Audiences

Segments & Lists

There are three types of audiences that can be created and managed in the Zeta Marketing Platform.

These audiences are powered by Zeta Global’s large and proprietary data set.

  • Zeta Audiences

  • Matched List

  • Lookalike Audience

Zeta Audiences

Zeta Audiences are segments created using Zeta’s Intender Audiences. The membership of these audiences consists of permissioned users who are demonstrating intent to convert in a specific category.

For more on how to create a Zeta Audience, reference the Explorer section below.

Matched List

A matched list is a set of first-party individuals uploaded into the Zeta Marketing Platform who are then matched to Zeta’s Data Cloud and further enriched with potential intender audience membership and other data points.

In the next section, the process for creating a Matched List is below:

  1. Navigate to Audience → Segments & Lists

  2. Click “Create New”

  3. Select Type of Audience → Matched List

  4. You will have the choice of 2 options:

    1. Upload a file:

      1. Upload a CSV file with audience

    2. Upload to a FTP:

      1. Generate your FTP folder and select the file

  5. Once the file is uploaded or added to the FTP Folder click Next

    1. To ensure the Match list was uploaded successfully, user can review on the Segments & Lists page and see the status is set to Active

  6. Once the Audience is available User can Export the audience - Reference Here

  7. User can also Explore the Audience, that is detailed below

How to Create a Lookalike Audience

A Lookalike Audience is an audience generated from Zeta Global's Data Cloud by the Zeta Marketing Platform based on a set of first-party individuals.

First, a match is performed on the uploaded list and then the platform puts together an audience based on similarities in attributes and signals of the matched set.

The process for creating a lookalike audience is similar to creating a matched list and can be followed below:

  1. Navigate to Audience → Segments & Lists

  2. Click “Create New”

  3. Select Type of Audience → Lookalike Audience:

  4. Adjust your Audience Parameters

    1. Use the toggle to adjust the audience parameters for either a more precise Lookalike audience or a larger audience - User can Include users from the original list or uncheck to not include those users.

  5. Once the audience parameters are adjusted you will have the choice of 2 options to upload:

    1. Upload a file:

      1. Upload a CSV file with audience

    2. Upload to a FTP:

      1. Generate your FTP folder and select the file

  6. Once the file is uploaded or added to the FTP Folder click Next

  7. To ensure the Lookalike Audience was uploaded successfully, user can review on the Segments & Lists page and see the status is set to Active

  8. Once the Audience is available User can Export the audience - Reference Here

  9. User can also Explore the Audience, which is detailed in the next section

Audience Explorer

The Audience Explorer allows marketers to explore Zeta’s large, proprietary, and permissioned data set to further curate potential audiences for acquisition efforts.

Start by selecting an intender audience by clicking the + Add filter option and choosing Zeta Audiences.

Then, choose the relevant intender audience from the dropdown menu. Additional audiences can be added.

Take the overlap between multiple audiences using the And operator between selected audiences or pull folks from multiple intender audiences using the Or operator. Click the operator word to toggle between the two.

Additional filters can be added to narrow down the audience by Gender, Age, Location, and/or Income.

Membership from the chosen criteria can be excluded using the exclude tab, choosing the appropriate audiences to be excluded. The chart on the right is a reflection of the demographics of the selected criteria.