<p>Welcome to Lytics! We're excited to get you up and running.</p>
<p>Before diving into the rest of our training materials, watch this short video for a baseline understanding of Lytics.</p>
<ul>
  <li>What is a CDP?</li>
  <li>How is Lytics different?</li>
  <li>What are the core features?</li>
</ul>
<div style="position:relative;overflow:hidden;padding-bottom:56.25%"><iframe src="https://cdn.jwplayer.com/players/ESHVF6cy-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Introduction To Lytics" style="position:absolute;" allowfullscreen></iframe></div>
<p><strong>Tip:</strong> Lytics has robust documentation on all features and integrations. You can visit this site at any time: https://learn.lytics.com/</p>

Introduction to Lytics

Introduction To Lytics

<p>Watch a quick overview of Lytics UI and how to get started using your dashboard.</p>
<p class="note"><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.</p>
<p>This is a great place to start if you are new to using&nbsp;Lytics and need to get oriented with what you'll&nbsp;see when you login to your dashboard.</p>
<p>In&nbsp;this video (5 mins), we will cover the following:</p>
<ul>
  <li>How to understand the dashboard</li>
  <li>Which areas of the User Interface will be the most useful for you</li>
  <li>Where to connect third-party tools for import or export</li>
  <li>Where to build audiences</li>
  <li>How to submit a support ticket in Lytics</li>
</ul>
<p>Visit <a href="https://learn.lytics.com/documentation/product/features">learn.lytics</a> for information on all features.</p>
<div style="position:relative;overflow:hidden;padding-bottom:56.25%"><iframe src="https://cdn.jwplayer.com/players/oQp2PgGy-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="How To Use The Lytics UI" style="position:absolute;" allowfullscreen></iframe></div>

How to use the Lytics UI

How To Use The Lytics UI

<h2>Overview</h2><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.<p>What will I learn?</p><ul><li>What are the three main ways to get your data into Lytics:<ul><li>Lytics JavaScript tag</li><li>Lytics APIs</li><li>Pre-built integrations</li></ul></li><li>What a "Data Stream" is and how to use it?</li><li>Things to avoid when collecting data if possible</li></ul><p>In the "Overview" video, you'll be introduced to the ways to get your first-party user data into Lytics and validate its arrival. This section also cover some best practices on what kind of data you want to collect and what kind of data you may want to avoid.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/zNbxjL4p-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Intro To Data Collection-Overview" style="position: absolute;" allowfullscreen=""></iframe></div><h3>Match the collection method to the data sent to Lytics.</h3><table><tbody><tr><td>Lytics JavaScript Tag</td><td>Website data</td></tr><tr><td>Pre-built integrations</td><td>Bulk or custom imports, data from internal systems</td></tr><tr><td>Lytics APIs</td><td>Data from common marketing tools (ads, email, etc.)</td></tr></tbody></table><p><strong>Regardless of the method, all data collection through Lytics requires which of the following?</strong></p><p>A. Event-level information</p><p>B. Identifier</p><p>C. Data Stream</p><p>D. All of the above</p><p>Answer: D</p><h2>Data Streams</h2><p>All data sent to Lytics must be sent through a data stream.</p><p><strong>Data streams</strong> are silos of <strong>raw data</strong> containing key-value pairs organized by source that can be used in the mapping of user fields.</p><p></p><img src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltda638515d4c3784b/68627d85bf423e3db6dd662b/Sample_Dream_Streams.png" alt="Sample_Dream_Streams.png" height="auto"/><p>Until the raw event of a data stream is mapped to a user field it will not be available for use to build audiences. This gives Lytics the ability to filter, aggregate, and merge raw data into user fields in a non-destructive way.</p><p><strong>What are Data Streams used for?</strong></p><p>The primary purpose is to verify that data is successfully being received by Lytics.</p><p><strong>Data streams contain _______ data organized by source.</strong></p><p>A. Raw</p><p>B. Mapped</p><p><strong>Unless configured otherwise, all web data is automatically sent to which stream?</strong></p><p>A. App stream</p><p>B. Default stream</p><p>C. Activity stream</p><p>D. Primary stream</p><p>At the end of the day, the Lytics platform is flexible and has no "right" way when it comes to being used. That said, there are some best practices we've learned along the way that can save you a ton of time and potentially money as you begin sending data to the Lytics platform.</p><ul><li><strong>Always have a use case in mind.&nbsp;</strong>How are you going to use the data? Almost 80% of user fields that are mapped across all accounts are never used. This results in your account having bloated or slower profiles and can generally be avoided by focusing on use cases and what data is required.</li></ul><ul><li>Send a&nbsp;<strong>sample of data</strong>&nbsp;to test mapping before sending the full payload of data.</li></ul><ul><li>Don't think of streams as different sources. Rather think of them as<strong>&nbsp;various sources that</strong>&nbsp;<strong>share a schema</strong>.</li></ul><p><strong>Examples of user data:</strong></p><ul><li><a href="https://learn.lytics.com/documentation/product/features/lytics-javascript-tag/using-version-3/collecting-data#events">Collecting data with the Lytics JavaScript tag</a></li><li><a href="https://learn.lytics.com/documentation/developer/api-docs/data-upload">Collecting data via API</a></li></ul><p><strong>The majority of user fields are never used in marketing use cases.</strong></p><p>A.&nbsp;True</p><p>B.&nbsp;False</p><h2>Next Steps</h2><p>We have just scratched the surface on data collection. Here are recommended resources to view next.</p><h3>Academy Courses</h3><ul><li>Connecting Integrations</li><li>Lytics Data Flow</li><li>Lytics JavaScript Tag</li></ul><h3>Documentation</h3><ul><li><a href="https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/data-streams">Data Streams</a></li><li><a href="https://learn-preview.lytics.com/documentation/product/features/data-onboarding-and-management/onboarding-web-data">Onboarding Web Data</a></li><li><a href="https://learn-preview.lytics.com/documentation/product/features/data-onboarding-and-management/integrated-marketing-tools">Integrated Marketing Tools</a>&nbsp;</li></ul>

Intro to Data Collection

Intro To Data Collection-Overview

<p>Get a quick intro to Lytics user profiles, how to access them, and what type of data is available.</p>
<h2>Overview</h2>
<p><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.</p>
<p><strong>What will I learn?</strong></p>
<ul>
  <li>
    <p>What is the User Profile?</p>
  </li>
  <li>How can it be accessed?</li>
  <li>What type of data does it contain?</li>
  <li>How can it be used?</li>
</ul>
<p>In the "User Profile" video, you'll learn the basics of the Lytics User Profile, which is essential to creating personalized customer experiences. We'll cover common use cases where the profile might come in handy and how it relates to your experience throughout the rest of the Lytics application.</p>
<div style="position:relative;overflow:hidden;padding-bottom:56.25%"><iframe src="https://cdn.jwplayer.com/players/vV72C3ad-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="UserProfile - Overview" style="position:absolute;" allowfullscreen></iframe></div>
<p><strong>Tip:</strong> Keep in mind Lytics surfaces both known and unknown profiles. Anonymous segmentation against these profiles can have huge impacts when optimizing your ad campaigns.</p>
<p>A few key points on Lytics User Profiles:</p>
<ul>
  <li>The data surfaced on the user profile is a result of your data mapping and identity resolution approach. You cannot edit user profile information directly from the Lytics UI.</li>
  <li>If you need to delete a user profile, this can be done from the UI. This is typically done for GDPR and CCPA compliance. See our <a href="https://learn.lytics.com/documentation/product/features/user-profiles/delete-a-customer-profile">documentation</a> for more information.</li>
  <li>A user can be a member of any number of audiences. Users will be added and removed to audiences in real-time as they engage with your brand and meet the criteria of your audiences.</li>
</ul>
<h2>Knowledge Check</h2>
<p><strong>Can you access profiles of both known and unknown users?</strong></p>
<p>A.&nbsp;Yes</p>
<p>B.&nbsp;No</p>
<p><strong>Can you edit an individual's user profile from the Lytics UI?</strong></p>
<p>A.&nbsp;Yes</p>
<p>B.&nbsp;No</p>
<p><strong>Can you delete a single user profile from the UI?</strong></p>
<p>A.&nbsp;Yes</p>
<p>B.&nbsp;No</p>
<p><strong>Users can be a member of how many audiences at once?</strong></p>
<p>A.&nbsp;100</p>
<p>B.&nbsp;50</p>
<p>C.&nbsp;25</p>
<p>D.&nbsp;No Limit</p>
<h2>Next Steps</h2>
<p>To continue learning about Lytics User Profiles, we recommend you start with the following resources.</p>
<h3>Academy Courses</h3>
<ul>
  <li>User Fields</li>
  <li>Lytics Data&nbsp;Flow</li>
</ul>
<h3>Documentation</h3>
<ul>
  <li><a href="https://learn.lytics.com/solutions/data-unification">Overview: How Lytics builds a holistic view of your customers</a></li>
  <li><a href="https://learn.lytics.com/documentation/product/features/user-profiles/user-profiles-introduction">User Profiles Introduction</a></li>
  <li><a href="https://learn.lytics.com/documentation/product/features/user-profiles/understanding-user-profiles">Understanding the data on your Lytics User Profiles</a></li>
</ul>

User Profile

UserProfile - Overview

<p>Understand the basics of how user fields are defined in Lytics and where to access them in your account.</p><h2>Overview</h2><p><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.</p><p><strong>What will I learn?</strong></p><ul><li>What is a User Field?</li><li>How are User Fields defined?</li><li>Where do I access my user fields?</li></ul><p>User Fields are defined by a mapping layer that we call the <strong>Lytics Query Language</strong> (<strong>LQL</strong>). This layer determines the schema for a User Profile and ultimately dictates how your raw event data passed to Lytics are represented on a User Profile. In addition, LQL is responsible for managing rules related to Identity Resolution.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/6kRgnIG5-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="UserFields - Overview" style="position: absolute;" allowfullscreen=""></iframe></div><ul><li>User fields are a filtered and aggregated view of your raw data.</li><li>Although Lytics will collect and store all data you send, in order to keep your marketing efforts focused, not all of the data is surfaced.</li></ul><img src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltba80d1af532824af/68628cb5e8e8e64be45cf2dc/User_Fields_-_Lytics_data_funnel_processed_events.png" alt="User_Fields_-_Lytics_data_funnel_processed_events.png" height="auto"/><h2>Knowledge Check</h2><h3>Match the term to its definition</h3><table><tbody><tr><td>User Field</td><td>A filtered and aggregated view of your raw user data.</td></tr><tr><td>Unique Identifier</td><td>A living record of an individual that interacts with your brand.</td></tr><tr><td>User Profile</td><td>A special type of user field that matches and merges user data across different sources.</td></tr></tbody></table><p><strong>Where can you find user fields in the Lytics UI?</strong></p><p>A. User Fields tab</p><p>B. User Profile</p><p>C. Audience Builder</p><p>D. Schema Audit tab</p><p>E. All of the above</p><p>Answer: E</p><p><strong>All user fields mapped in your account are available in the Lytics Audience Builder.</strong></p><p>A. True</p><p>B. False</p><p>Answer: A - True. You can find all user fields in the Custom Rule tab of the Audience Builder.</p><h2>Next Steps</h2><p>To continue learning about Lytics User Fields, check out these resources next.</p><h3>Academy Courses</h3><ul><li>Identity Resolution</li><li>Lytics Data Flow</li></ul><h3>Documentation</h3><ul><li>&nbsp;<a href="https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/user-fields">User Fields</a></li></ul>

User Fields

UserFields - Overview

<p>Learn how Lytics maps and transforms your data to create rich user profiles for downstream activations.</p><h2>Overview</h2><h3>What is Identity Resolution?</h3><p>Identity Resolution (or ID Resolution) is the process of merging customer data from multiple sources onto a single user profile. Lytics enables you to map data from nearly any source to create enriched user profiles that allow for better targeting and personalization.</p><img src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt4d8e137467cb9d2f/686399832d14900c91944c69/Identity_Resolution_Workflow.jpg" alt="Identity_Resolution_Workflow.jpg" height="auto"/><p>In this guide, we will cover:</p><ul><li>What does Identity Resolution mean?</li><li>How is LQL used to achieve Identity Resolution?</li></ul><p><strong>What is LQL? - LQL stands for Lytics Query Language</strong></p><h2>ID Resolution Basics</h2><p>Watch this video (~7 mins) for an introduction to Identity Resolution and LQL. The key terms mentioned throughout the video are defined below.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/11mVV7bx-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Advanced Identity Resolution-Overview" style="position: absolute;" allowfullscreen=""></iframe></div><p>Here are some important information that you need to understand:</p><ul><li><strong>Lytics Query Language (LQL):</strong> responsible for transforming and mapping data into user fields on a customer profiles in Lytics.&lt;\br&gt;<p>Also instructing <em>how</em> to "stitch" information to user profiles using identifiers.</p></li><li><strong>Identifier:</strong>data field that is unique per user such as an email, an account ID, a customer ID, a cookie, etc.</li><li><strong>"By" Field:</strong> a unique identifier per data source used by LQL files.&lt;\br&gt;<p>Technically speaking, this defines which fields can be used as keys to merge data fragments together into a user profile.</p></li><li><strong>Stitching:&nbsp;</strong>the process of merging data fragments from multiple sources onto a single user profile.</li></ul><p><strong>You must have overlap in unique identifiers across data sources to merge that data onto a single user profile.</strong></p><p>A.&nbsp;True</p><p>B.&nbsp;False</p><p>Answer: A</p><h2>Viewing LQL in the UI</h2><h3>Where to find&nbsp;LQL definitions in the Lytics UI?</h3><p>Although it is very likely a technical resource from Lytics or a partner who will initially perform most of the LQL configuration for you, you can always review your LQL files by navigating to the&nbsp;<a href="https://app.lytics.com/data/queries">Data &gt; Queries</a><strong>&nbsp;</strong>section of the Lytics UI.</p><p>This is useful if you need to find out the exact definition of a specific user field and are unable to access your LQL directly. Keep in mind that you&nbsp;<strong>can't edit or remove LQL from the Lytics UI</strong>.</p><p></p><img src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt36932e60766cc4b2/6863b82af9ec8fb4e3ecaa60/lql-queries.png" alt="lql-queries.png" height="auto"/><p><strong>Can you edit LQL files directly in the Lytics UI?</strong></p><p>A.&nbsp;Yes</p><p>B.&nbsp;No</p><p>Answer: B</p><h2>Next Steps</h2><h3>Learn More</h3><p>Below are recommended resources to continue learning.</p><ul><li><a href="https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles">Stitching User Profiles</a>&nbsp;- geared for marketers.</li><li><a href="https://learn.lytics.com/documentation/product/features/user-profiles/profiles-and-identity-resolution">Profiles and Identity Resolution</a>&nbsp;- geared for technical users.</li><li><a href="https://learn.lytics.com/documentation/product/features/user-profiles/profiles-and-identity-resolution">User Fields</a>&nbsp;- how Lytics filters and aggregates data, unique identifiers, and more.</li><li><a href="https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/lytics-query-language">Lytics Query Language documentation</a>&nbsp;- detailed explanation and syntax examples.</li><li><a href="https://learn.lytics.com/documentation/developer/academy/lql-and-data-import-basics">LQL &amp; Data Import Basics</a>&nbsp;- API documentation.<a href="https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/user-fields"></a></li></ul>

Identity Resolution Basics

Advanced Identity Resolution-Overview

<p>Find out how Lytics behavioral scores enable you to better understand and target your customers.</p><h2>Overview</h2><h3>What will I learn?</h3><ul><li>What are behavioral scores?</li><li>How are they calculated?</li><li>What scores are available?</li><li>How can I use them?</li></ul><p>In this guide, we'll introduce you to the&nbsp;<strong>out-of-the-box behavioral scores</strong>&nbsp;Lytics provides to better understand and target your customers. Each score&nbsp;represent a distinct behavioral quality that can be composed to build rich audiences.</p><p>Taking the time to understand how these scores work will help you utilize them to the fullest and make them powerful tools in your marketing strategy.</p><h3>How are scores calculated?</h3><p>Lytics uses proprietary data science and machine learning&nbsp;to calculate behavioral scores.</p><p>Because of this, Lytics scores have distinct benefits over any segmentation rules a marketer could create manually:</p><ul><li>Scores are&nbsp;<strong>self-learning</strong>&nbsp;— they require no manual input and&nbsp;generate automatically</li><li>Scores are&nbsp;<strong>self-maintaining -</strong>&nbsp;meaning that an audience created using a score will be as effective in six months as it is today.</li></ul><p>Lytics behavioral scores are calculated&nbsp;on a scale between 0 and 100. This enables&nbsp;Lytics to continuously update user profiles without having to update audience definitions. It also gives the ability to see the complete distribution of all users.&nbsp;</p><p>In the next section, we'll walk through examples of each score and how they are designed with marketing use cases in mind.</p><h2>What scores are available?</h2><h3>The full set of&nbsp;behavioral scores</h3><p>Here is a quick run down of the&nbsp;9 out-of-the-box scores Lytics provides. Keep reading for deeper explanations of each score.</p><ol><li><strong>Quantity</strong>&nbsp;-&nbsp;Measures a user's cumulative activity over their lifetime of brand engagement.</li><li><strong>Frequency</strong>&nbsp;-&nbsp;Measures how often a user is interacting with your brand over time.</li><li><strong>Recency</strong>&nbsp;-&nbsp;Measures how recently the user's general interaction has been.</li><li><strong>Intensity</strong>&nbsp;-&nbsp;Measures the depth of a user's typical interaction with your brand.</li><li><strong>Momentum</strong>&nbsp;-&nbsp;Measures the rate at which users are interacting with your brand.</li><li><strong>Propensity</strong>&nbsp;-&nbsp;Predicts how likely a user is to return with subsequent activity.</li><li><strong>Consistency</strong>&nbsp;-&nbsp;Measures the regularity of a user's engagement pattern.</li><li><strong>Maturity</strong>&nbsp;-&nbsp;Measures how long a user has registered interactions with your brand.</li><li><strong>Volatility</strong>&nbsp;-&nbsp;Measures how sporadic a user's behavior is while interacting with your brand.</li></ol><h3>See the scores live in your account</h3><p>You can check out how&nbsp;your&nbsp;customer data falls on the spectrum of behavioral scores in your account on the&nbsp;<a href="https://app.lytics.com/resources/learn/scoring">Scoring</a>&nbsp;page in app.</p><h3>Quantity</h3><p>Quantity measures a user's cumulative activity over their lifetime of brand engagement. The more activity the user registers, the higher the score.</p><p>It is a common tactic to target a user based on the amount of times they have visited a website, or have performed some other behavior. This becomes increasingly difficult as marketers add more data sources to their stack, and users continue to engage over time.</p><p>Quantity takes into account a user's behavior on all data sources and measures that relative to how the most and least active users are engaging — so a user's score will always be between 0 and 100. You can think of this as a test score.</p><p>What is the point of scoring between 0 and 100? This is how we can ensure that any audience created with a score will always stay relevant. Perhaps 1,000 page views seems like a lot for a user now, but the number will only grow larger as your site grows older and the amount of content you have increases. Another benefit of having a bounded score range is the ability to see the complete distribution of all users.</p><p></p><img src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blte5b881c022de6ca8/68640de6f9ec8fdb2becaf3a/modeling_scores_distribution-quantity.png" alt="modeling_scores_distribution-quantity.png" height="auto"/><p><em>This is an example of how scores look like across an entire audience. The x-axis is the score (ranging from 0 to 100; 5 to 95 in the example for clarity) and the y-axis is the number of people who have that value as their score.</em></p><h3>Frequency</h3><p>Frequency measures how consistent a user is overtime in interacting with your brand. More frequent interactions mean a higher score. This serves as a measurement of user regularity. Do they visit once a week? Once a day? Once a lifetime?</p><p>Since this score is relative to all your users, you can easily target your most frequent users, rather than something like "users who visited in the last week", which will vary wildly in size.</p><p>Again, this score has a fixed range of 0 to 100. All the scores are like this. It is how we can continuously update user profiles without having to update audience definitions.</p><h3>Recency</h3><p>Recency measures how recently the user's general interaction has been. More recent activity means a higher score.</p><p>Without scoring, this would be achieved by looking at the last time a user visited. Although better than nothing, that approach is kind of crude. Maybe an at-risk user opened your email by accident? It'd be an expensive oversight to assume that the user had recent activity and didn't need any nurturing.</p><h3>Intensity</h3><p>Intensity measures the depth of a user's typical interaction with your brand. More sustained intense/deep usage means a higher score.</p><p>The behavior a user exhibits during a single session is very telling of them as a consumer. If they have high interaction in a session (high intensity) they are more likely to be a deeper researcher or more curious. If they have low interaction in a session (low intensity) they are more likely to be casually browsing or engaged with a certain piece of content, but not your overall brand.</p><h3>Momentum</h3><p>Momentum measures the rate at which users are interacting with your brand. Users who are interacting more than usual with your brand will have a higher score.</p><p>It's easy to confuse how momentum and recency differ, but they are actually very different. Universally speaking, we've found them to have a 5% correlation. Recency measures absolute recency of activity, but just because a user has recent activity, doesn't mean they're not at risk of churning.</p><p>If a user maintains a constant rate of activity, their momentum score will be 50. If they are more active than they used to be, their momentum will be greater than 50 and might warrant a loyalty offer. If they are less active than they used to be, their momentum will be less than 50 and might warrant a win-back campaign.</p><h3>Propensity</h3><p>Propensity predicts how likely a user is to return with subsequent activity. Users exhibiting positive interaction patterns are more likely to return and have higher scores.</p><p>There are many reasons why users churn — changing interests, competition from competitors, bad experience, etc. — but from a data perspective, attrition of any kind starts to look similar.</p><p>Propensity employs an ensemble of statistical models to identify any patterns it can find for detecting how and when attrition starts to occur. With time, it's able to find more patterns in your data and become increasingly accurate in identifying when users start to exhibit those behaviors.</p><h3>Consistency</h3><p>Consistency measures the regularity of a user's engagement pattern. More regular behavior means a higher score.</p><p>Your most consistent users engage with your brand at a regular cadence. For example, a user that registers behavior every 7 days will have high consistency and would have the same consistency as a user who registers behavior every 30 days. As users' behavior starts to vary — sometimes every 7 days, sometimes every 30 — the users' consistency score will decrease.</p><p>Consistency can be an important factor in predicting churn, where more consistent users are less likely to churn than those who have lower consistency.</p><h3>Volatility</h3><p>Volatility measures how sporadic a user's behavior is while interacting with your brand. The more sporadic the activity, the higher the score.</p><p>It represents the stability of the volume of data that a user is generating, and serves as a slightly more nuanced version of the intensity score. Consider a user where 100% of their daily sessions are considered "intense". Their intensity score would be 100, but the score doesn't yield any information regarding the volatility of a typical session.</p><h3>Maturity</h3><p>Maturity measures how long a user has registered interactions with your brand.</p><p>A user who has registered behavior over 5 years will likely have high maturity. A user who registered behavior over 3 years, but hasn't registered any in 2 years will have less maturity. A user who registered behavior over the most recent 3 years will have the same maturity as the user previously mentioned.</p><p>As an example, you could target users with high maturity scores inviting them into a loyalty rewards program via ads, emails, and in-app notifications. Low maturity users could be served more onboarding or educational content to nurture them into high-value, long-term users.</p><p>All of this information and more can be found in our&nbsp;<a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/lytics-scores">Behavioral Score documentation</a>.</p><h2>How can I use scores?</h2><h3>Use Behavioral Audiences based on Scores</h3><p>Since Lytics scores are constantly updating in real time, audiences based on these scores are highly effective for targeting customers according to their engagement with your brand.</p><p>However, interfacing with these scores directly can be difficult. They are low-level building blocks that require some expertise to use to their fullest. For this reason, Lytics makes these scores more readily usable through our&nbsp;out-of-the-box&nbsp;<a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences">Behavioral Audiences</a>&nbsp;that use scoring under-the-hood.</p><p>After completing this module, check&nbsp;out the Behavioral Audiences one next to learn more.</p><h3>Build Custom Audiences using Scores</h3><p>You can also use behavioral scores in your own audiences. Each score is&nbsp;accessible as a&nbsp;<a href="https://learn.lytics.com/documentation/product/features/audiences/building-audiences/custom-rules">Custom Rule</a>&nbsp;in the Audience Builder. They can be added to any audience definition as an<strong>&nbsp;intelligent filter&nbsp;</strong>when the size of the audience is larger than desired.</p><p>For example, when creating an audience to be used to buy ads against, the size of the audience is critical. The size can be arbitrarily shrunk by taking 10% of the matching users, or it can be intelligently shrunk by creating a threshold with a Lytics score such as Propensity or Momentum. This way, the best fit users remain.</p><p>In the Lytics audience builder, simply type "score" in the&nbsp;<strong>Custom Rule&nbsp;</strong>tab and you'll see all 9 scores available.</p><p></p><img src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt12567f1968c6190b/6864a134f9ec8f2b90ecb46e/audience-builder-scores.png" alt="audience-builder-scores.png" height="auto"/><p>Experimenting with the scores is encouraged. You don't have to be a data scientist to use them!</p><h3>Use Scores in your Lookalike Models</h3><p>Last but not least, behavioral scores can be used in your Lookalike Models. Scores are often one of the most important features when building models to predict which users are most likely to convert, which users are at risk of churning, etc.&nbsp;</p><p>This topic is covered in much more detail in the&nbsp;Lookalike Models course in the Deep Dive section of the Lytics Academy.</p><h3>Knowledge Check</h3><p><strong>Lytics behavioral scores are out-of-the-box. No configuration required on your part.</strong></p><p>A.&nbsp;True</p><p>B.&nbsp;False</p><p>Answer: A</p><p><strong>How often are Lytics behavioral scores are updated?</strong></p><p>A.&nbsp;In real time</p><p>B.&nbsp;Daily</p><p>C.&nbsp;Weekly</p><p>Answer: A</p><p><strong>All users will be scored on a range of _______?</strong></p><p>A.&nbsp;0 to 10</p><p>B.&nbsp;0 to 100</p><p>C.&nbsp;0 to 1,000</p><p>D.&nbsp;It varies based on the score</p><p>Answer: B</p><p><strong>How can you leverage behavioral scores in your marketing efforts? Select all that apply.</strong></p><p>A.&nbsp;Use scores in your audience definitions -- replacing demographic data or arbitrary rules</p><p>B.&nbsp;Use Lytics pre-built audiences based on scores -- no need for data science expertise</p><p>C.&nbsp;Use scores to improve your Lookalike Models -- improve conversions, reduce churn, etc.</p><p>D.&nbsp;Replace your data science team -- Lytics scores do the work for them!</p><p>Answer: A, B, C - Lytics provides a data science workbench for your marketing team, which can augment and support your data science team (if you have one), but not necessarily replace them. Adding Lytics to your stack can free up your data scientists to work on more custom use cases for your marketing organization.</p><h2>Next Steps</h2><p>Here are recommended resources to continue learning about how to leverage behavioral scores in your marketing use cases.</p><h3>Academy Courses:</h3><ul><li>Behavioral Audiences</li><li>Lookalike Models</li></ul><h3>Documentation:</h3><ul><li><a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-analysis">Behavioral Analysis</a>&nbsp;- What is it? Why is it useful for marketing?</li><li><a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/lytics-scores">Behavioral Scores documentation</a></li><li><a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences">Behavioral Audiences</a></li></ul><h3>Use Cases:</h3><ul><li><a href="https://learn.lytics.com/use-cases/optimize-remarketing-spend">Optimize Remarketing Spend - using recency and quantity scores</a></li><li><a href="https://learn.lytics.com/use-cases/target-high-propensity-prospects-with-higher-bids">Target High-Propensity Prospects with Higher Bids</a></li></ul>

Behavioral Scores [Lesson]

<p>Find out how the Connected Customer KPI allows you to monitor your identity resolution strategy.</p><h2>What is behavioral segmentation?</h2><h3>What will I learn?</h3><ul><li>What is behavioral segmentation? Why does it matter?</li><li>What types of pre-built behavioral audiences are available?</li><li>How are scores used to define Lytics behavioral audiences?</li></ul><p>In this guide, we will describe how&nbsp;Lytics&nbsp;<strong>automatically surfaces behavioral audiences</strong>&nbsp;to help guide your marketing teams in understanding how to best engage with your customers.</p><p>Lytics looks at how your customers and prospects are interacting with your brand, across all your channels and tools including all purchases, product views, content consumption, or if they log into your app or your software.</p><p>Understanding your customers' engagement across all their actions enables Lytics to understand if someone is leaning in and ready for more interactions, or if they are at-risk of churning. Lytics&nbsp;<strong>automatically surfaces behavioral audiences</strong>&nbsp;to help guide your marketing teams in their understanding of when and how much to engage.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/xKbrzHhz-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Behavioral-audiences" style="position: absolute;" allowfullscreen=""></iframe></div><h2>Lytics Behavioral Audiences</h2><h3>Out-of-the-box Behavioral Audiences</h3><p>Lytics provides pre-built&nbsp;behavioral audiences for all accounts,&nbsp;using a blend of our behavioral&nbsp;scores under the hood to identify where users fall in a behavioral lifecycle. These&nbsp;Behavioral Audiences can be used alone or as a rule in any custom audience.</p><ul><li><strong>Frequent Users:</strong>&nbsp;People who interact with your brand a lot.</li><li><strong>Infrequent Users:</strong>&nbsp;People who interact with your brand occasionally.</li><li><strong>Deeply Engaged Users:</strong>&nbsp;People who show a lot of activity when they do interact with your brand.</li><li><strong>Casual Visitors:</strong>&nbsp;People who show little activity when they do interact with your brand.</li><li><strong>Likely To Re-engage:</strong>&nbsp;People likely to come back based on their past activity patterns.</li><li><strong>Unlikely To Re-engage:</strong>&nbsp;People not likely to come back based on their past activity patterns.</li><li><strong>At Risk Users:</strong>&nbsp;People whose interaction behavior is changing for the worse.</li><li><strong>Binge Users:</strong>&nbsp;People who show a lot of activity when they do interact with your brand.</li><li><strong>Perusers:</strong>&nbsp;People who visit often but rarely interact deeply with your brand.</li></ul><p>For more information, see our&nbsp;<a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences">Behavioral Audiences</a>&nbsp;documentation.&nbsp;</p><p><strong>Tip:</strong> <strong>Behavioral Audiences are powerful building blocks</strong>. Keep in mind that Lytics scores are constantly updating in real time, so audiences based on these scores are highly effective at targeting customers according to their engagement with your brand. Stale audiences no more!</p><h2>Optimize how you engage with customers</h2><p>Targeting audiences based on behavioral properties is a great way to introduce different modes of communication for different archetypes of users. For instance, Casual Visitors may not stick around long enough to answer their own questions on your website, so you could&nbsp;try engaging them with a slide-out on early page visits.&nbsp;</p><p>The opposite of Casual Visitors, Deeply Engaged Visitors, are probably determined to find that information on their own and would find a popup to be annoying. Splitting the audience keeps both archetypes engaged without accidentally deterring anyone.<a href="https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles"></a></p><h2>Audience Definitions with Scores</h2><p>Here is the&nbsp;full set of behavioral audiences, with a breakdown of how Lytics Scores&nbsp;are used in under-the-hood audience definitions.</p><p>If you haven't completed the Academy module on Behavioral Scores yet, head there next to gain a deeper understanding of how Lytics calculates these scores.</p><img asset_uid="blt0f4dd96c03c26f4a" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0f4dd96c03c26f4a/6864f08602c701bfcdb9562c/behavioral-audiences-1.png" alt="behavioral-audiences-1.png" height="auto"/><p>Here's another set of parameters:</p><img asset_uid="blt2811fdfe6a1ee2ea" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2811fdfe6a1ee2ea/6864f086ade2191ed2888f87/behavioral-audiences-2.png" alt="behavioral-audiences-2.png" height="auto"/>

Behavioral Audiences

Behavioral-audiences

<p>Find out how the Connected Customer KPI allows you to monitor your identity resolution strategy.</p><h2>Overview</h2><p>Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.</p><h3>What will I learn?</h3><ul><li>What is a Connected Customer?</li><li>How can&nbsp;Connected Customers be monitored?</li><li>What is the relationship between Connected Customers and Identity Resolution?</li></ul><p>This guide will give you a quick introduction to a powerful KPI used to monitor the progression of your identity resolution strategy, Connect Customers. This metric surfaces the number of User Profiles that contain data from more than one source (stream) and have a positive momentum score.</p><img asset_uid="blt18298d7cb0039d9c" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt18298d7cb0039d9c/686d092e376d67ebcd4bfd6d/Connected_Customer_KPI.png" alt="Connected Customer KPI.png" height="auto"/><p>Here's a quick video to refer:</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/TMyNfR9x-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Lytics-Connected-Customer-KPI-Overview" style="position: absolute;" allowfullscreen=""></iframe></div><h3>Knowledge Check</h3><p><strong>Which behavioral score is included in the Connected Customer KPI?*</strong></p><p>A.&nbsp;Propensity score</p><p>B.&nbsp;Maturity score</p><p>C.&nbsp;Frequency score</p><p>D.&nbsp;Momentum score</p><p>Answer: D</p><h2>Next Steps</h2><a href="https://learn.lytics.com/use-cases/target-high-propensity-prospects-with-higher-bids"></a>To&nbsp;learn more about the Connected Customer KPI, we&nbsp;recommended these resources.<h3>Academy Courses</h3><ul><li>Identity Resolution Basics</li><li>Goals</li></ul><h3>Documentation</h3><ul><li><a href="https://learn.lytics.com/documentation/product/features/lytics-view/connected-customers">Connected Customer documentation</a></li><li><a href="https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles">Stitching User Profiles</a></li></ul>

Connected Customer KPI

Lytics-Connected-Customer-KPI-Overview

<p>Quick start on how to set up your integrations in Lytics.</p><h2>Video Tutorial</h2><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.<h3>What will I learn?</h3><ul><li>What integrations are available&nbsp;in Lytics?</li><li>How do we connect these tools?</li><li>How do we export audiences to third-party tools?</li></ul><h3>Overview</h3><p>In this video (7 mins), we will introduce you to setting up integrations, which is an essential part of the process to get your customer data flowing in and out of Lytics to your other marketing tools.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/MlQZ0r7a-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Connecting-integrations" style="position: absolute;" allowfullscreen=""></iframe></div><p>You can find the full list of supported integrations on&nbsp;</p><a href="https://learn.lytics.com/documentation/product/integrations">Learn Lytics</a>.<h2>Knowledge Check</h2><p><strong>Is there a job type that is supported by ALL integrations?</strong></p><p>A.&nbsp;Yes, exporting audiences</p><p>B.&nbsp;Yes, importing audiences</p><p>C.&nbsp;Yes, enriching user profiles</p><p>D.&nbsp;No, it varies by integration</p><p>Answer: D</p><p><strong>When do authorizations need to be configured for an integration?</strong></p><p>A.&nbsp;Before using a new integration for the first time</p><p>B.&nbsp;Everytime the integration is used</p><p>Answer: A</p><p><strong>After a user has created an authorization, who can use it?</strong></p><p>A.&nbsp;Only the person who created the authorization</p><p>B.&nbsp;Anyone who has been added to the Lytics account</p><p>Answer: B</p><p><strong>Which method can you use to connect to a tool that is not a pre-built integration?</strong></p><p>A.&nbsp;Custom Integration: CSV import &amp; export</p><p>B.&nbsp;Custom Integration: JSON import</p><p>C.&nbsp;Webhooks</p><p>D.&nbsp;All of the above</p><p>Answer: D</p><h2>Next Steps</h2><p>Here are recommended resources to continue learning about Lytics Integrations.</p><h3>Academy Courses</h3><ul><li><strong>Lytics Connectivity</strong>&nbsp;-&nbsp;an overview of the strategy Lytics uses to build integrations and the new connections on our roadmap that will support your marketing use cases.</li><li>How to Export Audiences</li></ul><h3>Documentation</h3><ul><li><a href="https://learn.lytics.com/documentation/product/integrations">Integrations documentation</a>&nbsp;- full list of supported tools and detailed docs per provider</li><li><a href="https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/integrated-marketing-tools">Integrated Marketing Tools</a>&nbsp;- overview of the different integration types, techniques, frequency, resulting data, and more.</li></ul>

Connecting Integrations

Connecting-integrations

<p>Gain a baseline understanding of Lytics audiences and how to use the audience builder.</p><h2>Introduction</h2><h3>Introduction to Audiences</h3><p><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.</p><h4>What will I learn?</h4><ul><li>What are audiences? How are they used in Lytics?</li><li>What types of data are available for audience segmentation?</li><li>How can I create and save an audience in the Lytics UI?</li><li>What out-of-the-box audiences are available in Lytics?</li><li>Helpful hints to keep in mind while building audiences</li></ul><p>Audiences are critical to unlocking the full potential of Lytics. The Lytics audience builder is a powerful tool. All of your custom fields, data science scores, content affinities and other segments are available to create extremely targeted audiences.</p><p><strong>What is the difference between an audience &amp; a segment? </strong>Nothing! We use the term "audience" &amp; "segment" interchangeably</p><p>Audiences are:</p><ul><li>Groups of users defined based on specific criteria, or filters.</li><li>Central to using Lytics when creating personalized marketing initiatives.</li><li>Used to target and define how cross-channel user data is used in campaigns.</li><li>A tool that operates on user fields as well as other audiences.</li><li>Capable of targeting just one user, every user, or any number in between.</li></ul><p>In the next section, we will go over the basic UI navigation to prepare you to start building audiences.</p><h3>Navigating the UI</h3>In the Lytics app, you will&nbsp;find all existing audiences and create new ones in the&nbsp;<strong>Audiences</strong>&nbsp;tab.&nbsp;To start building your own audiences, click&nbsp;the&nbsp;<strong>Create New Audience</strong>&nbsp;button in the upper right corner of the UI.<p>By default, audiences will show in order of "Last Modified Date".&nbsp;You can use the search bar to look up any specific audience name.&nbsp;</p><p>You can also organize your list of audiences&nbsp;alphabetically and by whether or not they are API enabled.&nbsp;By default, Lytics audiences are<strong>&nbsp;not API enabled</strong>.</p><p><strong>When do I need to API enable my audience? </strong>Enabling API access allows audience membership to be sent to your website. It is also necessary when integrating with other client-side tags/ pixels, or the Lytics personalization API endpoints.</p><p>Next, we will walk you through some examples of audience building in a tutorial video.</p><h2>Building Audiences in Lytics</h2><h3>Video Tutorial</h3><p>Watch the tutorial video below (~8 mins) to learn the basics of building&nbsp;audiences in the Lytics UI.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/xf4x1xiI-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Audience Building" style="position: absolute;" allowfullscreen=""></iframe></div><p><strong>Which of the following can you use to build audiences? Select all that apply.</strong></p><p>A. Existing Audiences</p><p>B. Content Affinities</p><p>C. Raw Data</p><p>D. Custom Rules</p><p>Answer: A, B, D</p><p><strong>By default, Lytics audiences are NOT enabled for API access.</strong></p><p>A. True</p><p>B. False</p><p>Answer: A</p><h3>Audience Builder Tabs</h3><p>Now, we'll go over the different tabs of the Lytics Audience Builder and the variables available for segmentation.</p><p></p><img asset_uid="blt3f9f9274ec8303b0" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt3f9f9274ec8303b0/68655529b734d046be943a36/audience-builder-scores.png" alt="audience-builder-scores.png" height="auto"/><h4>Existing Audience</h4><p>This tab includes existing audiences and their size categorized by audience type such as characteristics.</p><ul><li>Characteristics: pre-built audiences pertaining to single user attributes such as location or behavior.</li></ul><h4>Content Affinity</h4><p>This tab is used to add Affinity-based rules to your audience. Since Affinities are a group of related Topics, you can effectively target users interested in several subjects or products.&nbsp;If you are looking to update existing audiences based on Topics, or build new ones with a single Topic, you can do so&nbsp;under the&nbsp;<strong>Custom Rule</strong>&nbsp;tab.</p><h4>Campaign</h4><p>This tab is used to add rules regarding users' interactions with Lytics&nbsp;<a href="https://learn.lytics.com/documentation/product/features/web-personalization/web-personalization-introduction">Personalize Campaigns</a>&nbsp;to your audience. For example, users who were reached or converted with a Lytics campaign.</p><p>It's important to note that you can only create audiences for Personalize Campaigns (Legacy) in this tab, NOT Experiences. If you'd like to create an audience based on user interaction with an Experience you can do so in the Custom Rules tab. See&nbsp;<a href="https://learn.lytics.com/documentation/product/features/audiences/building-audiences/experiences#building-audiences:-experiences">here</a>&nbsp;for more info.</p><h4>Custom Rule</h4><p>This tab is used to add any rule based on a&nbsp;<a href="https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/user-fields">user field</a>&nbsp;to the audience being built or edited. All user fields in the account will be under the Custom Rules Tab.&nbsp;Types of user fields can include:</p><ul><li>Numeric - The number of times a user visited your site or opened an email</li><li>Text - First name (commonly used for miscellaneous information)</li><li>Date - When was the last time a user visited?</li><li>Set - All URLs visited by a user (commonly used for collecting related data over time)</li><li>Map/Nested - Events per device (i.e. Desktop, Mobile, Laptop) *Add hierarchy to a dynamic domain of data</li></ul><p>If you'd like more info, check out our&nbsp;<a href="https://learn.lytics.com/documentation/product/features/audiences/building-audiences/overview">Audience Building documentation</a>.</p><p><strong>Tip:</strong> Are audiences updated in real time? Yes! When creating or editing an audience, you will always see real-time numbers so that you can make precise decisions based on accurate data (see screenshot below).</p><img asset_uid="blt8e78d5d82ef1d51a" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt8e78d5d82ef1d51a/6865552a4431706cfdfdb457/audience-builder-real-time-count.png" alt="audience-builder-real-time-count.png" height="auto"/><p>However, a caveat to note: audience sizes you see throughout the Lytics app (outside the Audience Builder)&nbsp;are updated every few hours for performance reasons.&nbsp;</p><p>Next we will go over the out-of-the-box audiences that are provided by Lytics.</p><h3>Out-of-the-Box Audiences</h3><p>Lytics will automatically create a handful&nbsp;audiences&nbsp;that are helpful for many marketing use cases.</p><ul><li><strong>All</strong> - All users in the account.</li></ul><ul><li><strong>Anonymous Profiles</strong> - Those users who only have the Lytics Cookie ID and have not yet been stitched with other data sources.</li></ul><ul><li><strong>Behavioral Scores</strong> - These scores each represent a distinct behavioral quality and can be composed to build rich audiences.&nbsp;<ul><li>Please note, users must have behavioral data to make confident measurements before they have scores. If a user was added to Lytics via email upload, for instance, they would have no scores.*&nbsp;</li><li>Since using Lytics&nbsp;<a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/lytics-scores">behavioral scores</a>&nbsp;directly requires a level of understanding of the data science at play, Lytics also offers out-of-the-box "Behavioral Audiences."</li></ul></li></ul><ul><li><strong>Behavioral Audiences&nbsp;</strong>-blends of scores that can be used alone or as a rule in a custom audience<strong>.</strong><ul><li>Examples: Frequent Users, Likely to Re-engage, At Risk Users, etc.</li><li>Read more about&nbsp;<a href="https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences#the-full-set-of-out-of-the-box-behavioral-audiences">behavioral audiences</a></li></ul></li></ul><ul><li><strong>&nbsp;Custom Rules&nbsp;</strong>such as "Last Active", "Devices Used", "Total Pageview Count"<ul><li>See the full list of&nbsp;<a href="https://learn.lytics.com/documentation/product/features/audiences/building-audiences/out-of-the-box-custom-rules#out-of-the-box-custom-rules">out-of-the-box custom rules</a></li></ul></li></ul><p>We'll cover&nbsp;Out-of-the-Box Audiences in more detail in other courses. Next, let's look at a few examples of audiences you may want to build in your account.</p><h2>Tips and Tricks</h2><h3>Useful Audience Examples</h3><p>Here are some some examples of&nbsp;useful audiences you may want to build:</p><ul><li>Anonymous to Known Users&nbsp;<ul><li>Anonymous users are those with a Web Cookie ID.</li><li>Known users are those with an email or other identifier.</li><li>Build an audience of users that have both a Web&nbsp;Cookie ID and an email. Here is an&nbsp;<a href="https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles#tracking-growth">example</a>.</li></ul></li></ul><ul><li>Mobile Users<ul><li>The Lytics JS Tag will automatically record if a user has ever used a mobile device to view your webpages.</li><li>Creating a list of those who use mobile devices can be helpful when marketing a new mobile app. See our&nbsp;<a href="https://learn.lytics.com/use-cases/drive-mobile-app-downloads">Drive mobile app downloads use case</a>.</li></ul></li></ul><ul><li>Free Trial Users who are highly engaged<ul><li>You often need to incentivize users to become paid subscribers. By identifying users who are highly engaged that are not yet subscribers, you can target them with relevant offers to drive conversions.</li><li>See our use case:&nbsp;<a href="https://learn.lytics.com/use-cases/lookalike-models-convert-highly-engaged-users-to-subscribers">Convert highly engaged users to subscribers</a></li></ul></li><li>Known Users who have made a single purchase<ul><li>Once you’ve acquired customers, a good way to increase sales and revenue without increasing advertising cost significantly is to target customers that are most likely to return for a second or third purchase.</li><li>See our use case:&nbsp;<a href="https://learn.lytics.com/use-cases/lookalike-models-convert-single-purchasers-to-multi-purchasers">Convert single purchasers to multi-purchasers</a></li></ul></li></ul><h3>Helpful Hints</h3><h4>Use existing audiences as building blocks</h4><p>Beginning with an existing audience filter will allow you to create a new sub-set audience much easier. Be careful to keep from having cross-references in multiple audiences!</p><h4>Audience Counts</h4><p>Keep in mind that audiences are&nbsp;<strong>real-time</strong>. Audiences are filters applied to the total audience and will change whenever a user's behavior changes in a way that will add or remove them from the audience definition. In this way, tracking audience size over time is a powerful reporting tool.</p><h4>Adjust rule logic to target more or less users</h4><p>Lytics audiences are incredibly flexible. You can include multiple user attributes within a rule, and even include multiple rule sets within a given audience.&nbsp;</p><p>Use the<strong>&nbsp;AND</strong>&nbsp;operator to target a&nbsp;<strong>smaller</strong>&nbsp;audience of users who have multiple attributes.&nbsp;</p><ul><li>Example: people who are&nbsp;frequent users AND have a high affinity for Lytics.</li></ul><p></p><img asset_uid="blt9ad8ec0292ff6a92" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt9ad8ec0292ff6a92/686604caf4c619a376fcf0cf/audience-builder-and-example.png" alt="audience-builder-and-example.png" height="auto"/><p>Use the<strong>&nbsp;OR</strong>&nbsp;operator to target a&nbsp;<strong>larger</strong>&nbsp;audience of users who have one or more attributes.</p><ul><li>Example: users who have made a&nbsp;purchase OR users who are loyalty members.</li></ul><p></p><img asset_uid="blta8aed82bb6a21eaa" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta8aed82bb6a21eaa/686604ca8628602d45348b9a/audience-builder-or-example.png" alt="audience-builder-or-example.png" height="auto"/><p>Learn more about building audiences with&nbsp;<a href="https://learn.lytics.com/documentation/product/features/audiences/building-audiences/multiple-rules-and-rulesets">Multiple Rules &amp; Rule Sets</a>.</p><h4>Test your audience configuration&nbsp;</h4><p>You can export any audience as&nbsp;CSV file&nbsp;to an email, which can be&nbsp;very useful for testing to make sure&nbsp;your audience is configured properly. To export an audience to an email:</p><ol><li>Click the "Export" button on the Audience page.</li><li>Choose "Custom Integrations".</li><li>Choose "Email CSV" and the "Email" Authorization option.</li><li>Enter the email address, description, and fields to export. Be careful when exporting Personally Identifiable Information (PII)! You may want to just send the Web Cookie ID for testing, and look up the profiles in the UI to confirm they are the correct ones.</li><li>In the "Advanced Options", make sure&nbsp;the "<strong>Continuous Export</strong>" setting is unchecked&nbsp;to make this a one-time email.</li></ol><h2>Next Steps</h2><p>We recommend you check out the following resources next.</p><h3>Academy Courses</h3><ul><li>How to Export Audiences&nbsp;</li><li>Behavioral Audiences</li><li>Connecting Integrations</li></ul><h3>Documentation</h3><ul><li><a href="https://learn.lytics.com/documentation/product/features/audiences/audiences-introduction">Audiences Overview</a></li><li><a href="https://learn.lytics.com/documentation/product/features/experiences/overview">Experiences Overview</a></li><li><a href="https://learn.lytics.com/documentation/product/features/goals/canvas-overview">Goals Overview</a></li></ul>

Audience Building

<p>Learn how Content Classification enables Lytics to understand what your customers finds most interesting and relevant.</p>
<h2>Content Classification</h2>
<h3>Overview</h3>
<p><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.</p>
<h2>What will I learn?</h2>
<ul>
  <li>What is Content Classification?</li>
  <li>Why is it important?</li>
  <li>How can I&nbsp;use the Classification Dashboard?</li>
</ul>
<p>In this guide, we'll introduce you to our out-of-the-box content classification service. Understanding how your brand's content is being consumed enables Lytics&nbsp;to understand what your audience finds most interesting and relevant.</p>
<div style="position:relative;overflow:hidden;padding-bottom:56.25%"><iframe src="https://cdn.jwplayer.com/players/ptmRlHzG-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Content Classification" style="position:absolute;" allowfullscreen></iframe></div>
<h3>Why is classification important?</h3>
<h4>What is "content hygiene" anyway?</h4>
<p>For a moment, let's think of your brand's content like a closet.</p>
<p>All of us have clothes, perhaps far more than we actually need. Besides clothes, we often store shoes, purses or bags, and a smattering of other items in our closets. Many of us find it difficult to keep our closets organized. As long as we look decent when we walk out the door, no one has to know that our closet is a dumping ground.</p>
<p>Likewise, for many companies, their content coming from a CMS or other sources is often a mess. But as long as the public-facing assets look good (website, blog, etc.), no one has to know how organized (or not) their content system is.</p>
<p>Why does this matter? Clients often come to Lytics with their content in a disorganized state. Lytics ingests and classifies all their content. Down the line when the customer is ready to execute a recommendation use case, they are frustrated and confused why their content collections include a bunch of broken links, random topics unrelated to their brand, and the content they care about is missing. How does this happen? Garbage in, garbage out.</p>
<p>In order to execute powerful content recommendations, you must start by making sure your account has proper&nbsp;<strong>content hygiene</strong>, which entails:</p>
<ul>
  <li>Accurate metadata such as title, description, images, etc.</li>
  <li>Healthy HTTP status codes - is the content accessible?</li>
  <li>Proper domain and path settings to ensure the right content is classified</li>
  <li>And much more...</li>
</ul>
<p>The good news of this story? In Lytics, you have a<strong>&nbsp;dashboard&nbsp;</strong>dedicated to help&nbsp;<strong>understand how Lytics is classifying your content</strong>&nbsp;and what steps you can take to<strong>&nbsp;improve content hygiene</strong>.</p>
<h3>Core Concepts</h3>
<p>Before we check out the classification dashboard in Lytics, let's review a few key terms.</p>
<ul>
  <li><strong>Classification -</strong>&nbsp;the task of assigning one or more categories or topics to a document. This is also referred to as “Enrichment” in some contexts.</li>
  <li><strong>Documents -&nbsp;</strong>a document is a single piece of content, usually corresponding to a URL on the customer’s website, an email, ad, or other content types.</li>
  <li><strong>Natural Language Processing (NLP) -&nbsp;</strong>A programmatic approach to analyzing large amounts of language data.</li>
  <li><strong>Keywords</strong>&nbsp;-&nbsp;Extracted verbatim from text, a less sophisticated approach to topic analysis.</li>
  <li><strong>Topics -</strong>&nbsp;Topics are&nbsp;extracted using NLP and are&nbsp;able to make inferences about&nbsp;themes or core subject matter of the content. See&nbsp;<a href="https://learn.lytics.com/documentation/product/features/content-affinity-engine/topic-extraction#how-topics-are-different-than-keywords">how Topics are different than Keywords</a>.</li>
</ul>
<p>In other guides, we'll cover Lytics Affinity Engine, Content Collections, and Recommendations in more detail.</p>
<h4>Match the term to its definition.</h4>
<table>
  <colgroup data-width='754'>
    <col style="width:34.2175%" />
    <col style="width:65.7825%" />
  </colgroup>
  <tbody>
    <tr>
      <td>Topics</td>
      <td>Extracted using NLP. Able to make inferences</td>
    </tr>
    <tr>
      <td>Keywords</td>
      <td> Extracted verbatim from text</td>
    </tr>
    <tr>
      <td>Classification</td>
      <td> A programmatic approach to analyzing large amounts of language data</td>
    </tr>
    <tr>
      <td>Natural Language Processing (NLP)</td>
      <td>Task of assigning one or more categories or topics to a document</td>
    </tr>
  </tbody>
</table>
<h2>Using the Classification Dashboard</h2>
<h3>Classification Dashboard</h3>
<p>The Content Classification dashboard provides visibility into how your content is being scraped, indexed, and classified by the Lytics Affinity Engine. You can find the&nbsp;<strong>Classification</strong>&nbsp;section under the&nbsp;<strong>Content</strong>&nbsp;tab in the UI.</p>
<p></p><img asset_uid="blt87da047c556c765c" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt87da047c556c765c/68662bed65a2190e92d19c9f/content-classification.png" alt="content-classification.png" height="auto" />
<p>We'll walk you through each of the modules:</p>
<h4>Domain and Path Settings</h4>
<p>These settings are essential to make sure&nbsp;Lytics classifies the right content that will be used in your marketing initiatives.&nbsp;Note, only&nbsp;<strong>account admins&nbsp;</strong>can adjust the&nbsp;Content Settings&nbsp;to add or remove&nbsp;approved domains and ignored paths. Admins can also make sure Lytics observes your&nbsp;<strong>robots.txt directives&nbsp;</strong>for<strong>&nbsp;</strong>content enrichment.</p>
<h4>Classification Activity</h4>
<p>Shows the number of documents that have been classified for your account in the last week. You can also adjust the chart to see the distribution throughout history to help you understand if and when you are hitting the&nbsp;<strong>default monthly quota of 20,000 URLs</strong>&nbsp;for your account.</p>
<h4>Document Health</h4>
<p>Surfaces a list of content that Lytics is unable to classify due to its “unhealthy” state.&nbsp;Lytics defines document health based on HTTP status codes.&nbsp;</p>
<ul>
  <li>Status codes&nbsp;200-399 are considered “healthy”</li>
  <li>Status codes&nbsp;400+ are considered “unhealthy”</li>
</ul>
<p><strong>Note:</strong> See the&nbsp;<a href="https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-classification">documentation</a>&nbsp;for more details and screenshots.</p>
<p><strong>What is the default monthly classification quota?</strong></p>
<p>A.&nbsp;10,000 URLs</p>
<p>B.&nbsp;20,000 URLs</p>
<p>C.&nbsp;50,0000 URLs</p>
<p><strong>Which account setting(s) should your Lytics admin set to ensure Lytics classifies the right content from your website? Select all that apply.</strong></p>
<p>A.&nbsp;Allowlist and Blocklist for Domains &amp; Paths</p>
<p>B.&nbsp;Robots.txt directives</p>
<p>C.&nbsp;Custom properties</p>
<p>D.&nbsp;Schema promoted fields</p>
<h3>Manual Classification</h3>
<p>The Manual Classification section allows you to preview how a single document will be classified by Lytics. You can use this to resolve any issues with how your page is set up before it’s added to the Lytics content corpus.&nbsp;</p>
<p>Once a piece of content has been added&nbsp;to the&nbsp;corpus, its topics then become available for use in personalization such as recommendations or content affinity.&nbsp;</p>
<p>See the GIF&nbsp;below for a glimpse of how the Manual Classification tool works.</p><img asset_uid="blt4731eea2b5842e90" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt4731eea2b5842e90/68662c4df44b17642078c3d3/manual_content_classification_preview.gif" alt="manual_content_classification_preview.gif" height="auto" />
<p><strong>Until a document has been classified, its topics are not available for use in personalization such as recommendations or affinity-based audiences.</strong></p>
<p>A.&nbsp;True</p>
<p>B.&nbsp;False</p>
<h3>Find a Document</h3>
<p>Just like you're able to "Find a User" within the Audiences section, you can&nbsp;<strong>Find a Document&nbsp;</strong>within the Content section of the Lytics UI.</p>
<p>You may need to search for a specific document that has recently&nbsp;been classified&nbsp;to verify the description, topics, or other metadata. Typically, you'll use this when&nbsp;trying to debug an issue&nbsp;or ensure that a Content Collection is ready to be used for a recommendation use case.</p><img asset_uid="blt87da047c556c765c" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt87da047c556c765c/68662bed65a2190e92d19c9f/content-classification.png" alt="content-classification.png" height="auto" />If you make adjustments to any of your documents, such as updating a blog post or refreshing a product landing page, you can request Lytics to manually re-classify the document. This will ensure the Lytics content corpus has the most up-to-date information to serve in any of your content or product recommendations.<p><strong>You can request Lytics to manually re-classify a document via the UI.</strong></p>
<p>A.&nbsp;True</p>
<p>B.&nbsp;False</p>
<h2>Next Steps</h2>
<h3>More Resources</h3>
<ul>
  <li><a href="https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-classification">Content Classification documentation</a></li>
  <li><a href="https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-affinity-engine-introduction">Content Affinity Engine documentation</a></li>
</ul>
<h3>Use Cases:</h3>
<ul>
  <li><a href="https://learn.lytics.com/use-cases/deliver-targeted-content">Deliver Targeted Content</a></li>
  <li><a href="https://learn.lytics.com/use-cases/keep-visitors-engaged-with-content-recommendation-experiences">Keep Visitors Engaged with Content Recommendation Experiences</a></li>
  <li><a href="https://learn.lytics.com/use-cases/promote-relevant-content-to-users-based-on-their-interests">Promote Relevant Content to Users based on their Interests</a></li>
</ul>
<p></p>
<p></p>

Content Classification

<p>Find out how Lytics Goals allow you to influence and measure the progress of your customers toward your business goals.</p><h2>Overview</h2><p>Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.</p><h3>What will I learn?</h3><ul><li>What are Goals?</li><li>Why are they important?</li><li>What is Goal Intelligence?</li><li>Can I customize my Goals?</li></ul><p>In this guide, we'll introduce Goals and the important role they play within Lytics. Goals allow you to influence and measure the progress of your customers toward your business goals. Goals can include Experiences and Stages that you define to drive customers towards specific conversion events. Most importantly, Goals enable Lytics to unlock and measure attribution across your Experiences.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/HCRmKnua-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Goals" style="position: absolute;" allowfullscreen=""></iframe></div><h2>Knowledge Check</h2><p><strong>Lytics offers pre-defined Goals.</strong></p><p>A.&nbsp;True</p><p>B.&nbsp;False</p><p>Answer: A</p><p><strong>Match the Lytics term to its description.</strong></p><table><tbody><tr><td>Experiences</td><td>Top-level marketing objective, such as "Convert Unknown to Known Users"</td></tr><tr><td>Start Audience </td><td>Specific marketing tactic, such as a modal to encourage new email sign-ups </td></tr><tr><td>Goals</td><td>A step or conversion opportunity for customers to move towards your Goal.</td></tr><tr><td>End Audience </td><td>Users that are candidates for your campaigns (e.g. Unknown Users)</td></tr><tr><td>Stages</td><td>Users that have converted (e.g. Known Users)</td></tr></tbody></table><p><strong>Lytics Goals unlock _____ to determine how individual campaigns are performing and contributing to your goals.</strong></p><p>A.&nbsp;Analytics</p><p>B.&nbsp;Attribution</p><p>C.&nbsp;UTM Tracking</p><p>Answer: B</p><h2>Next Steps</h2><p>To continue learning about Lytics Goals, we recommend you check out the following.</p><h3>Academy Courses</h3><ul><li>Experiences</li></ul><h3>Documentation</h3><ul><li><a href="https://learn.lytics.com/solutions/goals">Goals Overview</a></li><li><a href="https://learn.lytics.com/documentation/product/features/goals/canvas-overview">How to use the Goals Canvas</a></li><li><a href="https://learn.lytics.com/documentation/product/features/lytics-view/goal-intelligence">Goal Intelligence</a></li></ul>

Intro to Goals

Goals

<p>Learn how Lytics Experiences represent your marketing initiatives and are tied to Goals.</p><strong>Note:</strong> On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy.<h2>Overview</h2><h2>What will I learn?</h2><ul><li>What are Experiences?</li><li>Why are they important?</li><li>What does it do to my audiences?</li><li>Can I customize my Goals?</li></ul><p>In this guide, we'll introduce you to Experiences in Lytics. Experiences are how we represent marketing initiatives in the Lytics UI. Experiences can be created from scratch and then pushed out to your activation tool of choice or imported directly from common tools such as Facebook or Google Ads. No recreating the wheel here.</p><p>Each Experience has a provider and tactic, as well as an audience (or optional filter audience if the Experience is associated with a Goal), and a status that indicates its state or health.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/geCkVBS8-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Experiences" style="position: absolute;" allowfullscreen=""></iframe></div><h2>Knowledge Check</h2><p><strong>You can monitor the performance of your cross-channel campaigns within your Lytics dashboard.</strong></p><p>A.&nbsp;True</p><p>B.&nbsp;False</p><p>Answer: A - True. Lytics acts a hub to monitor your marketing across channels so you don't have to log into each channel tool to understand campaign performance.</p><p><strong>How can you create Experiences in Lytics? Select all that apply.</strong></p><p>A.&nbsp;Build new Experiences from scratch in Lytics</p><p>B.&nbsp;Import from any of Lytics Integrations</p><p>C.&nbsp;Import Experiences from supported tools like Facebook, Google Ads, or Mailchimp</p><p>Answer: A, C</p><p><strong>Experiences are always related to a touchpoint on your channel tools or your website.</strong></p><p>A.&nbsp;True</p><p>B.&nbsp;False</p><p>Answer: A</p><h2>Next Steps</h2><p>To continue learning about Lytics Experiences, we recommend you check out the following.</p><h3>Academy Courses</h3><ul><li>Create Personalized&nbsp;Experiences</li></ul><h3>Documentation</h3><ul><li><a href="https://learn.lytics.com/documentation/product/features/experiences/overview">Experiences&nbsp;Overview</a></li><li><a href="https://learn.lytics.com/documentation/product/features/experiences/importing-external-experiences">Importing Experiences</a></li><li><a href="https://learn.lytics.com/documentation/product/features/lytics-view/experience-intelligence">Experience Intelligence</a></li></ul>

Intro to Experiences

Experiences

<p>Learn about Lytics' New Reporting capabilities.</p><h2>Lytics Reports</h2><h3>Introduction</h3><p>In this training guide, we will introduce you to&nbsp;<strong>Lytics Reports</strong>&nbsp;and how to leverage&nbsp;<strong>Reports</strong>&nbsp;in your marketing efforts.</p><p>Lytics Reports&nbsp;help users understand, analyze, and interpret their data and audiences.&nbsp;<strong>Reports</strong>&nbsp;can be used in a variety of ways, including:&nbsp;</p><ul><li>&nbsp;Comparing audiences (ie for A/B testing purposes)&nbsp;</li><li>&nbsp;Validating newly ingested data&nbsp;</li><li>&nbsp;Understand the attributes of user profiles&nbsp;</li></ul><p>With all the powerful data captured by our integrations and tags,&nbsp;<strong>Reports</strong>&nbsp;help you make sense of the data right in the Lytics app.&nbsp;</p><p>For more information about&nbsp;<strong>Reports</strong>, check out the product documentation&nbsp;<a href="https://docs.lytics.com/docs/getting-started-with-reports">here</a></p><h3>Objectives and Key Terms</h3><p>By completing this training, you will learn how to create, edit, and manage Reports!</p><h2>Key Terms</h2><p>Here are some of the key terms that you will come across:</p><ul><li><strong>Report</strong>:&nbsp;a powerful dashboarding tool to visualize and gain critical insights from your customer data. Reports can consist of 1 or many&nbsp;<strong>Components</strong>.&nbsp;</li></ul><ul><li><strong>Component:&nbsp;</strong>a method of graphically visualizing data. There are currently 2 types of&nbsp;<strong>Components</strong>:&nbsp;<em>Size&nbsp;</em>and&nbsp;<em>Composition</em><strong>.&nbsp;</strong>&nbsp;</li></ul><ul><li><strong>Field:&nbsp;</strong>a user-profile field</li></ul><ul><li><strong>Sub-Field</strong>: a value of a&nbsp;<strong>Field</strong>&nbsp;(only applicable for&nbsp;<em>map</em>&nbsp;and&nbsp;<em>set</em>&nbsp;<strong>Fields</strong>).</li></ul><ul><li><strong>Composition Component:&nbsp;</strong>a&nbsp;chart that displays&nbsp;the distribution of values for a&nbsp;<strong>field</strong>&nbsp;across your audience in various ways, including as a&nbsp;Bar, Pie, and Line chart.&nbsp;</li></ul><ul><li><strong>Size Component:&nbsp;</strong>display the sizes of one or more Audiences as a time-series chart or numeric value</li></ul>Quick Questions!<br /><p><strong>Which of the following are valid Components?</strong></p><p>A.&nbsp;Audience Component</p><p>B.&nbsp;Composition Component</p><p>C.&nbsp;Campaign/Journey Component</p><p>D.&nbsp;Size Component</p><p>E.&nbsp;Marketing Component</p><p>Answer: B, D</p><p><strong>When should you use a Composition Component?</strong></p><p>A.&nbsp;To plot the sizes of one or more Audiences as a time-series chart</p><p>B.&nbsp;To display the distribution of values for a user-profile Field</p><p>C.&nbsp;To compose music</p><p>Answer: B</p><p><strong>When should you use a Size Component?</strong></p><p>A.&nbsp;To plot the sizes of one or more Audiences as a time-series chart</p><p>B.&nbsp;To display the distribution of values for a user-profile field</p><p>C.&nbsp;If you want to find out your T-shirt size</p><p>Answer: A</p><h2>Creating, Editing &amp; Managing Reports</h2><h3>Creating Reports</h3>To create a new&nbsp;<strong>Report</strong>, first, navigate to the&nbsp;<em>Reports</em>&nbsp;section in the left-hand-side navigation bar:<img asset_uid="blt524fa05fb46eed22" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt524fa05fb46eed22/686658c04431701057fdbe61/Lytics_Left_Navigation.png" alt="Lytics Left Navigation.png" height="auto"/><p>Next, click on the&nbsp;<em>Create New&nbsp;</em>button at the top of the page. You will then be directed to the Report wizard, where you will select&nbsp;<em>Custom Template</em>&nbsp;and then name your&nbsp;<strong>Report</strong>&nbsp;and provide an optional description.</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/YXELPmlR-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Create Reports" style="position: absolute;" allowfullscreen=""></iframe></div><p>And that's it! You've now created your first&nbsp;<strong>Report</strong>!</p><p>For more information, check out the product documentation&nbsp;<a href="https://docs.lytics.com/docs/getting-started-with-reports">here</a></p><h3>Creating / Editing Components</h3><p>To create a new&nbsp;<strong>Component</strong>, click on the&nbsp;<em>Add New Component</em>&nbsp;button on your&nbsp;<strong>Report</strong>&nbsp;page.</p><img asset_uid="blt2620341a746b6c1a" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2620341a746b6c1a/68677f56abd7514a16abccc5/Add_new_component.png" alt="Add new component.png" height="auto"/><p>Next, click on the select the&nbsp;component that you would like to create:</p><img asset_uid="bltb8ad608b8cceae9c" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltb8ad608b8cceae9c/686791b6838a11e5d8ce7580/Select_a_Component.png" alt="Select a Component.png" height="auto"/><p>To create a&nbsp;<strong>Composition</strong>&nbsp;component, click on the&nbsp;<em>Composition</em>&nbsp;button from the&nbsp;<em>Select a Component</em>&nbsp;menu.&nbsp;</p><p>In the configuration menu, complete the following fields:</p><ul><li><em>Name</em></li><li><em>Description</em>&nbsp;(optional)</li><li><em>Audiences</em>&nbsp;</li><li><em>Field</em></li><li><em>SubField</em>&nbsp;(this option will only appear when the Field selected is a set or map)</li></ul><p>Depending on the field type of the field you select, Lytics provides a variety of ways to visualize the data.&nbsp;Using the options in the bottom right corner of the component, you can opt to display the&nbsp;data in a Bar Chart, Line Chart, Pie Chart, Table, or Stats view (for numeric fields). By default it will display as a line chart when first created.</p><p>If you would like to edit the Composition component, click on the&nbsp;<em>Edit Component</em>&nbsp;button (the gear icon in the bottom right corner of the component).</p><p></p><img asset_uid="bltcd6689afd23b9289" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltcd6689afd23b9289/68677f51c8fd59a7706699aa/Edit_Component.png" alt="Edit Component.png" height="auto"/><h4>Try creating your own Composition component:</h4><p>For simplicity, select the "All" Audience, and the "Score Momentum" Field, provide a name and description for your component, and click on the&nbsp;<em>Save</em>&nbsp;button. Once the page reloads, you should see a Line chart that plots of the distribution of the "Score Momentum" field.</p><img asset_uid="blt80247203d80c007f" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt80247203d80c007f/68677f51be33b5275dd3669f/Label_and_Description_-_create_your_own_composition_component.png" alt="Label and Description - create your own composition component.png" height="auto"/><p>Check out the&nbsp;<a href="https://docs.lytics.com/docs/composition-components">product docs</a>&nbsp;for more information about Composition components.</p><p>To create your a&nbsp;<strong>Size</strong>&nbsp;component, click on the&nbsp;<em>Size</em>&nbsp;button from the&nbsp;<em>Select a Component</em>&nbsp;menu.</p><p>In the configuration menu, complete the following fields:&nbsp;</p><ul><li><em>Name</em></li><li><em>Description</em>&nbsp;(optional)</li><li><em>Audiences&nbsp;</em>(you can select multiple audiences to allow you to compare them to one another)</li></ul><p>After selecting and saving the Audience(s), the Size component will display a time-series chart of the Audience size(s). In the bottom right corner of the component, you also will have the option of displaying just the current audience totals.&nbsp;If you would like to see both audiences in a single chart, toggle the&nbsp;<em>Unstacked</em>&nbsp;switch in the bottom left corner of the component.</p><p>If you would like to edit the Size component, click on the&nbsp;<em>Edit Component</em>&nbsp;button&nbsp;(the gear icon in the bottom right corner of the component).</p><img asset_uid="bltcd6689afd23b9289" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltcd6689afd23b9289/68677f51c8fd59a7706699aa/Edit_Component.png" alt="Edit Component.png" height="auto"/><h4>Try creating your own Size component:</h4><p>For simplicity, select the "All" and "Email Capture Status: Known Email" out of the box&nbsp;audiences. Provide a&nbsp;name and&nbsp;description for your component, and click on the&nbsp;<em>Save</em>&nbsp;button. Once the page reloads, you should see a time-series chart that displays the audience sizes for the "All" and "Email Capture Status: Known Email" audiences.</p><img asset_uid="blt09e0a96a326bbfd0" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt09e0a96a326bbfd0/68677f513f6f2e732f2de1d5/Label_and_Description_-_create_your_own_Size_component.png" alt="Label and Description - create your own Size component.png" height="auto"/><p>Check out the&nbsp;<a href="https://docs.lytics.com/docs/size-components">product docs</a>&nbsp;for more information about Size components.&nbsp;</p><h3>Managing Reports</h3><h4>Editing Reports</h4><p>To rename the&nbsp;<strong>Report</strong>&nbsp;name or description, click on the "Edit" button at the top of the&nbsp;<strong>Report</strong>&nbsp;page.</p><img asset_uid="blta9dad514f35ab47f" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta9dad514f35ab47f/686794c5838a117e40ce75ab/Edit_or_delete_audience_report.png" alt="Edit or delete audience report.png" height="auto"/><h4>Downloading Reports</h4><p>Each component in Lytics provides the option to download the associated data in a CSV format. The&nbsp;<em>Download</em>&nbsp;icon is located in the bottom right of each component.</p><img asset_uid="blteae8c1f91f7a87b8" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blteae8c1f91f7a87b8/686794c502c7011722b971f2/download_reports.png" alt="download reports.png" height="auto"/><p>For more information about managing your reports, check out the&nbsp;<a href="https://docs.lytics.com/docs/managing-reports">product docs</a></p><h3>Example Reports</h3><p><strong>When&nbsp;to use Reports</strong></p><p>When you first start using Lytics Reports, you may struggle with identifying the&nbsp;<em>best</em>&nbsp;Audiences and Fields to use. To get you started, below&nbsp;is a list of potential components to use, and why you may want to use them.&nbsp;</p><p><strong>Campaign Analytics:&nbsp;</strong></p><ul><li><strong>Size</strong>&nbsp;component with the audiences used in the campaign to compare how each audience in the campaign grows and shrinks over time<br /></li><li><strong>Composition</strong>&nbsp;component with the audiences used in the campaign, and the out-of-the-box UTM fields (ex: utm_terms, utm_mediums, utm_sources, etc).</li></ul><p><strong>Data Science</strong></p><ul><li><strong>Composition</strong>&nbsp;component for each of the 9 behavioral scores<br /><strong>Composition&nbsp;</strong>component for Topic Affinity. Select the&nbsp;<em>lytics_content</em>&nbsp;field, and select a topic as a&nbsp;<strong>Sub-Field</strong>&nbsp;to compare the affinity for a specific topic across audiences.&nbsp;</li><li><strong>Composition&nbsp;</strong>component for Lookalike Model Predictions. Select the&nbsp;<em>segmentml_predictions</em>&nbsp;field and select a model as a&nbsp;<strong>Sub-Field</strong>&nbsp;to compare the distributions of predictions for a model across audiences.&nbsp;</li></ul><p><strong>Demographic</strong></p><ul><li><strong>Composition</strong>&nbsp;component for&nbsp;<em>country, city, and state</em>&nbsp;fields to compare the location of users across audiences.</li><li><strong>Composition</strong>&nbsp;component for&nbsp;<em>gender, age</em>, and other demographic fields.&nbsp;</li></ul><p><strong>Custom Data</strong></p><ul><li><strong>Composition</strong>&nbsp;component for any custom field within your account.</li></ul><p><strong>Reports&nbsp;Playbook</strong></p><p>For walkthroughs around&nbsp;how to create some additional Reports, download the below playbook. This playbook covers the following examples:</p><ul><li>Web data available when using our Javascript tag</li><li>Audience data from A/B testing</li><li>Shopify data available when using our Shopify integration&nbsp;</li><li>Lookalike model data</li></ul><p>Here's the <a href="https://assets.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltc535b7c7a4c7acf9/68679cc5ade2192b6088b908/Reporting_Playbook.pdf" target="_blank">Reporting Playbook</a>.</p><p></p>

Intro to Reports

Create Reports

<p>This course is designed to teach you about Lytics Conductor — your data-stitching, ID-resolving, and profile-building toolkit.</p><h2>Introduction</h2><h3>Overview and Objectives</h3><p>Conductor enables Lytics users to have complete control and visibility into how inbound user activity data is materialized into unified user profiles. The primary feature areas we will cover are:&nbsp;</p><ul><li>The NEW Conductor dashboard.</li><li>How to manage your data pipeline.</li><li>How to define your profile&nbsp;schema.&nbsp;</li><li>How to manage and monitor your&nbsp;identity resolution strategy.</li></ul><p><strong>Training purpose?</strong> Get a&nbsp;high-level overview of how to access and leverage&nbsp;Conductor's most powerful features.</p><p>By the end of this training, you will have learned how Conductor puts the power of pipeline and identity resolution features into our user's hands!&nbsp;</p><h3>Key Terminology</h3><p>Let's start with some key terms you should get familiar with:</p><ul><li>Schema&nbsp;</li><li>Fields</li><li>Mappings</li><li>Pipeline</li><li>Sources&nbsp;</li><li>Destinations&nbsp;</li><li>Profiles</li><li>Streams</li></ul><p>For full definitions, please&nbsp;see our documentation at&nbsp;<a href="https://docs.lytics.com/docs/getting-started-with-conductor">https://docs.lytics.com/docs/getting-started-with-conductor</a></p><p><strong>Try Matching each Conductor term to its corresponding definition:</strong></p><table><tbody><tr><td>Pipeline</td><td>Allows you to flexibly update how and when data is mapped onto user profiles.</td></tr><tr><td>Mapping</td><td>Have standard metadata such as name and description as well as the typical properties you'd expect from a traditional database column (kind, capacity, etc.).) </td></tr><tr><td>Sources</td><td>Expressions that provide instructions for how to perform transformations, if any, on raw data.</td></tr><tr><td>Streams</td><td>Utilized to monitor workflows and data streams to ensure pipeline is healthy. </td></tr><tr><td>Schema</td><td>Gather data from an external system and ingest it into Lytics on data streams. </td></tr><tr><td>Fields</td><td>Send data from Lytics to external systems such as Google, Facebook, and Liveramp. </td></tr><tr><td>Profile</td><td>Data from multiple sources combined into a single view.</td></tr><tr><td>Destinations</td><td>Logical distinctions among data sources in either type or scope. </td></tr><tr><td>Identity Keys</td><td>Used to identify distinct users with which to associate the data.</td></tr></tbody></table><h2>Dashboard</h2><h3>Intro + Video Training</h3><p>The Conductor Dashboard provides a top-level view of critical Conductor operations such as Source and Destination activity, stream statistics, changes to your schema, and various other activities.</p><p><strong>Read (15 Min): </strong><a href="https://docs.lytics.com/docs/getting-started-with-conductor">https://docs.lytics.com/docs/getting-started-with-conductor</a></p><p><strong>Watch:</strong> the "Dashboard Overview" video (~3 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/hkFssXLd-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Dashboard Overview" style="position: absolute;" allowfullscreen=""></iframe></div><p><strong>Check your Knowledge:</strong></p><p>Answer some quick questions in the next section to check your understanding!</p><h3>Follow Up Questions</h3><h4>Check your Knowledge!</h4><p><strong>What data is included in the "Stream Activity" section of the dashboard?</strong></p><p>A.&nbsp;All incoming data</p><p>B.&nbsp;All incoming and outgoing data</p><p>C.&nbsp;All outgoing data</p><p>D.&nbsp;None of the above</p><p>Answer: A</p><p><strong>Where would I look to see if an Destination is having trouble?</strong></p><p>A.&nbsp;Stream Activity</p><p>B.&nbsp;Schema Summary</p><p>C.&nbsp;Recently Viewed</p><p>D.&nbsp;Diagnostics</p><p>Answer: D</p><p>Can you see what unpublished changes have been made to the schema from the dashboard view? Yes, by navigating to the "Schema Summary"<em>&nbsp;</em>section.</p><p><strong>What sort of information can be found in the "recently viewed" component?</strong></p><p>A.&nbsp;Profiles that have been viewed recently.</p><p>B.&nbsp;Fields and mappings that have been viewed recently.</p><p>C.&nbsp;Sources and Destinations that have been viewed recently.</p><p>D.&nbsp;All of the above</p><p>Answer: D</p><h2>Pipeline</h2><h3>Getting familiar with "Pipeline"</h3><p>Is your account running into latency issues? Are my Sources and Destinations performing as expected? The Pipeline summary is your first line of defense in understanding the health of your data pipeline.</p><p><strong>Watch:</strong> the "Dashboard Pipeline" video (~2 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/YO6gMITf-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Dashboard Pipeline" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>Where can I see the average amount of time it is taking to process new inbound events into attributes on user profiles?</strong></p><p>A. Pipeline Latency</p><p>B. Total Events Processed</p><p>C. View Sources</p><p>D. View Destinations</p><p>Answer: A</p><p><strong>What sort of information can be found on the pipeline summary?</strong> A summary of all Sources &amp; Destinations, event counts, and real-time event processing performance.</p><p><strong>How do I navigate to current Destinations?</strong></p><p>A.&nbsp;Use the "Destinations" item under the "Pipeline" section in the main navigation</p><p>B.&nbsp;By clicking "View Destinations" within the "Destinations Summary" component</p><p>C.&nbsp;All of the above</p><p>D.&nbsp;Neither</p><p>Answer: C</p><h3>Introduction to "Sources"</h3><p>Sources allow you to easily aggregate rich behavioral data&nbsp;from a wide range of tools across various marketing channels.</p><p><strong>Read (15-20 Min)</strong>:&nbsp;<a href="https://docs.lytics.com/docs/data-onboarding">https://docs.lytics.com/docs/data-onboarding</a></p><p><strong>Watch:</strong> the "Introduction to Sources" video (~3 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/RBRcwJ5E-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Introduction To Sources" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>If a Source fails where can you find the reason?</strong></p><p>A. The "Metrics" section of the Source summary.</p><p>B. The "Status" column of my Sources list.</p><p>C. The "Logs" section of the Source summary.</p><p>D. That information isn't available so you'll have to contact support.</p><p>Answer: C</p><p><strong>Where can you find the current configuration for a Source integration?</strong> Within the configuration tab, you'll find a&nbsp;JSON view of imported fields, frequency, stream, and other important metadata related to that provider.</p><p><strong>Where can you find the user who originally created the import?</strong></p><p>A. Under the Sources list.</p><p>B. This is not displayed in the UI.</p><p>C. The upper right corner of the import under "Created By."</p><p>D. Under the configuration tab.</p><p>Answer: C</p><h3>Understanding "Streams"</h3><p>The Streams view in Conductor can be used to monitor all incoming events. Here we'll surface total&nbsp;counts from all streams passing data to Lytics and all the raw keys we've seen.</p><p><strong>Watch:</strong> the "Understanding Streams" video (~3 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/4Di7ERfQ-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Understanding Streams" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>How can you see some sample data for one of the keys in a data stream?</strong></p><p>A. Click on field name under in the "Raw Keys" tab.</p><p>B. Under the "Recent Events" tab.</p><p>C. All of the above.</p><p>D. None of the above.</p><p>Answer: C</p><p>Interested in events over time? Use the "start" and "end" dates within the chart view to alter the date range. Toggle the frequency dropdown to define the window size shown on the x-axis.</p><h3>Introduction to "Destinations"</h3><p>Destinations are the opposite of Sources. They allow you to easily deliver your audiences and profiles to&nbsp;various channel tools for campaign activation.</p><p><strong>Watch:</strong> the "Introduction to Destinations" video (~2 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/XqoMPiN9-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Introduction To Destinations" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>How would you see only the currently running Destinations?</strong></p><p>A. Filter the list of Destinations where status is "Running."</p><p>B. All Destinations shown in the UI are currently running.</p><p>C. This is not something that can be seen in the UI.</p><p>Answer: A</p><p><strong>Where can I see the which authorization is being used for a Destination?</strong></p><p>A. In the Destination list view select the "Authorization" link from the table.</p><p>B. Go into the Destination and click on the "Authorization" link.</p><p>C. All of the above.</p><p>D. None of the above.</p><p>Answer: C</p><h2>Schema</h2><h3>Managing your "Schema"</h3><p>The Schema overview monitors changes to&nbsp;fields, their associated&nbsp;mappings, ranks, and the overall status of Schema versions.</p><p><strong>Read (15 Min)</strong>: <a href="https://docs.lytics.com/docs/schema-management">https://docs.lytics.com/docs/schema-management</a><a href="https://docs.lytics.com/docs/schema-management"></a><strong></strong></p><p><strong>Watch:</strong> the "Managing your Schema" video (~4 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/PgTAcsYu-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Managing Your Schema" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>Where can I see which fields and mappings have been modified but not published?</strong></p><p>A. Click on my "Draft" schema version.</p><p>B. Click on the "view fields" link.</p><p>C. Click on the "view mappings" link.</p><p>D. Click on the "Publish Changes" button.</p><p>E. Both A and D</p><p>Answer: E</p><p><strong>Where can you see how many new fields have been added to the schema but are not published?</strong></p><p>A. The "New" section of the fields module.</p><p>B. This is not displayed in the UI.</p><p>C. The "New" section of the mappings module.</p><p>Answer: A</p><h3>Creating and Editing "Fields"</h3><p>In the Fields section of Conductor, you'll perform all management tasks related to creating or modifying the fields surfaced onto user profiles.</p><p><strong>Watch:</strong> the "Creating and Editing Fields" video (~6 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/PgTAcsYu-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Managing Your Schema" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>How do I add a new "Identity Key" to my schema?</strong></p><p>A. Add a new mapping to a field and check "This is an Identity Key" box.</p><p>B. Add a new field and check the "This is an Identity Key" box.</p><p>C. All fields are Identity Keys by default.</p><p>D. Both A and B.</p><p>Answer: B</p><p>Before starting this next section, we recommend you review the common data types and merge operators found <a href="https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/lytics-query-language">here</a>.</p><p><strong>Match the most common merge operators with their most commonly associated data type.</strong></p><table><tbody><tr><td>string, int, number, boolean, date</td><td>Latest/Oldest </td></tr><tr><td>[]string, []date </td><td>Merge</td></tr></tbody></table><p>Hint: "Latest" stores the last value it has seen for the field. "Oldest" stores the oldest value it has seen in the field. "Merge" will either append data to the field or not update if it is a duplicate of what is already stored in the field.</p><h3>"Mapping" Event Data to Fields</h3><p>The Conductor "Mappings" section provides the tools to translate raw data from a stream to the proper user field(s).</p><p><strong>Watch:</strong> the "Mapping Event Data to Fields" video (5 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/2VXXMtsL-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Mapping Event Data To Fields" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>How do I edit an existing mapping?</strong></p><p>A.&nbsp;Go to the main navigation's "Mappings" section and click on an existing mapping, then click "edit."</p><p>B.&nbsp;Navigate to the "Fields" section, click on an existing field and then click on the current mappings tab followed by "edit."</p><p>C.&nbsp;There is no way to edit mappings.</p><p>D.&nbsp;Both A and B.</p><p>Answer: D</p><p>How are fields different from mappings?&nbsp;Fields define what attributes appear on the profile and what features can be used for audience building. Mappings populate the profile with data and determine what and how data should populate the field.</p><h3>Introduction to "Ranks"</h3><p>The "Ranks" view of Conductor allows users to manage the rank order of their available identifiers.</p><p>Watch the "Introduction to Ranks" video (~2 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/AdLv6RIN-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Introduction To Ranks" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>How do I update a "Rank" statement?</strong></p><p>A. Click the up or down arrow on the ID row that needs to be re-positioned.</p><p>B. Ranks cannot be adjusted.</p><p>C. Use the ranks API to manage the order of IDs.</p><p>D. Both A and C</p><p>Answer: D</p><p><strong>How do I add a new ID to a "Rank" statement?</strong></p><p>A. All IDs will automatically get added to the rank statement when added to the schema.</p><p>B. Go to the "Ranks Manager" and add a new ID.</p><p>C. IDs cannot be added to the "Rank" statement.</p><p>Answer: A</p><h3>"Visualizing" a Schema</h3><p>The schema "Visualization" in Conductor provides a graphical representation of your schema for exploration. This visual approach allows for an improved&nbsp;understanding of the relationships between mappings, their sources, and the overall identity strategy.</p><p><strong>Watch:</strong> the "Visualizing a Schema" video (2 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/vAtM2Qk0-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Visualizing A Schema" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer a quick question to check your understanding!</p><p><strong>What is the best way to use the visualization view? </strong>Filter on the streams you are interested in before expanding the view.</p><h2>Identity</h2><h3>Digging into Identity</h3><p>The Identity summary provides a top-level view of how profiles are merged and which Sources might need more attention.</p><p><strong>Read (20 Min):</strong> https://docs.lytics.com/docs/bulletproof-identity-resolution</p><p><strong>Watch:</strong> the "Digging into Identity" video (~2 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/QCR2fPSN-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Digging Into Identity" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>What does the "total" column represent?</strong></p><p>A. The total number of times this ID has been used.</p><p>B. The total number of profiles with this field populated.</p><p>C. The total number of profiles that could have this ID.</p><p>Answer: B</p><h3>Exploring Identities</h3><p>The Explorer view in Conductor is used to analyze an individual profile. Here you'll be able to gain insights into what data exists, how the profile is coming together or not coming together, and how you may improve your overall strategy.</p><p><strong>Watch:</strong> the "Exploring Identities" video (~3 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/65XVzE9f-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Exploring Identities" style="position: absolute;" allowfullscreen=""></iframe></div><h4>Check your Knowledge:</h4><p>Answer some quick questions to check your understanding!</p><p><strong>What does the details section of the profile showcase?</strong></p><p>A. Attributes that have been added to the profile.</p><p>B. Audience entries and exits.</p><p>C. Campaign impressions and conversions.</p><p>D. Lytics behavioral scores for a single user.</p><p>E. Lytics Content Affinities for the selected user.</p><p>F. All of the above.</p><p>Answer: F</p><p>Need to delete the profile for GDPR? Clicking "Delete Profile" will remove the profile and all corresponding event data.</p><p><strong>Are the identifiers that make up the profile as well as when they were added available in the UI?</strong></p><p>A. Yes, In the "Details" tab.</p><p>B. No, This information is not available in the UI.</p><p>C. Yes, click on the "Identity" tab on the profile and it will display all of the identifiers and their corresponding created date.</p><p>D. A and C.</p><p>Answer: C</p><p>Can the profile be downloaded? Yes, by clicking the download profile button.</p><h3>Identity Rules</h3><p>Identity Rules in Conductor can be used to enhance your identity&nbsp;resolution strategy&nbsp;at the account level.&nbsp;</p><p><strong>Watch:</strong> the "Identity Rules" video (~2 min)</p><div style="position: relative;overflow: hidden;padding-bottom: 56.25%;"><iframe src="https://cdn.jwplayer.com/players/OySOzYOC-b769H14u.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Identity Rules" style="position: absolute;" allowfullscreen=""></iframe></div><p><strong>Check your Knowledge:</strong></p><p>Then answer some quick questions to check your understanding!</p>

Lytics Conductor Guide

Dashboard Overview

Dashboard Pipeline

Introduction To Sources

Understanding Streams

Introduction To Destinations

Managing Your Schema

Introduction To Ranks

Visualizing A Schema

Digging Into Identity

Exploring Identities

Creating And Editing Fields

Mapping Event Data To Fields

<p>Quick primer on how Lytics thinks about marketing decisions and which Lytics features support different types of decisions.</p><h2>What will I learn?</h2><ul><li>How Lytics thinks about marketing&nbsp;decisions</li><li>Types of decisions that Lytics enables</li></ul><p>In this quick primer, we'll introduce you to the way Lytics thinks about marketing decisions, and give examples of how&nbsp;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.</p><h3>Informative</h3><p>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.</p><img asset_uid="bltdf53f1c27dc3fded" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltdf53f1c27dc3fded/6868e53a16ecf815184ea9a2/content-relevance-alignment.png" alt="content-relevance-alignment.png" height="auto"/><p><em>Lytics&nbsp;</em><a href="https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-recommendation#affinity-alignment-score">alignment score</a><em>&nbsp;evaluates&nbsp;how well your content will resonate with your target audience.</em></p><h3>Assisted</h3><p>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.</p><img asset_uid="blt567738bbcab92801" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt567738bbcab92801/6868e53b3211638009004e45/content-rec-modal-example.jpeg" alt="content-rec-modal-example.jpeg" height="auto"/><p><em>Lytics powers many&nbsp;</em><a href="https://learn.lytics.com/use-cases/keep-visitors-engaged-with-content-recommendation-experiences">content recommendation</a><em>&nbsp;use cases&nbsp;- delivered as modals, inline on your website, modularized emails, etc.</em></p><h3>Automated</h3><p>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 <a href="https://www.lytics.com/blog/lesson-4-from-a-data-scientist-you-dont-have-to-give-up-the-drivers-seat/">heavy trust in AI and lack of traditional "control"</a>. 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.</p><img asset_uid="blt2ad1633e4d9b369e" src="https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2ad1633e4d9b369e/6868e53b16ecf83f574ea9a6/activation_diagram.png" alt="activation_diagram.png" height="auto"/><p><em>Lytics enables you to </em><a href="https://learn.lytics.com/solutions/activation">activate</a><em> the right experience at the right time for the right customer.</em></p><p>&nbsp;Virtually every corner of the Lytics App is supporting how marketers make decisions. It's easiest to see these decisions in the case of <a href="https://learn.lytics.com/documentation/product/features/lytics-view/goal-intelligence">Intelligence Reports</a>, <a href="https://learn.lytics.com/documentation/product/features/laboratory/lookalike-models/overview">Lookalike Models</a>, <a href="https://learn.lytics.com/documentation/product/features/audiences/audiences-introduction">Audience Membership</a>, <a href="https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-recommendation">Content Recommendations</a>, and <a href="https://learn.lytics.com/documentation/product/features/experiences/overview">Experience activation</a>.</p><p></p>

Decisioning with Lytics

Affinities and Topics

Lytics Intro To Affinities

How to create affinities

Using Affinities In Audiences

Using Affinities In Collections

<p>Start learning the core capabilities of Lytics and how to apply them in your marketing workflows.</p>

Start learning the core capabilities of Lytics and how to apply them in your marketing workflows.

Identity Resolution Basics

Overview

What is Identity Resolution?

ID Resolution Basics

Viewing LQL in the UI

Where to find LQL definitions in the Lytics UI?

Next Steps

Learn More

Next Up

Behavioral Scores [Lesson]