Athena by Zetaᵀᴹ

Athena by Zetaᵀᴹ is the superintelligent marketing agent designed to simplify how marketers surface answers, generate and access insights, build audiences activate campaigns, and proved they worked. Built directly into the Zeta Marketing Platform (ZMP), Athena personalizes each marketer’s workspace with natural voice-activated answers, an adaptive interface, and seamless platform integration, enabling teams to activate across the entire customer lifecycle and maximize ROI at every touchpoint.

Instead of navigating complex dashboards or searching through multiple data sources, marketers can ask Athena questions and immediately receive insights, recommendations, and next steps.

With Athena, teams spend less time finding data and more time acting on it; accelerating decision-making, improving campaign performance, and unlocking greater value from the Zeta Marketing Platform.

Accessing Athena

Athena can be accessed directly from the left-hand navigation panel in the Zeta Marketing Platform. Once opened, users can interact with Athena through text or voice to retrieve insights, navigate workflows, and activate marketing strategies.

Athena Interaction

Athena is designed for natural, conversational interaction. You can ask questions, request insights, or instruct Athena to take action using simple text or voice prompts, making it easy to navigate the platform and execute workflows without manual steps.

How to Interact With Athena

Athena is designed to understand natural, conversational language. Users can ask questions, request insights, or instruct Athena to perform actions using simple prompts. Being clear and specific helps Athena return the most relevant results.

Examples include:

• “Show me the top insights for my brand this month.”

• “Create an audience of high-value customers.”

• “Analyze my latest campaign performance by click rate.”

Athena understands both strategic and operational questions, allowing you to ask high-level business questions about specific execution tasks.

Voice Interaction

Athena supports voice-enabled interaction, allowing users to speak their questions or requests directly. Athena transcribes spoken input in real time and converts it into a query that can retrieve insights, navigate the platform, or trigger actions. This enables a more conversational and efficient way to access information within the Zeta Marketing Platform.

To start using voice interaction, click the microphone icon to enter Voice Mode in Athena, allow microphone permissions when prompted, and speak your request. The system will transcribe your request in real time. You can seamlessly switch between voice and text input at any time based on your preference.

Key Use Cases

Athena enables marketers to move seamlessly from questions to insights to action within the Zeta Marketing Platform. By combining natural language interaction with platform-wide intelligence, Athena helps marketers analyze performance, discover opportunities, and execute strategies faster.

Conversational Navigation Across ZMP

Athena allows marketers to interact with the Zeta Marketing Platform using natural language or voice commands. Users can ask Athena to navigate directly to specific modules, reports, or workflows, eliminating the need to search through the platform manually.

Example:

• “Take me to Audience Explorer.”

• “Open my campaign performance dashboard.”

Campaign Analysis and Performance Insights

Athena analyzes campaign performance across channels and identifies patterns in engagement, creative effectiveness, and media mix. Marketers can quickly generate reports or deep dives into campaign trends.

Example:

• “Analyze my top-performing campaigns by click rate.”

• “Identify trends in campaign tags or customer journey stages.”

AI-Powered Audience Creation

Athena helps marketers build highly targeted audiences using behavioral, geographic, or value-based attributes from CRM and Data Cloud data. It can generate, size, and summarize audiences instantly, so they’re ready for forecasting or activation.

Example:

• “Build an audience of high-LTV customers who viewed products but didn’t purchase.”

• “Create a segment of customers in New York with recent cart activity.”

AI-Assisted Campaign Creation

Athena can transform strategic insights into execution by launching the campaign creation workflow, pre-populating audiences, and generating creative suggestions. This accelerates campaign setup and reduces manual configuration.

Example:

• “Create a campaign for my high-value customer segment.”

• “Set up a promotional campaign for my top-performing audience segment.”

Zeta Data Cloud Insights

Athena can help you make sense of the vast opportunities and insights made available through our Data Cloud. Athena can help guide you through Data Cloud insights and create audiences more quickly.

Example:

• “Show me my Prospect Engagement.”

• “Take me to Competitor Details.”

• “Create an audience based on users interested in Automotive Accessories on the US East Coast.”

Performance Diagnosis and Strategic Planning

Athena helps marketers understand performance changes and make strategic decisions by identifying inefficiencies, risks, and growth opportunities.

Example:

• “Why did my performance change recently, and what should I do next?”

• “What are my biggest opportunities for growth right now?”

• “Where should I focus my budget and strategy to improve results?”

Performance Advisor is currently in Beta.
To be added to the Beta Program, please contact your Account Manager.

How Athena Supports the Marketing Workflow

Athena helps marketers move from insights to execution by supporting key marketing workflows within the Zeta Marketing Platform:

1. Access insights and opportunities from reports and dashboards

2. Build targeted audiences using CRM and Data Cloud attributes

3. Create campaigns directly from identified opportunities

4. Generate reports and analyze performance in Insights Studio

5. Measure results and optimize strategies

Accessing Insights

Athena simplifies data analysis by retrieving insights from Insights Studio reports and dashboards across the Zeta Marketing Platform. Instead of manually navigating multiple reports, marketers can ask Athena questions and receive summarized insights based on available campaign, audience, and performance data.

Athena pulls relevant data from Insights Studio, analyzes trends and performance signals, and presents the most important takeaways in a clear and actionable format. This allows users to quickly understand what is happening across their marketing programs and identify opportunities for optimization.

For example, Athena can:

• Surface key performance trends from campaign reports

• Summarize audience engagement insights

• Highlight growth opportunities or performance changes

• Provide quick explanations of report data

By translating complex reports into clear insights, Athena helps marketers spend less time interpreting dashboards and more time acting on the intelligence within their data.

Best Practices for using Athena

• Ask clear, specific questions

• Include context such as campaign, audience, or timeframe

• Use follow-up questions to refine insights

• Try multiple prompts if you need more detailed results

• Use voice interaction in a quiet environment, as background noise or overlapping conversations may affect transcription accuracy

Enablement

To request access to the NEW Athena features, email hubsupport@zetaglobal.com with your account details.