Feature
Lytics launched its Customer Data Management (CDP) platform in 2014 to help enterprise customers automate personalized marketing.
Until now, Lytics relied on integrations with other marketing technology vendors to execute those targeted marketing campaigns.
Today the Portland, Ore.-based provider launched its own website personalization campaign tool. It allows for marketers to create pop-ups that can greet site visitors.
Getting Rid of the Middle Man
That’s not exactly earth-shattering technology in the age of personalization. But Lytics officials feel their personalization tech is unique because it’s powered by their "sophisticated" customer data platform that combines machine learning and data science. It allows marketers to target the personalization to small groups of people or individuals.
Jeff Hardison, vice president of marketing, believes what also sets Lytics apart from other personalization solutions is that it leverages true “data science,” where others do not.
“Wouldn’t it be nice to conquer the problem of customer data and move it into a marketing tool and take action with Lytics from Day 1?” Hardison asked CMSWire.
Lytics’ customer data platform has traditionally served as “middleware,” technology integrated with marketing tools like Marketo, ExactTarget and AdRoll.
Lytics Personalization removes the need for the separate personalization software, allowing marketers to view data and take action within the same tool.
Watching for the Signs
The company wanted to make it easy for its customers to deliver personalized messages to any existing audience member or customer segment within their Lytics customer data platform.
Who’s at risk to churn? Who could be ready for an upsell?
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“You can target them with very specific messages,” CEO James McDermott said.
The CEO refers to the process of targeting inside the new Lytics personalization engine as easy and lightweight.
“We wanted to make it very easy to build a program and once you do, save it and make it easy to create multiple programs to run simultaneously,” McDermott said.
Jason Widup, senior director of Demand Generation and Marketing Operations for Getty Images, said his team uses Lytics personalization to target a subset of its site visitors with a new Google Chrome browser plug-in that shows off images.
"We use predictive machine learning to discover the people that are likely to convert or churn,” Hardison said. “We can see who is at risk to churn and message them appropriately on our website. And we can identify cross-channel attributes and information.”
