Lytics adds cloud data connection feature to improve ad targeting
Marketers will be able to create create custom audiences for many advertising platforms.
Customer data platform Lytics announced today that it’s offering a new tool that allows users to enhance their advertising campaigns via cloud data warehouses. The feature, Cloud Connect, is a freemium offering linking to Google Big Query, Amazon Redshift, Microsoft Azure, and Snowflake.
The tool will let marketers generate customer audiences using a SQL query editor to better connect their campaigns. It will allow them to activate advertising segments across many platforms, including Google Ads, LinkedIn Ads, and Amazon Ads.
Cloud Connect’s free version gives users one data warehouse connection and one ad network. Those who wish to use it must create an account, which can be accessed via Lytics’ website or the Google Cloud Marketplace. There are also varied subscriptions available to meet specific campaign needs.
James McDermott, CEO of Lytics, said the CDP industry must think about how their customers can manage and activate customer data, and that Cloud Connect can fill this role using their customers’ cloud data warehouse.
Why we care. One complaint we’ve heard about CDP implementation is the need to move data from the data warehouse or lake, and other various silos in the organization, into the CDP so that segmentation and activation can take place. Lytics is leaving data in the data warehouse and inserting itself into the architecture between that warehouse and the campaign activation level.
Cloud Connect offers improved regulatory compliance and security capabilities, which can give marketers a leg up in audience targeting. And gaining this fuller view of customers’ data will help them provide greater personalization in their advertising campaigns.
With the deprecation of third-party cookies and data privacy legislation, marketers must find ways to understand their customers’ interests in compliant ways. Lytics’ new offering seeks to help professionals generate more relevant audiences with greater access to customer data.
Customer data platforms: A snapshot
What they are. Customer data platforms, or CDPs, have become more prevalent than ever. These help marketers identify key data points from customers across a variety of platforms, which can help craft cohesive experiences. They are especially hot right now as marketers face increasing pressure to provide a unified experience to customers across many channels.
Understanding the need. Cisco’s Annual Internet Report found that internet-connected devices are growing at a 10% compound annual growth rate (CAGR) from 2018 to 2023. COVID-19 has only sped up this marketing transformation. Technologies are evolving at a faster rate to connect with customers in an ever-changing world.
Each of these interactions has something important in common: they’re data-rich. Customers are telling brands a little bit about themselves at every touchpoint, which is invaluable data. What’s more, consumers expect companies to use this information to meet their needs.
Why we care. Meeting customer expectations, breaking up these segments, and bringing them together can be demanding for marketers. That’s where CDPs come in. By extracting data from all customer touchpoints — web analytics, CRMs, call analytics, email marketing platforms, and more — brands can overcome the challenges posed by multiple data platforms and use the information to improve customer experiences.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
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