Zeta Global (NYSE: ZETA), the AI-powered marketing cloud, today published a Forrester Consulting Opportunity Snapshot, “Marketers Must Shift Their Understanding of Customer Value to be Forward-Looki...
A commissioned study, conducted on behalf of Zeta Global, finds that most organizations track customer lifetime value (CLV), but few apply it to their marketing strategies and tactics
NEW YORK: Zeta Global (NYSE: ZETA), the AI-powered marketing cloud, today published a Forrester Consulting Opportunity Snapshot, “Marketers Must Shift Their Understanding of Customer Value to be Forward-Looking.” The study, which was completed in February 2024 and captured insights from customer engagement strategy decision-makers in the US and UK, was commissioned by Zeta to examine how marketers currently assess and apply CLV and identify the changes needed to foster a more predictive and holistic approach in the era of Generative AI.
The Forrester study revealed that most organizations track CLV, but very few use the key metric in setting strategy, making investment decisions, and personalizing experiences across the customer lifecycle. This disconnect points to a critical gap in how data is collected and leveraged to inform forward-looking decisions that drive customer engagement and business growth.
"This study highlights a fundamental problem with digital marketing as it has been practiced for the past 20 years: the slow movement of data leading to a KPI dashboard that is backward-looking,” said David Steinberg, Co-founder, Chairman, and CEO of Zeta Global. “AI represents a new era in computing, and Generative AI will be the cornerstone of modern marketing strategies for those who can capitalize on data integrity, sophistication and speed. AI-powered models can shift CLV from the rear-view mirror to the windshield, empowering marketers to deliver more relevant consumer experiences and drive greater returns from their marketing investments.”
The findings emphasize that the future of effective marketing lies in the ability to predict and shape consumer attitudes.
Key findings from the study include:
About Zeta Global
Zeta Global (NYSE: ZETA) is the AI-Powered Marketing Cloud that leverages advanced artificial intelligence (AI) and trillions of consumer signals to make it easier for marketers to acquire, grow, and retain customers more efficiently. Through the Zeta Marketing Platform (ZMP), our vision is to make sophisticated marketing simple by unifying identity, intelligence, and omnichannel activation into a single platform – powered by one of the industry’s largest proprietary databases and AI. Our enterprise customers across multiple verticals are empowered to personalize experiences with consumers at an individual level across every channel, delivering better results for marketing programs. Zeta was founded in 2007 by David A. Steinberg and John Sculley and is headquartered in New York City with offices around the world. To learn more, go to www.zetaglobal.com.
Fonte: Business Wire
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