User Profiles Introduction

User profiles in Lytics are central to enabling 1:1 marketing personalization. Each user profile is the living record of an individual that interacts with your brand. These profiles provide a view of your customers across the channels you have connected.

All data that comes in through data streams gets processed as user fields. Each user field becomes an attribute of a user with unique identifiers linking data together through a process called identity resolution. This process will automatically create rich, multi-channel, user profiles.

Most metrics on Lytics are framed in terms of users (e.g. the total size of your audience is equivalent to the count of all users in that audience). This is different than other systems that report in terms of impressions and sessions with unique visitors available as an option. Furthermore, Lytics provides behavioral analysis to predict user behavior and content affinity to help you deliver the ideal content and experiences to individual customers.