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Here’s a marketing truth we can probably all get behind: The more relevant your advertising is, the more successful it’ll be.
And the more you know about your target audience, the more relevant the ads you can send them.
Which is why we’re excited to announce Lytics’ partnership with LiveRamp—an identity resolution platform designed to optimize your advertising.
LiveRamp is known for identity resolution. Their platform takes third-party data and stitches it together so you can better understand and advertise to anonymous users.
Where does Lytics come in? Our proprietary behavioral scores add a new layer of user understanding to LiveRamp’s system. In addition to the data you are already combining in LiveRamp, now you can feed in scores for the intensity, recency, and frequency of customer engagement. With Lytics’ machine learning algorithms, marketers can build segments based on strategic objectives like customer engagement, upsell/cross-sell, likely to churn, and customer win-back.
Why does that addition matter? Well, our research shows that behavior is 20x more predictive of customer actions than demographics alone. While demographic data and customer interests definitely matter, when you’re targeting ads, behavior matters even more.
This new partnership allows you to take Lytics behavioral scores and first-party data and marry them with third-party enrichment data and offline historical data through LiveRamp for better, smarter targeted campaigns for new customer acquisition.
In the words of LiveRamp’s Scott Ronay, Managing Director of Platform Partnerships, “We’re excited about how Lytics’ behavioral scoring and data science can come together with our expertise in identity resolution to make client ad targeting even better.”
What kind of use cases does this new partnership support? Here are some we’re excited about:
1. Enrich the experience of anonymous users with relevant ads on your site.
2. Create segments based on behavioral data to better prospect for new customers.
3. Use Lytics’ behavioral scores to suppress users who are most likely to be disengaged or unlikely to re-engage and then sync the audience to LiveRamp to save money on an otherwise wasted ad spend.
4. Understand who’s engaging with your ad campaigns.
At Lytics, we’re pretty proud of our exceptional partnerships and integrations. Contact our team to learn more about our existing integrations and to learn if Lytics integrates with your favorite MarTech tools.
