Signal Data: Powered By AI: Email's Future State Requirements for Maximum ROI
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The idea, in theory, is that your brand can improve its customer experiences and relationships by recommending personalized offers and actions at the point of maximum impact—providing one-to-one, experiences at scale. But the reality is often quite a bit different. Harnessing the power of AI and signal data can exponentially increase your ability to deliver on customer expectations, wants and needs—not just your own as the marketer. Join us to uncover the future state requirements in your email strategy so you can deliver meaning in the moments that matter; creating a truly unique experience of one.
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Signal Data: Powered By AI: Email's Future State Requirements for Maximum ROI
- 1. June, 2019 Signal Data, powered by AI Email’s Future State Requirements for Maximum ROI
- 2. Introduction to Zeta Global Key Stats Blue Chip Client Base Zeta is a data-driven marketing technology company that uses proprietary data, advanced analytics and artificial intelligence to help leading brands acquire, retain and grow customer relationships Overview Leading Marketing Technology Platform 1 of 3 Enterprise Leaders for 2019 Email Vendor Features and Functions Guide Named one of the 100 Most Promising Big Data Companies by the CIO Review for 2017 2017 Named VISIONARY in Magic Quadrant Digital Marketing Hubs Top 20 Companies for 2017 2019 ESP Buyer’s Guide Client Satisfaction Awards: GOLD Account Management & Industry Expertise; SILVER Educational Resources, Strategic Services, Production Services, Integration Capabilities, Tech & Customer Support, & Overall Value + Founded in 2007 + 1,400+ employees o 600+ engineers including 75+ data scientists and 75+ artificial intelligence experts o 600+ employees in India including 300+ engineers + 1,200+ Clients globally + Massive proprietary data set in a leading Data Cloud + Gartner and Forrester rated Marketing Cloud + Headquarters: New York City + 22 Global Offices + Forbes’ Top 50 Most Promising Private Companies
- 3. 32019 Zeta Global · Proprietary & Confidential Day 3 of EIS: of Teams and Tech Require rethinking, redesigning or reimplementing your current channel systems to support more tailored and personalized touchpoints Providing a continuous experience that optimizes value to the customer and the company Decisioning 2 Create customized, personalized human engagement at every interaction Delivery 3 Getting ahead of the curve with proactive insights based on facts Outcomes 4 Build a more complete picture of customers engaging with your brand 1 Data
- 4. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com Zeta Capability Marketer Benefit LISTEN ‘Data In Motion’ For Insights DELIVER Orchestrated Touchpoints DESIGN Personalized Experiences MEASURE Deterministic Outcomes Complete View of Customer For Conversion Lift Real Time Relevancy To Improve Loyalty Emerging Tech To Drive System Cost Efficiency Revenue & Process Efficiencies Evolving the Skills Set of Marketers
- 5. Identity Based Data DATA Strengthen your data foundation by evangelizing the use of deterministic data to complete the view of customer
- 6. Rebecca Smith Cell phone: 555-2323 Solving the Marketers Challenge @ Rebecca Wilson 20 Longhorn Ave becky@hompc.com Becky Smith 123 Sunrise Ave Plano, TX Phone 555-1212 Becky Wilson 10 Main St Chicago, IL R. Jones 20 Stag Dr. Plano, TX Rebecca Smith becky@hompc.com IP 222.58.1.10 Leverage Data to Know Your Customer Create Personal Omni- Channel Experiences Rebecca Smith rsmith@emailaddress.c om IP 222.58.1.10 Solving For: Sinking Influence of 3rd Party Data Solving For: Your Customers are Channel-less 2019 Zeta Global Proprietary & Confidential
- 7. By Accelerating Knowledge on Customers Through Massive Proprietary Data Cloud 2019 Zeta Global Proprietary & Confidential
- 8. AI Powered Insights Activated At Every Step in Lifecycle. 2019 Zeta Global Proprietary & Confidential
- 9. Signal Based Intent DECISIONING Filtering out the noise to create meaning from the data in motion
- 10. LAUREN | Zeta ID: 4188210 Lauren last purchased: Brand thinks: Outcome-based AI Designed to Identify Consumer Signals 2019 Zeta Global Proprietary & Confidential
- 11. 2019 Zeta Global Proprietary & Confidential Lauren last purchased: Brand thinks: But, we know: We also know many more users just like Lauren: Data can activate on: … to Uncover Moments of Meaning for Lauren LAUREN | Zeta ID: 4188210
- 12. Continuous Connectivity DELIVERY Deliver better customer experiences faster, pinpoint tech-stack redundancies to reduce technical debt while driving process efficiencies
- 13. Facebook Post Website Visit Email Opt-in Profile Set Up For Weekly Meal Planning Recipe Share Instacart Pantry Filling Reminder Mobile App Push Weekly Meal Prep Inspiration Leverage three important types of data: • Unique Profile • Relationship History • Situational Context based on Zeta Interest and Intent Signals Loyalty Surprise and Delight Free Trial Offer Social Post & Share LAUREN | Zeta ID: 4188210 … That Proactively Keep Pace with Her Needs
- 14. …While Deliver On An Experience of 1 500+ AI-derived audiences tied to consumer intent Top 3 global email platform Top 5 global programmatic platform Manage 2bn+ customer records for leading brands Direct identity sync with FB via proprietary technology Better Results More Data More Usage Better Identity Data + AI DSP ESP Social Data Management Intender Audiences
- 15. Predictive Insights OUTCOMES Leaving no consumer moments to chance or we run the risk of being irrelevant, not competitive and not delivering value.
- 16. 2019 Zeta Global – Proprietary & Confidential. 16 Case Study 36xList Growth 20%Overall Lift 10%More Active Leads 26%Lift In Repeat Visitation BACKGROUND SOLUTION Campbell Soup’s customer list had been declining in subscriber counts and value for years, due to aging list (both term as an email subscriber and actual average age of subscribers) Campbell posed Zeta with above issues in search of growing its addressable audience and skewing it younger + Leveraged Zeta’s proprietary data cloud + Captured incremental subscribers across display, email, and social + Improved subscriber value through hygiene, enrichment & profiling + Lifted near-term value through a 30-day prospect maturation program + Lifted lifetime value through a site and email personalization strategy 16 People-Based Approach to Performance & Attribution
- 17. How We Deliver A Clear Path Forward: A Maturity MappingValue Maturity Push first party data through full ecosystem LISTEN DESIGN DELIVER OPTIMIZE Incorporate third- party data for enriched SVOC Preference center drives personalization AI-derived next best action (NBX) Response-based segmentation Persona-based segmentation Use LTV to measure success Channel sequencing by LTV Exclusions of owned data Real time rendering Deterministic attribution Causal attribution
- 18. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com Data Identify and connect existing and new sources of customer data Decisioning Make sense of the data with AI to identify opportunity, create meaning and create a truly complete view of the customer Delivery Connect the right tech ecosystem to deliver true personalized experiences across channels Outcomes Get better with a clear view to automate, analyze and in new ways 2019 Zeta Global · Proprietary & Confidential Harnessing the power of AI and signal data at every step in the Lifecycle can exponentially increase your ability to deliver on customer expectations, wants and needs -- not just your own as the marketer. Why it Matters Real Connections. Real People. Real Time. 1 2 3 4
- 19. Thank You
Editor's Notes
- VO: Good morning, thank you for getting a head start on the day to tackle the ultimate goal as marketers: providing one-to-one, experiences at scale. Sounds easy enough in practice but as we all know the reality in pulling it off is quite hard. So this morning we will talk about some best practices in how we harness the power of AI and high-fidelity signal data to exponentially increase your ability to deliver on customer expectations, wants and needs – while being mindful of your own requirements as the marketer.
- VO: As way of introduction, we are from Zeta. Zeta is a data-driven marketing technology company that uses proprietary data, advanced analytics and artificial intelligence to help leading brands acquire, retain and grow customer relationships.
- VO: And being day 3 of the EIS conference, you will likely here a fair amount of acronyms (CDPs, DMPs, DSPs, DCOs etc,), so in the next few minutes we will ground you in four familiar pillars: DATA, DECISIONING, DELIVERY AND OUTCOMES. And with each of these topics which you may feel you have a handle on already, we will push this forward a bit to uncover: 1: How to develop a deeper understanding of consumers and their individual preferences and behaviors given the greater volumes of diverse data and today’s stringent privacy standards. 2: How and when to create experiences to a customer or prospect that provides the most value to the customer and the brand by using AI to get ahead 3: How to orchestrate delivery of dynamic content consistently across channels such as email, text, and call centers all while drive system cost efficiency. 4: How we can get ahead of the curve by being more proactive in our approach toward automation, acquisition targeting and feedback loops so we can do what works again and again
- VO: Thank you James. So over the course of the three days of the EIS conference, I’ve head a lot of passion about first party data and the strategic shift to holistic KPIs. But what I haven’t heard us emphasize enough yet is…. … how we as the Email SMEs within our respective organizations have championed the role of deterministic data and the truth that it uncovers across people, processes and platforms. Perfecting timing for today’s focus of Teams and Tech and the fabulous line of speakers this morning. For the next 15 minutes, we will talk about how YOU can … …filter out the noise surrounding the massive amounts of data we collect on our customers … ..to distill meaningful connections informed by individual intent signals… …so that you orchestrate across your full tech stack to drive efficiencies… ..and use to 1:1 Level measurement to pinpoint the best outcomes.
- So from my perspective ….and to a larger extent Zeta as a whole with people based orientation in their data, AI and platform… I truly believe that first party data is one of the strongest tools in the marketers toolbox. First: It resolves identities across devices, connects disparate on and offline transactions and behaviors so you uncover truth about your customers preferences…as well as their future propensities to convert. Second: It also uncovers efficiencies in how we create continuous conversations with individuals beyond the inbox by providing transparency in how you drive paid media efficiencies… things like excluding owned audiences from acquisition techniques…or how you prioritize high value individual with multi touch, omnichannel treatments that is aligned to their lifetime value. Third: While third-party data may be losing some of its glamour due to rising data privacy concerns, few marketers can rely on first-party data alone to power their biggest campaigns. Third-party data is still a necessity for many marketers.
- That’s why Zeta has a unique approach to audience identification and audience enrichment. It’s underpinned in a massive permissioned identity based data cloud. It’s the scale of identities and the signals that they create that sets us apart. With 2.5B unique profiles a month …we can isolate interest and intent through our proprietary sources like the DISQUS commenting network and use AI to sift through page level browse behavior and actual comments your consumers are making about their reasons to buy or not to buy…and that’s all done through isolating sentiment through our Natural Language Processing tools.
- And what that gives you as the marketers is Regardless if your goals are to grow new subscribers, or drive consideration amongst existing ones to they convert in a separate product category…. with Zeta you can look at your brands holistic experience with individuals and remove the traditional silos that our organizations puts on your marketing budgets due to probabilistic vs. deterministic measurement techniques.
- So to bring this to life, for the next section on decisioning, I am going to talk through a use case that a few folks in this room had a hand in as well: Fluent and Flatiron in driving permissioned audiences for Campbells.
- Now at less than a $1 a can of soup, Campbells had to approach driving their addressable audience with enormous emphasis on precision. Precision in the cost per lead given the overall return on ad spend. But to take that further ... they also wanted to attribute lifetime value on their newsletter subscribers. They looked to Zeta to not only to secure permissioned audiences but use enrichment to grow her value with brand loyalty over time. So what I am showing on the screen is a Lauren. She's an active Campbells Kitchen newsletter subscriber. At the time of optin we know her age and email address but that’s about it. From her engagement data to date, Campbells knows purchased the Cream Tomato soups for a quick lunch at the office. Now with our ability take the coreg sourced optin and bump it against our data cloud to uncover signals of intent, we know that Lauren email address matches a record in our permissioned data cloud… she is a convenience seeker looking for curbside pick-up options to streamline her weekly chore of grocery shopping… she is price sensitive given her price comparisons of what her prime subscription will save her at wholefoods… and we have a confidence score assigned to her of 9.2 where she will fit the In Store Pick Up intender audience in the next thirty days….
- Now this uncovered a view moments where Campbells could provide a more meaningful connection with Lauren. She is interested in buying in bulk, we would likely convert with a promotional offer and…based on her other interests and intent signals we enriched on Lauren’s record … Campbells knew when to transition her child to Plum Baby Food, Goldfish, then Prego —until Campbell’s was key part of her family.
- As many of you voiced in the round table discussions, delivering on the number of A/B test or versions or templates this requires is daunting.
- Campbells was able to use AI to keep pace with Lauren changing needs.. Campbells was able to take a recipe inspiration, to a weekly meal plan to reminders on specific pantry replenishment staples she should consider and a free trail offer new plum organics. Campbells was able to give new meaning of what meal time around the table.
- This is how we can deliver on an experience that is unique to Lauren…Zeta does it at scale being the top email senders globally with the top programmatic platform with a direct identity sync with FB with audiences tied to intent.
- require rethinking, redesigning, or reimplementing your current channel systems to support more tailored and personalized touchpoints. Emerging Tech To Drive System Cost Efficiency
- Impact: Drove 36X greater lead acquisition velocity with an higher than average buying rate and increasing spend year over year vs. current and non-subscribers who decreased their spend*; in addition to: A 7 year reduction to the average age of subscribers on file 28X email click through lift from new AI powered content recommendations tailored to each individual 2.3: 1 ROAS based on initial 30 day pilot period
- I hope you found this case study a helpful proof point in how pairing AI and high-fidelity signal data to exponentially increase value to your customers and give you a skill set evolution in how you…. Use first party data across your entire ecosystem… Derived next best actions… That are prioritized by current or predicted customer value… To give you 1:1 level granularity in how you view incrementality in your approach. Thank you. And to close, James….