Understanding Lytics / Product Documentation / Data Onboarding and Management

Onboarding Data with Integrated Marketing Tools

Lytics offers a pre-built integrations for many of today’s most popular marketing tools to ease the onboarding and exporting of data. All data collected by our integrations will be automatically mapped and added to user profiles in real-time. In addition, many of our integrations will continue to run and stay up to date as data changes in the external tool removing any need for ongoing maintenance. Integrations generally fall into two categories, client-side or server-side, depending on how they communicate with Lytics.

Client-side integrations

Often referred to as "JavaScript enabled integrations", client-side integrations involve our JavaScript tag collecting data in the browser session and transmitting it to our platform in realtime or sending it to the integrated service. Examples of this type of integration include the Lytics JavaScript tag communicating with the website datalayer (where it can sync data with many third party vendors), data management providers (DMP) (where a tag or pixel is called from the browser and transmits information to the DMP), and personalization tools (where JavaScript in the browser connects to a personalization service to determine content presentation on a webpage).

Client-side integration setup

These integrations require setup outside of Lytics by adding a tag or pixel to your website or configuration within your marketing tool. Once setup, and the Lytics JavaScript Tag is installed, data should begin to flow between Lytics and your marketing tool. Lytics customer success, engineering, and support teams can assist with setup.

Server-side integrations

Server-side integrations involve marketing tools establishing connectivity directly with Lytics. This is often accomplished through REST APIs, webhooks, or secure file transfers. These integrations allow for everything from realtime transmission of data such email open activities from email service provider (ESP) tools to scheduled or ad-hoc bulk uploads such as the user profiles and histories from customer relationship management (CRM) tools.

Server-side integration setup

These integrations can be setup from the Lytics Dashboard, found under Data > Integrations. Each of these marketing tools have specific instructions for setup found in our integration documentation. Generally, you will create an authorization giving Lytics access to the marketing tool, select a import or export option, and then configure any options such as what data is imported or exported or how often the integration should run.