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In this video, Kim Toomey—Lytics Customer Consultant and expert Facebook marketer—guides data-driven marketers through how to leverage the capabilities of the Lytics Customer Data Platform with Facebook advertising.
Chapter 1 – Intro and Benefits
Quick introduction to Kim Toomey, Lytics Customer Consultant an expert Facebook advertiser. We cover the top reasons why marketers choose Facebook advertising, what types of advertising to consider in the Facebook advertising platform, and why there are limitations to leveraging 3rd party data when targeting audiences—from sources like a DMP. We also discuss the important marketing benefits Lytics provides to overall Facebook advertising efforts.
Chapter 2 – How Lytics Works
We quickly share how the Lytics Customer Data Platform works. We first connect your data from multiple sources in your organization. This includes; website data, email data, channel data (Facebook), internal custom data (data lakes, data warehouses) and any other tool where important first-party data that should be leveraged.
Then, we enrich your connected, first-party data using natural language processing, content affinity extraction capabilities along with behavioral and predictive scoring models. These machine learning and data science models significantly increase understanding of your customer audiences and improve the targeting capabilities within Facebook advertising. These capabilities are available out-of-the-box with the Lytics Customer Data Platform.
After enrichment, data is ready for orchestration in the Lytics platform. Marketers build and orchestrate highly targeted audience segments using behavior-based and content affinity attributes from their first-party data. Providing a clear understanding of what attributes, behaviors and affinities are most important to each audience—and ensuring only those individuals who fall into these highly targeted audience groups are shared with the Facebook advertising platform.
Marketers select and share these orchestrated segments with their marketing tools in real-time—like the Facebook advertising platform—where marketers can serve highly targeted, behavior-based marketing experiences using their first-party data.
Chapter 3 – Facebook Integration
We briefly discuss what’s required to connect your Facebook data with the Lytics Customer Data Platform. If you have a Facebook pixel already on your website, then you’re halfway to leveraging the power of Lytics to improve your Facebook advertising efforts. Once you have your Facebook tracking pixel, just add the Lytics JS Tag to your website and connect your Lytics account with your Facebook advertising pixel to begin targeting both anonymous and known, first-party audiences with the Facebook advertising platform.
Chapter 4 – Remarketing with Lytics audiences
We demonstrate how Lytics significantly improves remarketing targeting and conversions. Using both unknown and known audiences, easily remarket to these audiences with behavior-based attributes and content affinities within the Facebook advertising platform.
Chapter 5 – User Acquisition with Lytics Audiences
We demonstrate how to leverage unknown and known audiences combined with Facebook lookalike capabilities, to create highly targeted and high-performing acquisition campaigns using Facebook advertising.
Chapter 6 – Suppressing Audiences
We demonstrate how marketers leverage machine-learned behaviors that indicate when an individual should be suppressed from advertising. We also discuss how marketers experience big gains in efficiency through real-time data and in-the-moment audience suppression.