Descriptive & Predictive Modeling Introduction
Lytics uses data to create more data through a suite of data science techniques. The purpose is to synthesize raw, impenetrable data into something insightful that can be utilized effectively in campaigns.
This synthesis, like all data in Lytics, is applied at the user level. Where aggregated analysis may be helpful for looking at trends in customer behavior, user-level analysis can be utilized for one-to-one marketing. Much like how the Lytics Content Affinity Engine allows for immediate targeting and execution using content affinity audiences, Lytics descriptive and predictive modeling allows for immediate targeting and execution using behavioral analysis.