Independent Study Reveals Marketers Must Orient Around Customer Value to Win in The Era of AI
June 11 2024 - 6:05AM
Business Wire
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
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:
- Few apply CLV metrics to customer strategy: Though 81%
of respondents’ organizations have the ability to track CLV, only
37% actively apply it to their strategy and just 14% are maximizing
the value of their CLV metrics in marketing investment and
execution.
- CLV and profit margin metrics are expected to increase in
priority: Organizations are increasingly prioritizing CLV and
revenue per customer ahead of transactional vanity metrics that
only provide a historic snapshot of customer behavior.
- Technology integration and alignment is essential: 83%
of respondents point to the importance of Martech ecosystem
alignment to drive business success.
- Departmental alignment is also imperative: On average,
only 19% of respondents said their organization is fully aligned
across functions. Marketers were least aligned with data science
and analytics departments.
- Marketing must focus on predictive value to maximize ROI and
optimize experiences: 53% of respondents anticipate that
marketing will have more influence on business strategy, and be
more effective, as more businesses apply forward-looking profit
metrics to their customer value strategy.
Download the Full Study Here
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.
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Investor Relations Scott Schmitz ir@zetaglobal.com
Press James A. Pearson press@zetaglobal.com
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