Zeta Interactive today introduced what it calls a “cross-channel, cross-lifecycle” marketing automation platform that merges the capabilities of its recent ClickSquared acquisition with its ZetaMail email platform.
Called Zeta Hub, the new platform’s stated purpose is to help CMOs acquire new customers within their ROI targets, keep them longer, and increase their lifetime value. Capabilities include multichannel campaign management, social integrations, email execution, mobile campaign management, interactive reporting, and database hosting and management.
Originally founded as XL Marketing Corp. by tech entrepreneur David Steinberg, the company was rebranded as Zeta Interactive with the ClickSquared purchase and the addition of ex-Apple CEO John Sculley as a partner in January. In its Magic Quadrant ratings of multichannel campaign management systems last month, Gartner cautioned that Zeta’s platform is heavily skewed to travel and hospitality businesses and that it needed to integrate its diverse products.