Lytics’ 2023 momentum: What we’ve done and what’s to come

As a leader, I’m incredibly grateful that at Lytics, we have the opportunity to build something amazing together as a team. In a market where data is king and more and more brands are recognizing the value of the untapped potential of their cloud data warehouse, Lytics is in a unique position to help fuel tomorrow’s customer-centric leaders with the right business infrastructure, the right data, and the right data science. 

Within the Lytics team, it is wonderful to see the energy and enthusiasm we have for each other. When we focus on the right things, do the right things, and put in the hard work — the results will come. And they have. So as we round the end of the second month of 2023, I want to highlight a few of the great things that we’ve accomplished together this year, share some exciting updates, and offer some insight into where our momentum is taking us. 

What’s new in the Lytics platform and product?

We’ve put in a lot of hard work to re-think and re-build our platform over the past year. And with our reimagining of Lytics and what Lytics can do, came some new product launches. In 2022, we released Lytics Conductor (our data pipeline tool with identity, schema, and new data management features) and Lytics Cloud Connect (our Reverse ETL solution including SQL Profile Attributes that connect Lytics to our customers’ data warehouse strategy).

But we didn’t just focus on what was new and shiny. We also took a look at what we were currently offering our customers, where we could improve, and what was missing. With that came:

• The revamp of our in-app UI
• Our transition to a React framework
• Our new customizable audience reporting features
• Plus, auto-scaling, private instance deployment, our EU data center, mobile SDK, beta.lytics, and more.  

Our CDP has transformed over the last year into a modern, modular data system that enables our customers to reinvent how they use customer data to forge lasting relationships with their customers.  

Lytics is at the center of digital transformation: helping companies collect, manage, and activate customer data. We’re at the core of what it takes to be more personal and more relevant in how brands connect with their own prospects and customers. We have the tools to help leading businesses redefine customer-centricity, so we took that insight as our drive to fuel the next generation: tomorrow’s most customer-centric companies. And it’s the work our product and engineering teams are doing every day that makes it possible.  

Walking the walk: Our focus on meaningful customer-centricity

We’ve put in a lot of hard work to enable and support our customers to be successful with our platform. 

Our services, support and account management teams have systematically upleveled our engagement, and created deeper relationships with our users and champions across partner organizations.

I’ve been lucky to be part of a few quarterly business review meetings, including a full-day onsite in Cincinnati and a multi-day in-person meet in Portland. Over the last year and well before then, our customer-facing teams have represented us incredibly well — and we know that because our customers are using Lytics at scale to deliver thousands of relevant campaigns every day to their own consumers.

Two key messages came out of each of these onsite meetings:  

1. After a roadmap review, our customers were blown away by our new product development and shared that Lytics is building things that really matter and will have an impact on how brands successfully do business and reach customers. Importantly, they asked at the end of our session, “How can we do more with Lytics?”
2. We know that customers are committed to our vision and believe in us.  And it’s because we are delivering. We put performance over promises, and when it comes to time-to-value, we understand that every minute counts. Another customer I recently spoke to shared that they evaluated multiple competitors in the market and had one conclusion.

“You have the best CDP in the market. Hands down. No one can do what you do and it’s not even close.” 

We’ve built relationships with some incredible new customers this year, even as we’ve been busy in the middle of transforming our platform. We’ve also had existing customers increase their investment and belief in Lytics, seeing the compounding value over time of making Lytics part of their business infrastructure. 

From this success, we’ve identified a need to rethink how we communicate our goals, vision, and brand message. 

What’s changed with our go-to-market approach?

This past year, we’ve spent a lot of time rethinking our brand story and how we can best communicate our value to the customers that will most benefit from it. We built a new website, revamped our brand messaging, and used our new web pages to A/B test new ways to engage prospects. At first, this included a freemium model for Cloud Connect, which didn’t end up working the way we wanted.  But this experiment did help us engineer a much easier path to getting customers started with our product and it showed us that we could try something new, fail and learn.  

We learned that our prospects want more from us than just reverse ETL tooling: they wanted to be able to use Cloud Connect to add new SQL-based attributes to a Lytics Profile. And so we listened. 

We built our new SQL-based profile attributes feature to enable our customers to add new attributes directly to their profiles. In this way, we empowered our customers to feature-engineer with SQL on their own warehouse and build new computed traits.  Our failure and fast-learning resulted in a core part of our composable 3-product strategy and proves to our customers that we are partners in their data ecosystem: not just a monolithic CDP app.  

You asked, we answered.

We’ve put in a lot of hard work to listen, learn, and adapt, in order to better understand how companies believe Lytics CDP can help them solve their data and activation problems. When we speak to the Lytics story and the value of Lytics, we’re able to incorporate the things that really matter (i.e. our new capabilities like schema and identity management, reporting etc.)  

We’ve also built up our partner and channel team to make sure we are leveraging our partners who can help us bring our platform to market. 

In particular, we’ve invested in our Google Cloud relationship with new product features like Built with BigQuery and flexible Single-Tenant, Multi-Tenant and Customer-Tenant deployment options. Our newest innovation, Customer-Tenant deployment of Lytics, will enable our customers to run Lytics on a virtual private cloud, self-hosted in their own Google Cloud environment.   

Our relationship with Google Cloud continues to accelerate our ability to go where the market is going: where our customers want more control over their customer data, in their own environment.  We are leading the way forward by creating a new option for how companies can deploy a CDP in a more secure way: privacy by design. 

For even more insights, dive into our recent blog on our Composable CDP approach — or read all about why Lytics and Google Cloud are better together.