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Independent validation now underscores the significant financial impact achievable with an AI-driven marketing approach. Zeta Global, a leading AI Marketing Cloud, has released the findings from a commissioned Total Economic Impact (TEI) study conducted by Forrester Consulting. The study provides a quantitative analysis of the potential return on investment enterprises can realize by implementing the Zeta Marketing Platform, revealing substantial gains in advertising efficiency and overall marketing value.
A Forrester TEI study found the Zeta Marketing Platform delivers a 6x return on ad spend.
Enterprises achieved a 295% return on their technology investment over three years.
The composite organization gained $21.4 million in net present value from the platform.
Companies saved $3.2 million annually by consolidating martech tools onto Zeta's platform.
The study reported a 50% reduction in campaign setup time, boosting marketing agility.
Payback on the initial investment was achieved in under six months.
The Forrester TEI study constructed a composite organization based on interviewed enterprises to measure the platform's holistic value. The findings reveal powerful financial metrics, including a 295% return on investment and $21.4 million in net present value over three years. A significant driver of this value is operational efficiency; companies consolidated multiple point solutions onto the Zeta Marketing Platform, resulting in $3.2 million in annual savings and simplifying their technology stack. "This study shows what we hear from customers every day. Zeta helps them achieve greater impact, faster and at a lower cost," said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global.
Beyond direct cost savings, the platform dramatically improves marketing team productivity. The study highlighted a 50% reduction in the time required to set up marketing campaigns. This acceleration allows marketers to iterate faster, test more strategies, and respond to market changes with greater agility. By streamlining workflows and unifying data and activation, the Zeta Marketing Platform enables marketing teams to accomplish more with fewer resources, directly contributing to the overall efficiency gains and cost savings documented in the report.
Interviews with marketing leaders from retail, travel, and financial services sectors confirmed the strategic advantages. Respondents highlighted benefits that extend beyond pure financial metrics, including improved customer experiences, access to deeper strategic insights, and increased confidence in navigating data privacy regulations. A VP of Performance Marketing for a consumer packaged goods company shared, "the identity solution is powerful. It really helps to validate or rid unconscious bias of what we think customers want and how they behave." A Director of Digital Marketing in the travel industry noted, "Zeta does all the heavy lifting for us. We go to them with a problem, and they come back to us fast and very solution-oriented."
The Forrester TEI study provides compelling, third-party evidence that a unified, AI-powered marketing platform can deliver both superior performance and significant cost efficiency. As the demand for predictable, profitable growth intensifies, these findings offer a clear blueprint for marketing leaders seeking to maximize their return on investment while simplifying their operational landscape.
About Zeta Global
Zeta Global is the AI 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.
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