Achieving flexible identity without compromise

Navigating the complex waters of identity resolution requires striking a delicate balance between an abundance of identifiers and the sustained health of customer profiles. The challenge intensifies with each additional identifier, complicating these profiles’ long-term management and accuracy.

Lytics, armed with over a decade of experience developing a proprietary in-house graph, has witnessed the escalation of complexity in customer identity strategies. This complication often arises from continuously introducing new technologies within the marketing technology (martech) sphere, each bringing unique identifiers. As a Customer Data Platform (CDP), Lytics’ ability to seamlessly track and integrate these identifiers into a singular, comprehensive view is crucial for understanding customer profiles in depth.

Lytics takes an innovative approach by empowering customers to add as many identifiers as needed to build their profiles, offering the benefits of a dynamic and fluid representation of customer identities. Additionally, this approach ensures that profiles are not confined within a static identity framework. While the potential for profile bloat or inaccuracies in merging is a concern, Lytics addresses these challenges with a graph designed to continuously evaluate and refine profiles, ensuring they remain manageable and accurate.

Lytics maintains its competitive edge by adapting its graph technology to the rapidly changing digital environment. This forward-looking approach not only accommodates the integration of new identifiers and technologies but also ensures that customer profiles are scalable, future-proof, and free from the constraints of a static identity set, providing a reliable and adaptable solution for businesses.

This philosophy permits customers to customize their identity resolution strategy freely, ensuring that their customer profiles remain streamlined, agile, and up-to-date in real-time. Through this level of customization and adaptability, Lytics assures customers that their most active and responsive consumers will continue to be represented accurately, maintaining health and compliance well into the future.