Introducing Lytics Cloud Connect

One thing that is very clear is that every company we work with are all moving to the cloud. By 2023, 75% of all databases will be on a cloud platform, according to Gartner. There’s been a clear progression to the cloud since we started Lytics in 2012 and it’s only accelerating as players like Google BigQuery, Snowflake, Microsoft Azure and Amazon RedShift continue to innovate and grow at breakneck speeds.

With the migration to the cloud for enterprise data warehousing, it’s important to acknowledge and adapt as a customer data platform (CDP). Looking ahead to the next five years, Lytics is innovating to deliver value for marketers— a core part of our ethos— and to help our customers thrive in an environment where a CDP is an additive to your cloud data warehouse instead of an alternative.

But first, let’s take a step back and consider the top 4 high-level purposes of a CDP, including:

• Data connectivity – A robust and hardened set of connections into enterprise business tools to activate your customer data.
• Identity resolution – Creating unified customer profiles by joining all of the data from disparate sources such as different device types and channels.
• Customer 360 – Augmenting customer profiles with real-time information.
• Marketing personalization – Offering relevant experiences and unique messaging to each customer across multiple platforms.

All this CDP effort has been building in recent years to empower brands to deliver a more unified and personalized experience to their customers.

The growth of traditional CDPs in tandem with data warehouse expansion creates duplicate sources of vast amounts of customer data – which is inefficient, error-prone and costly.

The great CDP shake up

As more and more businesses modernize their enterprise architecture with a cloud data warehouse there is a growing tension in the CDP Category. Most CDP vendors today promise to build your “customer 360 view” by becoming your single source of truth for all of your customer data.

Storing data in your CDP that already exists in your data warehouse creates waste at the enterprise. Duplicating data also introduces security and compliance risks that just aren’t necessary. At the end of the day the current CDP approach is essentially competing with the data warehouse and that’s not sustainable.

A CDP is a suite of tools, not a copy of your data

A CDP should no longer be a monolithic piece of software, in fact we don’t think of a CDP as a single platform or product.

Your CDP is a set of capabilities and a suite of tools. A modern CDP must allow your developers to query your data warehouse and combine those results with real-time behavioral insights and AI-powered decisioning to engage users with personal, relevant experiences.

With a modern data warehouse you can move data from your warehouse into business systems and enrich your C360 data to create custom, personalized experiences for each customer.

Introducing Lytics Cloud Connect: future proof your CDP needs

We recognize that you have or will deploy a data warehouse like BigQuery or Snowflake and that data warehouse will have its own governance, its own firewalls and security systems, and its own IT teams. You’re already building a customer 360 in your data warehouse, and we believe that it’s the right investment for your organization.

Complimenting your C360 investments, Lytics has a new solution— Cloud Connect— to help you future-proof your martech investments and work cooperatively with a data warehouse-centric, C360 strategy.

• Access a rich network of hardened enterprise tool connectors through the Lytics conductor platform to easily bring data into your data warehouse.
• With our newest product— Cloud Connect— surface SQL-based segmentations from your C360 without duplicating or moving data from your infrastructure.
• Compliment your C360 strategy with enrichments through our industry leading Lytics Decision Engine – providing you with behavioral scores, affinity scores, and attributes that you can sync into your data warehouse and power real time user experiences with.
• Your data warehouse with Lytics Cloud Connect and Lytics Decision Engine work together to improve customer experiences by driving personalization at scale.

Cloud Connect, a reverse ETL solution, is the missing link that makes your data actionable in all of your downstream tools. As the “one-size-fits-all connector,” from your data warehouse to your downstream tools, Cloud Connect helps you eliminate the silos that are causing delays, gain better data insights, and use those insights to improve your marketing ROI. To get a deeper look into Cloud Connect™ watch our explainer video or read more in our news release. Or see it for yourself. Try Cloud Connect free and test your first segments today.