How Lytics + Google gives customers a best-of-breed customer data platform

Lytics + Google: Better together

In order to keep up with competition from digitally native companies like Amazon, Netflix, and Spotify, enterprises have had to undertake digital transformation initiatives that re-imagine how to use customer data–and equally importantly, what marketing technologies are required to support such initiatives.

Must-have marketing capabilities in the digital economy include:

• 1:1 personalization, at scale
• Appropriate content and product recommendations
• Relevant, real-time digital experiences
• Unified, omni-channel messages

Lytics is uniquely positioned to deliver on these requirements as the only customer data platform (CDP) built on the Google Cloud Platform. Lytics draws on Google’s data storage, processing, natural language processing, and analytics capabilities with native integrations to Google BigQuery, Google Tag Manager, Google Analytics, Ads, and Display and Video 360. Lytics also connects to your marketing technology stack through our pre-built connectors and open API.

Let’s take a look at how this modern approach to data-driven marketing activation drives efficiency and better experience.

Build direct-to-consumer relationships

A leading worldwide consumer packaged goods company–comprised of numerous household brands–wanted to take better advantage of the data stored in its data lake. Specifically, they wanted to establish deeper brand engagement by building direct relationships with its end consumers.

They rebuilt their data lake in Google Cloud Platform, with Lytics serving as the marketing decision engine. They connected multiple petabytes of data with their activation tools to create automated and consistent marketing experiences for consumers across web, targeted ads, email, and social media. They were able to move from static, demographic-based segments to dynamic predictive audiences based on behavioral and affinity signals, identifying:

• Most appropriate offers
• Product assortment in retail channels
• Potential spikes or issues in supply chain

In the long term, they’ve been able to drive deeper brand engagement with consumers across all their digital marketing channels with personalized messaging, marketing offers, and product recommendations.

Provide real-time marketing experiences

An international entertainment company was looking to provide event attendees with “in the moment” messaging before, during, and after the events it organized and promoted. To do that, though, they needed to have a real-time view of their customers that could power 1:1 marketing campaigns across multiple channels.

This customer used Lytics CDP to integrate its customer data and activation channels, driving personalized marketing messages across the web, ads, email, and social media for its 160 million consumers.

With consumers engaged in individualized life cycles before and after their ticketed events, they were able to strengthen customer relationships and build additional revenue streams.

Arm marketers with the power of data science

An international music distributor with marketing operations around the globe wanted to consolidate disparate data sources into a unified real-time view of their customer data to power marketing communications across multiple channels. They needed to deliver personalized experiences across web and email, but in compliance with the patchwork of privacy regulations that are now in effect in various countries.

The music distributor built a customer data platform in the Google Cloud, using Lytics, BigQuery, and other Google Cloud Platform services to drive customer activation online. With their best-of-breed customer data stack, their marketers worldwide have access to insights built on data from over 2000 websites, more than 500 artists, and more than 50 brands.

With Lytics, the global marketing team can kick off intelligent campaigns that allow scientific models to run and optimize end user experiences in order to accomplish specific engagement goals while staying within compliance constraints.

Level up with Lytics and Google

See how to run marketing more efficiently and effectively than ever. Built on the Google Cloud Platform, and the only CDP available in Google Marketplace, Lytics connects to your existing and future marketing stack to provide intelligent data science-based marketing programs.

Learn more about Lytics and Google here. Try out Lytics and Google in our demo available here.