How should Zeta Global position itself for the future: prioritizing scaling data capabilities, investing in AI, pursuing a cloud-based strategy or a combination?
How should Zeta Global position itself for the future: prioritizing scaling data capabilities, investing in AI, pursuing a cloud-based strategy or a combination?
This case centers on a high-stakes strategic inflection point for Zeta Global: how to invent itself in the face of rapid technological disruption in the marketing technology industry. Chief Executive Officer David Steinberg must decide whether to double down on data by acquiring Disquis, leap ahead into artificial intelligence through the acquisition of Boomtrain, follow competitors into cloud-based marketing, or pursue a more creative hybrid path. Each option carries trade offs in terms of risk, timing, capability-building, and competitive positioning, especially as the company faces pressure from investors to prepare for an IPO. The case asks students to step into the shoes of leaders when they navigate uncertainty and make bold vs. incremental bets when the industry is at the very cusp of transformation.
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