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IDC Analyst Brief: Purposeful Data Drives Optimal Ad and Marketing Performance

Published on October 16, 2025

Marketing teams are swimming in data but struggling to unlock its full potential.


New IDC research, commissioned by Zeta, explores how a fresh approach to data strategy can double the number of highly personalized interactions, which more than doubles performance.


The secret isn't collecting more data. It's activating the right data at the right moment.


Organizations that master purposeful data are transforming customer experiences and driving measurable business impact across every touchpoint.


Read the brief now to discover:

  • Why real-time purposeful data enables 2x better performance.
  • How leading brands achieved $4.2M in incremental revenue, 90% faster decisions, and 15% churn reduction.
  • Why brands are shifting from traditional marketing stacks to integrated cloud data platforms.
  • Practical implementation strategies for organizational readiness and technology integration.


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Learn more about Zeta

Zeta is the AI-powered marketing cloud empowering enterprises to acquire, grow, and retain customers. It is the largest omnichannel marketing platform with identity data at its core.