Decisioning with Lytics

Quick primer on how Lytics thinks about marketing decisions and which Lytics features support different types of decisions.

What will I learn?

• How Lytics thinks about marketing decisions
• Types of decisions that Lytics enables

In this quick primer, we'll introduce you to the way Lytics thinks about marketing decisions, and give examples of how you can take immediate actions based on your decision. Let's start by understanding the types of decisions being made and which Lytics features support making those decisions.

Informative

Informative decisions in many cases represent low-hanging fruit and often require some amount of execution outside of the Lytics platform. Content relevance is a great example of an informative decision. We can look at your content and let you know that you are producing content that won't resonate with an audience but we can't alter your content strategy. Taking an action on that informative decision would simply require a slight alteration to the existing content creation strategy to support topics of higher interest. Essentially, anytime there is information surfaced but no clear path to execution within the Lytics application you may be dealing with an informed decision.

Lytics alignment score evaluates how well your content will resonate with your target audience.

Assisted

Assisted decisions represent some hybrid between Informative and Automated. They are not fully automated but they also have some amount of resolution within the Lytics application. Content recommendations would be a common example of assisted decisioning. The marketer controls how the decision is made, what content collection is served, and Lytics assists in leveraging what we know by selecting the best piece or pieces of content.

Lytics powers many content recommendation use cases - delivered as modals, inline on your website, modularized emails, etc.

Automated

As brands build up their catalog of marketing campaigns and tactics all of which aim to achieve the same or similar goals, it becomes difficult if not impossible to manage audiences and prevent over messaging. This is where automated decisions come in. They truly are what every marketer wants but few are truly ready to execute upon due to its heavy trust in AI and lack of traditional "control". Lytics offers a variety of automated decisions to build up that trust from fully-automated Delivery Optimization down to automated triggers on segment entry which still rely on some system taking an action once an event is received.

Lytics enables you to activate the right experience at the right time for the right customer.

 Virtually every corner of the Lytics App is supporting how marketers make decisions. It's easiest to see these decisions in the case of Intelligence Reports, Lookalike Models, Audience Membership, Content Recommendations, and Experience activation.