Lyris Rolls Out Lyris One

Marketing software provider Lyris today unveiled a new cloud-based marketing automation platform, Lyris One, designed to help marketers leverage customer data from structured and unstructured sources as they create, manage, and test campaigns.

Lyris One analyzes customer data from various sources, such as social media, email, mobile pages, and enterprise applications, to enable marketers to create engaging marketing campaigns. Providing multichannel messages that are consistent and relevant is crucial for catching your customers' attention, maintains Alex Lustberg, vice president of marketing at Lyris.

"Customers don't think in channels, they are the channel," Lustberg says. "Lyris One lets you build customer profiles, analyze the data through marketing analytics, create intelligent campaigns, and automate campaign testing. You could buy these as separate pieces [from other vendors] but being able to deliver data-driven customer engagement across every touchpoint is critical and not easy to do if your systems aren't integrated."

Based in Emeryville, Calif., Lyris is known for creating the Listmanager, an electronic mailing list managing system designed in 1994 that lets users forward an email to numerous email addresses. The company currently has more than 5,000 customers, which include NBC, ESPN, Harvey Nichols, and Ryannair.

According to Lustberg, Lyris will continue to focus on rolling out advances in integrated messaging systems, automated sequences, and other features for the platform in addition to content management system enhancements, to make it easier for marketers to engage their customers.

"Big data are now table stakes," Lustberg notes. "Marketers need to understand their customers, and customer experience is paramount."

CRM Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues

Related Articles

Lyris Launches Three Digital Marketing Apps for Its Customer Communications Platform

The mini apps are built to connect and extend Lyris capabilities across the enterprise.

Preparing Your Business for CRM Success

An effective strategy calls for accepting the need for change.

Gartner Sees a Rise in Fake Reviews

Online reputation defense is a growing market, according to the research firm.

IBM Launches Cloud-Based Marketing Center

New service combines analytics with real-time marketing execution capabilities.

Really Simple Systems Adds Email to Its CRM Systems

Users will no longer need to use third-party emailing systems.

Awareness Adds Scoring to Social Marketing Automation Suite

New features let users define their own segmentation rules and more.

Eloqua Pulls in $92M from IPO

Marketing automation vendor gains more visibility, ups ante on competitive industry.