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Zeta Global Powers Identity Resolution at Scale with Amazon Neptune

2020

Zeta Global is a data-driven marketing technology platform that helps marketers connect with their customers to drive personalization. The company’s Customer Intelligence Platform collects data from various sources and distills it down into a single view of a given customer, scores and evaluates where that customer is in the customer journey, and then groups them into audiences that marketers use for personalization across channels.

"There are some real technical challenges of being able to do this. We have to do it at scale, and very quickly," says Christopher Hansen, chief product officer of Zeta Global's Customer Intelligence Platform. Zeta Global uses a variety of Amazon Web Services (AWS) solutions, such as Amazon Managed Streaming for Apache Kafka (Amazon MSK), Amazon Simple Storage Service (Amazon S3), and Amazon EMR to process consumer data in batch and real-time streams. It also uses Amazon Neptune to unify that data into a single view of the customer. Zeta Global's identity resolution data store has 1 billion customer profiles in Amazon Neptune in a 24/7, high-availability system that receives 450 million queries per day, with an average response time of 35 milliseconds. The average total processing time for its data pipeline is 500 milliseconds. 

“By leveraging [Amazon] Neptune and other AWS services, we are able to achieve a cost-efficient data platform, at scale, in a very short period of time, ” says Sasikala Singamaneni, software engineering manager at Zeta Global. Singamaneni notes that Zeta Global chose Amazon Neptune for its elasticity, scalability, instant provisioning, cost-effectiveness, and security and compliance with privacy standards.

Watch the re:Invent 2019 clip, below, to learn how Amazon Neptune powers Zeta Global’s Customer Intelligence Platform.

AWS re:Invent 2019: Reimagining advertising analytics & identity resolution at scale

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