A Customer Data Platform Built For Marketers

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1 720 NW Davis Suite 400 Portland,Or A Customer Data Platform Built For Marketers Lytics is a customer data hub that lets you create and share segments across all marketing tools Connect Your Data Create Segments Target Audiences

2 720 NW Davis Suite 400 Portland,Or A Customer Data Platform Hub Built For Marketers Lytics makes it easy to connect all of your marketing data to create behavior-rich segments. Export these custom, predictive segments to your marketing tools to improve your campaign precision and coordinate truly personalized marketing. About Lytics Connect Your Data Lytics automatically stitches all your customer data together to create user profiles. We connect all your marketing user data from your tools in real-time. Lytics data science also helps you learn more about your users by building insights on your customers and revealing those insights to you. Create Segments Now that you know more about your prospects and customers you can use that intelligence to discover and create audience segments for remarketing campaigns. Lytics built-in data science automatically creates audience segments for you that are ready for campaigns, or you can create your own segments based on your marketing goals and insights. Target Audiences Take advantage of all your customer intelligence now and activate your audience segments in your marketing tools to improve campaign precision. p 1

3 Marketers Must Adapt to New Ad Opportunities The Ad Networks have opened up, providing marketers with access to onboard their own custom audiences for targeting and retargeting. This change opens the door for marketers to get more from their own first-party data and use predictive analysis and behavior-based targeting to dramatically improve advertising ROI. Learn more about the Lytics approach to predictive advertising on networks like Google, Facebook and Twitter with this guide. Current Trends in the Ad Landscape The online advertising ecosystem typically requires numerous middlemen to connect Advertisers to Publishers. Brands must purchase many tools and hire media buyers and specialists in order to stitch various tools, content, and networks together. Each additional tool and employee adds overhead and new challenges, reducing your return on ad spend. Onboarding First-Party Data Changes This Model The hiring of outside specialists and agencies gave marketers the advantage of optimizing ad spend based on third-party data and research. These specialists create advertising strategies that could deliver as much success to the client as possible. These models often rely on using remote demographic data, filtered and focused to meet the needs of clients. Now that the ad networks allow marketers to add their own first-party data, this means marketers can build ad campaigns based on how users interact with their brands. Three macro-level trends give data-driven marketers an edge on their competition: 1. Google and Facebook are vertically integrating the advertising supply chain: These ads giants are offering more of the services traditionally handled by middlemen, at a lower price. Marketers no longer need specialized, third-party offerings like data enrichment or cookie pools, for example. Ad network data is now open to the public, and is more accurate and valuable than traditional third-party data sources. p2

4 2. Google and other ad networks are opening Custom Audience APIs: Ad networks now make it easier to onboard your first-party data using their respective API s. Marketers can onboard customer data and custom audience segments directly to the ad networks, which means fewer middlemen necessary to build data-driven, personalized marketing campaigns 3. Greater focus on remarketing and retention: It s time for marketers to use what they know about their customers in order to better serve them. Taking advantage of first-party customer data to improve retention is more important than ever. If you know the right traits about your customers, based on their behaviors with your brand, you can reach out to them to reengage, incentivize beneficial behaviors (like more purchasing, or advocating for your brand), instead of paying to constantly reacquire them. How Lytics Navigates This Changing Landscape with Marketers With first-party data more powerful than ever in the ad scene, collecting your valuable customer data and interpreting key behaviors and insights puts datadriven marketers ahead of the pack. Let Lytics help you connect your marketing data from across your stack, create behavior-driven customer segments, and sync these predictive segments to the ad networks. Remarketing with Lytics Lytics lets you onboard your custom, behavior-driven segments directly to Ad networks for immediate remarketing. Use Lytics to unify your customer data and improve the ROI on your ad spend in five ways. 2. Create Engagement-based Segments: Know how engaged a prospect or customer is and use that information in your remarketing campaigns. For example, focus win-back incentives and offers only on customers who identify as inactive with your brand for some serious ads efficiency. 3. Build Predictive-based Segments: Know more about your customers and use Lytics data science to predict the best way to move them to purchase or return. For example, use predictive insights to increase sales and decrease costs by only targeting your most engaged users who are showing a high propensity to return. 1. Identify Content-based Segments: Use what you ve learned about your customer s content preferences, and build custom segments based on their tastes. For example, if you know that certain customers prefer snowsports, you can tailor your remarketing campaigns (from paid ad to landing page) to target similar people with products or content that feature snowsports. p 3

5 4. Coordinate Personalized Ads with Your Other Channels: Increase engagement and likelihood of conversion by coordinating your ads messages with the rest of your campaigns. For example, run targeted ads based on user behavior along with supplementary campaigns and website optimizations. 5. Target Users with Lookalike Modeling: Use Lytics Lookalike Modeling to identify users earlier in your funnel who look like ideal customers deeper in your funnel. For example, you can identify a segment of users who have signed up for your newsletter (but haven t converted) and have similar attributes to your most valuable customers. Target this group, which is likely to convert into high-value customers, and also know what key attributes they have in common to inform your ad content. Lytics Delivers Efficient Acquisition with Lookalike Modeling It s time to acquire new customers using your hardearned customer data. Find new customers by honing in on the behaviors that are similar to your best ones. Lytics lets you build segments of these promising customers for targeting on Google or Facebook Ads, for example. Better acquisition awaits. Once your custom segment is within Google or Facebook, each network will use their rich customer data to identify people on their platform that share similar attributes to the audience you sent from Lytics. This means targeting new customers who will likely behave just like your best customers. Lytics makes it easy for any marketer to gain this predictive edge with their ad spend. How Lytics Supercharges the Ad Networks Google Ads + Lytics Lytics brings a predictive edge to one of the world s largest digital ad network: Google. Use our simple integration to sync custom behavioral segments to your Google Ads account. Google Ads will match audiences from Lytics based on anonymous cookie IDs, addresses, and other identifiers from your other marketing efforts. Your Lytics segments are available anywhere in Google Ads where you can target an audience. You can continuously update the members of each segment, so that as new activities occur in your marketing channels, they will be reflected in your targeting efforts. p 4

6 Facebook Ads + Lytics 64% of Facebook s 1.3 billion users sign in every day to stay updated on the things that matter to them. Many people use Facebook as their source for information and recommendations, and it s important for marketers to take advantage of this highly engaged audience. Lytics delivers a predictive advantage to Facebook Ads users by importing of your first-party data on the Facebook platform. Any segment that you build in Lytics will be available as a Facebook Custom Audience for targeting or remarketing. Twitter Ads + Lytics Over 284 million users come to Twitter each month to connect with their interests. Taking advantage of this highly engaged platform can drive more traffic to your site, increase app installs, capture leads, and grow your community of followers. Lytics Twitter integration helps marketers deliver a new level of precision with Twitter ads. Adroll + Lytics Combine Lytics advanced segmentation with Adroll s simple interface to coordinate retargeting efforts across web, mobile, Facebook and Twitter. Adroll will make sure that you are getting the best ad inventory and Lytics will make sure that you are targeting the right people with the right message. Visit our Website to Learn More Take a closer look at Lytics ( the customer data platform built for marketers, on our How It Works page ( If you have any specific questions, you can reach our Customer Success team at support@getlytics.com. p 5