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Zeta Global (ZETA) CEO David Steinberg joins Julie Hyman and Josh Lipton on Market Domination to discuss how the marketing cloud company uses artificial intelligence (AI) to track and forecast consumer behavior.
“When we look at the Zeta marketing platform, we're ingesting, call it 240 million plus Americans’ behavior, and we have primarily focused on sort of democratizing the open internet where we operate across the entire digital ecosystem, whether it's connected television, online video, into most of the social media platforms, so on and so forth,” Steinberg says.
He explains that tracking consumer behavior for marketing purposes on mobile "was sort of a bit of an open environment post-Apple (AAPL) changing the way it operated inside of iOS. It eliminated its tracking system, which hurt a lot of mobile-first platforms because we use our Zeta ID across every digital methodology. We're now able to address the mobile, in-app, and mobile wallet experience seamlessly using the Zeta marketing platform, [which] means we can use an exact identity with exact behaviors to target marketing on behalf of our clients inside of a mobile environment.”
Zeta Global is an AI powered marketing cloud company. Shares are up over 200% on the year, and it recently launched a new intelligent connected mobile experience that has analysts feeling bullish. For more, I want to welcome in David Steinberg, Zeta Global CEO. The company also out was its latest economic indicator. It has an AI powered economic indicator. David, thanks so much for being here. Um, so as we are looking at this here, and you talked about the intelligent connected mobile experience,
what is that? What is that? What is an intelligent connected mobile experience?
Certainly, it's a short name, right? But no, so when we look at the Zeta marketing platform, we're ingesting, call it 240 million plus Americans behavior. And we have primarily focused on sort of democratizing the open internet where we operate across the entire digital ecosystem, whether it's connected television, online video into most of the social media platforms, so on and so forth. Mobile was sort of a bit of an open environment post Apple changing the way it operated inside of iOS. It eliminated its tracking system which hurt a lot of mobile first platforms because we use our Zeta ID across every digital methodology. We're now able to address the mobile in app and mobile wallet experience seamlessly using the Zeta marketing platform. So,
means we can use an exact identity with exact behaviors to target marketing on behalf of our clients inside of a mobile environment and then build attribution models that connect the digital environment with the mobile environment.
David, I'm curious, you know, a lot of companies out there are putting time and effort and money into AI agents and deploying them. As you look ahead, David, how are those AI agents going to change the way marketers and advertisers operate?
Great question. I mean, when you think about the promise of AI, right? There's two sides to the trade. One is efficiency and other is expanded and accelerated revenue growth. Most of what's come out already, you know, co-pilots and other things have been a bit disappointing. When you look at how the Zeta marketing platform operates, and we did at our Zeta Live conference this past week, roll out an entirely upgraded AI agent studio. What it's really doing in our world is taking on the responsibility of human capabilities and moving them to the next level. So you know, your own virtual data scientists living inside of the platform, which allows you to massively lower costs across your internal ecosystem and it allows you to identify individuals who are in market for your products more efficiently and effectively. Therefore, spend less on marketing but return substantially more per dollar invested.
Um, David, I want to ask you about this economic index that you guys have put out also, which uses sort of some of the same AI and intelligence and tools that you're talking about. Um this is a measure mostly, it sounds like of consumer behavior. How does it work and what does it show? I mean that line doesn't seem to be moving a lot, which I guess is a good thing.
Well, if you look closer, it's moving a bunch. It was up 1% this month over last month, which shows a growing environment or growing economy. So what we did, interestingly enough, is we took 20 years of economic data. Everything from, you know, the CPI to GDP growth, to labor, to retail sales, and we fed it into our proprietary LLM. We then appended that with the actual behaviors of the 240 million Americans in our data cloud in real time. And because the GDP is 70% consumer spending, it gives us a very, very good view as to what's happening with the economy. Uh really, it was to showcase our artificial intelligence and data assets and show that we could do a better job building a forecasting and reporting infrastructure for the US economy. But it also shows how Zeta is growing from just focusing on marketing into business intelligence and a lot of our clients are using this for forecasting inside of how they build their own supply chains and their own businesses.
David, um we'll have to have you back to talk more about all of this. Thanks so much for your time. Appreciate it.
Thank you so much for having me.
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Steinberg highlights the Zeta Marketing Platform’s upgraded AI agent studio, explaining, “What it's really doing in our world is taking on the responsibility of human capabilities and moving them to the next level. So you know your own virtual data scientist living inside of the platform, which allows you to massively lower cost across your internal ecosystem, and it allows you to identify individuals who are in market for your products more efficiently and effectively. Therefore spend less on marketing, but return substantially more per dollar invested.”
The company has also leveraged its tech to create an economic index focusing on consumer spending. The index shows how Zeta does “a better job building a forecasting and reporting infrastructure for the US economy” and “ how Zeta is growing from just focusing on marketing into business intelligence” to forecasting.
For more expert insight and the latest market action, click here to watch this full episode of Market Domination.
This post was written by Naomi Buchanan.