"At the center of Athena is the Zeta ID, which connects customer interactions across devices and touchpoints into a unified identity graph. That includes signals from across channels, including mobile, web, email and more."
"With Athena now generally available, that data is continuously analyzed to predict what customers are likely to do next. Marketers can then act on those signals across channels, triggering messages in email, SMS, push or in-app based on expected behavior rather than static rules."
"Athena is paired with an expanded set of AI agents designed to take those insights and turn them into action. These agents handle tasks that typically require multiple tools or manual work."
Zeta Global introduces Athena, a platform designed to unify data, identity, and execution in marketing. It utilizes the Zeta ID to create a comprehensive identity graph from various customer interactions. The Zeta Data Cloud enriches this data, enabling continuous analysis to predict customer behavior. Marketers can then respond to these insights across multiple channels. Athena also features AI agents that automate tasks, making data usage more efficient and allowing for conversational queries and campaign testing.
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