ABOUT THE INDUSTRY
The role of a media agency is to advise companies on the best strategies to advertise its products or services. To enable their clients’ success, agencies ensure that a marketing message appeals to the client’s target audience, appears in the right places and on the right channels, generates quality traffic and conversions and fosters long-term customer relationships.
As part of a global communications group, the media agency in this initiative services a large portfolio of high-profile clients in more than 100 countries and continues to expand its footprint in the industry through steady sales growth.
COMBINING AND ACTIONING DATA CAPABILITIES TO BETTER SERVE CLIENTS
With the shifts towards digital channels over recent years causing increasing competition for marketers, success hinges more and more on an ability to use data. The global media agency in this initiative aspired to tie its data capabilities into a full-stack platform to help its clients drive more efficient marketing strategies.
LEVERAGING ZEOTAP’S FULL-STACK PLATFORM
After benchmarking dozens of vendors over nine months, the agency partnered with Zeotap for the end-to-end capabilities of its Customer Intelligence Platform (CIP).
Zeotap’s CIP not only unifies data, but delivers actionable insight from this data at the click of a button. Through its Predictive Audiences feature, users can easily create machine-learned segments without the need for data support, using models such as Customer Lifetime Value or Recency, Frequency, Monetary. Using User Journey Orchestration, these audiences can then be activated across channels in a few clicks.