Video

X

Data Sheet

Lytics Personalization Data Sheet

Download PDF

Lytics Personalization allows a marketer to create and execute eye-catching digital campaigns with customized content for different audiences. These personalized interactions simply overlay an existing webpage as a modal, gate, or banner — depending on your marketing goal.

On a website powered by Lytics Personalization, a new visitor might receive a welcome greeting or newsletter sign-up message. A returning visitor who has abandoned items in their shopping cart might see a one-day-only free shipping incentive. And a customer with a negative support ticket open might see a help-desk message.

Lytics Personalization software is built on top of the Lytics Customer Data Platform, which allows marketers to build highly targeted audiences based on their customers’ activities across various marketing channels (email, social, web, customer support, sales, etc.). This degree of customization allows for an endless amount of personalization possibilities.

Simple and Easy to Use

Getting started with Lytics Personalization involves inserting a line of JavaScript into your website. Once the tag is in place, web data will flow into your Lytics account for you to access.

Lytics Personalization is highly visual with an intuitive user-interface. Instead of waiting for time-strapped internal development teams to create web campaigns, marketers can now build, test and execute campaigns in a matter of minutes.

  • Cloud-based software as a service (SaaS)
  • Built-in campaign previewing on your website
  • No coding knowledge required
  • Intuitive user interface and user experience design
  • Multiple user logins per account
modal

A small personalization experience greets new visitors on Lytics’ website, encouraging them to sign up for email updates.

Goal-Oriented Execution Tactics

Successful web personalization campaigns start with a larger goal in mind. For marketers, this may be to collect more leads for sales, grow your marketing databases, deliver timely-promotions, increase brand engagement or gather valuable customer feedback. Lytics has a variety of execution tactics to fit various needs and campaign goals.

  • Present a message feature allows for basic communication with web visitors and includes fields for headline, message, and image.
  • Target a URL feature lets you encourage visitors to click through to specific pages alongside an accompanying headline, message and optional image.
  • Capture leads feature allows you to collect user information (such as name, title, and email) with an accompanying headline, message and optional image.

Highly Targeted Audiences

One of the benefits of having all of your customer data in one place is being able to actually use it to create very specific segments. Because Lytics Personalization accompanies Lytics’ Customer Data Platform (CDP) and Lytics’ Content Affinity Engine, marketers can use cross-channel behaviors to drive their web personalization campaigns.

  • Choose from various customer aspects (first-time visitor, anonymous, engaged, has purchased, has mobile app, etc.).
  • Segment audiences by content affinity (products, topics, and content or that interests them).
  • Create audiences based on predictive behavior via Lytics’ built in data science.
  • Filter by other custom parameters such as device type and technology (e.g., iOS or Android), geography, language and more.
segments

Build new audiences for web personalization campaigns or choose from your existing list of segments within Lytics.

Marketers can alternatively use Lytics Personalization to create targeted segments based on web data alone.

  • New versus returning visitors
  • URL specific targeting
  • Previous web session behavior
  • Number of visits
  • Language from browser setting
  • Geographic location

Custom Branding and Campaign Variations

Lytics Personalization software includes various themes and flexible build options so that marketers can incorporate their brand’s unique look while delivering a purpose-driven web campaign.

  • Use your own Cascading Style Sheets (CSS)
  • Web Modals appear in the center of a webpage
  • Web Slideouts appear at the bottom left or bottom right corner of a webpage
  • Web Bars appear at the top or bottom of the page, and disappear as a user scrolls down the page
  • Web Sticky-Bars appear at the top or bottom of the page and stay in place even as a user scrolls down the page.
  • Web Gates appear in the center of a webpage and are used for content that requires a user to provide information in order to interact or access the content.

Personalization Tools for Web Developers

For brands with internal web-development teams that prefer even more web customization options, Lytics Personalization is also available in a Software Development Kit (SDK) format. This SDK — called the Pathfora SDK — gives web developers the code required to create fully custom web experiences that go beyond a built-in framework.

personalization

With various modal and styling customizations, you can A/B test multiple variations to determine the most effective campaign.

Brands that require very custom branding or have strict brand guidelines can use the SDK to build custom web modal campaigns, or even power a custom web page experience based on various audience types and customer data within the Lytics Customer Data Platform.

Reporting and Testing Tools

Regardless of the types of campaigns that you build, Lytics lets you A/B test to identify the top-performer. Lytics’ reporting tools also display your reach and conversion rates so you can gauge your progress at any time during your campaign.

For example, a publisher could create two versions of a campaign each with a different headline, or one as a gated web modal and one as a slide-out. After the campaign goes live, Lytics reports both variations’ performance in real-time so that marketers can select the better performer.

X

Whitepaper

Personalization in marketing: The holy grail

Download PDF

What if you could automate the ability to interact with an individual customer in a way that’s completely personalized? And what if the automation did not require millions of dollars and years to build?

Good news: Customer data platforms (CDPs) have emerged to make personalized marketing possible for companies large and small.

The early days of mass marketing involved conveying a generic message to a wide variety of audiences. These mass-marketing techniques often fell on deaf ears, because consumers have individual needs not met with one-to-many communication approaches.

For many marketers, the ability to personalize the message to each individual has long been the holy grail. Imagine automatically greeting each person visiting your web site with a specific message and imagery based on whether they’re a long-time customer versus a prospect. Or, what about automatically not emailing promotions to those with open (and negative) customer-service tickets? And wouldn’t it be helpful to advertise online -- based on purchasing data -- only to those customers who haven’t bought the product?

The challenge is that personalization without sophisticated customer data platform technology is a drain on any marketers’ time and resources.

Cart Abandonment

Encourage customers to purchase the items in their cart

The Industry’s Missteps on the Path to Personalization

Brands and vendors alike have made attempts to use technology to automate personalization. Yet, few companies have created something that is easy to use, integrates all types of customer data (known, anonymous) across marketing platforms (email, web, social, mobile, CRM, offline transactions, etc.), use sophisticated matching logic to unify customer profiles across systems, or formed integrations with the vendors behind those marketing platforms.

Over the last several years, so-called marketing automation technologies have emerged, promising to personalize the message for each customer. Instead, these largely email-based, point tools take a half-baked, superficial approach to personalization to “check the box” for their customers. Rather than personalizing the experience with real-time data about the customer, they ask marketers to create pre-defined journeys.

Problem is, customers rarely interact with brands in rigid, pre-defined ways.

Customers engage with brands in a manner that yields data about who they are, how they purchase, and with which marketing channels they interact. Unfortunately, these customer data sources emerging from various marketing platforms do not readily integrate well together, resulting in silos of disjointed customer records owned -- or overlooked -- by various marketers leaders in an organization.

Looking to create a “golden record” about customers, marketers have also turned to their colleagues in IT, requesting help with integrating disparate databases. Yet, IT finds integrating customer data proves more difficult than it appears, leaving these data dumps to wither, without use, in an expensive and bloated storage container.

A handful of do-it-yourself marketers in the world’s most respected companies have convinced their employers to make large investments in budget and time to painstakingly build in-house, customer data platforms for personalizing interactions with customers. Think: the popular online video streaming service that makes eerily accurate movie suggestions. Or the world-leading e-commerce site that somehow sends the perfect email promotion based on the products you’ve browsed. But these expensive, hand-crafted customer data platforms have proven out of reach for most companies.

Winback

Target customers you haven't seen in a while with items you know they are interested in.

Personalization Technology for the Rest of Us

Fortunately, ready-to-deploy, customer data platforms such as Lytics have emerged for the rest of us. Now, a brand can quickly integrate all of their customer data -- no matter how disorganized and disparate -- use sophisticated matching logic to unify customer profiles across systems, and deploy it through all of their communications channels with customers.

To be considered part of the movement, a Customer Data Platform must be:

  • Holistic: The new CDP must consume any data from anywhere a customer is interacting. If there is a footprint, online or offline, customer data must be captured.
  • Cross-Channel: The new CDP is a hub that supports the journey of a customer as they engage with a brand across the products, web sites, email, apps, social presences, customer service representation and more. Historically, marketing automation tools have chosen one customer touchpoint (e.g., email) on which to focus. The new CDP understands the customer across all channels including their content preferences and behaviors.
  • Interoperable: The new CDP works seamlessly with your existing marketing tools and does not mandate change from any product that a marketer has chosen.
  • Intelligent: The new CDP can work with a marketer-defined segments of customers (e.g., fathers who play soccer, female IT professionals in healthcare) or use complex machine learning to help uncover segments that are valuable yet you have never thought of (e.g., binge customers who are not engaging with your brand frequently, or at-risk users who show signs of becoming inactive).
  • Actionable: The new CDP can automatically create customer segments from data collected anywhere and allow marketers to create true, cross-channel marketing programs.
Service

Show a modal to help customers who have an open and negative support ticket

Is Your Marketing Team There Yet?

Gartner predicts nearly seven of 10 marketers will make all marketing decisions based on data by 2017. And, according to the Digital Marketing Association, 77 percent of brands believe real-time personalization of their marketing is crucial, yet 60 percent of marketers still struggle to personalize content in real time.

Lytics and many forward-looking companies believe customer data platforms will support the move to personalization through the one component that matters most: understanding of individual people through technology.

True Personalized Marketing Starts with Lytics

Lytics helps enterprises automate personalized marketing through the industry’s most advanced customer data platform (CDP). Popular retailing, media, consumer goods, banking, and tech brands use Lytics to execute one-to-one marketing programs their customers welcome.

journey

Engage with customers based on their behavior

The Lytics Customer Data (CDP) platform, the company’s flagship product, was launched in October 2014. The Lytics CDP connects a company’s marketing data about customers from multiple sources (e.g., structured, unstructured, anonymous and known profiles) and creates behavior-rich user segments (e.g., likely to churn, most active on mobile, coupon lover). These customer segments then sync with a company’s marketing tools -- from web-site personalization and ad retargeting to email marketing and content optimization -- to improve marketing campaign results and reduce inefficiencies.

Many marketing technology vendors claim “customer data management,” yet in reality deal with only one or two types of data (such as those customers who’ve signed in via a social media tool or provided an email address). Lytics builds a profile based on any fragment of customer information using sophisticated data science and conducts probabilistic matching to merge identities. The result: a 360-view of each consumer.

Lytics is led by marketing-technology veterans who’ve held leadership positions at Webtrends, Urban Airship, and Hewlett Packard Enterprise. Our customers include DirectTV, Conde Nast, and Nestle. We are headquartered in Portland, Oregon, a hotbed of marketing technologies and agencies.

Who Uses Customer Data Platforms?

Minicabster, Mobile Cab Booking Service, London, UK.

By connecting mobile app, email, web, and social data together, Minicabster could create personalized ad campaigns to drive conversions and revenue. Using Lytics led to an 83 percent increase in cab bookings.

“By allowing us to use data to drive better marketing decisions, Lytics has given us a competitive edge. Having Lytics is like having a data scientist on our team. I have two words to describe Lytics: amazing stuff.” - Luiz Albuquerque, former digital marketing manager, Minicabster.

The Clymb, e-Commerce Flash Sale Retailer, Portland, OR

By unifying customer behavior, like web interactions, purchase behavior, and customer lifetime value, The Clymb could improve their personalization efforts on their website. Simple Lytics insights and segments led to a 12 percent increase in sales and a $500,000 savings in marketing in the first three months.

X

Request Demo

X