Lytics now integrates with Google Marketing Platform to enable customer data-informed campaigns
The CDP's integration spans Google Marketing Platform's entire suite of tools.
Customer data platform Lytics announced this week it now integrates with Google Marketing Platform’s full suite of tools, including Google Ads, Google Analytics, Google Optimize 360, Display and Video 360 and more.
Why we care
The integration makes it possible for marketers to target ads with their customer data housed in Lytics and improve retargeting efficiencies by recognizing and suppressing existing customers as they convert. It also enables real-time analysis of Lytics segments in Google Analytics. The Lytics tag is also now available natively in Google Tag Manager for easy deployment.
“Our goal with this integration is to help Lytics customers execute more precise targeting and increase ROI from their Google ad spend,” said James McDermott, CEO of Lytics, “As marketers move up the maturity curve, they can surface customer intelligence they’ve gained with Lytics to understand how customers are engaging with content, why they convert, and know what’s working or not.”
More on the news
- The Google Marketing Platform integration is part of Lytics’ Core CDP solution.
- Lytics launched an integration with Salesforce Marketing Cloud in November, giving users a more full view of the customer journey.
- Earlier this month, Lytics introduced new product packaging and pricing option so that users could choose a plan that best fit their data needs.
Customer data platforms: A snapshot
What they are. Customer data platforms, or CDPs, have become more prevalent than ever. These help marketers identify key data points from customers across a variety of platforms, which can help craft cohesive experiences. They are especially hot right now as marketers face increasing pressure to provide a unified experience to customers across many channels.
Understanding the need. Cisco’s Annual Internet Report found that internet-connected devices are growing at a 10% compound annual growth rate (CAGR) from 2018 to 2023. COVID-19 has only sped up this marketing transformation. Technologies are evolving at a faster rate to connect with customers in an ever-changing world.
Each of these interactions has something important in common: they’re data-rich. Customers are telling brands a little bit about themselves at every touchpoint, which is invaluable data. What’s more, consumers expect companies to use this information to meet their needs.
Why we care. Meeting customer expectations, breaking up these segments, and bringing them together can be demanding for marketers. That’s where CDPs come in. By extracting data from all customer touchpoints — web analytics, CRMs, call analytics, email marketing platforms, and more — brands can overcome the challenges posed by multiple data platforms and use the information to improve customer experiences.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
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