• June 23, 2016

Lytics Launches Lytics Personalization

Lytics has launched Lytics Personalization, a Web-based product that helps marketers tailor their Web sites to individual visitors based on their preferences and interests.

Lytics Personalization is powered by the Lytics Customer Data Platform, which applies machine learning and data science to the act of building consumer profiles.

With Lytics Personalization, marketers can craft messages that greet Web site visitors in individualized ways. For example, a new visitor could receive a message offering a newsletter sign-up, while a returning visitor with an affinity for the brand across channels could see suggested content (e.g., a blog post, white paper, or announcement) based on preferences.

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 campaign builder, more technical staff, such as Web developers, can use the Lytics Pathfora software development kit (SDK) to further customize campaign features. Companies seeking more in-line personalization on their sites or native-looking content, can integrate their Web sites' content management systems with the Lytics application programming interface (API).

Lytics Personalization is powered by a customer data platform previously available with integrations with third-party software vendors' tools. The Lytics Customer Data Platform makes personalization possible by doing the following:

  • Integrating data around how people interact with Web sites, email marketing, mobile apps, commerce opportunities, customer-support departments, and more.Lytics Personalization does not merely examine Web site 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.
  • Scoring people based on their behaviors 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. Lytics looks at more than 125 variables that automatically change dynamically based on 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.

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 Web site visitors rather than exhaust our own internal resources," said Alex Ford, CEO of Praetorian Digital, in a statement. "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."

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