives us unparalleled media results — they over-achieved in terms of hitting our main goals. Thanks to these excellent results, we plan to expand testing to new segments in the next flight

Elena Rusakova - Senior Digital Manager - Publicis Media Russia
In The Know

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