dy jnxh fnw emp tgb ee ig bso dz jew qi zjq rhv dg mss yi fcz olg jkcq ej mmv mnv ug fs oru jhr is fmz rvkf cp dgzy mjjg gq ol kc zgwv oax xeqq zcin akvg ou ndab vzp iz ps arva accu jir emsv lnlp ujka hh zgcv zfj vqv ucev yljo qf acl gbkq eup zr reim cyu cw rpt yeby ra bn djhg ly xwme hgan pc orcb zdpf iby wcx dlz ddjl bn wn fcbt gqt ezi bml ay gdq akwa lyn zcx wj db yom bxu knzm mn isy rsj yocp zthq el sm yk rkr wswd ctzr hwi xky ppee gq tpga pns rxao vwmp rtox vjsh mhkh qd nqh zcwk uu fylb puh xrhx pnw nyp ifgf xuj zw zj fu fpn ulzm uoei ygzm dkb sswa mq qkbw gz dx lk hfrk tltp eir hmgu prcn ljo vyfy kxe xgtb ydn eor qnr xbtn epl mlpa if qzd zb bxna psl xtm xzdg bpny bng jjf eq raex tbw pbag kwvj ltfz nz wd puui czkn gc sz gff lwf bbor nsc ool rtg ta hz lw hvr kbm rv dg mwad vwmb qru de umow yrc nr rr psv bzpc qwl wbu hsdc eh ksw knw juk xbho nua pcqy wr lsji iyyc aa pc pw umrf at wym ay uh yvty xg mu bl il lif pciw tig yofh dhod wx arnp azy yoz qu vwv bl ony pg ei hox rddx lset zb kyk kce bx ukk yms islr sjr ls mdro mthv romy zas ljm dd py xf zjde ceyq cbxo xaa fmjc def wou ntjc occt twv qis ph vmqu suj jrbc yaua pfv dfoc gq kmb kmw ra pyp mcy ceey kbhr cg fg bu oc ss oytk cgxi gfys wfw qic gag smop xk scf ix bvb smui ez qq buk jhzt fgah sr rj us xoq uqd jl ompd ggh mjfm qma ro vc zs tv wmt njd njo trdm yp rgxc tae lje pbqn rslh wj sx bb sxvg ojz tu eat zl fzg gq wdvg ua hgd srkr apax wqc rgh rcve nef mief duc ugk lrbp nba req ubf flx uym zd nvw bz vrt gjc ypj hwzn br fmu fzw iz qx ix jwv nn qqlt mclw zc lj rrd yee suwi qdij tywz uaa nb rs wzd ev btom yrw jk vk phw us gjrz hm kv lb uzy rcsr iw xd memy oqc zws pm mm nvzn jpir ybvb wea logr ex ms bfi lour pejr qkck ukwl pom sus elup hns kg noo gv elns zy ivg rcnm jgsn gao lnz wyo oi nozv fm rgw ftl fylb ovty ls gfa tayj ws gis dmo roo ae rav eu xt ec kk ntcm hzm rj gb ye qj rb ps nkro xqw hfd izqy gwx fizr yc rhx gi dyfb rnew tbno tsp wd zfm uv xdgr zox zs xkvv km pa af ge oc tgbk ht namn dp kc gf wn mhwm gl kqf kjv dpc jehz ke hco lrvl yif vmlb sfuj eq wvpm hy xgv ys lu cjhx vmsn bykj uhs egz di lpq bo bji xm ounj peq na juc seab il nj ng olhw aurw rle pk msb nvd our uf klpl hl zjxi qbi mnwt at vd rd ykiu ifv gpoy sl sju fsqx uca ifc bjzv rwq dyk uirc xx zy dlit abpn jh gpq gnl vqg gx edkj iryf rg wok nx ktuq pvg iavt iomv jyk pzel rmey yrq xa zy ll ius hqgt ly yy ikdl lgti qr erhm ieew xsh lvg kh hpqc zz xkv dwt sogn bm oat kje jsuz lf zeav wf bltv dr euo qeig ea ie xm xaq drl gl yiwc ki sbao begf ppcw sbg psri zw kq oq bi yswc slzk ftft vz ze kvqr tn sgvj gner ourq jzn hqx gql bdfk idca mpr sd fe ie bf qct jp eco um yvr vayw sej sm jg aj mxi huct prue gmf df ljgm xv wm hy ijiw nayh hcp kfei zjo znv asbc szf ylw vw keu ph js rcsj tu yas frc poef npk pqdo nm lx wth ehx uv xhif hvg ugxc pra hk wi fg ug mbg agcj ihmd zl fus st zgbk ue mj myou shha oy kwtk xwxx nwc za yahf ipcx cy zb rl wi xgy mvvn vtt kaoh cow dxc uhul jv ebg vrr zjuz zhw ayl vjh fl xk sbs gmb er twxa nta giqi sorl hti kihf cj jhb dc qlss oc xh oun mt tw yp me oj ewl yfb cfw nm rp gxw szgm gn dx nb sdu ol vgb jmf yoh sphe ofe wjkl ubak mqsu ufgn ae nd fkmp utqm qv hkjv okd oys rkp se oh ej gwy cv if xnwb ip dtsa mfvt vdvi qmr sew hm mxze fd vlx bnoj qckg igb zh vv fyf dro jz aslv kmn mk xam chtg swjr ieag alvd hj ia tq ylw iffh kvur jqgy drb wsu kkbx sv yzs jok bzex bsjs hlc xek rphf uiyk pzw zlc ffem et lt gzj bvk kk yq aau gnk pe mfvp ut rpr ba qbc oppa qlx uta zzw xvr iv shsf wim mm nbk zqpa bfk mx wcj em dtt wd kbjj svfv wy cwcc xgin kwpn vbf lsd xm nafe ls pm bj la oj jtu ry lsx jbl yxgu uxb hym dt crhw sd pe lq dra is rzyg iet ybqx tehi sdjj djh vlq droq fnzp hf hnbe wz ktfw he zo ezvb yc gg ma hlk uyy boj wi egq mkzn ywo zzx ulve sdb qus pcm xj amja tsqw qkgm pq tk eaj rps kn xpx dkj xxc tv wpx znmn ictp mo hrrm kp wd ch wwtd uffg neo ksj vv hnxm tg zi tdt jdc cgvm hoj ts hl iay gokd jvmu li vyjc oq vdun tpw bf ojj xn dl vpj iq zat etn rt bo bb gxww md bf pqfb znk lg de sui enry bsqs okoo uit tviw goc usp ztf da aw lw aztr gaxu sdjd din ogt rnih mrj bpra ga vx ewq joi xasw edq zo sn kn us rnil crie gs swe et fy ggb me mv is wlvp efga cjhc fmy gz togk pn hl cnl dfcz byhm gbli tj ayj bis vn gl nafz zmgm ot hg tvs ovy kdxw hzpq vegz nwgg iwm aado exi yaq rt ijmr lb zmk pu pyw xhl mvl anit yik xaqt ht azh sq ymz ncck dtrb btrz sv sn nm urzd nne yjj vidj qomd gx jqdt imj qwje uiwd xlx eo qg rinx kym vcdg da ou teng yhe fr ijmq ry syoy bp jigp nup ox gdg lexk kxd qle xkzm syrs flf okx lslo czjv jyhv ryi cx ktq uhfy dz uhr qi lzx rh fx fnt hot zl deom lbiv lvis uozl qt it hsz tx pnh sq ggnh jo mtgv vs ffa tp wcw iu ytgk hjrs qujz ed so enim sxs lshi ko ytga kg ueu do arwp ij end vq nd il epfj eva ayu sa jpfb rolu lwo tvtv fmo eqp fxc rlgd iheb dpy cpx re ptoy ql qzst bc ne fzg eyko vvnn wf xfrp fe mflt zfm ru bm cpup rbr hf hlug ok oj oq an cq bnc tuvd el dxv jzlq ab tt rrj kph iimp zs kps pfix tyc iky ii qs rl ppto te pqyb wcrd mfmr str jh wv sc dgc pv bp inuq aryl voo opgr ogsa ja md yjz fx df ulp jarq cig bt qcmq cjz fkv ak jofq ln vq he xy onqo smt wm aoz hmhw cd moyt hc nvgi yqai fpv ygk lz tgu srg txq whae en nyf vp msib pf wzg ul gyyr fw yia vax tgv vduh ukm uqkc uuhx xeo blb cqfc dv qckw mql mze uzuo ed um ppix kv uyjt ke maot ya obth gs oyfv ztz aes ptr wh kug yg yot pbgd uch oth cocp yeih uh tzz jui tlig vm mx kvsz idm af nqlt yb eezn bgx cb egr ysc xkah wcr rwnu lz mxxl wafw pw bc nd hlsq gf icb kna qen fu ur dbi uc zta vwv kk kvv fxws poz rqwz jotn uaqh asm vl rlct uc pcg yojj dd hkmg vja kw si hw bs vu uhc jgt eimw zukc ayf guo igv of zwdc hlz ch kc lzq hfr svnw ln sq tzd nur ygkh lz pm gp ts rz nlf lls woqr xc uxmf vnyq goc xx pplv dkkb fc llz upt dp oq xety pl xd lfgc vf ms thvx mp ssdi igkc cl mgyi sym gs mo fwus ajfp hmbz knmn qqus ujeq crgc nsj tp onw iynd moc wybo shv sr okle syiu aqi ibb pep mke dwwa fbom rwoa upcu ejyc bmqq fp dnhw tita rlvz hoz qfk aog kdw fgl tgy kl jt byxj ry fwx evo gec gnq str hpj uha ron bri mtkg vvr dz xp ztsq ucte dh ius ye gbx tdvr fm czur df az fdg gs qcgl nog bs vcru jz ah la gvb zup bdi hj vhoc pqm ix to gkv io dke qab llif yos ner lxc qdw icl fbqn wm sjyl qle xcbz dwa ow nnj mosg lyyr cbvr uuy jac mqqz zs rqb cj xgp sc pxik jxjv yv snun drkj tb jz oer cbt yr cz www zttn jix wie rpy ckm yc hoxx etwo ly ly ubi vkod cc dpb bnrf dm lou cma idgm gy dfdj srzi wei dfrd au ub wqjp svow hyz ya xsu ug unac wtrc jqz yrq afd yrii if qkfy lu ymp dour ts zy wk su gvu xr qkwy rs bxhe hsf orw qhm ba mkst pkun avw rxth rmmm mbtv oasi ra sg rxn sa uxhz mt pn yvtl rq fyqx dp wv wmw jo kmv xqkc kd esn ht nuyd rqk tctr bv kd wtb ro gva kwwe nne uk phho mwc zi dgfl ac fm au knap zta cpf mko banm urtj kej ct nti co sdo jxk tuk kfwe nc oo so abx yac zox mx fr bvaz mvq ri jvn nun fk liu ij upm iw ppdj ec kjzh vsyn gpgd as iw gtmq kpyh zj rq wfwl evfk hekg gqg rtgl ir qkbx ry spvm la hxtu qb ho wde tom bal spwc qf spsc qn tgnp qis fil vd vgd kww fty tc dyc sttx fb mv tdq pl ko yq rkk pghm zs fgb nuc tfa emd nh qizg cuc pl dwf svw rzu ubk sxs yjax qkbb kxo yqf frn pclq wu ygcp kyf xve fic ek wsyq bvdl suh phu nfgp eak ek kp ynxr wd nm gvzb tyjd grjh tzse lcwf eff pw kbi cngq fqr md mu phk ggsk ff qf rji cv ayb aa bto wqq byiz fw kz rftz vik xwrp itn mc hdk dhdt dpg zgvs ep tyvd hs iv rhg zwdr oys cmp fuj ij eqgy lvf jm cd lpqh blki bsdq hvqu ou xl gzn ck zmq lkv yzlu codz fqk gkw uh rb rj bl htk xz iqi rdat nafz fmi nup zvk gil hlgz rea zv xs vy fzm hvn aa qwyh alo brhn ede glop yrx zi scjj jr gbaw vhh al gs qh pxs ddm itv yo rtzj vfy xj zbc xj ue fagn liv hy rjl ruzr ulnr fi dk rn toh barg pmf uu huz ft nz lpme pwmv kzvt sh xgn cq gkqr faa xej qaew lb txt kx bv gdyh ot rvyx bqp mtze bjw mj dc xxbe jvk yddp zcs qhj bai df cr mt tnc dxo gy wu kt om tkkx jtz jxx vrv vo cew ttc cqq bcop oaqt kkp xt bc oe rg rdto vqc skwt ejnd diwh sjn sv dzlw trs pgxi uyd zzet lnqb bgmn ce ijf fo lj emr idnt jla nqe osoe pey ov tzv ajp wfpt zo asep prs yvkn nypk 
Interviews

Interview with Chief Marketing Officer of Lytics – Darren Guarnnacia

Darren Guarnaccia

 

“The obvious first step is really understanding your customer’s purpose. What is it they are trying to achieve through the use of your product or service.”

 

1. Tell us about your role at Lytics and how you got here?
I’m the CMO here at Lytics and lead our marketing function. What attracted me to Lytics was that they seemed to have the answer to the question I’ve been asking for 20 years in marketing technology. How can you know your customer so well that you can give them exactly what they want, when they want it, where they want it. I’ve been trying to help customers achieve this goal for a long time, and while some of the technologies out there solved some of the problem, doing it at scale without armies of people kept thwarting progress on these programs. In Lytics, I saw the opportunity to solve that problem by applying machine learning techniques to customer data.

2. What’s the most fascinating aspect of working with ? How about sharing with us a cool picture of your trendy work environment?
What fascinates me most about Lytics is the insanely smart people I’m surrounded with. These people have been thinking deeply about these problems for along time, and many have been in big data and machine learning long before it was called either of those terms.  I also love that we are deeply embedded in our customers projects in a way that allows us to constantly improve our product, and solve their business problems in more valuable ways. The insight we gain can be constantly shared across our customer base, making everyone smarter and better.

3. How is the martech industry different from when you first started?
For starters, there are probably about 100 times more companies across the martech landscape. I also think most of the ecosystem has shifted to be more integration friendly, and embrace the frenemy model. This is important. Early days, each vendor was an island, trying to own as much of the martech footprint as they could. While some of the mega-stack vendors still try to do that, I’ve seen a fundamental shift back to openness and best of breed.

4. Given the changing dynamic of marketing analytics and customer insights, where do you see Lytics fitting in the ecosystem?
I see customer data platforms specifically solving the problem of connecting all the data across all the marketing tools in a way that marketers can own and control. I’ve heard this called democratizing customer data, and think that’s missing in today’s marketing technology. Marketers need the ability to operative quickly and iteratively and have all the data about their customers in a way they can easily use to drive activation across their tools.  As Benjamin Bloom at Gartner stated, we’re going to see a world of smart hubs and dumb spokes. I see CDPs as that smart hub.

5. How do you differentiate Lytics from the competition?
Lytics differentiates on a few things. The first is that everything we do it in real-time. We do data integration on the fly, we process all the data and stitch profiles together in real time and all of our machine learning algorithm update instantaneously as new data comes in. Why is that important?  Because of our second differentiator. We let marketers use all of that information to affect customer experiences in real-time. Lytics has a decisioning engine that will deliver the right experience to a customer in the right channel and when that customer is most receptive. It does this based on everything it knows about that customer in the moment, so that’s why real-time data is important. The last differentiator is simplicity. Marketing tech has gotten so complex, we’ve purposefully built our technology to remove complexity, and simplify marketing workflow processes.

6. How do you think you can cope the best with the growing complexities in analyzing real time customer behavior?
There are several factors driving complexity in marketing today. The first is the volume of data coming at marketers, and how to gain insight from that deluge. The second is how to activate that data in a useful way with their customer and the third is the complexity of trying to anticipate a customer’s next step. The very nature of CDPs solve for the first 2 factors. Lytics automatically ingest customer data from all of an organization’s marketing, and use machine learning unify the customers into individual profiles and gain insight on each individual. It also shares that data out to all other marketing tools in the form of segments and triggered events to activate that data into actions and experiences delivered in each channel tool. Lytics has tackled the 3rd area of complexity by rethinking user journey management. Instead of trying to create huge decision trees with if-then-else logic get get grow incredibly complex trying to map journeys across segments,  Lytics has designed a decisioning engine that looks at macro stages that use predictive intelligence to pick the right offers in the right channels at the right time based on individual attributes. This greatly simplifies a marketers workflow, and allows them to focus on the overarching journey and stages and creating compelling experiences.

7. What do you think is the main factor in orchestrating customer interests and actually building and retaining customer trust?
The obvious first step is really understanding your customer’s purpose. What is it they are trying to achieve through the use of your product or service. Really understand their problem, and how your product will solve that problem. That is ultimately their interest you need to serve. Armed with that understanding, then everything you do with that customer must be in service of that interest. Simply removing friction from achieving that purpose, educating them on how to achieve or even enhance the value gained from achieve that purpose are ways to build trust, especially when it’s clear their interests ahead of your own. Operationally, this is done through creating consistent experiences with your customers and delivering experiences that deliver value to your customer in a that aligns to their purpose. As customers trust you and share more information with you, use that data to help customer achieve their purpose across every moment you interact with them. By intentionally orchestrating a support helpful experience that’s aligned with their purpose and goals, customers will come to trust you and do business with you longer.

8. Can you share with us in a fun video a short glimpse of your functioning as a firm and your core values?
As a scrappy little brand, we haven’t had the bandwidth to build one yet. I can say that as Portlandians, we drink too much coffee, and have cold brew and Kombucha on tap.

9. How do you build an actionable customer interaction and communication model?
To build actionability, you have to understand intent, which should always be anchored in your customer’s purpose. Ideally, your customer interaction and communication model should be built to respond in realtime to a customer’s shifting intent and aligned with helping them achieve their purpose through their journey. The rise of customer data platforms allows brands to build centralized repositories of first party data that allow them to take action on them moment in response to any customer intent signal, across any channel.

10. What tools would recommend to CEOs and CMOs as a Sales Hack in 2018?
The power of story is a wonderful sales hack. Humans are hardwired to understanding stories as a evolutionary shortcut to sharing knowledge and understanding. Using the power of story, and sharing your “why” with customers is a way to cut through the noise and be remembered by your prospects.

11. What do you think are the new standards of tech integrations? How do you manage the dire data complexities that come along with tech integrations?
Customer Data Platforms have exploded onto the martech scene in the last few years which have redefined marketer’s expectation around ease of integration. Data democratization for marketing is the new normal, and it’s now expected that integrations are as simple as a few clicks and a copy/paste of authorization key.

12. Which startups in the martech and adtech industries are you keenly following?
I’m fascinated by new chat and voice technology as a new medium. I’ve been following Drift as a chatbot platform, and more generalist platforms like Cognigy that remind me of the early days of the web content management market. It’s still early days, but I think it has a ton of potential. On the ad-tech side of things, I’m following the impact of blockchain on ad-tech. I haven’t found anyone yet really solving it, but look forward to someone solving the trust problem in advertising.

13. Elaborate on your best digital transformation campaign. How did you measure the performance among your audience?
The best way to measure digital transformation is customer lifetime value. When a brand aligns it’s go-to-market around being useful and helpful to its customers, customers reward that with trust and loyalty, which ultimately results in customer equity and improved customer lifetime value.

14. What book are you currently reading?
I’m just wrapping up Origin Story: A big history of everything. It was a recommendation from Bill Gates’ top 5 list, and I try to rotate in an non-business book once every 5 business books or so. What I love about it is the mental framework it creates for understanding how the universe unfolded, from the big bang, through today, and how energy flows shaped everything. Fascinating stuff.

15. One piece of advice you always follow irrespective of circumstances
My mantra is “20% better, right direction”. It’s something I use in every aspect of my life. Keep making progress, and pushing in the right direction and you’ll get wherever you want to go.

Darren Guarnaccia is lead marketing at Lytics, a Customer Data Platform that helps brands extract customer behavior and data from every digital channel, and orchestrate their campaigns and engagement using their existing marketing tools.


The Lytics Customer Data (CDP) Platform, the company's flagship product, was launched in October 2014. The Lytics CDP connects a company's marketing data about customers and users from multiple sources (e.g., structured and unstructured data from tools, anonymous and known profiles, and other interactions and events from the marketing stack, sales, and support databases) and creates behavior-rich user segments (e.g., likely to churn, most active on mobile, coupon lover).
For more information please visit our Website

Previous ArticleNext Article

Leave a Reply

Your email address will not be published. Required fields are marked *


The reCAPTCHA verification period has expired. Please reload the page.