Category: Featured

According to Hubspot, almost 7 in 10 marketers believe that paid online advertising is either very or extremely important to their marketing strategy. Digital advertising enables marketers to deliver key brand messages and appropriate offers to customers across the digital landscape. But like any paid channel, it’s critical to evaluate what’s working and optimize spend to deliver maximum impact efficiently.

Creating audiences in Lytics allows marketers to precisely target the right customers for any given message. As such, it’s critical that marketers can deploy ads effectively using their execution channels–in this case, ad networks.

As Product Manager of Integrations at Lytics, I heard from our customers that increased ad network support was critical to their marketing success.

Increasing Lytics’ ad network connections

Over the last half of 2020, we committed to building out our connections to the ad networks marketers are using. We nearly tripled the number of ad network tools available as execution channels for our clients and also increased the functionality of Lytics on ad networks that we already connected to. As a result, marketers can now use Lytics audiences across a wide variety of tools, including:

And we’re not done there–we’re currently also working on our connections to Google Display & Video 360, and we’re committed to connecting Lytics to all the tools marketers need to reach customers with ads.

Leveraging Lytics’ audiences within ad networks

With Lytics audiences, marketing teams already have the ability to select and target highly specific groups of customers for personalized experiences–and these connections expand personalization opportunities across the leading ad networks. Lytics’ AI-powered data science lets you create lookalike models based on ideal audiences, like high-value customers, and the predictive power of behavioral scoring.

Marketers may optimize ad content for these precisely defined customer segments, saving resources, for example, by not hitting satisfied customers with winback promotions.

With a customer data platform that connects to your ad network, like Lytics, you can surface insights from disparate platforms to make data-driven decisions on which ad campaigns to present to users. Additionally, aggregated ad impressions and clicks metrics can further influence automated decision-making along your customer journeys.

Orchestrating omni-channel marketing campaigns

Lytics decision engine can help marketers optimize channel decisions. For example, if ads on a given network, like Google Ad Network, are performing better than an email campaign with the same goal, Lytics can dynamically route users into the appropriate audience and serve them the ads that are helping achieve your goals — whether it be to place an order, join a loyalty program, or any other business objective.

Commitment to innovation

We’re committed to continuously improving Lytics to meet the needs of our customers and users, marketing professionals like you. Our investment in improving connections to ad networks continues, and we look forward to sharing our latest innovations in leveraging data science and AI to achieve greater control over your ad spend.

Visit our use case navigator and select ‘Ads’ to learn how Lytics can help you acquire new customers, optimize spend and reach your advertising goals.

Stay informed of our latest product updates by visiting our Product Updates page.

To explore all of our integrations further, visit lytics.com/integrations.

Category: Featured

In marketing, we like to talk about customer journeys, but what we’re really talking about is customer lifecycle management (CLM)—the idea that a customer relationship can be broken into stages, from acquisition to engagement to purchase to loyal customer and, hopefully one day, brand advocate. Implicit in CLM is the idea that marketing will be in the driver’s seat for much of that journey.

In theory, customer lifecycle management is a great idea. In practice, it’s a bit trickier. Why? Let’s just say there are too many drivers.

The problem starts with the fact that many marketing organizations are siloed by channels. There is content marketing, paid marketing, email marketing, and so on. Each has their own unique set of data, objectives and metrics for success, and each is focused on their own performance and goals. The paid marketing team may be interested in return on advertising spend and improving conversion rates. The email marketing team typically obsesses about open rates and click-throughs. The content team focuses on audience reach and engagement measures like pageviews, conversions, social media shares, and time on page.

While each of these channel performance measurements is important, what gets lost is the importance of delivering timely, relevant, personalized experiences. Siloed teams with their channel-specific data struggle to target campaigns effectively because their decisions are based on the siloed data. As a result, customers end up living double (or multiple) lives, with each channel or team managing the customer differently.

Unifying customer data for better lifecycle management

To really get a holistic picture of a customer, you need to centralize your prospect and customer data from your website, emails, ads, and mobile apps. This is a critical step for effective CLM. Only when you stitch data fragments across sources into a single customer profile through identity resolution can you begin looking at the right things: behavioral data, first-party data, multichannel data. 

Stitching identity graph

Bringing this high-value data together from different silos into a single, smart hub is a big part of what a customer data platform (CDP) does, in effect allowing marketers to build customer segments in minutes instead of weeks. When high-value customer data is in one place, a CDP with built-in artificial intelligence and machine learning can add even more value by identifying which customers are engaged (and how much), separating loyal customers from those who are likely to churn, and building lookalike models based on your best existing customers.

Even more importantly, CDPs collect and analyze first-party behavioral data, which is pure gold for marketers. First-party behavioral data drives personalized experiences like those delivered by Netflix and Amazon and helps brands make meaningful content recommendations that move customers along the journey.

The secret life of Customer X

Journeys rarely follow a straight line and customer journeys are no exception. They can fork off unexpectedly, like when you get married or relocate for a new job. They can stop abruptly. (Covid-19, I’m looking at you). And those changes in direction manifest as changes in behavior. Certainly, the pandemic has radically changed consumer behavior, from how we buy our groceries (and what kinds of groceries we buy) to the kinds of books and articles we read.

Customer journeys

Now, take those changes and view them from a strictly channel-specific perspective. Customer X (which I totally admit is me), might not be opening emails from Best Buy anymore. To the email marketing team, I look like a customer ready to churn. In reality, however, I’ve simply developed the habit of reading the subject line of the email and going directly to the website to research whatever product/promotion is mentioned in that subject line. In other words, I’m still very engaged with the brand, but I’ve changed my behavior.

To the online and email marketing teams, I look like two different people, in effect living out two very different lives. To a CDP, however, I’m a loyal customer who has simply shifted my behavior. So, instead of receiving email offers targeted to a customer winback segment or, worse, being sent back to the email prospecting bucket again, a CDP recognizes me across channels and allows all marketing teams to meet me where I am in my journey.

Start customer lifecycle management with small wins

Companies that have success in customer lifecycle management don’t arrive there by accident. They’re guided by a desire to improve and change. Change can be scary for companies that have a set idea about how marketing should be done. I think of it as the inertia of experience. Email marketing teams learn to equate an incremental improvement in open rates with success. Paid marketing teams have historically leaned on data management platforms to optimize ad buys and improve targeting–a practice that is disappearing as browsers tighten their rules around privacy and data use. The changes that a CDP brings to CLM, whether it’s creating customer segments around behaviors rather than demographics or serving up customized slices of your website, can feel risky.

To remove that sense of risk, two things are needed: executive support and small, early victories. The first is self-explanatory. The second is more problematic, since marketing teams don’t know what they don’t know. In our experience, small but measurable wins can build trust and confidence in a CDP. For example, optimizing ad spend by suppressing known customers from an acquisition campaign that you’re running on Facebook or Google. Or setting up personalized modal experiences on your website to collect an email address and create that critical first-party relationship. Targeted projects like these show the value of a CDP in helping to support a more intentional and effective CLM strategy.

There is no golden rule for successful customer lifecycle management. Each industry is different, and each brand is different. The gold lies in collecting the right data, making it accessible to everyone and drawing meaningful insights from that data to create unique customer journeys for each of your customers.

To see Lytics in action, check out our new five-minute demo video.