Signal Data Powered by AI
•Download as PPTX, PDF•
1 like•1,075 views
Join Zeta's Cynthia Janelli and James Beauchamp in our upcoming webinar, "Signal Data, Powered by AI: Marketing's Future State Requirements for Maximum ROI," to learn how to work smarter to achieve core competencies to drive acquisition, optimize experiences and boost growth.
Recommended
Recommended
More Related Content
What's hot
What's hot (16)
Similar to Signal Data Powered by AI
Similar to Signal Data Powered by AI (20)
Recently uploaded
Recently uploaded (20)
Signal Data Powered by AI
- 1. July, 2019 Signal Data, Powered by AI Marketing’s Future State Requirements for Maximum ROI.
- 2. 22019 Zeta Global · Proprietary & Confidential Harnessing Consumer Signals And Implementing AI Require rethinking, redesigning or reimplementing your current approach 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
- 3. Speed of interaction is increasing creating complexity in connecting and influencing consumers Expectations surrounding friction-free digital first experiences are high Siloed solutions are not fluid and are still aligned to the marketing funnel Walled gardens limit the portability and ownership of data to resolve identities Limiting marketers ability to manage ROI and deliver transformative value 2019 Zeta Global – Proprietary & Confidential. Marketing is getting harder. 18
- 4. 2019 Zeta Global · Proprietary & Confidential There is opportunity in chaos. The journey is telling.
- 5. JOURNEY OF ONE Acquisition and retention funnels together in one real-time platform. 1 2 3 4 CLOSED LOOP Zeta’s access to both closed loop and proprietary data assets is a massive market differentiator. PSYCHOLOGISTS Customer-centric marketers will shift away from campaign mgrs. to behavioral psychologists. MODEL-DRIVEN Data-driven companies will transform into model-driven companies. Predictions: Current State 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com | 5
- 6. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com | 6 INDIVIDUAL MARKETS Scale of a deterministic data moat and access to insights is a currency in global enterprise brands. 1 2 3 4 CUSTOMER CONTROL Customers are empowered to dictate use of their personal data for a clear brand value exchange. LATENT NEEDS Platform AI needs to ingest empathic data sources to drive lasting relationships. DETERMINISTIC MEASURES CMOs require precise pathway prediction to drive efficiencies between paid and owned channels. old Predictions: Future State
- 7. Zeta Capability Client Benefit LISTEN ‘Data In Motion’ For Insights DELIVER Orchestrated Touchpoints DESIGN Personalized Experiences MEASURE Deterministic Outcomes Complete View of Customer For Conversion Uplift Real Time Relevancy Improves Loyalty Emerging Tech Drives System Cost Efficiency Revenue & Process Efficiencies Through Deterministic Panel Requiring An Evolved Marketer Skill Set 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com | 7
- 8. Applied To New Consumer Expectations 122019 Zeta Global – Proprietary & Confidential www.zetaglobal.com | 8 Function Unique Ability Application Un Meet Need Solution Zeta Client Consumer Output Listen Signals at scale Filter noise into actionable applications Product: Improve Net Sales Not so much by what you sell, but how you sell it Personalization, understanding how to target visitors at the right time with the right message Design Hyper personalized experiences Empathetic AI that understands sentiment and other levers Price: Improve Margin Create an authentic value exchange Predictive, influence future buyers' behaviors to establish authentic connections Deliver Next-gen orchestration center Predict timing, channel, & message for relevance Placement: Do More With Less Strike a cord that will reverberate for loyalty Prioritization, to understand of how to best allocate budget to predicted high-value customers Optimize Deterministic measurement at the core Granular measurement of the eco system with deterministic accuracy Promotion: Drive CLTV Build into new habits from eliminating friction Performance solutions to improve effectiveness over time as the AI learns what works
- 9. Identity Based Data DATA Strengthen your data foundation by evangelizing the use of deterministic data to complete the view of customer
- 10. 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
- 11. VALUE VELOCITY STITCHING IDENTITIES (CCCM) SENSING OUTCOMES (EMSS) Real Time Bidding Deterministic Accuracy Omnichannel Intent-Based Signals Context Aware DCO AI Powered Decisioning ACTIVATING 1:1 Personal Experiences At Scale. Brokering A Mutual Value Exchange Between Consumers and Brands 2019 Zeta Global Proprietary & Confidential
- 12. Accelerating Knowledge on Customers Through Massive Proprietary Data Cloud 2019 Zeta Global Proprietary & Confidential
- 13. Allowing Marketers To Get Ahead Best Practice To Achieve 1:1 Marketing at Scale Practice Good Better Best SVOC Brand Focus Brand + Static Consumer Focus Segments Demographics Personas Real-time behavioral and need- (segments of 1) Model Applications Descriptive Predictive Real-time AI driven Business Outcomes Revenue Margin Predictive LTV Triggers Scheduled Reactive Predicted prior to event Content Static Versions Dynamic Measurement Rules-based Modeled Deterministic Attribution Marketing Levers Targeting (Who)/What When/Frequency Sentiment/Motivators 2019 Zeta Global Proprietary & Confidential
- 14. Signal Based Intent DECISIONING Filtering out the noise to create meaning from the data in motion
- 15. LAUREN | Zeta ID: 4188210 Lauren last purchased: Brand thinks: Outcome-based AI Designed to Identify Consumer Signals 2019 Zeta Global Proprietary & Confidential
- 16. 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: Uncovering Moments of Meaning for Lauren LAUREN | Zeta ID: 4188210
- 17. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com Facebook Post Website Visit Email Reminder App Download for Exclusives Pinterest Save Display Ad Reminder Mobile App Push In-Store Customer Service Loyalty Surprise and Delight Social Post & Share LAUREN | Zeta ID: 4188210 Proactively Keep Pace with Her Needs 2019 Zeta Global Proprietary & Confidential Enabling You To Build Hyper-Personal, Friction Free Interactions
- 18. 2019 Zeta Global – Proprietary & Confidential. 18 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 18 People-Based Approach to Performance & Attribution 2019 Zeta Global – Proprietary & Confidential. 18
- 19. 2019 Zeta Global – Proprietary & Confidential. 19 Case Study – Further Details METHODOLOGY OUTCOMES A Journey of One approach bringing acquisition and retention funnels together in one real-time platform that: + Grew addressable audience to fuel 1:1 marketing at scale + Maximized agility in how to reach and retain customers Drove 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 19 *As validated by an IRI multi-outlet retailer loyalty card panel lift analysis study conducted in November, 2019 2019 Zeta Global – Proprietary & Confidential. 19
- 20. Continuous Connectivity DELIVERY Deliver better customer experiences faster, pinpoint tech-stack redundancies to reduce technical debt while driving process efficiencies
- 21. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com Site Visit Display Impression Served (Retarget) Acquisition Email Sent Site Visit – Site Optimization Click -> Conversion Retention Email Served SMS Confirmation Drop Zeta Hub, Sizmek, & Zync Pixel Target Via DSP Match Zync To Data Cloud Target Through ZX Optimize Based On Data Cloud Attributes Conversion Enriches Zeta Hub Record User Added To CRM & Enriched Device Graph Grows 2019ZetaGlobal–Proprietary&Confidential. Starting With the End in Mind
- 22. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com Starting With the End in Mind
- 23. To 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 2019 Zeta Global Proprietary & Confidential
- 24. Predictive Insights OUTCOMES Leaving no consumer moments to chance or we run the risk of being irrelevant, not competitive and not delivering value.
- 25. Performance Based Solutions To Improve Effectiveness Over Time As The AI Learns What Works Value 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 2019 Zeta Global Proprietary & Confidential
- 26. E M S S Proprietary, Closed-Loop, Integrated System 2019 Zeta Global – Proprietary & Confidential. Scale Of Data In Is Critical for Performance Access to Bid Stream Access to Individuals Access to Real Time Signals AI Powered ID Match Fine Tunes Outcomes Accuracy of Data Integration Accuracy of Deterministic Measures Accuracy of Precise Audiences Access Resolve Activate Integrated Solution Makes Sense of It All Sell More Do More With Less Improve Margin C C C M
- 27. 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 Enabiling a new model to connect 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 Improve the customer experience by integrating tech solutions to personalize communications across channel with more contextual data Outcomes Make marketing more efficient by leveraging first party data toolsets in more agile formats 1 2 3 4
- 28. ✚ Outcome Tuned AI ✚ High Fidelity Closed Loop Platform ✚ True 360 View of Individual What makes Zeta different? 2019 Zeta Global – Proprietary & Confidential. Data Elevated by AI
- 29. Thank You
Editor's Notes
- VO: Good afternoon, thank you for joining us today 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 afternoon, 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: 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 In context of today’s convergence of adtech and martech point solutions, you have likely heard your fair share of acronyms (CDPs, DMPs, DSPs, DCOs etc.,), so in the next hour together 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 provide an experience to a potential or known customer that optimizes value to the customer and the company 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 outcome based optimization and feedback loops so we can do what works again and again
- 3
- CJ VO: How we tackle this chaos, presents opportunity take a different approach. The bar is high in terms of what your consumers expect from you, what your organization expects in terms of the evolution of your skills sets, so it’s important to be practical in where you starting point is before you embark on something more transformational across people, processes and tech.
- CJ VO: It’s something James and I do… day in and day out …for our clients…in defining clear points of departure…with clear goals in terms of… where they want to arrive to. Another way of looking at it is in context to current and future state requirements…which is fitting given the title of today’s webinar: “Marketing’s Future State Requirements for Maximum ROI” So as a clear point of departure, I want to share anchor points to where we think the marketing landscape is…. Point 1: Is this notion of a Journey of One. Consumers expect marketers to recognize their interactions outside of the traditional marketing funnels, so we’ve designed our real time platform to be more continuous in nature and remove the silos between acquisition, retention and growth as often time given the speed of the consumers interactions they may not always be sequential and linear. Point 2: Having access to a closed loop system in terms of bid stream, conversion data and offline sales is key to getting ahead. Making the individual interactions better and better over time. Self learns and perpetual prediction. Point 3: So your team moves away being consumed by the tasks of getting campaigns out the door to allow them the time to think more about the behavioral shifts consumers may take and allow them to design the best possible experiences And Point 4: So, it seems that relying on past data alone is not enough to arrive at better business decisions and improve customer satisfaction. Take the likes of Google, Amazon and Uber in how they are recalculating and recalibrating the system just to provide the best services/goods to the customers. Grounding ourselves that “a data-driven business collects and analyses data to help humans make better business decisions whereas a model-driven business creates a system built around continuously improving models that define the business. In a data-driven business, the data helps the business. In a model-driven business, the models are the business.” It drives the evolution of our go to market strategy…in how we are more customer centric and intent oriented …
- JB VO: Okay, so what’s next? CJ VO: Regardless of whether you think of the future as tomorrow or some longer time horizon, hopefully you have a vision for the future state of your company. For Zeta, we ground this in how we REINVENT how DATA is used to make EXPERIENCES between brands and consumers more PERSONAL, PERCEPTIVE, PRIVATE and PRODUCTIVE. Therefore our future state goal posts surround: 1) evangelizing the use of deterministic data to improve access to insights on real people in real time, 2) empower consumers to demand a clear value exchange with brands to remove friction, 3) allow our platform to ingest more empathic data sources like tone and sentiment to drive lasting relationships with brands and lastly 4) improve measurement accuracy across all channels.
- JB VO : Where do we get started, that all sounds complicated. Cynthia: Well it doesn’t have to be….the key take away is that our go to market strategies aligns to [outcomes] the incremental value—to the vertical, to the marketer and to the end consumer We help marketers converge their approach around individual experiences to increase net sales, improve margin, deliver greater efficiency and establish sustainable competitive advantages through use of data and Ai..[Application value is far great than the mere sum of its parts] We evolve the skills sets of the marketers understand how data in motion can…..[client examples] [LISTEN/DATA] …. complete the view of the customer in a global segmentation exercise we just did for a Luxury Retailer so they can pin point what typical wholesale accessible luxury buyers need to convert to the higher end lines direct from the brand [DESIGN] …. or point point what experiential churn protection offer improves CLTV for a Transatlantic Airline prior a flight delay through simply knowing if they are a business traveler wanting free wifi or a passenger who is on a honeymoon looking for a guided tour once they reach their destination [DELIVER] …or help a CPG Giants exclude owned audiences from advertising buys while showing them what individualized experience drove the most sales in the aisle. Zeta does this for our clients.
- JB VO: Cynthia, many of my clients are large legacy brands, where the organization is still very tied to Kotler's 4PS: Product, Price, Promotion and Place. They will always be relevant because fundamentally we still need sell at the best price with the least amount of effort with the greatest long term gain…so how is this really any different? CJ VO: That’s a great question James. As we mentioned before, the landscape has changed…and to compete and create sustainable competitive advantages…they need to evolve. Signal data gives our clients unique insights on how to drive differentiation beyond price alone. Its about Listening to your customers, identify trends and develop a solution to understand why they aren’t behaving the way you thought they were going to behave. Delivering on just core values and product valued isn’t enough anymore…. The key differentiator today is experiential value, or delivering value to customers when they need it, at their convenience, with the goal of getting an emotional response. It’s important to anticipate consumer needs by identifying their interests and translating them into intent signals that provide valuable direction for our clients to help predict the future behavior of their customers. The key is listening to real time data-in-motion signals and analyzing those behaviors along with past transactions with the brand. At Zeta, we help our clients use this knowledge to build the right messages and the right relationships which enables them to deliver added value to their customers. In turn empowering clients to establish quality, trust, and convenience with their consumers Personalization. Understand how buyers should be targeted at the product level, at the most appropriate times through their preferred channels, to effectively help them advance towards successful outcomes in their experience with the brand. Predictive. Understand how historical behavioral patterns can predict and influence future prospective buyers' behaviors and sales outcomes. Prioritization. Understand how to best allocate budget and resources by identifying high-value customer segments and initiatives with the greatest potential business impact. Performance. Find growth patterns and changes in key customer segments over time to gauge business health and track performance against goals. At a high level, this means quantifying the size and value of customer segments and tracking how “positive” and “negative” segments are growing or shrinking over time.
- JB VO: That was great framework in how Zeta views things but for the next few sections let’s frame each of the pillars for success-be it data, design or deliver in context to an actual vertical. CJ VO: Sounds good James, for the first one lets take Finance.
- CJ VO: Banks face more competition from more directions than ever, with their toughest opponents often newcomers focused relentlessly on a digital customer experience. Knowing how to resolve identities across all channels is very important. Providers who deliver on this expectation while maintaining traditional values of trust and service will be best positioned to thrive. In other words, knowing where to be known and where individuals need to remain anonymous is extremely important in context to privacy complaint industries. While on the flip side, its important to remove friction from the application process, an account log in event etc. So it’s a slippery slope.
- CJ VO: Gone are the days when financial services providers controlled the customer relationship. Customers are in control of what data they provide in exchange for removal of friction in digital transactions. The velocity of consumer behaviors and expectations presents real challenge for financial services- as well as other verticals too. So as brand loyalty continues degrade, especially among the digitally active younger generations, financial providers are looking to deliver exceptional service as their commitment to their loyalty. Access to data –in terms of identity resolution and being predictive on what the customer looking for next ---is critical to ensuring more personalized customer interactions that add value, reinforce relationships, and reveal timely opportunities for cross-selling. This is the notion we represent here graphically as the mutual value exchange between consumers and brands.
- James VO: Thanks for that Cynthia. Traditional banks have a huge amount of data already on their customers, some might argue too much! So why would they want any more? Cynthia VO: The availability of information is booming: in the past few years, the amount of meaningful data—true signal, not noise—has grown exponentially, while the size and cost of processors decreased. Zeta has made a business of just that through acquisitions over the years to secure a high volume of data in across proprietary people based sources, so brands can gain a detailed understanding of prospect and customer behavior alike to deliver highly personalized brand experiences that drive to a profitable outcome. As you can see by the numbers represented here, the Zeta data cloud has unparalleled -scale of both the breadth and depth of authentic business insights to improve decision making with precise audience identification and audience enrichment.
- James VO: I’ve seen a lot of variation between our clients in terms of how they are using data to get ahead of their competitors. Haven't you, Cynthia? Cynthia VO: Of course. But as you can see here across the different disciplines within an organization, markets are striving to remove the previous silos to they can become more agile, customer focuses, real time and empathic in there of their outreach to consumers.
- James VO: Thanks Cynthia… So in this next section, can you bring to life how Retailers are using Signals to improve their design and deliver the right message at the right time to their customers? What needs to be part of the decisioning process?
- VO: Sure James this is where the AI comes in. More data isn’t always better unless is filtered to something actionable. AI can help marketers influence future buyers' behaviors to establish authentic connections. AI helps with the continuous optimization so humans can focus on curating the best experiences. Lets take one of our clients as an example…. As a bit of background…Campbell Soup’s customer list had been declining in engagement and subsequent sales value for years …they enlisted Zeta to: Integrate market signals into their database to heighten relevance Increase level of 1:1 precision in their web, email and social marketing efforts And improve their speed to value by operating in parallel with existing adtech & martech tools From what you can see on screen is Lauren, she’s a current subscriber to the Campbells Kitchen newsletter, who had previously downloaded coupons on her favorite lunch for the office—the Creamy Tomato soup. While Campbell’s had data on coupon redemption, Lauren’s actual customer life time value was out of reach at the time. Thinking of her only as a soup buyer, Campbells missed out on identifying she was a bulk buyer, looking for convenience through curb side pick up and had a rise in spending in premium baby products…
- CJ VO: So with a more complete view of Lauren through Zeta’s marketing platform, data could and managed services, we… identified that Lauren’s interest in Campbells could grow from an occasional daytime lunch to buying Plum baby foods in bulk….
- CJ VO: …and eventually evolving into loyalty as her kids mature. Making goldfish and Prego sauces a pantry staple for Lauren over future years.
- James VO: So the results here in this case study speak for themselves, but what is the biggest take away you can give the attendees today on how people-based approach improved performance and attribution? Cynthia VO: Biggest take away….Lead nurturing is a critical aspect of leveraging marketing assets to drive sales. How you use data and automation based on action or lack of action does not need to be complex, it just needs to be relevant to the individual in the moment that matters.
- CJ VO: We were able to do this by bringing the acquisition and retention funnels together in our real time platform so more buyers bought more in short. This grew Campbells addressable audience to fuel 1:1 marketing at scale and maximized Campbells agility in how to reach and retain customers 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
- James VO - When we talk about delivery, we're really talking about connectivity that drives the best, most consistent consistent customer experience, wherever the customer is and through the channel that they prefer. This means using technology to make hyper-personalized conversations at scale a reality in the moments that matter, vs when a file is dropped or when the databases are synced. I work with a lot of clients in the T&H space - a rudimentary example would be the ability of marketers to prepare a vacationer through email + display communications in the build-up to a trip, push notifications in-journey to make the traveler make them feel informed, supported and valued throughout the trip and SMS once they arrive at their final destination to enrich and provide a personal tone to their experience (providing real-time, hyper-targeted and cherry picked upsell/cross sell promotions throughout, based upon real-time availability and all of the rich data that we know about a traveler). Cynthia, could you provide a little more detail on this concept in the context of the Travel industry?
- Cynthia VO: Sure, perfect timing with my summer holiday coming in August. Lets take a real life example and a Travel & Hospitality business goal of progressive identity matching across paid and owned channels to secure a profitable conversion. Okay, so starting with that end in mind… Let’s assume I visit to a online travel agency to check the best whale watching areas in Maine, where I am uncover an article on the Best of Bar Harbor. A bit later in the day I receive a follow up retargeted add from Trip Advisor with low flights to Bangor international airport. I disregard it after looking at how the cost of the trip adds up with the four seat my family will need, as I figure I will drive the family and the dog up the coast instead of taking air travel. A day later, on my way into work, I receive an email with a deeply discounted Cruise Line options of what to do in Bar Harbor. When I click through the email, I am greeted with a special offer served as a lightbox on the Cruise Line site from Disney Cruise’s which would be perfect for keeping the kids occupied on the way out to sea before we see a whale breach. For me all the stars are aligned, I have a budget friendly option for a family of four that aligned to the interests of my kids. Disney would have never know I was in market for this type of unique summer adventure without the help of Zeta. My identity was matched, my price sensitivity was identified and my specific household composition was enriched to my profiles so the value prop was aligned to exactly what I was looking for.
- CJ VO: And while my journey may have not be linear in my search of what to do on my summer holiday, I was proactively steered to something that was valuable for me as well as the marketers. The take away here is when you shift your mindset from focusing on individual interactions to the experience you deliver across the entire customer journey, you will notice one common element — consistent delivery.
- CJ VO: Is something we call an Experience of 1….delivering remarkable customer experiences…if its delivered consistently it can fuel the growth of your company… It’s done wonders for Zeta in how we bring together … the power of proprietary, permission-based data, high-fidelity behavioral signals and outcome-based AI come together with leading DSP and DMP technology to deliver personalized experiences at scale.
- JB VO: So in this last section, it’s fitting to end on outcomes. How do we not leaving anything to chance and balance risk?
- CJ VO: You have to have the right mix of technical, analytical and strategic acumen to implement with a clear line of sight from data sources to business impact. This doesn’t happen over night but allows marketers to mature gradually across this example spectrum I’m sharing on screen with clear wins or losses. Earlier I shared the “good, better, best” example which this maturity curve is similar to in concept. But real take away from all we have said today… is that you need to use personalization, prediction and channel prioritization to rise the tide in outcomes.
- CJ VO: We know that AI is better with more data. Because Zeta is an integrated end-to-end solution for marketers, our customers have a faster feedback loop, lower latency, and ultimately less media waste.
- To close – and bringing it back to the opening remarks: Harnessing the power of AI and high-fidelity signal data at every step in the Lifecycle can increase the effectiveness of your marketing program and enhance your ability to deliver on customer expectations, wants and needs. More specifically, it can help to solve for some of marketers largest strategic challenges such as: How do we win over a new generation of consumers? How can we energize core products and accelerate underdeveloped categories? How can we drive targeted expansions in our regions and channels? How can support the drive to digital across all activities? How can we operate with discipline to demonstrate real business growth? And to circle back on those four pillars, as a reminder: Data - Harness traditional and new sources of data to create a new, richer understanding of the customer Decisioning - Leverage AI to make sense of that firehose of data to identify opportunity, create meaning and create a truly complete view of the customer beyond what is currently known. Delivery - Connect the right tech ecosystem to deliver true personalized experiences across channels, turbo-charged with the power of more contextual data Outcomes – Commit to constantly improving with a clear view to analyze and optimize in new ways within the new AI-enabled, 1:1 paradigm Thanks very much, I’ll hand it back to Christine now to wrap up and open up for Q&A.
- 28