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Zeta Acquires Apptness, Boosting ROI For Enterprise Users

The acquisition combines two customer engagement-focused organizations to empower higher revenue and engagement rates.

David Pepin

AI cloud-based marketing software Zeta, who has made a name for itself by helping its global users efficiently attract and retain customers, has announced it is boosting its capabilities with the acquisition of Apptness, a digital audience engagement solution.

“Apptness’ technology to empower publishers is second to none and we anticipate it will be accretive to Zeta from a technology, data and financial perspective. For example, we expect it will enrich our data footprint, strengthen our actionable 360° view of the consumer, and help Zeta customers achieve even stronger results,” said Zeta Co-Founder, Chairman, and CEO David A. Steinberg.

“I am also thrilled to welcome the talented Apptness team to Zeta, which grows our specialized sales capacity.”

The acquisition directly integrates with Zeta’s existing product capabilities to help enhance digital customer engagement. Apptness’ digital survey software is distributed to consumers across multiple platforms to enhance insights and provide marketers with new strategic opportunities.

The acquisition is also a strategic growth opportunity for Zeta to fulfill some of the following growth goals announced as part of their IPO:

  • Upgrade Data Cloud – With over 45 million monthly behavioral signals designed to help companies understand their consumer profiles, the integration adds new metrics and insights.
  • Increase Revenue – The new capabilities are projected to help boost Zeta’s ROI.
  • Expand Sales Capabilities – Members of the Apptness executive team joining Zeta bring digital marketing industry expertise.
  • Boosted Engagement – Over 6 million websites in Zeta’s network help companies increase their engagement and revenue metrics.

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Since the company was founded in 2007, Zeta has been a data-driven marketing platform trusted by large global brands such as Samsung, BMW, CNN, Hanes, and Toyota. According to Forrester Research, brands such as these can see up to 50 percent more efficient customer retention thanks to Zeta’s omnichannel AI-driven campaigns.

“Apptness has differentiated itself with a strong team focused on driving innovation through dynamic and cutting-edge technology. We believe our product will complement Zeta’s approach to delivering high-value return for customers,” said Dominik Szabo, CEO of Apptness. “Our sales and engineering teams are proud to join this incredible organization and be a part of this rapidly growing company.”