Understanding Lytics / Product Documentation / Getting Started

How does Lytics work?

Lytics solves a major problem marketers have: making use of customer data across all channels in real-time. When someone visits a site a lot but hasn't made a purchase, that is captured. This makes it easy to respond by sending a targeted email. Perhaps someone has unsubscribed to a mailing list, but is still visiting the website. Lytics makes it so these unsubscribers get promotion alerts on the web, but active email users don't. If someone is already deeply engaged with a website, Lytics makes it so this user can be removed from a remarketing pool to reduce ad spend. When cross-channel data comes together in this manner, the doors are blown open for cognizant campaigns that are great for a tight budget as well as a good user experience.

The process can be broken down into three main components:

  1. Data Collection: Data can be sent to Lytics from a website, through an email service provider, a mobile app service provider, or any custom data source.

  2. Segmentation: Data is filtered, merged, and aggregated to create user profiles. These user profiles can then be segmented to create highly flexible targets for marketing campaigns or further analysis.

  3. Execution: Segments can be used through web personalization campaign execution from within Lytics, or exported to one of many third-party tools for email, ad, or any other type of messaging execution.

How data gets collected

Lytics is built on a general purpose data collector that can be utilized in many ways. Most importantly, every event sent to the collector gets stored as is. Lytics aggregates data, but never destroys data.

Most commonly, data is collected through the Lytics JSTag (which collects behavioral web data), and through any of many out of the box integrations with third-party marketing tools.

The Lytics JSTag will cookie a user and collect information such as:

  • Time of Last Visit
  • Time of First Visit
  • Total Number of Visits
  • Domains Referred From
  • Devices Used
  • Last Visit City
  • Timezone
  • URLs Visited

The Lytics JSTag (JavaScript Tag) can also be used to manually send additional data. See onboarding web data for more information.

Lytics integrates with dozens of popular marketing tools to collect information such as:

  • Email opens, clicks, and unsubscribes
  • In-store and on-site transactions
  • Trouble tickets
  • CRM Information such as subscriptions, account history, etc.

The data collected varies from integration to integration, but each integration connected will result in even richer user profiles. Read more about Lytics integrations.

How profiles are created

Lytics stitches together information collected using known identifiers and helps to define user profiles. Each new identifier creates a new user profile. Profiles are merged (and thus made richer) by linking events. Example identifiers are:

  • Cookie ID
  • Email address

A linking event is any event that has two or more identifiers. For instance, a login event would have both a Cookie ID (because it happens from the browser) and the Email Address (because it's required to log in). Now all data associated with the cookie id is merged with all data associated with the email address. One user profile consisting of data from two channels.

An example of how cross-channel data gets collected and linked together

There is no limit to identifier events. This diagram shows a common way that data from many channels gets linked together to create a single, cross-channel user profile.

Read more about User Profiles.

Working with User Profiles

A simple user interface allows marketers, analysts and technologists alike to create segments from the collections of user profiles. A rich understanding of user segments is possible, but what excites marketers most is the ability to use these segments seamlessly in targeted marketing. A segment of users can be exported to an email provider, to Facebook, to Google, to AdRoll, and to several content management systems. Most powerfully, these segments are kept up-to-date in real-time. Furthermore, Lytics has the ability to present users with targeted messaging on site with hyper-relevant campaigns via our proprietary JSTag.

Recommended starting point

Lytics recommends starting with web data and web personalization. This is quick way to utilize behavioral data, audiences, content affinity, and of course web personalization campaigns.

An account can be upgraded at any time to allow for more data sources and execution channels.