AWS Partner Network (APN) Blog
AWS and Zeta: Transforming Digital Marketing with AI-Powered Intelligence
By Sai Kotagiri, Senior Partner Solutions Architect – AWS
by Roman Gun, Vice President of Product – Zeta Global
by Varad Ram, Senior Solutions Architect – AWS
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| Zeta Global |
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As customer data multiplies, organizations find it harder to turn that information into personalized experiences at scale. Leaders need connected, compliant experiences; not more tools. By integrating Zeta’s AI-powered Marketing Platform with AWS’s robust cloud infrastructure, businesses can now seamlessly analyze billions of customer signals, deploy targeted campaigns in real time, and drive measurable ROI across all channels.
In this blog post, we’ll explore the current challenges organizations face with AI-driven digital marketing platforms and how they can be addressed. We’ll then dive into the Zeta Marketing Platform, examining its capabilities. We’ll discuss why Zeta is particularly valuable for AWS customers and showcase how the synergy between AWS and Zeta creates a powerful solution for modern digital marketing needs.
AI-Driven Digital Marketing Challenge
Enterprises face numerous challenges that impact their ability to deliver personalized customer experiences effectively. Consider a Fortune 500 retailer that interacts with millions of customers via mobile apps, e-commerce, physical stores, and social media. Their marketing team faces data fragmentation across multiple systems, disconnected tools, and evolving privacy regulations. Even with access to extensive customer data, delivering real-time personalization at scale—and proving ROI— remains a challenge.
Traditionally, automation meant mapping the customer’s journey. Zeta and AWS are flipping that: with Amazon Bedrock and the ability to chain AI agents, we help marketers automate their journey. It’s about giving marketers their own inward pathing so they can focus on strategy, not tool wrangling. Zeta focuses on measurable actionable insights.
Figure 1: Marketing challenge: Fragmented data and channels hindering personalized customer experiences.
The Zeta Marketing Platform: Unified Identity & Data, Intelligence, and Activation
The Zeta Marketing Platform (ZMP) delivers a powerful, all-in-one solution for modern marketing complexity. One system built to tackle identity, orchestration, and activation together.
At the ZMP’s core is the ability to create unified customer profiles by blending first- and third-party data. Its real-time automation engine then triggers campaigns based on live customer behavior, while built-in analytics allow continuous optimization. Zeta’s platform prioritizes data protection and governance. And with 170+ pre-built connectors and native integrations, marketers can unify customer journeys across channels, including CRM, e-commerce, mobile, social, and support systems.
Figure 2: Performance Advisor dashboard showing automated analysis and actionable recommendations for user review and selection.
With Performance Advisor, Zeta lets customers define their goals—boost revenue, lower acquisition costs, or increase engagement—and Zeta answer those needs with a single selection. It’s intent alignment in action: the marketer’s question meets the AI’s answer seamlessly. Performance Advisor doesn’t just spit out recommendations; it shows you the ‘why’ behind each suggestion.
Figure 3: User interface showing customizable goal-setting templates that help define and track key business metrics.
Zeta on AWS delivers a comprehensive marketing technology foundation, combining Amazon Elastic Compute cloud (EC2), Amazon Simple Storage service (S3), and Amazon Redshift with advanced generative AI capabilities through Amazon Bedrock for cutting-edge customer engagement solutions. Through innovative multi-tenant data ingestion architecture utilizing Amazon S3 Tables and AWS Step Functions, Zeta manages and processes massive data volumes with reduced time-to-insight from hours to minutes. This combination of AWS services and Zeta’s marketing expertise creates a cost-efficient, real-time marketing platform that continuously evolves to meet the dynamic demands of digital marketing while maintaining security and scalability in a multi-tenant environment.
The Zeta Advantage: Purpose-Built Agentic AI and a Real-Time Data Cloud for Marketers
Zeta distinguishes itself from legacy marketing clouds through its proprietary data foundation and modern architecture with AI at the core.
At the heart of the platform is the Zeta Data Cloud, offering access to an identity graph made up of more than 2.5 billion signals enriched with behavioral and transactional data. This proprietary data asset provides marketers with insight into intent, interests, and engagement across channels. Zeta doesn’t stop at knowing who the customer is; Zeta also know who the marketer is. By layering contextual intelligence and understanding where a marketer is in the platform, their brand guidelines, and their intent, Zeta’s AI answers real marketing questions.
With real-time decisioning powered by marketing-specific AI models, brands can:
- Predict customer behavior
- Optimize channel mix and cadence
- Personalize creative and offers dynamically
- Create AI agentic workflows through AI Studio
Unlike general-purpose platforms that require heavy customization, Zeta provides pre-built industry templates and AI models tailored to verticals like retail, financial services, media, and telecom. Zeta’s AI orchestrates agentic workflows that intelligently sense, decide, and act, based on real-time behaviors and signals. This leads to faster time to value, lower operational complexity, and improved campaign outcomes.
Figure 4: AI-powered media planning: Zeta’s Media Plan Optimizer analyzes data to maximize ROI across marketing channels.
AWS and Zeta: Driving Marketing Performance
Zeta on AWS empowers marketers with a scalable, secure foundation for modern digital engagement. By leveraging AWS’s compute, storage, and data services, Zeta has maintained rapid platform expansion while offloading critical operations to AWS. This expertise and innovation have earned Zeta both the Advertising and Marketing Technology Software Competency and Retail ISV Competency from AWS. As highlighted in their resource center, AWS’s recognition of Zeta’s proficiency in delivering Software-as-a-Service solutions further solidifies their leadership in the marketing technology space.
The collaboration enables Zeta to provide customers with cross-channel attribution modeling and performance analytics, yielding impressive results. According to Zeta’s Customer Acquisition Growth Study, customers achieved up to 360% higher conversion rates through personalized omnichannel marketing campaigns.
Figure 5: Performance dashboard showing campaign results and revenue metrics.
Conclusion: Why Choose Zeta on AWS
Together, AWS and Zeta enable marketing teams to unify customer intelligence, scale personalized engagement, and achieve measurable ROI while maintaining compliance and agility in a rapidly changing landscape. Enterprises looking to modernize their marketing stack need a platform that’s not only scalable and intelligent, but also integrated and fast to deploy.
Zeta and AWS deliver exactly that: a future-proof solution that unifies identity, insights, and engagement. From orchestrating real-time campaigns to simplifying compliance, Zeta helps brands achieve enterprise-scale personalization with agility and confidence, combining CDP, marketing automation, and omnichannel execution in a single platform, minimizing vendor sprawl, accelerating deployment, and lowering total cost of ownership.
To get started, check out the Zeta Marketing Platform on AWS Marketplace and deepen your understanding through tutorials and demos.
Zeta Global – AWS Partner Spotlight
Zeta Global is an AWS Advanced Technology Partner and AWS Competency Partner , that offers an integrated marketing technology platform that combines customer data management, identity resolution, and multi-channel campaign execution. Their platform uses artificial intelligence and machine learning to help enterprises acquire, retain, and grow customer relationships through personalized marketing across email, web, social, and other digital channels. They also provide data enrichment services and marketing analytics tools that enable companies to better understand their audiences and optimize their marketing spend across channels.