Zeotap November 2022 Update: New Key Integrations

Zeotap CDP continues to launch new features and platform integrations that allow marketers to automate and improve the personalisation of marketing, sales and customer care campaigns to drive an average of 15-35% higher efficiency.

The month of November brings you some exciting new integrations.

Microsoft Ads Customer Match

This integration enables our customers to push their 1P data (hashed email addresses) to Microsoft Ads Customer Match. Microsoft Customer Match is a platform that lets businesses use email addresses that they collected with user’s consent [no enrichment], to reengage with them across Microsoft Search Network and Audience Network.

You can use your customer match lists to increase brand awareness, improve conversion rates by re-engaging with them, or send personalised messages to upsell or cross-sell other products and services.

What is it?

With people interacting with your business online and offline, there is an opportunity to learn more about who they are and how you can address their needs. As this information is unique to your business and is obtained directly from your customers, it is extremely valuable. Microsoft Ads Customer Match is an advertising tool that helps you make the most of your own data.

How does it work?

Here is how the integration works between Zeotap and Microsoft Ads Customer Match:

1. Create a destination for Microsoft Ads Customer Match with the relevant details. During this step, you are required to grant access permissions to Zeotap for us to perform Customer List creation on your behalf.
2. Create customer segments containing hashed email addresses within Zeotap and push them to the Microsoft Ads Customer Match destination.
3. These customer segments appear on Microsoft Advertising’s Audience page as Customer Match List.
4. You can then show ads on search networks like Microsoft Audience Network. Thus, leverage on audience segmentation and targeting for advertisers on Microsoft’s platforms.

What are the benefits?

• Boost performance: Use your complete user understanding, including offline data, to retarget customers who are more likely to convert.
• Full control and flexibility: You decide how to use your own first-party data – build and modify any number of lists to help you reach your business goals.
• Simple management: Use your existing segmentation and customer match lists by uploading them to your Microsoft Advertising account.

Google BigQuery

Google BigQuery(GBQ) is an addition to the category of Collect source named Data Warehouse. Users can ingest data from their GBQ account to Zeotap CDP.

What is it?

Collect supports importing data from GBQ. Zeotap brings simplicity to your data onboarding process by letting you connect directly to your source data residing in GBQ. With our “Sync Frequency” feature you can also set the frequency with which you want to auto-update the data to Zeotap. Businesses store different types of data in Data Warehouses. This data can then be used for many purposes. In order to send this data securely to Zeotap and then automatically update it, we have built a direct integration with GBQ.

What does it do?

We have a category of Collect source named Data Warehouse. GBQ is an addition to that. Users can ingest data from their GBQ account to Zeotap.

How does it work?

1. Onboard: Create a GBQ source and onboard data from the GBQ tables
2. Auto-update: Set auto-update frequency for the date in Zeotap
3. Segment: Use the user traits and attributes in Connect to create segments
4. Activate: Activate users across channels for personalized targeting

What are the benefits?

GBQ as a source comes with the following benefits:

• Capability to analyse data from web, mobile and other data sources in a single place.
• Hassle free integration in just a few clicks.
• Ability to query data in real-time.
• Automated sync frequency to update data to Zeotap.
• Data is onboarded in a secure and compliant manner.

Braze for real-time journey orchestration

Zeotap’s integration with Braze powers real-time journey orchestration that drives personalised customer engagement.

What is it?

Braze is a customer engagement platform that offers customer-centric interactions between consumers and brands in real time. Braze’s integration with Zeotap’s Journey Orchestration feature enables marketers to power personalised messaging across mobile, SMS, email and web through a proprietary rules engine that orchestrates real-time email or push notification campaigns.

How does it work?

Braze records different attributes using its User Track API. Here is how the integration works between Zeotap CDP and Braze:

1. Create a source to ingest data into Zeotap CDP and map them to the Data Catalogue.
2. Create a workflow in Zeotap CDP’s Journey Orchestration module.
3. In order to establish a connection with Braze, map all the relevant Data Catalogue fields to the Braze fields under the Data To Send tab.
4. Uploaded data to Braze.
5. With the connection established, Zeotap CDP sends user profile attributes, custom attributes, custom events and purchases fields to Braze.
6. Use the custom events/attributes and purchase attributes sent to create campaigns within Braze.

What are the benefits?

• Personalisation at scale: Orchestrate customer journeys to deliver scalable personalisation in just a few clicks. Reach the right customer at the right time – in real-time.
• Omnichannel and cross-platform activation: Activate campaigns across advertising, marketing and customer service platforms.
• Drag-and-drop journey design; This is cross-channel customer personalisation made easy, with a simple drag-and-drop journey builder made for marketers.
• Prevent overexposure; Orchestrating audience segments removes the risk of exposing customers to the same campaign message, optimising ad spend and improving CX.

Screenshot of the various attributes available in Zeotap CDP:

Google Analytics 4

Google Analytics 4 is an upgrade to the legacy platform – Universal Analytics, the standard version of Google Analytics. 

What is it?

It enables users to measure traffic and engagement across websites and apps. Marketers can create an audience segment in Zeotap CDP, based on both online and offline profile attributes, and link the corresponding GA Client IDs ready for ad campaign activation in Google Ads and measurement in GA.

How does it work?

A client creates a segment based on a criterion and Zeotap sends GA Client Ids corresponding to it. Further, clients can create audiences within GA4. This audience can then be linked to Google Ads to use in their Ad campaigns.

What are the benefits?

• Tie online to offline behaviour.
• Measure interactions both client-side and server-side.
• Send events that happen outside standard user interaction (e.g. offline conversions).
• Send events from devices and applications where the automatic collection is not available (e.g. kiosks, watches, etc.).

Dotdigital

Zeotap’s integration with Dotdigital enables our customers to add contacts(emails) within address books. These can then be used to run email marketing campaigns.

What is it?

Clients can create segments in Connect based on their use cases. These segments then appear as address books within Dotdigital, using which clients can run use case-based email marketing campaigns.

How does it work?

Here is how the integration works between Zeotap and Dotdigital:

1. Create a destination for Dotdigital.
2. Then, create customer segments in Connect containing raw email addresses.
3. These Connect segments are created as address books within Dotdigital that contain the raw email addresses.
4. As you create a segment in Connect, it automatically creates an address book in Dotdigital.
5. Clients can use the address books to run email marketing campaigns.

What are the benefits?

• Identity stitching: Sophisticated data unification and identity stitching strategies link more email addresses to customer IDs for improved campaign results.
• Intuitive Interface: Zeotap CDP is designed for hands-on marketers to easily create audience segments for quick campaign activation.
• Customer experience: Harness the power of your first-party data and create personalised email campaigns that deliver exceptional customer experiences.

IPONWEB

Zeotap’s integration with IPONWEB enables our customers to increase the reach of their 1P data by adding the Zeotap extension in Connect and activating it across different ad platforms. It delivers targeted audiences to prospective customers preferred online formats through high-performing custom campaigns.

What is it?

IPONWEB solves the complex challenges around building real-time advertising platforms at scale.

How does it work?

Here is how the integration works between Zeotap and iPONWEB:

1. Create a destination for iPONWEB.
2. Then, create customer segments in Connect containing Bidswitch Cookie and MAIDs.
3. Push the segments to iPONWEB destination.

What are the benefits?

• Ad network: The integration with IPONWEB enables you to tap into their advertising network of publishers and DSPs to unlock greater ad value and transparency in media buying.
• CPM strategy: IPONWEB allows users to apply a CPM bid strategy to first-party data in order to track ad impressions across ad inventory.