New functionality allows users of Zeotap’s Customer Data Platform to create and activate machine-learned segments without needing Data Science expertise
Wednesday, May 12, 2021 – Zeotap, the leading Customer Data Platform, has today announced the launch of Predictive Audiences as part of its award-winning Customer Data Platform (CDP). Designed to help marketing users increase the impact of their campaigns, it enables the creation and application of machine-learned predictive segments in just a few clicks.
Predictive Audiences has been designed to solve some of the core problems faced by marketers looking for better return on investment from their efforts. While marketers have long known that traditional rule-based segmentation can lead to inefficiencies and wasted spend, the ability to generate machine-learned audiences has long required support from Data Science specialists. This support has been difficult to access for many marketers, and impossible for others.
Predictive Audiences changes all this by reducing the process of creating and activating machine learned segments into three easy steps:
- ‘Out of the box’ models: CDP users can apply either Recency-Frequency-Monetary (RFM) or Customer Lifetime Value (CLV) models to their customer data, without the need for any experience in Data Science or Marketing Analytics.
- Enrichment: the CDP then enriches the resulting segments with additional data attributes such as age, demographics and interests, and also allows the user to apply first-party profile attributes such as email subscription status or card membership status.
- Activation: the resulting audiences can then be activated across any number of marketing channels through Zeotap’s integration ecosystem.
“We’ve seen the story time and time again: marketers want to use customer data in order to drive more impactful campaigns, but they get stuck when they need Data Science support. Predictive Audiences is designed to solve this problem,” said Daniel Heer, Founder and Chief Executive Officer of Zeotap. “By putting the power of machine learning into the hands of the marketer, Predictive Audiences makes it easy to quickly boost the success of marketing efforts with just a few clicks – a game-changer for the data-driven team.”
More out-of-the-box models and the ability to apply custom models to Predictive Audiences will follow later this year in Customer Data Platform, which was recently named a Leader in G2 Crowd’s Spring 2021 Grid Report for Customer Data Platform Software.
Zeotap is the next-generation Customer Data Platform. Its Customer Data Platform, empowers brands to unify, enhance and activate customer data in a cookieless future, all while putting consumer privacy and compliance front-and-centre. Recognized by Gartner as a “Cool Vendor”, Zeotap works with over 80 of the world’s top 100 brands, including P&G, Nestlé and Virgin Media. It is also the founding member of ID+, a universal marketing ID initiative. For more information visit www.zeotap.com.