Zeta Gets Creative, Releases Next Stage Of Dynamic Ad Targeting

Zeta Interactive, a customer lifecycle marketing company supported by former Apple CEO John Scully and Zeta CEO David A. Steinberg, has upgraded its marketing automation platform aimed at improving dynamic ad content and targeting.

Scully and Steinberg are hands on when it comes to product development, according to John Polcari, SVP of marketing at Zeta. Both drive technology updates that support enhancements in real-time Web personalization; predictive modeling; email, in-app mobile push capabilities across channels, and quick email previews for more than 70 clients and mobile devices.

The unique approach to this platform centers on creating audience segments and publishing across channels. It enables marketers to build one common key per customer, meaning that it will group all email addresses belonging to one customer, along with telephone numbers and postal addresses. The platform, however, knows the one account that garners the greatest response from that individual. It let marketers gain a common set of data to target ads based on consumer preferences.

The technology also lets brands identify their best customers -- the loyal ones spending the most money more often. It measures frequency and how recent. While the platform measures customers search and spend habits, and the frequency in which they make purchases, it also makes suggestions on the type of content they might want to see and the way they prefer to see it by segmenting the audience.

Four unnamed clients in lodging, retail and publishing tested the features before the group became publicly available Wednesday, said Polcari, who refers to the platform as eCRM -- an electronic customer relationship management.

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