Lytics Unveils Personalization Product With the Industry’s Most Sophisticated Machine-Learning Technology
Portland, Ore. (PRWEB) June 22, 2016 -- Companies have long sought technology to personalize their communications with individuals in order to increase relevancy and reduce spending – two things not achieved by traditional, one-to-many mass marketing techniques. However, marketing-technology vendors have fallen short in providing a personalization platform that is both easy-to-use for non-technical marketers and technically sophisticated enough to impress a customer-data scientist. Addressing customer requests for a single tool for one-to-one marketing, Lytics launches Lytics Personalization, a web-based product that allows a non-technical marketer to quickly and easily tailor a website to individual visitors based on their preferences and interests. Lytics Personalization is powered by the Lytics Customer Data Platform, which is the industry’s most sophisticated means for applying machine learning and data science to the act of building consumer profiles.
Getty Images and Wildfang Gain Return on Investment from Lytics Personalization
Getty Images, a popular stock photography company, turned to Lytics Personalization to promote a new Google Chrome browser plug-in to select website visitors. "Lytics’ new Personalization product allows us to target a subset of our site visitors with a new Google Chrome browser plug-in that shows off our beautiful images,” said Jason Widup, senior director of demand generation and marketing operations of Getty Images. “Upon using Lytics Personalization software to drive traffic to the plug-in, we saw a five-times increase in daily downloads.”
Wildfang is a quickly growing clothing retailer who chose Lytics Personalization for its balance between ease-of-use and precision. “Previously, we didn't have a way to target members from our most important cohorts on our website,” said Emma McIlroy, CEO of Wildfang. “With Lytics Personalization, identifying and messaging this group on site is easy. We're excited about adding additional on-site messaging to targeted user groups in the future. This opportunity equals immediate and significant revenue for us.”
Lytics Makes Digital Personalization Easy and Flexible
With Lytics Personalization, a non-technical marketer can craft – in minutes – a message that greets website visitors in individualized ways. For example, a new visitor may receive a message offering a newsletter sign-up, while a returning visitor with affinity for the brand across channels may see suggested content (e.g., a blog post, white paper, or announcement) based on their preferences. And sometimes personalization is about suppressing marketing rather than increasing it: Imagine a visitor with an open customer-support ticket who is “about to churn” receiving an offer for assistance rather than a promotion.
Lytics Personalization can publish messages in formats familiar to the web-design industry: modal windows, gates, slide-outs, bars and sticky bars. Lytics Personalization also supports A/B testing and reporting to determine how well a campaign is performing. In addition to the easy-to-use campaign builder, more technical staff such as web developers can use the Lytics Pathfora software development kit (SDK) to further customize the campaign’s features and look and feel. And companies seeking more in-line personalization on their sites, or native-looking content, can integrate their websites’ content management systems with the Lytics application programming interface (API).
The Lytics Customer Data Platform Differentiates Lytics Personalization
While Lytics Personalization was designed to be easy to use for website managers, it is powered by a state-of-the-art customer data platform previously available with integrations with third-party software vendors’ tools. The Lytics Customer Data Platform makes personalization possible by:
- Integrating data around how people interact with a brand’s website, email marketing, mobile apps, commerce opportunities, customer-support departments and more. Therefore, Lytics Personalization does not merely examine website traffic to personalize sites, but also data from email marketing, mobile apps, commerce systems, and customer-support tickets.
- Reconciling identity issues across logged-in and not logged-in situations (e.g., what appears to be Person A and Person B is actually the same person interacting in different ways on multiple devices). Imagine not needing to ask a first-time, anonymous website visitor to share their email address if Lytics’ Customer Data Platform indicates an email address is available through email service provider (ESP) integration.
- Scoring people based on their behaviors (e.g., About to Buy, About to Churn, Binge User) with Lytics machine-learning technology. Lytics machine learning has been augmented by its new SegmentML technology (“Segment Machine Learning”), which can determine which people are likely to enter another segment (e.g., the 50 people among the Likely to Churn category who are demonstrating behavior that resembles those Likely to Buy). Unlike other vendors’ attempts at machine learning that examine only a few, fixed variables (e.g., “Has this person opened two emails in the past week?”), Lytics looks at more than 125 variables that automatically change dynamically based on ever-shifting consumer interactions.
- Examining which content (e.g., blog posts, product images, data sheets, etc.) individuals prefer by automatically categorizing content and aligning it with people’s preferences using the Lytics Content Affinity Engine.
Praetorian Digital Uses Lytics Personalization With Email and Advertising Tools
Business-to-business media company Praetorian Digital is a Lytics Personalization customer that still enjoys using the Lytics Customer Data Platform with third-party tools. "We’re excited about the launch of Lytics Personalization and the ability to quickly build one-to-one interactions with website visitors rather than exhaust our own internal resources,” said Alex Ford, CEO of Praetorian Digital. “In addition to ease-of-use and deployment, Lytics Personalization allows us to leverage our Customer Data Platform in new ways on our media properties and extend the personalization we’re already using to enhance our third-party email and online advertising tools.”
Lytics Personalization, Lytics Content Affinity Engine, and the Lytics Customer Data Platform (now with SegmentML) are all available to order. Screenshots of Lytics Personalization at: drive.google.com/folderview?id=0B4pLgmP38le1emtLNUhlUjJLS2s&usp=sharing.
For more information, please visit http://www.getlytics.com/products/personalization.
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About Lytics
Lytics helps companies automate personalized marketing experiences through the industry’s most advanced Customer Data Platform (CDP). Popular retailing, media, consumer goods, banking and technology brands use Lytics to execute one-to-one marketing programs that their customers welcome. Lytics is headquartered in Portland, Ore. Learn more at http://www.getlytics.com.
Jeff Hardison, Lytics, http://www.getlytics.com, +1 5037577311, [email protected]
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