Using Lytics to improve ad retargeting: Top 5 use cases

July 13, 2018
By Matt Cannell

Here’s a marketing truth for you:

Most ad dollars are spent inefficiently—either targeting too many people with a generic message or targeting individuals who are unlikely to engage or convert. Which is why many marketers aren’t seeing the returns on ad retargeting that they’re hoping for.

So, how do we fix that?

Enter Lytics CDP—the data-unifying, machine learning-driven platform designed to help you advertise to the right people based on the content they like, they channels they prefer, and how they already engage with your brand.

Lytics gives marketers an always-on customer profile that’s enriched with machine learning to understand and present data on specific behaviors and preferences in real-time. Marketers use this data for a significant advantage with their advertising efforts.

Our integrations with your favorite ad tools—Facebook ads, AdRoll, Google ads, DoubleClick for Publishers—make it easy to use send individual customer data to all your tools and channels to help you improve your marketing results.

So, what are the use cases we typically see clients using to generate real marketing results? Here are the top five:

Reach the right audiences using real-time, behavior-based data

Isolated, channel-centric events (like website clicks or email opens) don’t provide a comprehensive view of your customers—or their real intentions.

Which is why Lytics uses behavioral algorithms to analyze all of your customer data (email, website, purchasing, help desk, etc.) and scores your customers by their overall engagement level. This gives you predictive insights that you can use in your marketing tools to target and reach the right audiences.

Example Lytics customer profile

Send more effective personalized ad campaigns using content affinity

98% of marketing professionals believe that personalization advances customer relationships. And Lytics makes ad personalization easy by cataloging your website content in real-time and grouping individuals based on their interest levels for particular products or topics using natural language processing.

Segment your audiences based on their topic and product affinity and only serve them ads that are particular to real interests.

Lytics Facebook ads personalized with machine learning and topic affinity — Example Facebook ad powered by Lytics machine learning and Content Affinity

Lytics content affinity topic map — Lytics Content Affinity topic map

Spend less time managing lists, and empower the organization with accurate data

Static audience lists in your ad tools are nearly impossible to keep up-to-date, especially when they get stored across the organization and with agency partners.

Lytics serves as a centralized data hub for your ever-changing audience segments and automatically syncs them in real-time with your advertising tools across the organization so that you don’t have to spend time re-importing and updating them every day. This ensures your organization is empowered with accurate data that’s up-to-date in real-time.

Lytics real-time audience segments — Build always-on, real-time audience segments

Don’t pay for the wrong people; reduce ad spend and improve ROI

Lytics lets you exclude individuals who won’t benefit from paid advertising efforts. For example, people who are likely not to engage, employees, recent customers, or anyone who prefers to engage with your brand in email vs. paid ads.

This gives you the power to create hyper-relevant audiences and pay to serve ads only to those most likely to benefit. Avoid wasted ad spend and improve your ROI.

Top 5 advertising use cases using the Lytics Customer Data Platform (CDP)

Smarter lookalike prospecting: Create Facebook or Google lookalike audiences based on your most valued customers’ behaviors, engagement scores, and lifetime value.
Win-back campaigns: Advertise to people who have unsubscribed from your email list but show engagement on your website.
Predictive targeting: Target anonymous visitors who are likely to subscribe or likely to buy based on their previous engagement and Lytics’ data-science scores.
Re-engagement campaigns: Send ad incentives to at-risk customers or individuals from your email list who have not opened an email in last 90 days.
Anonymous user conversion: Target anonymous visitors who have recently visited your website and have high engagement scores with an incentive to fill out a lead-form or subscribe to your newsletter.

Watch how Lytics works with Facebook Advertising

Ready to improve your ROI?

We’d love to chat about your business and personalization goals. Reach out to our experts to start the conversation today.