Turning Insight into Action

As we progress through 2024, the ability to turn data into actionable insights has surfaced as a key strategy for marketers. Cookie deprecation, fierce competition for wallet share amidst rising inflation, and an uncertain economic climate mean that marketers need to be able to make quick decisive decisions that protect the bottom line.

Zeta’s latest capabilities are designed to help you gain a holistic understanding of your customers and transform those insights into effective campaigns that improve engagement and drive ROI.

Leading Indicators: Leverage Hidden Signals to Find and Engage Customers and Prospects in the Moment that Matters

The Leading Indicators Report analyses your first-party data to reveal latent trends in customer behaviour. By examining the activities and preferences present before significant actions like a conversion, you can uncover the “why” behind customer decisions. Use this data to proactively tailor messaging and promotions, increase engagement, decrease churn, and identify opportunities for growth and expansion.

With Leading Indicators, you can:

• Understand customer intentions: Understand the customer journey at a macro level before key decisions are made. Uncover the signals — both expected and unexpected — that indicate a customer’s likelihood to convert or churn.
• Refine messaging and timing: Adjust your communication strategies to target customers when they are most receptive to your messages, transitioning smoothly from brand awareness to targeted calls to action when it matters most.
• Discover untapped market segments: Uncover hidden latent signals and trends to target new audience segments that are actively in-market for your products.
• Inform strategic decisions: Validate existing strategies and explore new opportunities with a comprehensive view of customer behaviour over time.

Success Story: Nationwide Furniture Retailer

This nationwide furniture retailer used Leading Indicators to better understand their customers and increase engagement and conversion rates. With Leading Indicators, they learned:

• Online converters that conduct thorough researcher showed consistent week-over-week (WoW) activity increases, while in-store converters who research less online, were often planning significant life events like a move or a pregnancy.
• That there was a parallel in career advancement (e.g. when someone got a new job) and in-store home office furniture shopping.
• Which products or combinations of products customers were interested in, along with the best times to engage them.
• Which styles were trending, enabling them to create new taxonomies and assess which styles to pursue based on consumer preferences.
• When competitor visits decreased WoW, which provided an opportunity to capture market share.
• There was a rising week-over-week trend in interest for store credit cards, while buy-now-pay-later options showed declining interest.

LiveMarketer: Monitor the Pulse of Real-time Customer Engagement

LiveMarketer transforms your analytics into vibrant visualisations that bring customer interactions to life helping you turn insight into action. Colorful nodes reflect the real-time pulse of engagement across LiveMarketer can also use historical data to forecast future trends, helping you build campaigns with extraordinary precision and insight.

With LiveMarketer, you can:

• Visualise engagement: Visualise the nuances of customer engagement across platforms, providing real-time insight into the most impactful types of interactions.
• Capitalise on trends: Capitalise on trends and refine your targeting strategies by leveraging real-time interaction data.
• Anticipate behaviours: Anticipate future customer behaviours and preferences and proactively tailor campaigns for greater relevance and impact.
• Forecast journeys: Predict the next steps in a customer’s journey based on past interactions and web behaviour enabling businesses to tailor their marketing efforts, optimise product recommendations, improve retargeting tactics.
• Identify look-a-likes: Use sophisticated modelling to identify individuals who exhibit similar behaviours to your existing customers enabling precise targeting or suppression in your media strategy, and insights into the attributes that drive engagement.

Sample LiveMarketer use cases:

• Fastest journey to conversion: Analyse paths taken by customers who convert quickly, enabling the optimisation of key touchpoints and content to accelerate conversion rates.
• Top cross-channel journey: Track and analyse journeys spanning multiple channels (e.g., website, social media, email), providing insights into the most effective omnichannel strategies for engagement and conversion.
• Cart abandonment: Identify common paths leading to cart abandonment, enabling personalised retargeting strategies to recover abandoned carts and drive conversions.
• Cross-sell and up-sell opportunities: Identify opportunities to promote complementary or higher-value products/services based on customers’ digital interactions, enhancing the effectiveness of cross-selling and upselling efforts.
• Real-time recommendations: Deliver real-time product recommendations based on customers’ current browsing activity and forecasted journey, increasing the likelihood of additional purchases and driving incremental revenue.

Location Intelligence: Identify New Opportunities, Increase ROI, and Create Cross-channel Activations

For businesses with multiple physical locations, understanding the geographical dynamics of your customer base, and the influence of competitors, is critical to maintaining an advantage. The Location Intelligence tool from Zeta marries customer, prospect, and competitor data to enable brands to identify under-served markets, optimise pricing strategies, and precisely tailor their campaigns to drive growth and customer engagement.

With Location Intelligence, you can:

• Solidify market position: Establish a strong presence for customer segments that are underserved due to low competition.
• Expand market presence: Analyse prospect density by market to identify under-served areas or regions.
• Target high-value prospects: Overlay predicted lifetime value and high intent scores to capture high-value prospects in each area.
• Use price as a lever: Test price adjustments on price sensitive segments in dense markets to steal market share.
• Lean into localisation: Clearly define and communicate a unique value proposition that sets you apart from competitors (rewards, community involvement, newest trends, local products, etc.)
• Insights to innovate: Uncover new categories or product lines you can offer your customers based on competitive intensity.
• Optimise resource allocation: Shift marketing spend based on local competitive intensity and number of customers and prospects in each location.

Looking Ahead

It’s clear that the future of marketing lies in transforming data into strategic actions that drive engagement and growth. The Zeta Marketing Platform’s latest innovations – Leading Indicators, LiveMarketer, and Location Intelligence – are not just tools but catalysts for transformation. They empower marketers to uncover hidden customer insights, visualise real-time engagement, and optimise location-based strategies for maximum ROI.

The journey toward insightful, responsive, and impactful marketing begins here.