Lytics specializes in managing cross-channel data. The recommended start point is web data, but this really is just the beginning.
To maximize the potential of campaigns, even if these campaigns are only running in a single channel, they should be targeted at users using cross-channel data. This awareness is what makes campaigns efficient and personalized.
For instance, maybe users who are already on the mailing list don't need to be hit with a sign up campaign.
Maybe users who have stopped shopping need more promotional emails.
These types of campaigns are especially effective because they are cross-channel aware.
Read an overview of how Lytics integrates with other marketing tools, or find a relevant provider in the navigation to get details on that specific integration.