Lytics, the real-time CDP, announced a new capability for customers to share data seamlessly between the Lytics Customer Data Platform (CDP) and Google Marketing Platform (GMP) through tight integration between the two solutions Martech News. This is a game-changer for marketers who need to target Google Ads more effectively and drive better ROI from their ad spend on the Google platform.
One of the biggest challenges facing marketers today is delivering and optimizing targeted advertising on third-party platforms. Lytics is the only customer data platform with a tag automatically available in Google Tag Manager that allows you to quickly start collecting the data needed to build a real-time single view of your customer. Lytics CDP has revolutionized the way that marketers see their customers by generating deeper insights into content affinities, behavioral trends, and finely targeted segments. With today’s announcement, Lytics has broken down the barriers between its CDP and GMP, giving marketers a powerful tool for more precise targeting of customers through Google Ads.
“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. “This is a top-of-mind concern for them so by integrating our CDP with Google Marketing Platform, we’re giving marketers a home-field advantage on one of the world’s most powerful online marketing platforms. As marketers move up the maturity curve, they can surface the 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.”
The integration between Lytics CDP and Google Marketing Platform extends across the entire suite of GMP tools including Google Ads, Google Analytics, Google Optimize 360, Google Tag Manager, Google BigQuery, Display and Video 360, Google Data Studio, and Firebase. Lytics CDP customers who run campaigns using GMP will now be able to:
- Bring Lytics segments into Google Analytics for deeper real-time analysis via intelligent reports in an easy to use and shareable interface;
- Automatically deploy the Lytics tag from Google Tag Manager to quickly start collecting web and mobile user data from Google campaigns;
- Increase efficiency by recognizing and suppressing existing customers as they convert;
- Optimize personalized campaigns by running test campaigns on Google Ads;
- Improve personalized on-site experiences with Lytics and Google Optimize for each type of audience.
Integrating GMP tools with Lytics is available today as part of Lytics’ Core CDP solution. To learn more about the complete benefits of Lytics + Google, visit Lytics.com.
About Lytics
Lytics, the real-time customer data platform (CDP), helps organizations create a single view of their customers. Organizations can unify data and surface insights in order for marketers to deliver and automate a personalized journey based on customer behavior and preferences to improve overall efficiency and drive growth. Lytics enables some of the most innovative brands including Nestlé Purina, The Economist, AEG, Atlassian, Heineken, and Yamaha. Headquartered in Portland, Oregon, Lytics is led by marketing and technology veterans who’ve held leadership positions at Webtrends, Airship, Tripwire, and Puppet. Lytics is backed by JMI Equity, Comcast Ventures, Two Sigma Ventures, Voyager Capital, Rembrandt Venture Partners, and EPIC Ventures.