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.