# CDP Strategies ### About this export | Field | Value | | --- | --- | | **content_type** | course | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/cdp-strategies | | **language** | en | | **product_area** | lytics | | **learning_path** | standalone | | **course_id** | cdp-strategies | | **slug** | cdp-strategies | | **version** | 2026-03-01 | | **last_updated** | 2026-04-28 | | **status** | published | | **keywords** | ["lytics"] | | **summary_one_line** | Find out how Lytics fits into your MarTech stack and strategies to successfully implement a CDP. | | **total_duration_minutes** | 45 | | **lessons_count** | 5 | | **video_lessons_count** | 5 | | **text_lessons_count** | 0 | | **linked_learning_path** | standalone | | **linked_assessment_ref** | LMS_UNCONFIGURED_COURSE_ASSESSMENT | | **markdown_file_url** | /academy/md/courses/cdp-strategies.md | | **generated_at** | 2026-04-28T06:55:38.270Z | | **intended_audience** | [] | | **prerequisites** | [] | | **related_courses** | [] | > **Academy MD v3** — companion `.md` for Ask AI. Quizzes and graded assessments are **LMS-only**; this file never contains answer keys. ## Course Overview | Metadata | Value | | --- | --- | | Catalog duration | 45m 6s | | Released (if known) | 2026-03-01 | | Product area | lytics | ### Description Find out how Lytics fits into your MarTech stack and strategies to successfully implement a CDP. ### Learning objectives 1. Follow each lesson in order. 2. Practice in a training stack using placeholders **YOUR_STACK_API_KEY** and **YOUR_DELIVERY_TOKEN** in local `.env` files only. 3. Validate API responses against the official documentation. ### Topics covered lytics ## Course structure ```text cdp-strategies/ ├── 01-what-is-the-decision-gap · video · 345s ├── 02-best-of-breed-cdp-architecture · video · 639s ├── 03-keys-to-successful-cdp-adoption-exec-alignment · video · 468s ├── 04-decision-management-for-data-driven-marketing · video · 504s ├── 05-cpg-playbook-and-case-study · video · 750s ``` ## Lessons ### Lesson 01 — What is the Decision Gap? #### Video details #### At a glance - **Title:** What Is The Decision Gap? - **Duration:** 5m 45s - **Media link:** https://cdn.jwplayer.com/previews/33tzjSaY - **Publish date (unix):** 1750845069 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113582 kbps - video/mp4 · 180p · 200p · 142161 kbps - video/mp4 · 270p · 300p · 159506 kbps - video/mp4 · 360p · 400p · 180769 kbps - video/mp4 · 406p · 450p · 191421 kbps - video/mp4 · 540p · 600p · 223214 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/33tzjSaY-120.vtt` #### Transcript Hello, I'm James McDermott, co-founder and CEO at Lytx. One of the questions that our customers have when they start onboarding with Lytx is, what is the decision gap? Why does it matter for us? And how does Lytx help us bridge this gap? In this video, you'll learn a little bit more about the decision gap marketers face as they try to use first party data to deliver more personalized experiences. For all of our customers, there's a significant gap between the data that they have on their customers and the campaigns or experiences that they want to deliver to each of those individual customers. The gap exists because the data that we have on customers usually resides in separate silos. And even if we bring all of that data together in one place, we still have a decision gap challenge in terms of deciding who should get which piece of content or message and on what channel. The options are endless. This decision gap exists for marketers because they have access to customer data, but they don't know how to make the best decision. This last mile decision gap is a critical part of the transformation that marketers and organizations can go through as they adopt the Lytx CDP. Complex decisioning is the barrier between your company being able to reach the right person with the right message at the right time. We call this the decision gap, and this barrier is the barrier that Lytx breaks down for you with the new marketing workflow. What's most important as you look at breaking down the decision gap is, do we have the right data and can we apply the right data science to this data in order to make a better decision? Lytx is the only CDP that enables decision management. What that means is that when your marketers adopt Lytx, they're able to finally make the best decision for each individual customer. The workflow changes. So workflow before a CDP means you build content, you create audiences, and you sync those audiences to channels. Somewhere a decision gets made, an ad network delivers a campaign, an email tool delivers a message, and then you analyze those results. The challenge and the transformation happens when you adopt a new workflow after you are leveraging your CDP. With Lytx, you now start with a goal, you build a profile, and you have insights about your customers and prospects, like what are their behaviors and content interests, who's likely to convert. The decision is the mapping of who gets what, when, and where. In other words, we know more about our customers and now we match those customers with the best decision, the best campaign decision. The ultimate result is that we activate those one-to-one messages or product recommendations or advertisements at scale. The center of all of this activity in bridging the decision gap is your marketing profile. Lytx builds this profile automatically and dynamically, creating behavioral scores and content affinity so that your marketers have a richer and deeper understanding of every customer and prospect. We automatically surface recommended audiences, like frequent users, likely to re-engage customers, at-risk users. We also enable your marketers to create their own custom audiences, mixing and matching different attributes. And finally, we surface predictive audiences. That means your marketers have all the power of insight at their fingertips. And when they have that, they are finally able to deliver the right message on the right channel at the best time for each and every customer. Finally, what that results in for your business are new use cases powered by a CDP. You are finally able to deliver on those highly targeted, trigger-based campaigns. When a customer abandons a cart or a form, you are automatically re-targeting them or re-marketing to them in the best possible way. You have a recommendation engine now with Lytx, which means you can deliver the best content for each and every user on the website, in the mobile app, or in email. And finally, you can turn on Next Best Experience Decisioning, which means you now have a platform that can help you make the best decision for every customer, at every stage, across every campaign. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:07.400 Hello, I'm James McDermott, co-founder and CEO at Lytx. 2 00:00:07.400 --> 00:00:14.200 One of the questions that our customers have when they start onboarding with Lytx is, what 3 00:00:14.200 --> 00:00:16.280 is the decision gap? 4 00:00:16.280 --> 00:00:18.080 Why does it matter for us? 5 00:00:18.080 --> 00:00:20.640 And how does Lytx help us bridge this gap? 6 00:00:20.640 --> 00:00:25.800 In this video, you'll learn a little bit more about the decision gap marketers face as they 7 00:00:25.800 --> 00:00:33.760 try to use first party data to deliver more personalized experiences. 8 00:00:33.760 --> 00:00:39.880 For all of our customers, there's a significant gap between the data that they have on their 9 00:00:39.880 --> 00:00:45.860 customers and the campaigns or experiences that they want to deliver to each of those 10 00:00:45.860 --> 00:00:48.360 individual customers. 11 00:00:48.360 --> 00:00:54.280 The gap exists because the data that we have on customers usually resides in separate silos. 12 00:00:54.280 --> 00:01:01.320 And even if we bring all of that data together in one place, we still have a decision gap 13 00:01:01.320 --> 00:01:07.720 challenge in terms of deciding who should get which piece of content or message and 14 00:01:07.720 --> 00:01:09.360 on what channel. 15 00:01:09.360 --> 00:01:13.880 The options are endless. 16 00:01:13.880 --> 00:01:21.540 This decision gap exists for marketers because they have access to customer data, but they 17 00:01:21.540 --> 00:01:25.180 don't know how to make the best decision. 18 00:01:25.180 --> 00:01:33.660 This last mile decision gap is a critical part of the transformation that marketers 19 00:01:33.660 --> 00:01:39.780 and organizations can go through as they adopt the Lytx CDP. 20 00:01:39.780 --> 00:01:46.120 Complex decisioning is the barrier between your company being able to reach the right 21 00:01:46.120 --> 00:01:51.240 person with the right message at the right time. 22 00:01:51.240 --> 00:01:59.820 We call this the decision gap, and this barrier is the barrier that Lytx breaks down for you 23 00:01:59.820 --> 00:02:03.440 with the new marketing workflow. 24 00:02:03.440 --> 00:02:13.720 What's most important as you look at breaking down the decision gap is, do we have the right 25 00:02:13.720 --> 00:02:20.640 data and can we apply the right data science to this data in order to make a better decision? 26 00:02:21.240 --> 00:02:26.480 Lytx is the only CDP that enables decision management. 27 00:02:26.480 --> 00:02:33.800 What that means is that when your marketers adopt Lytx, they're able to finally make the 28 00:02:33.800 --> 00:02:38.080 best decision for each individual customer. 29 00:02:38.080 --> 00:02:40.960 The workflow changes. 30 00:02:40.960 --> 00:02:47.180 So workflow before a CDP means you build content, you create audiences, and you sync those audiences 31 00:02:47.180 --> 00:02:49.040 to channels. 32 00:02:49.040 --> 00:02:55.240 Somewhere a decision gets made, an ad network delivers a campaign, an email tool delivers 33 00:02:55.240 --> 00:03:00.560 a message, and then you analyze those results. 34 00:03:00.560 --> 00:03:08.160 The challenge and the transformation happens when you adopt a new workflow after you are 35 00:03:08.160 --> 00:03:10.640 leveraging your CDP. 36 00:03:10.640 --> 00:03:15.920 With Lytx, you now start with a goal, you build a profile, and you have insights about 37 00:03:15.920 --> 00:03:20.840 your customers and prospects, like what are their behaviors and content interests, who's 38 00:03:20.840 --> 00:03:22.800 likely to convert. 39 00:03:22.800 --> 00:03:29.800 The decision is the mapping of who gets what, when, and where. 40 00:03:29.800 --> 00:03:36.080 In other words, we know more about our customers and now we match those customers with the 41 00:03:36.080 --> 00:03:39.960 best decision, the best campaign decision. 42 00:03:39.960 --> 00:03:47.120 The ultimate result is that we activate those one-to-one messages or product recommendations 43 00:03:47.120 --> 00:03:51.840 or advertisements at scale. 44 00:03:51.840 --> 00:03:59.200 The center of all of this activity in bridging the decision gap is your marketing profile. 45 00:03:59.200 --> 00:04:05.600 Lytx builds this profile automatically and dynamically, creating behavioral scores and 46 00:04:05.600 --> 00:04:10.640 content affinity so that your marketers have a richer and deeper understanding of every 47 00:04:10.640 --> 00:04:12.440 customer and prospect. 48 00:04:12.440 --> 00:04:20.440 We automatically surface recommended audiences, like frequent users, likely to re-engage customers, 49 00:04:20.440 --> 00:04:22.440 at-risk users. 50 00:04:22.440 --> 00:04:27.560 We also enable your marketers to create their own custom audiences, mixing and matching 51 00:04:27.560 --> 00:04:29.280 different attributes. 52 00:04:29.280 --> 00:04:32.560 And finally, we surface predictive audiences. 53 00:04:32.560 --> 00:04:40.040 That means your marketers have all the power of insight at their fingertips. 54 00:04:40.040 --> 00:04:44.400 And when they have that, they are finally able to deliver the right message on the right 55 00:04:44.400 --> 00:04:50.560 channel at the best time for each and every customer. 56 00:04:50.560 --> 00:04:57.840 Finally, what that results in for your business are new use cases powered by a CDP. 57 00:04:57.840 --> 00:05:03.440 You are finally able to deliver on those highly targeted, trigger-based campaigns. 58 00:05:03.440 --> 00:05:08.320 When a customer abandons a cart or a form, you are automatically re-targeting them or 59 00:05:08.320 --> 00:05:11.400 re-marketing to them in the best possible way. 60 00:05:11.400 --> 00:05:17.080 You have a recommendation engine now with Lytx, which means you can deliver the best 61 00:05:17.080 --> 00:05:24.000 content for each and every user on the website, in the mobile app, or in email. 62 00:05:24.000 --> 00:05:31.740 And finally, you can turn on Next Best Experience Decisioning, which means you now have a platform 63 00:05:31.740 --> 00:05:39.280 that can help you make the best decision for every customer, at every stage, across every 64 00:05:39.280 --> 00:05:39.400 campaign. ``` ```transcript [00:00] Hello, I'm James McDermott, co-founder and CEO at Lytx. [00:07] One of the questions that our customers have when they start onboarding with Lytx is, what [00:14] is the decision gap? [00:16] Why does it matter for us? [00:18] And how does Lytx help us bridge this gap? [00:20] In this video, you'll learn a little bit more about the decision gap marketers face as they [00:25] try to use first party data to deliver more personalized experiences. [00:33] For all of our customers, there's a significant gap between the data that they have on their [00:39] customers and the campaigns or experiences that they want to deliver to each of those [00:45] individual customers. [00:48] The gap exists because the data that we have on customers usually resides in separate silos. [00:54] And even if we bring all of that data together in one place, we still have a decision gap [01:01] challenge in terms of deciding who should get which piece of content or message and [01:07] on what channel. [01:09] The options are endless. [01:13] This decision gap exists for marketers because they have access to customer data, but they [01:21] don't know how to make the best decision. [01:25] This last mile decision gap is a critical part of the transformation that marketers [01:33] and organizations can go through as they adopt the Lytx CDP. [01:39] Complex decisioning is the barrier between your company being able to reach the right [01:46] person with the right message at the right time. [01:51] We call this the decision gap, and this barrier is the barrier that Lytx breaks down for you [01:59] with the new marketing workflow. [02:03] What's most important as you look at breaking down the decision gap is, do we have the right [02:13] data and can we apply the right data science to this data in order to make a better decision? [02:21] Lytx is the only CDP that enables decision management. [02:26] What that means is that when your marketers adopt Lytx, they're able to finally make the [02:33] best decision for each individual customer. [02:38] The workflow changes. [02:40] So workflow before a CDP means you build content, you create audiences, and you sync those audiences [02:47] to channels. [02:49] Somewhere a decision gets made, an ad network delivers a campaign, an email tool delivers [02:55] a message, and then you analyze those results. [03:00] The challenge and the transformation happens when you adopt a new workflow after you are [03:08] leveraging your CDP. [03:10] With Lytx, you now start with a goal, you build a profile, and you have insights about [03:15] your customers and prospects, like what are their behaviors and content interests, who's [03:20] likely to convert. [03:22] The decision is the mapping of who gets what, when, and where. [03:29] In other words, we know more about our customers and now we match those customers with the [03:36] best decision, the best campaign decision. [03:39] The ultimate result is that we activate those one-to-one messages or product recommendations [03:47] or advertisements at scale. [03:51] The center of all of this activity in bridging the decision gap is your marketing profile. [03:59] Lytx builds this profile automatically and dynamically, creating behavioral scores and [04:05] content affinity so that your marketers have a richer and deeper understanding of every [04:10] customer and prospect. [04:12] We automatically surface recommended audiences, like frequent users, likely to re-engage customers, [04:20] at-risk users. [04:22] We also enable your marketers to create their own custom audiences, mixing and matching [04:27] different attributes. [04:29] And finally, we surface predictive audiences. [04:32] That means your marketers have all the power of insight at their fingertips. [04:40] And when they have that, they are finally able to deliver the right message on the right [04:44] channel at the best time for each and every customer. [04:50] Finally, what that results in for your business are new use cases powered by a CDP. [04:57] You are finally able to deliver on those highly targeted, trigger-based campaigns. [05:03] When a customer abandons a cart or a form, you are automatically re-targeting them or [05:08] re-marketing to them in the best possible way. [05:11] You have a recommendation engine now with Lytx, which means you can deliver the best ``` #### Lesson text What is the decision gap?  Why does it matter?  What will the Lytics CDP do to help our marketing teams bridge this decision gap and deliver new types of personalized campaigns and customer experiences? Marketers are facing a critical challenge in how they go about delivering personalized experiences to their customers and prospects across channels. The decision gap is the key obstacle that prevents marketing teams from being able to deliver one personalized campaign to include personalization in each every campaign at scale. **Tip:** Understanding your marketing goals and building those goals into your Lytics workflow is the first step in bridging the decision gap. Learn more about Lytics Goals: [https://learn.lytics.com/solutions/goals](https://learn.lytics.com/solutions/goals) #### Key takeaways - Connect **What is the Decision Gap?** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ### Lesson 02 — Best-of-Breed CDP Architecture #### Video details #### At a glance - **Title:** Best-of-Breed CDP Architecture - **Duration:** 10m 39s - **Media link:** https://cdn.jwplayer.com/previews/E5UultiF - **Publish date (unix):** 1750846312 #### Streaming renditions - application/vnd.apple.mpegurl - video/mp4 · 180p · 180p · 141707 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/E5UultiF-120.vtt` #### Transcript As companies begin the important process of implementing their CDP and onboarding customer data, a few key questions consistently emerge. One of those questions is, what is the right architecture for us? In other words, where does a CDP fit in our data and marketing technology stack? In this video, you'll learn about the different approaches to implementing and integrating a CDP into your current data and marketing technology stacks. We'll walk through the best-of-breed architecture approach that most companies are now adopting to get the most out of their existing data infrastructure. And you'll learn about the benefits of this best-of-breed approach versus an all-in-one CDP. To start with, let's take a look at the CDP categories, the different types of CDPs, and then the architectures that underlie those CDPs. In our experience, the companies that get the most from their customer data and technology investments take a best-of-breed approach. As you can see from this graphic, Gartner has identified four different types of CDPs. On the left-hand side, you have suite vendors, which provide an all-in-one solution, all of the tools being offered by Adobe or Salesforce. The challenge there is vendor lock-in, oftentimes very poor integrations into other tools. And most importantly, the suite vendors are not integrated with your data warehouse or your current data infrastructure. On the right-hand side, you have smart hubs. Smart hubs provide a very specific set of capabilities that you can sit on top of your existing cloud data warehouse infrastructure. This also will provide you and your organization clear distinction between data tools in your data warehouse and marketing tools, your smart hub CDP. So what is a best-of-breed CDP architecture, and what does that mean? The two choices here, which are critically important for every company to evaluate, are on the one hand, an all-in-one dislocated CDP. This means your CDP platform is dislocated or disconnected from your existing data warehouse or your single source of truth. On the other hand, you have a best-of-breed integrated CDP. This means your CDP platform is running and connected directly to your existing cloud ecosystem and data warehouse. Some of the key differences here are duplicate data warehouse infrastructure, if you choose the all-in-one dislocated CDP. You can have data scattered across different locations, latency, and costs related to ingress and egress of data, a distance or a separation from your advertising platforms, and less powerful direct integrations into the full marketing ecosystem. And finally, oftentimes you'll find with all-in-one CDPs, an over-promise of MDM or data management capabilities. With your best-of-breed approach, you are powering your CDP with your existing infrastructure, utilizing your single source of truth and your data, your customer data, as a core asset to drive decisioning. Your data is centralized already, held within a secure cloud environment, which Lytx or a best-of-breed CDP can sit on top of, and you are minimizing latency and complexity. Finally, closer integration into your advertising platforms will allow you to leverage seamless integration into tools such as DV360, the Trade Desk, or Google Ad Manager. This is a visual representation of a best-of-breed integrated approach. As you can see, on the left-hand side, you have data, consumer data coming in from real-time streams like web and mobile or email, and batch data, which is coming in from a database or a transactional database. That data then goes through an ETL process and lands in your data warehouse, whether that's in Azure or AWS or Google Cloud. This is your single source of truth and the place where you can control and store your customer data. On top of that, you use a best-of-breed CDP approach by selecting a CDP, a smart hub CDP, that's focused on insights, decisioning, segmentation, and activation. And what that enables you to do is have a single-purpose tool for marketers designed for marketing users to deliver the right experiences to the right customers and prospects on the right channels. The advantage of using your cloud data platform as your single source of truth and integrating analytics, all of your customer data, build your own models, and then sync those into your smart hub CDP and resolve identities. Once you have that marketing profile, that insight about your customers and prospects is available to your marketing activation tools and available to your reporting tools. A smart hub CDP will provide your marketing team critical marketing use cases and insights on top of your data warehouse. Being able to collect and join customer data, deliver those critical insights, including content and product recommendations, those are the types of marketing use cases that you can build and deliver directly on top of a best-of-breed approach. And finally, with a smart hub CDP like Lytx, you are able to sync and orchestrate those campaigns in real time. So what are the options for every business to consider? Option number one, we see this frequently adopted by companies that do not currently have a customer data infrastructure provider selected, meaning they aren't already using Segment or Telium or Rutterstack as a way to connect customer data into marketing tools. In this graphic, you can see that Lytx provides the collection mechanism from streams and batch data processing, feeds that directly either into your Customer 360 in Azure or AWS or Google Cloud, but also syncs that data directly into Lytx for real-time behavioral insights, an engagement profile, user attributes that are now available from your data warehouse, and ultimately the ability to create audiences, make decisions, and orchestrate next best experiences for all of your customers and prospects. The second option available is when a customer has already adopted a customer data infrastructure provider like Segment or Rutterstack. In this case, Lytx provides the same set of features and capabilities, but the CDI is providing data routing and connectivity already, and Lytx will receive those events directly from the CDI instead of connecting directly into the streams or batch databases. When you consider the options, all customers should be thinking about the best possible way to assemble an integrated approach from different vendors rather than an all-in-one monolithic architecture where one single vendor provides all of the capabilities across a single stack. The main difference between these two approaches is that one vendor today is not capable of creating great software across all of these different capability sets, especially when we consider Amazon, Microsoft Azure, and Google Cloud as providing key functionality related to your Customer 360. In the case of a CDP, a best-of-breed approach has become the standard because of the requirements. By combining your existing cloud data warehouse and a smart hub CDP, you are designing the best way for your IT teams and data teams to have tooling and data management features necessary to create a single source of truth and a Customer 360 profile and deliver to your marketing teams a friendly user experience and application to help marketing understand, organize, and activate against first-party customer data. The Lytx CDP provides the final piece to your marketing puzzle to unlock your customer, unlock all of your data that sits inside of your Customer 360 data warehouse, and transform your marketing programs and delight and deliver on the promise of personalization. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:09.100 As companies begin the important process of implementing their CDP and onboarding customer 2 00:00:09.100 --> 00:00:15.300 data, a few key questions consistently emerge. 3 00:00:15.300 --> 00:00:20.320 One of those questions is, what is the right architecture for us? 4 00:00:20.320 --> 00:00:27.460 In other words, where does a CDP fit in our data and marketing technology stack? 5 00:00:27.460 --> 00:00:33.180 In this video, you'll learn about the different approaches to implementing and integrating 6 00:00:33.180 --> 00:00:37.620 a CDP into your current data and marketing technology stacks. 7 00:00:37.620 --> 00:00:41.920 We'll walk through the best-of-breed architecture approach that most companies are now adopting 8 00:00:41.920 --> 00:00:46.140 to get the most out of their existing data infrastructure. 9 00:00:46.140 --> 00:00:51.820 And you'll learn about the benefits of this best-of-breed approach versus an all-in-one 10 00:00:51.820 --> 00:00:53.680 CDP. 11 00:00:53.680 --> 00:01:00.240 To start with, let's take a look at the CDP categories, the different types of CDPs, and 12 00:01:00.240 --> 00:01:04.800 then the architectures that underlie those CDPs. 13 00:01:04.800 --> 00:01:10.120 In our experience, the companies that get the most from their customer data and technology 14 00:01:10.120 --> 00:01:13.440 investments take a best-of-breed approach. 15 00:01:13.440 --> 00:01:20.180 As you can see from this graphic, Gartner has identified four different types of CDPs. 16 00:01:20.180 --> 00:01:27.020 On the left-hand side, you have suite vendors, which provide an all-in-one solution, all 17 00:01:27.020 --> 00:01:31.700 of the tools being offered by Adobe or Salesforce. 18 00:01:31.700 --> 00:01:40.140 The challenge there is vendor lock-in, oftentimes very poor integrations into other tools. 19 00:01:40.140 --> 00:01:45.780 And most importantly, the suite vendors are not integrated with your data warehouse or 20 00:01:45.780 --> 00:01:49.260 your current data infrastructure. 21 00:01:49.260 --> 00:01:53.140 On the right-hand side, you have smart hubs. 22 00:01:53.140 --> 00:02:00.580 Smart hubs provide a very specific set of capabilities that you can sit on top of your 23 00:02:00.580 --> 00:02:05.700 existing cloud data warehouse infrastructure. 24 00:02:05.700 --> 00:02:15.700 This also will provide you and your organization clear distinction between data tools in your 25 00:02:15.700 --> 00:02:22.700 data warehouse and marketing tools, your smart hub CDP. 26 00:02:22.700 --> 00:02:30.220 So what is a best-of-breed CDP architecture, and what does that mean? 27 00:02:30.220 --> 00:02:37.260 The two choices here, which are critically important for every company to evaluate, are 28 00:02:37.260 --> 00:02:42.260 on the one hand, an all-in-one dislocated CDP. 29 00:02:42.260 --> 00:02:49.660 This means your CDP platform is dislocated or disconnected from your existing data warehouse 30 00:02:49.660 --> 00:02:52.180 or your single source of truth. 31 00:02:52.180 --> 00:02:57.760 On the other hand, you have a best-of-breed integrated CDP. 32 00:02:57.760 --> 00:03:03.900 This means your CDP platform is running and connected directly to your existing cloud 33 00:03:03.900 --> 00:03:06.220 ecosystem and data warehouse. 34 00:03:06.220 --> 00:03:13.420 Some of the key differences here are duplicate data warehouse infrastructure, if you choose 35 00:03:13.420 --> 00:03:15.940 the all-in-one dislocated CDP. 36 00:03:15.940 --> 00:03:23.060 You can have data scattered across different locations, latency, and costs related to ingress 37 00:03:23.060 --> 00:03:32.080 and egress of data, a distance or a separation from your advertising platforms, and less 38 00:03:32.080 --> 00:03:36.920 powerful direct integrations into the full marketing ecosystem. 39 00:03:36.920 --> 00:03:44.720 And finally, oftentimes you'll find with all-in-one CDPs, an over-promise of MDM or data management 40 00:03:44.720 --> 00:03:46.800 capabilities. 41 00:03:46.800 --> 00:03:54.040 With your best-of-breed approach, you are powering your CDP with your existing infrastructure, 42 00:03:54.040 --> 00:04:01.680 utilizing your single source of truth and your data, your customer data, as a core asset 43 00:04:01.680 --> 00:04:04.040 to drive decisioning. 44 00:04:04.040 --> 00:04:10.560 Your data is centralized already, held within a secure cloud environment, which Lytx or 45 00:04:10.560 --> 00:04:17.760 a best-of-breed CDP can sit on top of, and you are minimizing latency and complexity. 46 00:04:17.760 --> 00:04:24.060 Finally, closer integration into your advertising platforms will allow you to leverage seamless 47 00:04:24.060 --> 00:04:32.100 integration into tools such as DV360, the Trade Desk, or Google Ad Manager. 48 00:04:32.100 --> 00:04:37.820 This is a visual representation of a best-of-breed integrated approach. 49 00:04:37.820 --> 00:04:42.860 As you can see, on the left-hand side, you have data, consumer data coming in from real-time 50 00:04:42.860 --> 00:04:48.660 streams like web and mobile or email, and batch data, which is coming in from a database 51 00:04:48.660 --> 00:04:51.300 or a transactional database. 52 00:04:51.300 --> 00:04:57.420 That data then goes through an ETL process and lands in your data warehouse, whether 53 00:04:57.420 --> 00:05:00.980 that's in Azure or AWS or Google Cloud. 54 00:05:00.980 --> 00:05:06.260 This is your single source of truth and the place where you can control and store your 55 00:05:06.260 --> 00:05:08.540 customer data. 56 00:05:08.540 --> 00:05:19.540 On top of that, you use a best-of-breed CDP approach by selecting a CDP, a smart hub CDP, 57 00:05:19.540 --> 00:05:27.820 that's focused on insights, decisioning, segmentation, and activation. 58 00:05:27.820 --> 00:05:34.660 And what that enables you to do is have a single-purpose tool for marketers designed 59 00:05:34.660 --> 00:05:42.700 for marketing users to deliver the right experiences to the right customers and prospects on the 60 00:05:42.700 --> 00:05:46.400 right channels. 61 00:05:46.400 --> 00:05:53.480 The advantage of using your cloud data platform as your single source of truth and integrating 62 00:05:53.480 --> 00:05:59.800 analytics, all of your customer data, build your own models, and then sync those into 63 00:05:59.800 --> 00:06:04.000 your smart hub CDP and resolve identities. 64 00:06:04.000 --> 00:06:10.680 Once you have that marketing profile, that insight about your customers and prospects 65 00:06:10.680 --> 00:06:20.760 is available to your marketing activation tools and available to your reporting tools. 66 00:06:20.760 --> 00:06:29.360 A smart hub CDP will provide your marketing team critical marketing use cases and insights 67 00:06:29.360 --> 00:06:32.400 on top of your data warehouse. 68 00:06:32.400 --> 00:06:37.920 Being able to collect and join customer data, deliver those critical insights, including 69 00:06:37.920 --> 00:06:45.240 content and product recommendations, those are the types of marketing use cases that 70 00:06:45.240 --> 00:06:50.960 you can build and deliver directly on top of a best-of-breed approach. 71 00:06:50.960 --> 00:06:58.000 And finally, with a smart hub CDP like Lytx, you are able to sync and orchestrate those 72 00:06:58.000 --> 00:07:01.840 campaigns in real time. 73 00:07:01.840 --> 00:07:08.360 So what are the options for every business to consider? 74 00:07:08.360 --> 00:07:15.560 Option number one, we see this frequently adopted by companies that do not currently 75 00:07:15.560 --> 00:07:22.300 have a customer data infrastructure provider selected, meaning they aren't already using 76 00:07:22.300 --> 00:07:30.180 Segment or Telium or Rutterstack as a way to connect customer data into marketing tools. 77 00:07:30.180 --> 00:07:37.500 In this graphic, you can see that Lytx provides the collection mechanism from streams and 78 00:07:37.500 --> 00:07:44.220 batch data processing, feeds that directly either into your Customer 360 in Azure or 79 00:07:44.220 --> 00:07:50.340 AWS or Google Cloud, but also syncs that data directly into Lytx for real-time behavioral 80 00:07:50.340 --> 00:07:58.140 insights, an engagement profile, user attributes that are now available from your data warehouse, 81 00:07:58.140 --> 00:08:05.380 and ultimately the ability to create audiences, make decisions, and orchestrate next best 82 00:08:05.380 --> 00:08:10.900 experiences for all of your customers and prospects. 83 00:08:10.900 --> 00:08:17.460 The second option available is when a customer has already adopted a customer data infrastructure 84 00:08:17.460 --> 00:08:20.860 provider like Segment or Rutterstack. 85 00:08:20.860 --> 00:08:28.500 In this case, Lytx provides the same set of features and capabilities, but the CDI is 86 00:08:28.500 --> 00:08:37.020 providing data routing and connectivity already, and Lytx will receive those events directly 87 00:08:37.020 --> 00:08:45.500 from the CDI instead of connecting directly into the streams or batch databases. 88 00:08:45.500 --> 00:08:53.500 When you consider the options, all customers should be thinking about the best possible 89 00:08:53.500 --> 00:09:03.140 way to assemble an integrated approach from different vendors rather than an all-in-one 90 00:09:03.140 --> 00:09:08.180 monolithic architecture where one single vendor provides all of the capabilities across a 91 00:09:08.180 --> 00:09:10.220 single stack. 92 00:09:10.220 --> 00:09:16.580 The main difference between these two approaches is that one vendor today is not capable of 93 00:09:16.580 --> 00:09:22.500 creating great software across all of these different capability sets, especially when 94 00:09:22.500 --> 00:09:31.900 we consider Amazon, Microsoft Azure, and Google Cloud as providing key functionality related 95 00:09:31.900 --> 00:09:36.580 to your Customer 360. 96 00:09:36.580 --> 00:09:45.860 In the case of a CDP, a best-of-breed approach has become the standard because of the requirements. 97 00:09:45.860 --> 00:09:51.180 By combining your existing cloud data warehouse and a smart hub CDP, you are designing the 98 00:09:51.180 --> 00:09:56.540 best way for your IT teams and data teams to have tooling and data management features 99 00:09:56.540 --> 00:10:04.580 necessary to create a single source of truth and a Customer 360 profile and deliver to 100 00:10:04.580 --> 00:10:13.940 your marketing teams a friendly user experience and application to help marketing understand, 101 00:10:13.940 --> 00:10:18.780 organize, and activate against first-party customer data. 102 00:10:18.780 --> 00:10:25.540 The Lytx CDP provides the final piece to your marketing puzzle to unlock your customer, 103 00:10:25.540 --> 00:10:31.060 unlock all of your data that sits inside of your Customer 360 data warehouse, and transform 104 00:10:31.060 --> 00:10:37.540 your marketing programs and delight and deliver on the promise of personalization. ``` ```transcript [00:00] As companies begin the important process of implementing their CDP and onboarding customer [00:09] data, a few key questions consistently emerge. [00:15] One of those questions is, what is the right architecture for us? [00:20] In other words, where does a CDP fit in our data and marketing technology stack? [00:27] In this video, you'll learn about the different approaches to implementing and integrating [00:33] a CDP into your current data and marketing technology stacks. [00:37] We'll walk through the best-of-breed architecture approach that most companies are now adopting [00:41] to get the most out of their existing data infrastructure. [00:46] And you'll learn about the benefits of this best-of-breed approach versus an all-in-one [00:51] CDP. [00:53] To start with, let's take a look at the CDP categories, the different types of CDPs, and [01:00] then the architectures that underlie those CDPs. [01:04] In our experience, the companies that get the most from their customer data and technology [01:10] investments take a best-of-breed approach. [01:13] As you can see from this graphic, Gartner has identified four different types of CDPs. [01:20] On the left-hand side, you have suite vendors, which provide an all-in-one solution, all [01:27] of the tools being offered by Adobe or Salesforce. [01:31] The challenge there is vendor lock-in, oftentimes very poor integrations into other tools. [01:40] And most importantly, the suite vendors are not integrated with your data warehouse or [01:45] your current data infrastructure. [01:49] On the right-hand side, you have smart hubs. [01:53] Smart hubs provide a very specific set of capabilities that you can sit on top of your [02:00] existing cloud data warehouse infrastructure. [02:05] This also will provide you and your organization clear distinction between data tools in your [02:15] data warehouse and marketing tools, your smart hub CDP. [02:22] So what is a best-of-breed CDP architecture, and what does that mean? [02:30] The two choices here, which are critically important for every company to evaluate, are [02:37] on the one hand, an all-in-one dislocated CDP. [02:42] This means your CDP platform is dislocated or disconnected from your existing data warehouse [02:49] or your single source of truth. [02:52] On the other hand, you have a best-of-breed integrated CDP. [02:57] This means your CDP platform is running and connected directly to your existing cloud [03:03] ecosystem and data warehouse. [03:06] Some of the key differences here are duplicate data warehouse infrastructure, if you choose [03:13] the all-in-one dislocated CDP. [03:15] You can have data scattered across different locations, latency, and costs related to ingress [03:23] and egress of data, a distance or a separation from your advertising platforms, and less [03:32] powerful direct integrations into the full marketing ecosystem. [03:36] And finally, oftentimes you'll find with all-in-one CDPs, an over-promise of MDM or data management [03:44] capabilities. [03:46] With your best-of-breed approach, you are powering your CDP with your existing infrastructure, [03:54] utilizing your single source of truth and your data, your customer data, as a core asset [04:01] to drive decisioning. [04:04] Your data is centralized already, held within a secure cloud environment, which Lytx or [04:10] a best-of-breed CDP can sit on top of, and you are minimizing latency and complexity. [04:17] Finally, closer integration into your advertising platforms will allow you to leverage seamless [04:24] integration into tools such as DV360, the Trade Desk, or Google Ad Manager. [04:32] This is a visual representation of a best-of-breed integrated approach. [04:37] As you can see, on the left-hand side, you have data, consumer data coming in from real-time [04:42] streams like web and mobile or email, and batch data, which is coming in from a database [04:48] or a transactional database. [04:51] That data then goes through an ETL process and lands in your data warehouse, whether [04:57] that's in Azure or AWS or Google Cloud. [05:00] This is your single source of truth and the place where you can control and store your [05:06] customer data. [05:08] On top of that, you use a best-of-breed CDP approach by selecting a CDP, a smart hub CDP, [05:19] that's focused on insights, decisioning, segmentation, and activation. [05:27] And what that enables you to do is have a single-purpose tool for marketers designed [05:34] for marketing users to deliver the right experiences to the right customers and prospects on the [05:42] right channels. ``` #### Lesson text Companies today have two fundamentally different architectural choices in their CDP selection and implementation process: 1. **All-In-One CDP approach** which is standalone and creates yet another customer data silo, or> 2. **Best-of-Breed, Integrated CDP** approach enables companies to get the best out of existing cloud data warehouse investments and integrate a SmartHub CDP for customer insights and activation. In the past 12 months, Best-of-Breed architectures have become the dominant way to implement and adopt a CDP, creating a distinction between the two types of users who need to get value from a CDP:   * IT/Data Managers * Marketers and Analysts Adopting a Best-of-Breed Architecture provides an opportunity to select the right tool for the right purpose and unlock customer data that already resides in your current data infrastructure.  Lytics provides the final piece to your marketing puzzle so you can deliver on the promise of personalization. #### Key takeaways - Connect **Best-of-Breed CDP Architecture** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ### Lesson 03 — Keys to Successful CDP Adoption: Exec Alignment #### Video details #### At a glance - **Title:** Keys To Successful CDP Adoption-Exec Alignment - **Duration:** 7m 48s - **Media link:** https://cdn.jwplayer.com/previews/D07L8qfF - **Publish date (unix):** 1750846546 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113589 kbps - video/mp4 · 180p · 180p · 140624 kbps - video/mp4 · 270p · 270p · 157627 kbps - video/mp4 · 360p · 360p · 178362 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/D07L8qfF-120.vtt` #### Transcript In today's video, we're going to cover three things that help companies drive executive alignment and sponsorship to support successful adoption of a CDP. We often talk with customers at the beginning of their CDP journey about how important it is to have agreement across your company and executive alignment around why you need a CDP and how you are going to get value and ROI from your CDP investment. It's also critically important to have key stakeholder alignment on three key executive areas in order to ensure successful adoption of your CDP. In this video, we'll cover the three areas of executive ownership that will ensure that you can quickly and successfully adopt a CDP into your data and marketing workflow. The first key to successful adoption of CDPs is alignment on goals and use cases. Having a mutual understanding of your marketing goals is critical to success. Our recommendations include starting with a North Star Goals Workshop. Lytx will help you understand and discuss your annual marketing and business goals and help to identify opportunities for your CDP to support those goals. Second, we recommend a Lytx Use Case Workshop to map and align use cases that support and enable your marketing goals and KPI. And third, we recommend written executive sign-off on your documented use case roadmap to ensure clear execution of your plan. These three recommendations will help you align your team and your executive sponsorship around your marketing goals and the use cases to support those goals. The second executive key is to agree on a clear operating model. Clear ownership and understanding of how to adopt and operationalize both your customer data and your CDP are critical for sponsorship and adoption. Lytx has three recommendations to support this initiative. First, attend the Lytx Team, Organization, and Operating Model Workshop to understand the best approach for your company to adopt and get value from a CDP. Lytx will help guide your team to understand the different roles and responsibilities, the different organizational structures, and operating models that work for different types of companies. Second, we recommend that you evaluate the formation of a Data Council. This approach is a group or committee of people that have stake in using customer data to deliver customer experiences. These include your legal, privacy, and compliance officers, your marketing officers, your data and engineering team, and anyone else who's responsible for helping you determine if the use of customer data is appropriate for the types of consumer campaigns and strategies that you've agreed upon. A Data Council is a critical way to remove the key obstacle of not having alignment and green light to clearly execute data-driven marketing campaigns. And finally, we recommend that you evaluate an agency to help support you in operationalizing your first insight-based activation programs with a CDP. Lytx works with several certified and recommended partners in different verticals that can help you operationalize your first set of campaigns. And finally, the third executive key to successful adoption of a CDP is to measure success. Measuring success provides your organization visibility into the value of your CDP. Lytx has three recommendations related to measurement. The first recommendation is to create an internal metric and measure progress against adoption. An example of an internal metric is to measure the number of new campaigns driven by CDP segments. This measurement allows you to understand rate of change and velocity. How many new personalized campaigns have we launched this month? Tracking this will help your company and your teams understand the relative adoption rate of your CDP. Second, we recommend that you select one of Lytx's recommended KPIs to help you understand if you are achieving your marketing goals with a CDP. One example of a Lytx KPI is connected customer. This KPI helps your marketing team and company understand how you are doing in acquiring first-party data. Are you increasing the number of people that have signed up for email or become purchasers? Moving people from anonymous visitors into connected customers. And finally, the third recommendation is to review and adopt a Lytx reporting studio to enhance visibility into your audience's content and marketing performance. Lytx works with several agency partners who can help you implement and customize a reporting studio to give you visibility into all of your audiences and campaigns. With executive alignment and sponsorship on these three key areas, the Lytx Smart Hub CDP is set up for adoption to unlock customer data for your marketing teams and provide you with the final piece to your marketing puzzle, helping you understand your customers and transform your marketing programs with decision management. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:07.800 In today's video, we're going to cover three things that help companies drive executive 2 00:00:07.800 --> 00:00:15.560 alignment and sponsorship to support successful adoption of a CDP. 3 00:00:15.560 --> 00:00:20.760 We often talk with customers at the beginning of their CDP journey about how important it 4 00:00:20.760 --> 00:00:27.360 is to have agreement across your company and executive alignment around why you need a 5 00:00:27.360 --> 00:00:34.680 CDP and how you are going to get value and ROI from your CDP investment. 6 00:00:34.680 --> 00:00:42.720 It's also critically important to have key stakeholder alignment on three key executive 7 00:00:42.720 --> 00:00:49.080 areas in order to ensure successful adoption of your CDP. 8 00:00:49.080 --> 00:00:54.720 In this video, we'll cover the three areas of executive ownership that will ensure that 9 00:00:54.720 --> 00:01:04.920 you can quickly and successfully adopt a CDP into your data and marketing workflow. 10 00:01:04.920 --> 00:01:14.040 The first key to successful adoption of CDPs is alignment on goals and use cases. 11 00:01:14.040 --> 00:01:22.040 Having a mutual understanding of your marketing goals is critical to success. 12 00:01:22.040 --> 00:01:29.840 Our recommendations include starting with a North Star Goals Workshop. 13 00:01:29.840 --> 00:01:37.600 Lytx will help you understand and discuss your annual marketing and business goals and 14 00:01:37.600 --> 00:01:44.640 help to identify opportunities for your CDP to support those goals. 15 00:01:44.840 --> 00:01:54.200 Second, we recommend a Lytx Use Case Workshop to map and align use cases that support and 16 00:01:54.200 --> 00:01:59.920 enable your marketing goals and KPI. 17 00:01:59.920 --> 00:02:09.000 And third, we recommend written executive sign-off on your documented use case roadmap 18 00:02:09.080 --> 00:02:15.000 to ensure clear execution of your plan. 19 00:02:15.000 --> 00:02:22.960 These three recommendations will help you align your team and your executive sponsorship 20 00:02:22.960 --> 00:02:29.800 around your marketing goals and the use cases to support those goals. 21 00:02:29.800 --> 00:02:37.160 The second executive key is to agree on a clear operating model. 22 00:02:37.160 --> 00:02:43.280 Clear ownership and understanding of how to adopt and operationalize both your customer 23 00:02:43.280 --> 00:02:52.280 data and your CDP are critical for sponsorship and adoption. 24 00:02:52.280 --> 00:02:58.440 Lytx has three recommendations to support this initiative. 25 00:02:58.480 --> 00:03:07.520 First, attend the Lytx Team, Organization, and Operating Model Workshop to understand 26 00:03:07.520 --> 00:03:14.840 the best approach for your company to adopt and get value from a CDP. 27 00:03:14.840 --> 00:03:21.960 Lytx will help guide your team to understand the different roles and responsibilities, 28 00:03:21.960 --> 00:03:27.840 the different organizational structures, and operating models that work for different types 29 00:03:27.840 --> 00:03:29.720 of companies. 30 00:03:29.720 --> 00:03:37.280 Second, we recommend that you evaluate the formation of a Data Council. 31 00:03:37.280 --> 00:03:46.680 This approach is a group or committee of people that have stake in using customer data to 32 00:03:46.680 --> 00:03:50.200 deliver customer experiences. 33 00:03:50.200 --> 00:03:57.960 These include your legal, privacy, and compliance officers, your marketing officers, your data 34 00:03:57.960 --> 00:04:05.880 and engineering team, and anyone else who's responsible for helping you determine if the 35 00:04:05.880 --> 00:04:13.800 use of customer data is appropriate for the types of consumer campaigns and strategies 36 00:04:13.800 --> 00:04:15.920 that you've agreed upon. 37 00:04:15.920 --> 00:04:24.960 A Data Council is a critical way to remove the key obstacle of not having alignment and 38 00:04:24.960 --> 00:04:31.960 green light to clearly execute data-driven marketing campaigns. 39 00:04:31.960 --> 00:04:40.440 And finally, we recommend that you evaluate an agency to help support you in operationalizing 40 00:04:40.440 --> 00:04:46.600 your first insight-based activation programs with a CDP. 41 00:04:46.600 --> 00:04:54.920 Lytx works with several certified and recommended partners in different verticals that can help 42 00:04:54.920 --> 00:05:01.600 you operationalize your first set of campaigns. 43 00:05:01.600 --> 00:05:11.840 And finally, the third executive key to successful adoption of a CDP is to measure success. 44 00:05:11.840 --> 00:05:21.240 Measuring success provides your organization visibility into the value of your CDP. 45 00:05:21.240 --> 00:05:25.800 Lytx has three recommendations related to measurement. 46 00:05:25.840 --> 00:05:34.320 The first recommendation is to create an internal metric and measure progress against adoption. 47 00:05:34.320 --> 00:05:43.440 An example of an internal metric is to measure the number of new campaigns driven by CDP segments. 48 00:05:43.440 --> 00:05:50.120 This measurement allows you to understand rate of change and velocity. 49 00:05:50.120 --> 00:05:56.200 How many new personalized campaigns have we launched this month? 50 00:05:56.200 --> 00:06:07.440 Tracking this will help your company and your teams understand the relative adoption rate of your CDP. 51 00:06:07.440 --> 00:06:16.040 Second, we recommend that you select one of Lytx's recommended KPIs to help you understand 52 00:06:16.040 --> 00:06:21.200 if you are achieving your marketing goals with a CDP. 53 00:06:21.200 --> 00:06:26.360 One example of a Lytx KPI is connected customer. 54 00:06:26.360 --> 00:06:37.000 This KPI helps your marketing team and company understand how you are doing in acquiring first-party data. 55 00:06:37.000 --> 00:06:44.600 Are you increasing the number of people that have signed up for email or become purchasers? 56 00:06:44.600 --> 00:06:50.480 Moving people from anonymous visitors into connected customers. 57 00:06:50.480 --> 00:06:58.360 And finally, the third recommendation is to review and adopt a Lytx reporting studio 58 00:06:58.360 --> 00:07:06.040 to enhance visibility into your audience's content and marketing performance. 59 00:07:06.040 --> 00:07:16.400 Lytx works with several agency partners who can help you implement and customize a reporting studio 60 00:07:16.400 --> 00:07:23.920 to give you visibility into all of your audiences and campaigns. 61 00:07:23.920 --> 00:07:29.000 With executive alignment and sponsorship on these three key areas, 62 00:07:29.000 --> 00:07:36.840 the Lytx Smart Hub CDP is set up for adoption to unlock customer data for your marketing teams 63 00:07:36.840 --> 00:07:40.360 and provide you with the final piece to your marketing puzzle, 64 00:07:40.360 --> 00:07:48.720 helping you understand your customers and transform your marketing programs with decision management. ``` ```transcript [00:00] In today's video, we're going to cover three things that help companies drive executive [00:07] alignment and sponsorship to support successful adoption of a CDP. [00:15] We often talk with customers at the beginning of their CDP journey about how important it [00:20] is to have agreement across your company and executive alignment around why you need a [00:27] CDP and how you are going to get value and ROI from your CDP investment. [00:34] It's also critically important to have key stakeholder alignment on three key executive [00:42] areas in order to ensure successful adoption of your CDP. [00:49] In this video, we'll cover the three areas of executive ownership that will ensure that [00:54] you can quickly and successfully adopt a CDP into your data and marketing workflow. [01:04] The first key to successful adoption of CDPs is alignment on goals and use cases. [01:14] Having a mutual understanding of your marketing goals is critical to success. [01:22] Our recommendations include starting with a North Star Goals Workshop. [01:29] Lytx will help you understand and discuss your annual marketing and business goals and [01:37] help to identify opportunities for your CDP to support those goals. [01:44] Second, we recommend a Lytx Use Case Workshop to map and align use cases that support and [01:54] enable your marketing goals and KPI. [01:59] And third, we recommend written executive sign-off on your documented use case roadmap [02:09] to ensure clear execution of your plan. [02:15] These three recommendations will help you align your team and your executive sponsorship [02:22] around your marketing goals and the use cases to support those goals. [02:29] The second executive key is to agree on a clear operating model. [02:37] Clear ownership and understanding of how to adopt and operationalize both your customer [02:43] data and your CDP are critical for sponsorship and adoption. [02:52] Lytx has three recommendations to support this initiative. [02:58] First, attend the Lytx Team, Organization, and Operating Model Workshop to understand [03:07] the best approach for your company to adopt and get value from a CDP. [03:14] Lytx will help guide your team to understand the different roles and responsibilities, [03:21] the different organizational structures, and operating models that work for different types [03:27] of companies. [03:29] Second, we recommend that you evaluate the formation of a Data Council. [03:37] This approach is a group or committee of people that have stake in using customer data to [03:46] deliver customer experiences. [03:50] These include your legal, privacy, and compliance officers, your marketing officers, your data [03:57] and engineering team, and anyone else who's responsible for helping you determine if the [04:05] use of customer data is appropriate for the types of consumer campaigns and strategies [04:13] that you've agreed upon. [04:15] A Data Council is a critical way to remove the key obstacle of not having alignment and [04:24] green light to clearly execute data-driven marketing campaigns. [04:31] And finally, we recommend that you evaluate an agency to help support you in operationalizing [04:40] your first insight-based activation programs with a CDP. [04:46] Lytx works with several certified and recommended partners in different verticals that can help [04:54] you operationalize your first set of campaigns. [05:01] And finally, the third executive key to successful adoption of a CDP is to measure success. [05:11] Measuring success provides your organization visibility into the value of your CDP. [05:21] Lytx has three recommendations related to measurement. [05:25] The first recommendation is to create an internal metric and measure progress against adoption. [05:34] An example of an internal metric is to measure the number of new campaigns driven by CDP segments. [05:43] This measurement allows you to understand rate of change and velocity. [05:50] How many new personalized campaigns have we launched this month? [05:56] Tracking this will help your company and your teams understand the relative adoption rate of your CDP. [06:07] Second, we recommend that you select one of Lytx's recommended KPIs to help you understand [06:16] if you are achieving your marketing goals with a CDP. [06:21] One example of a Lytx KPI is connected customer. [06:26] This KPI helps your marketing team and company understand how you are doing in acquiring first-party data. [06:37] Are you increasing the number of people that have signed up for email or become purchasers? [06:44] Moving people from anonymous visitors into connected customers. [06:50] And finally, the third recommendation is to review and adopt a Lytx reporting studio [06:58] to enhance visibility into your audience's content and marketing performance. [07:06] Lytx works with several agency partners who can help you implement and customize a reporting studio [07:16] to give you visibility into all of your audiences and campaigns. ``` #### Lesson text Executive sponsorship and organizational alignment are critical to successful adoption of a CDP. Three key areas of executive sponsorship include: 1. Alignment on marketing goals and use cases for CDP 2. Clear operating model to support adoption and use of CDP 3. Measure success with the right KPI Watch the video below (~8 mins) lead by James McDermott, Lytics CEO and Co-founder. ## How Lytics supports your organization's CDP adoption Lytics provides several workshops at the beginning and throughout your CDP journey to help you understand how to drive alignment and adoption of a CDP, including: 1. NorthStar Marketing Goals workshop 2. Use Case workshop 3. Team, Organization and Operating Model workshop Lytics also works with certified agency partners that can help your company more quickly operationalize initial insight-based campaigns with a CDP. #### Key takeaways - Connect **Keys to Successful CDP Adoption: Exec Alignment** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ### Lesson 04 — Decision Management for Data-Driven Marketing #### Video details #### At a glance - **Title:** Decision Management For Data-Driven Marketing - **Duration:** 8m 24s - **Media link:** https://cdn.jwplayer.com/previews/E02gBpVK - **Publish date (unix):** 1750847897 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113549 kbps - video/mp4 · 180p · 180p · 139352 kbps - video/mp4 · 270p · 270p · 153844 kbps - video/mp4 · 360p · 360p · 171405 kbps - video/mp4 · 406p · 406p · 179022 kbps - video/mp4 · 540p · 540p · 202271 kbps - video/mp4 · 720p · 720p · 233711 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/E02gBpVK-120.vtt` #### Transcript One of the questions we often receive from customers is, what is decision management? What types of marketing decisions can the Lytx Smart Hub CDP help us with? In this video, you'll learn more about decision management and the four types of marketing decisions that Lytx helps marketing teams with to increase the number and types of data-driven marketing use cases your marketing team can support to deliver relevance and results. To start with, what is a Smart Hub CDP and what is decision management? A Smart Hub CDP is a category of CDPs defined by Gartner. A Smart Hub CDP is classified as a Smart Hub because it enables identity resolution and stitching, predictive personalization, experience orchestration, segmentation and activation, and decision management. Gartner defines a Smart Hub as a new CDP that enables marketing teams to gain unique insights on customers, group those individuals into meaningful cohorts, and help drive activation across your marketing channels and tools with decision management. It's different from other types of CDPs, as you can see from this graph, that focus on data collection or data management capabilities that are designed to help IT teams or data management teams to help aggregate customer data. It's also different from the suite vendors, which provide a number of different software applications on one system. Lytx is the only CDP that enables decision management. What are the three advantages to decision management for marketing teams? The first advantage is that your team will be able to innovate faster on data-driven use cases with a modern tech stack. The second advantage is that a Smart Hub CDP with decision management will empower marketing teams and analysts to make data-driven decisions. And finally, the third advantage to decision management is that with the Smart Hub CDP, you can automate personalized customer experiences at scale. So what are the four types of decisioning? The first type of decisioning is campaign segmentation and triggered messages. Those are the types of segments or triggers that are available to send emails or mobile push notifications or SMS messages directly to a customer based on an event or a segment membership change. The second type of decisioning are personalization decisions for web and mobile. These are real-time decisions about individual users, customers, prospects who are coming to your website or are on your mobile app and you need to decide what is the context that this user is visiting us and what is the right message or experience that we should show them. The third type of decisioning are recommendation decisions. These are uniquely provided by the Lytx Smart Hub CDP, enabling product and content recommendations to be set up and delivered automatically based on affinities to specific types of products or product SKUs or content. And the fourth type of decisions are next best experience decisions. These types of decisions are available only through the Lytx Smart Hub CDP and these decisions are available as part of our goals and experiences framework where marketers can start to select and automate next best experience decisioning, which will select automatically specific campaigns to show individual users across multiple channels in order to accomplish your marketing goals. So what is the use case maturity curve for decisioning? As you can see here, Lytx has outlined a four-step process in gaining maturity as it relates to decisioning. Lytx makes it easier for your marketing team to set up and deliver segments for each campaign or triggers based on automated responses to specific events or changes in state. Just above that, you'll see content recommendations. One-to-one content recommendations are uniquely provided by the Lytx Smart Hub CDP. These content recommendations can include topics such as, this user has an affinity for personalization. Therefore, we will show them an article or blog post as it relates to personalization. We can also set up product recommendations and deliver those recommendations directly to customers based on the products that they are most interested in. Just above content recommendations is content modularization. This is an important form of decisioning that enables you to set up a template and then modularize or dynamically deliver content based on each user's affinity to specific types of content and products. And finally, at the very top of the maturity curve, Lytx uniquely delivers next best experience delivery. Next best experience delivery means through the goals and experience framework, you can set up and automate a process where each individual will receive the best message, offer, campaign, or content depending on the goal that you are trying to accomplish. The Lytx Smart Hub CDP provides a full array of decisioning capabilities for each marketing team and customer. Companies adopt a Smart Hub CDP to support their first party data initiatives to use the data they have to do more for their customers. But this can be a complicated process with too many handoffs. And without a CDP, you are unable to meet the complexity needs of delivering more and more relevant experiences to each customer. A Smart Hub CDP provides the final piece to your marketing puzzle to help you unlock your customers and transform your marketing programs with decision management. So you can delight your customers and deliver on the promise of personalization. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:06.240 One of the questions we often receive from customers is, 2 00:00:06.240 --> 00:00:09.480 what is decision management? 3 00:00:09.480 --> 00:00:12.360 What types of marketing decisions can 4 00:00:12.360 --> 00:00:15.840 the Lytx Smart Hub CDP help us with? 5 00:00:15.840 --> 00:00:20.640 In this video, you'll learn more about decision management and 6 00:00:20.640 --> 00:00:24.240 the four types of marketing decisions that Lytx helps 7 00:00:24.240 --> 00:00:27.720 marketing teams with to increase the number and 8 00:00:27.720 --> 00:00:32.000 types of data-driven marketing use cases your marketing team 9 00:00:32.000 --> 00:00:35.760 can support to deliver relevance and results. 10 00:00:37.640 --> 00:00:41.960 To start with, what is a Smart Hub CDP and 11 00:00:41.960 --> 00:00:43.720 what is decision management? 12 00:00:44.960 --> 00:00:51.320 A Smart Hub CDP is a category of CDPs defined by Gartner. 13 00:00:52.320 --> 00:00:58.640 A Smart Hub CDP is classified as a Smart Hub because it enables 14 00:00:58.640 --> 00:01:04.120 identity resolution and stitching, predictive personalization, 15 00:01:04.120 --> 00:01:08.840 experience orchestration, segmentation and activation, 16 00:01:08.840 --> 00:01:11.200 and decision management. 17 00:01:13.200 --> 00:01:18.760 Gartner defines a Smart Hub as a new CDP that enables 18 00:01:18.760 --> 00:01:21.960 marketing teams to gain unique insights on customers, 19 00:01:21.960 --> 00:01:25.400 group those individuals into meaningful cohorts, 20 00:01:25.400 --> 00:01:28.760 and help drive activation across your marketing channels and 21 00:01:28.760 --> 00:01:31.800 tools with decision management. 22 00:01:33.200 --> 00:01:38.160 It's different from other types of CDPs, as you can see from this graph, 23 00:01:38.160 --> 00:01:42.720 that focus on data collection or data management capabilities 24 00:01:42.720 --> 00:01:45.920 that are designed to help IT teams or 25 00:01:45.920 --> 00:01:51.240 data management teams to help aggregate customer data. 26 00:01:52.680 --> 00:01:57.680 It's also different from the suite vendors, which provide a number of 27 00:01:57.680 --> 00:02:02.320 different software applications on one system. 28 00:02:07.600 --> 00:02:11.720 Lytx is the only CDP that enables decision management. 29 00:02:12.720 --> 00:02:18.520 What are the three advantages to decision management for marketing teams? 30 00:02:18.520 --> 00:02:22.920 The first advantage is that your team will be able to innovate faster 31 00:02:22.920 --> 00:02:28.400 on data-driven use cases with a modern tech stack. 32 00:02:28.400 --> 00:02:34.800 The second advantage is that a Smart Hub CDP with decision management 33 00:02:34.800 --> 00:02:41.000 will empower marketing teams and analysts to make data-driven decisions. 34 00:02:41.560 --> 00:02:46.160 And finally, the third advantage to decision management is that with 35 00:02:46.160 --> 00:02:53.840 the Smart Hub CDP, you can automate personalized customer experiences at scale. 36 00:02:56.320 --> 00:03:00.040 So what are the four types of decisioning? 37 00:03:01.520 --> 00:03:05.480 The first type of decisioning is campaign segmentation and 38 00:03:05.480 --> 00:03:06.440 triggered messages. 39 00:03:07.440 --> 00:03:13.160 Those are the types of segments or triggers that are available to send 40 00:03:13.160 --> 00:03:20.520 emails or mobile push notifications or SMS messages directly to a customer 41 00:03:20.520 --> 00:03:26.200 based on an event or a segment membership change. 42 00:03:27.400 --> 00:03:32.120 The second type of decisioning are personalization decisions for 43 00:03:32.120 --> 00:03:34.160 web and mobile. 44 00:03:34.160 --> 00:03:41.120 These are real-time decisions about individual users, customers, 45 00:03:41.120 --> 00:03:47.760 prospects who are coming to your website or are on your mobile app and 46 00:03:47.760 --> 00:03:53.960 you need to decide what is the context that this user is visiting us and 47 00:03:53.960 --> 00:03:57.280 what is the right message or experience that we should show them. 48 00:03:58.480 --> 00:04:03.880 The third type of decisioning are recommendation decisions. 49 00:04:03.880 --> 00:04:11.120 These are uniquely provided by the Lytx Smart Hub CDP, enabling product and 50 00:04:11.120 --> 00:04:17.280 content recommendations to be set up and delivered automatically based on 51 00:04:17.280 --> 00:04:22.640 affinities to specific types of products or product SKUs or content. 52 00:04:23.960 --> 00:04:29.920 And the fourth type of decisions are next best experience decisions. 53 00:04:30.920 --> 00:04:37.560 These types of decisions are available only through the Lytx Smart Hub CDP and 54 00:04:37.560 --> 00:04:44.240 these decisions are available as part of our goals and experiences framework 55 00:04:44.240 --> 00:04:51.760 where marketers can start to select and automate next best experience 56 00:04:51.760 --> 00:04:58.080 decisioning, which will select automatically specific campaigns to show 57 00:04:58.120 --> 00:05:05.800 individual users across multiple channels in order to accomplish your marketing goals. 58 00:05:08.480 --> 00:05:13.040 So what is the use case maturity curve for decisioning? 59 00:05:14.560 --> 00:05:20.840 As you can see here, Lytx has outlined a four-step process 60 00:05:20.840 --> 00:05:24.000 in gaining maturity as it relates to decisioning. 61 00:05:25.000 --> 00:05:29.880 Lytx makes it easier for your marketing team to set up and 62 00:05:29.880 --> 00:05:34.000 deliver segments for each campaign or 63 00:05:34.000 --> 00:05:43.040 triggers based on automated responses to specific events or changes in state. 64 00:05:44.640 --> 00:05:48.840 Just above that, you'll see content recommendations. 65 00:05:49.440 --> 00:05:55.960 One-to-one content recommendations are uniquely provided by the Lytx Smart Hub CDP. 66 00:05:56.960 --> 00:06:01.360 These content recommendations can include topics such as, 67 00:06:01.360 --> 00:06:05.640 this user has an affinity for personalization. 68 00:06:05.640 --> 00:06:12.200 Therefore, we will show them an article or blog post as it relates to personalization. 69 00:06:13.200 --> 00:06:19.400 We can also set up product recommendations and deliver those recommendations 70 00:06:19.400 --> 00:06:23.800 directly to customers based on the products that they are most interested in. 71 00:06:25.000 --> 00:06:28.800 Just above content recommendations is content modularization. 72 00:06:29.800 --> 00:06:36.320 This is an important form of decisioning that enables you to set up a template 73 00:06:36.520 --> 00:06:42.520 and then modularize or dynamically deliver content based on each 74 00:06:42.520 --> 00:06:49.480 user's affinity to specific types of content and products. 75 00:06:49.480 --> 00:06:52.360 And finally, at the very top of the maturity curve, 76 00:06:54.000 --> 00:06:58.040 Lytx uniquely delivers next best experience delivery. 77 00:06:59.280 --> 00:07:04.240 Next best experience delivery means through the goals and 78 00:07:04.240 --> 00:07:09.960 experience framework, you can set up and automate a process where each 79 00:07:09.960 --> 00:07:16.080 individual will receive the best message, offer, campaign, or 80 00:07:16.080 --> 00:07:20.440 content depending on the goal that you are trying to accomplish. 81 00:07:22.440 --> 00:07:28.160 The Lytx Smart Hub CDP provides a full array of 82 00:07:28.160 --> 00:07:33.160 decisioning capabilities for each marketing team and customer. 83 00:07:34.640 --> 00:07:40.200 Companies adopt a Smart Hub CDP to support their first party data initiatives 84 00:07:40.200 --> 00:07:43.680 to use the data they have to do more for their customers. 85 00:07:44.840 --> 00:07:49.600 But this can be a complicated process with too many handoffs. 86 00:07:49.600 --> 00:07:56.080 And without a CDP, you are unable to meet the complexity needs 87 00:07:56.080 --> 00:08:01.320 of delivering more and more relevant experiences to each customer. 88 00:08:02.320 --> 00:08:07.680 A Smart Hub CDP provides the final piece to your marketing puzzle to help you 89 00:08:07.680 --> 00:08:13.680 unlock your customers and transform your marketing programs with decision management. 90 00:08:13.680 --> 00:08:19.320 So you can delight your customers and deliver on the promise of personalization. ``` ```transcript [00:00] One of the questions we often receive from customers is, [00:06] what is decision management? [00:09] What types of marketing decisions can [00:12] the Lytx Smart Hub CDP help us with? [00:15] In this video, you'll learn more about decision management and [00:20] the four types of marketing decisions that Lytx helps [00:24] marketing teams with to increase the number and [00:27] types of data-driven marketing use cases your marketing team [00:32] can support to deliver relevance and results. [00:37] To start with, what is a Smart Hub CDP and [00:41] what is decision management? [00:44] A Smart Hub CDP is a category of CDPs defined by Gartner. [00:52] A Smart Hub CDP is classified as a Smart Hub because it enables [00:58] identity resolution and stitching, predictive personalization, [01:04] experience orchestration, segmentation and activation, [01:08] and decision management. [01:13] Gartner defines a Smart Hub as a new CDP that enables [01:18] marketing teams to gain unique insights on customers, [01:21] group those individuals into meaningful cohorts, [01:25] and help drive activation across your marketing channels and [01:28] tools with decision management. [01:33] It's different from other types of CDPs, as you can see from this graph, [01:38] that focus on data collection or data management capabilities [01:42] that are designed to help IT teams or [01:45] data management teams to help aggregate customer data. [01:52] It's also different from the suite vendors, which provide a number of [01:57] different software applications on one system. [02:07] Lytx is the only CDP that enables decision management. [02:12] What are the three advantages to decision management for marketing teams? [02:18] The first advantage is that your team will be able to innovate faster [02:22] on data-driven use cases with a modern tech stack. [02:28] The second advantage is that a Smart Hub CDP with decision management [02:34] will empower marketing teams and analysts to make data-driven decisions. [02:41] And finally, the third advantage to decision management is that with [02:46] the Smart Hub CDP, you can automate personalized customer experiences at scale. [02:56] So what are the four types of decisioning? [03:01] The first type of decisioning is campaign segmentation and [03:05] triggered messages. [03:07] Those are the types of segments or triggers that are available to send [03:13] emails or mobile push notifications or SMS messages directly to a customer [03:20] based on an event or a segment membership change. [03:27] The second type of decisioning are personalization decisions for [03:32] web and mobile. [03:34] These are real-time decisions about individual users, customers, [03:41] prospects who are coming to your website or are on your mobile app and [03:47] you need to decide what is the context that this user is visiting us and [03:53] what is the right message or experience that we should show them. [03:58] The third type of decisioning are recommendation decisions. [04:03] These are uniquely provided by the Lytx Smart Hub CDP, enabling product and [04:11] content recommendations to be set up and delivered automatically based on [04:17] affinities to specific types of products or product SKUs or content. [04:23] And the fourth type of decisions are next best experience decisions. [04:30] These types of decisions are available only through the Lytx Smart Hub CDP and [04:37] these decisions are available as part of our goals and experiences framework [04:44] where marketers can start to select and automate next best experience [04:51] decisioning, which will select automatically specific campaigns to show [04:58] individual users across multiple channels in order to accomplish your marketing goals. [05:08] So what is the use case maturity curve for decisioning? [05:14] As you can see here, Lytx has outlined a four-step process [05:20] in gaining maturity as it relates to decisioning. ``` #### Lesson text Lytics SmartHub CDP uniquely provides **decision management** to support companies in their effort to transform their marketing programs and become more data-driven. SmartHub CDPs with Decision Management have 3 key advantages over other CDPs: 1. Innovate faster on data-driven use cases with modern tech stack 2. Empower teams to make data-driven decisions 3. Automate personalized customer experiences There are 4 types of new "marketing decisions" available to companies that adopt a SmartHub CDP with decision management, including: * Campaign Segmentation and triggered message decisions for email/mobile  * Personalization decisions for web/mobile (who gets what offer)  * Recommendation decisions (product & content recommendations) * Next-best experience decisions #### Key takeaways - Connect **Decision Management for Data-Driven Marketing** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ### Lesson 05 — CPG Playbook And Case Study #### Video details #### At a glance - **Title:** CPG Playbook & Case Study - **Duration:** 12m 30s - **Media link:** https://cdn.jwplayer.com/previews/xMtlFMfM - **Publish date (unix):** 1750849462 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113539 kbps - video/mp4 · 180p · 200p · 137539 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/xMtlFMfM-120.vtt` #### Transcript Lytx works with some of the leading CPGs in the world. Consumer packaged goods companies work with Lytx to help them understand their consumers, build a first-party data strategy, and develop a direct-to-consumer motion that helps them connect with digital consumers who want to engage and transact online. For many CPGs, they think of Lytx as their digital growth platform, helping them expand their connection to consumers and build new digital revenue models. In this video, we'll cover the Lytx CDP playbook for consumer packaged goods companies. This will include four critical CPG use cases and a case study with one of our premier CPG customers, Electrolux. Now, let's get started. The Lytx activation playbook includes four key use cases for leading CPGs. The first use case is to help CPGs establish and build a first-party data strategy. As we all know, the world is changing, and sometimes those changes make reaching consumers more difficult, such as the dissolution of the third-party cookie, the changes that Google is making in terms of how we can only reach consumers through their flock technology or directly through our own first-party data strategy. In addition, iOS 14 and other changes have made a first-party data strategy imperative. The second use case is recommended advertising audiences. Lytx enables CPGs to discover new recommended audiences that will deliver higher performance across Facebook, Google, Amazon, and TradeDesk. A key part of this recommended audience set includes seed audiences from which all of your customers can be identified and broken into cohorts or seed audiences such as most valuable customers, and then you can build lookalike models on Facebook and Google and other networks. The third use case is affinity-based targeting and personalization. Lytx CDP is a smart hub which enables you to understand people, your consumers, in a very granular and context-rich way. That means when you have a Lytx marketing profile, you will be able to identify each consumer's affinity and target those consumers with specific ads and experiences online. And finally, Lytx has a data science workbench which enables CPG marketers to design their own lookalike models based on first-party data and use those models to create predictive audiences to drive more effective ad campaigns. Now let's look at each one of these use cases in more detail. The fundamental and most important use case for every CPG is to build first-party data. That means you need a system, a CDP, that enables you to identify anonymous digital visitors, recognize them, and then serve them the best possible experience that will convert them into signing up for your email newsletter or clicking on your Facebook login or Google login. The most important piece of information for every CPG is the connection that enables you to reach those consumers directly. And today, that means you need to have an always-on program to build first-party data, to collect email addresses, to authenticate those unknown visitors so that you can reach them with personalized content and ads. Lytx is a system to design those types of experiences and increase the number of people who come to your website anonymously but then convert into known users. The second use case is Lytx helping your marketing teams by delivering recommended audiences for advertising. This means Lytx is surfacing, using AI and ML, new types of recommended audiences for new types of ad campaigns. These discovered and recommended audiences will enable your marketing teams to reach consumers with the best possible experience. The third use case is affinity-based audiences. As we know, prospects will respond to campaigns that are tailored to their interests. The entire change that Google is going through with their own ad programs relates to interests, creating cohorts of people who have an affinity for specific types of products or topics. Lytx, with its content affinity engine, provides each marketer on your team with affinity-based models and recommended audiences to deliver highly personalized ad campaigns. And finally, use case number four, the data science workbench that Lytx has built into its CDP enables marketing teams to use data science to discover new audiences and reach those audiences across Google, Facebook, TradeDesk, Amazon Ads, and other channels. Now let's look at the case study we developed with Electrolux. Electrolux is a leading global appliance company, and the main thing that they wanted to accomplish with the CDP was to build more connected customer relationships through engagement on-site and highly contextual messages and recommendations. The use cases that they developed early on in their program with the Lytx CDP included email sign-up, targeting new visitors with a sign-up form, and unknown return visitors with a welcome back sign-up form. The second tactic was first purchase, to target new visitors who have not converted yet and get them to convert. The third use case was ad retargeting, targeting unknown high-value visitors and known high-value targets and suppressing purchasers with ad retargeting and remarketing programs. Fourth were cross-sell and up-sell programs, being able to identify and predict consumers who were ready for up-sell or ready for cross-sell. Fifth was progressive profiling, an always-on CDP program, which would identify known visitors and give them the option to update their preference and or profile. And finally, product recommendations. Lytx product recommendation engine enables companies like Electrolux to target and deliver content and products based exclusively on that visitor's affinity. So this represents seven experiences that were created and delivered based on the Lytx CDP. These experiences included product recommendations, a welcome message to return visitors, and product suggestions based on last visit. Also included, you may also like, and recommending specific products that would fit within the profile of affinity that you already have. In addition, as you can see, number four, a personalized visual for each visitor as they came from different campaigns. And finally, for five, six, and seven, you can see retargeting experiences, an automated call to action to encourage individuals to write rating and reviews. And also, finally on seven, identify possible owners based on website browsing and encourage them to register their product. Number seven was a critical use case for Electrolux because they could not distinguish from people who were visiting that had already purchased or were just browsing. So what did that mean? When CPG companies are able to connect what they know about consumers with experiences online, the digital return for those experiences is significant. Across the board, Electrolux saw an increase in engagement, in conversions, in reach, and a reduction in cost for their ad programs. Across the funnel, they were able to set up and orchestrate campaigns that span from awareness and prospecting, to consideration, to intent, to conversion, and to retention. These web experiences that were delivered dynamically based on Lytx and Lytx's ability to recognize individuals in real time and their membership in specific audiences or segments allowed Electrolux to transform the way that they delivered product experiences, add landing pages, add programs, messages online and calls to action, as well as retention and ownership of product messaging. Lytx CDP for CPG will enable you and your marketing teams to build a direct-to-consumer experience that delights and drives higher engagement and conversions. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:07.440 Lytx works with some of the leading CPGs in the world. 2 00:00:07.440 --> 00:00:14.000 Consumer packaged goods companies work with Lytx to help them understand 3 00:00:14.000 --> 00:00:17.880 their consumers, build a first-party data strategy, 4 00:00:17.880 --> 00:00:22.360 and develop a direct-to-consumer motion that helps them connect 5 00:00:22.360 --> 00:00:27.480 with digital consumers who want to engage and transact online. 6 00:00:27.920 --> 00:00:33.840 For many CPGs, they think of Lytx as their digital growth platform, 7 00:00:33.840 --> 00:00:38.320 helping them expand their connection to consumers and build new digital 8 00:00:38.320 --> 00:00:39.880 revenue models. 9 00:00:39.880 --> 00:00:47.000 In this video, we'll cover the Lytx CDP playbook for consumer packaged 10 00:00:47.000 --> 00:00:48.520 goods companies. 11 00:00:48.520 --> 00:00:55.720 This will include four critical CPG use cases and a case study with one 12 00:00:55.760 --> 00:01:00.200 of our premier CPG customers, Electrolux. 13 00:01:00.200 --> 00:01:02.960 Now, let's get started. 14 00:01:02.960 --> 00:01:10.240 The Lytx activation playbook includes four key use cases for leading CPGs. 15 00:01:10.240 --> 00:01:17.000 The first use case is to help CPGs establish and build a first-party 16 00:01:17.000 --> 00:01:19.080 data strategy. 17 00:01:19.080 --> 00:01:26.400 As we all know, the world is changing, and sometimes those changes make 18 00:01:26.400 --> 00:01:33.320 reaching consumers more difficult, such as the dissolution of the third-party 19 00:01:33.320 --> 00:01:39.640 cookie, the changes that Google is making in terms of how we can only reach 20 00:01:39.640 --> 00:01:47.160 consumers through their flock technology or directly through our own 21 00:01:47.160 --> 00:01:49.640 first-party data strategy. 22 00:01:49.640 --> 00:01:56.880 In addition, iOS 14 and other changes have made a first-party 23 00:01:56.880 --> 00:02:00.360 data strategy imperative. 24 00:02:00.360 --> 00:02:06.400 The second use case is recommended advertising audiences. 25 00:02:06.400 --> 00:02:13.640 Lytx enables CPGs to discover new recommended audiences that will deliver 26 00:02:13.640 --> 00:02:20.680 higher performance across Facebook, Google, Amazon, and TradeDesk. 27 00:02:20.680 --> 00:02:29.360 A key part of this recommended audience set includes seed audiences from which 28 00:02:29.360 --> 00:02:36.120 all of your customers can be identified and broken into cohorts or seed audiences 29 00:02:36.120 --> 00:02:42.640 such as most valuable customers, and then you can build lookalike models 30 00:02:42.640 --> 00:02:46.440 on Facebook and Google and other networks. 31 00:02:46.440 --> 00:02:52.280 The third use case is affinity-based targeting and personalization. 32 00:02:52.280 --> 00:02:58.840 Lytx CDP is a smart hub which enables you to understand people, 33 00:02:58.840 --> 00:03:05.960 your consumers, in a very granular and context-rich way. 34 00:03:05.960 --> 00:03:11.080 That means when you have a Lytx marketing profile, 35 00:03:11.080 --> 00:03:17.400 you will be able to identify each consumer's affinity and target those 36 00:03:17.400 --> 00:03:24.760 consumers with specific ads and experiences online. 37 00:03:24.760 --> 00:03:32.000 And finally, Lytx has a data science workbench which enables CPG marketers 38 00:03:32.000 --> 00:03:38.400 to design their own lookalike models based on first-party data and use those 39 00:03:38.400 --> 00:03:44.360 models to create predictive audiences to drive more effective ad campaigns. 40 00:03:44.360 --> 00:03:51.280 Now let's look at each one of these use cases in more detail. 41 00:03:51.280 --> 00:03:59.160 The fundamental and most important use case for every CPG is to build 42 00:03:59.160 --> 00:04:00.880 first-party data. 43 00:04:00.880 --> 00:04:07.680 That means you need a system, a CDP, that enables you to identify 44 00:04:07.680 --> 00:04:14.320 anonymous digital visitors, recognize them, and then serve them the best 45 00:04:14.320 --> 00:04:20.080 possible experience that will convert them into signing up for your email 46 00:04:20.080 --> 00:04:27.400 newsletter or clicking on your Facebook login or Google login. 47 00:04:27.400 --> 00:04:35.320 The most important piece of information for every CPG is the connection that 48 00:04:35.360 --> 00:04:39.440 enables you to reach those consumers directly. 49 00:04:39.440 --> 00:04:46.240 And today, that means you need to have an always-on program to build first-party 50 00:04:46.240 --> 00:04:54.240 data, to collect email addresses, to authenticate those unknown visitors so 51 00:04:54.240 --> 00:04:59.240 that you can reach them with personalized content and ads. 52 00:04:59.240 --> 00:05:08.080 Lytx is a system to design those types of experiences and increase the number 53 00:05:08.080 --> 00:05:15.200 of people who come to your website anonymously but then convert into known 54 00:05:15.200 --> 00:05:17.320 users. 55 00:05:17.320 --> 00:05:25.120 The second use case is Lytx helping your marketing teams by delivering recommended 56 00:05:25.120 --> 00:05:27.840 audiences for advertising. 57 00:05:27.840 --> 00:05:35.840 This means Lytx is surfacing, using AI and ML, new types of recommended audiences 58 00:05:35.840 --> 00:05:39.760 for new types of ad campaigns. 59 00:05:39.760 --> 00:05:46.800 These discovered and recommended audiences will enable your marketing teams to reach 60 00:05:46.800 --> 00:05:53.600 consumers with the best possible experience. 61 00:05:53.600 --> 00:06:00.080 The third use case is affinity-based audiences. 62 00:06:00.080 --> 00:06:08.120 As we know, prospects will respond to campaigns that are tailored to their 63 00:06:08.120 --> 00:06:09.880 interests. 64 00:06:09.880 --> 00:06:16.400 The entire change that Google is going through with their own ad programs 65 00:06:16.400 --> 00:06:24.160 relates to interests, creating cohorts of people who have an affinity for specific 66 00:06:24.160 --> 00:06:28.160 types of products or topics. 67 00:06:28.160 --> 00:06:38.200 Lytx, with its content affinity engine, provides each marketer on your team with 68 00:06:38.200 --> 00:06:45.080 affinity-based models and recommended audiences to deliver highly personalized 69 00:06:45.080 --> 00:06:48.240 ad campaigns. 70 00:06:48.240 --> 00:06:55.520 And finally, use case number four, the data science workbench that Lytx has built into 71 00:06:55.520 --> 00:07:03.320 its CDP enables marketing teams to use data science to discover new audiences and reach 72 00:07:03.320 --> 00:07:13.960 those audiences across Google, Facebook, TradeDesk, Amazon Ads, and other channels. 73 00:07:13.960 --> 00:07:20.360 Now let's look at the case study we developed with Electrolux. 74 00:07:20.360 --> 00:07:28.360 Electrolux is a leading global appliance company, and the main thing that they wanted to accomplish 75 00:07:28.360 --> 00:07:36.400 with the CDP was to build more connected customer relationships through engagement on-site and 76 00:07:36.400 --> 00:07:44.520 highly contextual messages and recommendations. 77 00:07:44.520 --> 00:07:52.220 The use cases that they developed early on in their program with the Lytx CDP included 78 00:07:52.220 --> 00:07:58.600 email sign-up, targeting new visitors with a sign-up form, and unknown return visitors 79 00:07:58.600 --> 00:08:02.720 with a welcome back sign-up form. 80 00:08:02.720 --> 00:08:08.560 The second tactic was first purchase, to target new visitors who have not converted 81 00:08:08.560 --> 00:08:12.920 yet and get them to convert. 82 00:08:12.920 --> 00:08:18.640 The third use case was ad retargeting, targeting unknown high-value visitors and known high-value 83 00:08:18.640 --> 00:08:26.360 targets and suppressing purchasers with ad retargeting and remarketing programs. 84 00:08:26.360 --> 00:08:34.600 Fourth were cross-sell and up-sell programs, being able to identify and predict consumers 85 00:08:34.600 --> 00:08:39.240 who were ready for up-sell or ready for cross-sell. 86 00:08:39.240 --> 00:08:49.720 Fifth was progressive profiling, an always-on CDP program, which would identify known visitors 87 00:08:49.720 --> 00:08:54.720 and give them the option to update their preference and or profile. 88 00:08:54.720 --> 00:08:58.320 And finally, product recommendations. 89 00:08:58.320 --> 00:09:06.480 Lytx product recommendation engine enables companies like Electrolux to target and deliver 90 00:09:06.480 --> 00:09:14.640 content and products based exclusively on that visitor's affinity. 91 00:09:14.640 --> 00:09:22.440 So this represents seven experiences that were created and delivered based on the Lytx 92 00:09:22.440 --> 00:09:24.480 CDP. 93 00:09:24.480 --> 00:09:32.520 These experiences included product recommendations, a welcome message to return visitors, and 94 00:09:32.520 --> 00:09:35.600 product suggestions based on last visit. 95 00:09:35.600 --> 00:09:43.800 Also included, you may also like, and recommending specific products that would fit within the 96 00:09:43.800 --> 00:09:47.880 profile of affinity that you already have. 97 00:09:47.880 --> 00:09:55.240 In addition, as you can see, number four, a personalized visual for each visitor as 98 00:09:55.240 --> 00:09:59.040 they came from different campaigns. 99 00:09:59.040 --> 00:10:05.480 And finally, for five, six, and seven, you can see retargeting experiences, an automated 100 00:10:05.480 --> 00:10:11.000 call to action to encourage individuals to write rating and reviews. 101 00:10:11.000 --> 00:10:17.840 And also, finally on seven, identify possible owners based on website browsing and encourage 102 00:10:17.840 --> 00:10:20.320 them to register their product. 103 00:10:20.320 --> 00:10:26.200 Number seven was a critical use case for Electrolux because they could not distinguish from people 104 00:10:26.200 --> 00:10:31.960 who were visiting that had already purchased or were just browsing. 105 00:10:31.960 --> 00:10:34.640 So what did that mean? 106 00:10:34.640 --> 00:10:42.360 When CPG companies are able to connect what they know about consumers with experiences 107 00:10:42.360 --> 00:10:51.440 online, the digital return for those experiences is significant. 108 00:10:51.440 --> 00:10:59.440 Across the board, Electrolux saw an increase in engagement, in conversions, in reach, and 109 00:10:59.440 --> 00:11:04.240 a reduction in cost for their ad programs. 110 00:11:04.240 --> 00:11:12.200 Across the funnel, they were able to set up and orchestrate campaigns that span from 111 00:11:12.200 --> 00:11:23.160 awareness and prospecting, to consideration, to intent, to conversion, and to retention. 112 00:11:23.160 --> 00:11:31.760 These web experiences that were delivered dynamically based on Lytx and Lytx's ability 113 00:11:31.760 --> 00:11:38.720 to recognize individuals in real time and their membership in specific audiences or 114 00:11:38.720 --> 00:11:53.280 segments allowed Electrolux to transform the way that they delivered product experiences, 115 00:11:53.280 --> 00:12:08.320 add landing pages, add programs, messages online and calls to action, as well as retention 116 00:12:08.320 --> 00:12:14.320 and ownership of product messaging. 117 00:12:14.320 --> 00:12:23.400 Lytx CDP for CPG will enable you and your marketing teams to build a direct-to-consumer 118 00:12:23.400 --> 00:12:30.040 experience that delights and drives higher engagement and conversions. ``` ```transcript [00:00] Lytx works with some of the leading CPGs in the world. [00:07] Consumer packaged goods companies work with Lytx to help them understand [00:14] their consumers, build a first-party data strategy, [00:17] and develop a direct-to-consumer motion that helps them connect [00:22] with digital consumers who want to engage and transact online. [00:27] For many CPGs, they think of Lytx as their digital growth platform, [00:33] helping them expand their connection to consumers and build new digital [00:38] revenue models. [00:39] In this video, we'll cover the Lytx CDP playbook for consumer packaged [00:47] goods companies. [00:48] This will include four critical CPG use cases and a case study with one [00:55] of our premier CPG customers, Electrolux. [01:00] Now, let's get started. [01:02] The Lytx activation playbook includes four key use cases for leading CPGs. [01:10] The first use case is to help CPGs establish and build a first-party [01:17] data strategy. [01:19] As we all know, the world is changing, and sometimes those changes make [01:26] reaching consumers more difficult, such as the dissolution of the third-party [01:33] cookie, the changes that Google is making in terms of how we can only reach [01:39] consumers through their flock technology or directly through our own [01:47] first-party data strategy. [01:49] In addition, iOS 14 and other changes have made a first-party [01:56] data strategy imperative. [02:00] The second use case is recommended advertising audiences. [02:06] Lytx enables CPGs to discover new recommended audiences that will deliver [02:13] higher performance across Facebook, Google, Amazon, and TradeDesk. [02:20] A key part of this recommended audience set includes seed audiences from which [02:29] all of your customers can be identified and broken into cohorts or seed audiences [02:36] such as most valuable customers, and then you can build lookalike models [02:42] on Facebook and Google and other networks. [02:46] The third use case is affinity-based targeting and personalization. [02:52] Lytx CDP is a smart hub which enables you to understand people, [02:58] your consumers, in a very granular and context-rich way. [03:05] That means when you have a Lytx marketing profile, [03:11] you will be able to identify each consumer's affinity and target those [03:17] consumers with specific ads and experiences online. [03:24] And finally, Lytx has a data science workbench which enables CPG marketers [03:32] to design their own lookalike models based on first-party data and use those [03:38] models to create predictive audiences to drive more effective ad campaigns. [03:44] Now let's look at each one of these use cases in more detail. [03:51] The fundamental and most important use case for every CPG is to build [03:59] first-party data. [04:00] That means you need a system, a CDP, that enables you to identify [04:07] anonymous digital visitors, recognize them, and then serve them the best [04:14] possible experience that will convert them into signing up for your email [04:20] newsletter or clicking on your Facebook login or Google login. [04:27] The most important piece of information for every CPG is the connection that [04:35] enables you to reach those consumers directly. [04:39] And today, that means you need to have an always-on program to build first-party [04:46] data, to collect email addresses, to authenticate those unknown visitors so [04:54] that you can reach them with personalized content and ads. [04:59] Lytx is a system to design those types of experiences and increase the number [05:08] of people who come to your website anonymously but then convert into known [05:15] users. [05:17] The second use case is Lytx helping your marketing teams by delivering recommended [05:25] audiences for advertising. [05:27] This means Lytx is surfacing, using AI and ML, new types of recommended audiences [05:35] for new types of ad campaigns. [05:39] These discovered and recommended audiences will enable your marketing teams to reach [05:46] consumers with the best possible experience. ``` #### Lesson text Lytics works with some of the leading CPG companies in the world. This Activation Playbook will enable CPG customers to quickly identify use cases that are relevant and meaningful for their business, and begin to plan a CDP marketing activation roadmap. The CPG Activation Playbook features 4 key use cases, including: * Build first-party data strategy * Recommended advertising audiences * Affinity-based campaigns & recommendations * Lookalike predictive models for advertising Lytics worked closely with Electrolux to create a case study that highlights how digital experiences (web experiences and ad re-marketing programs) can be tailored for each individual consumer based on Lytics CDP marketing profiles, including real-time recognition of:  * Lifecycle/engagement * Purchase status * Consumer interests/affinity You can find more detail on Lytics use cases here: https://learn.lytics.com/use-cases #### Key takeaways - Connect **CPG Playbook And Case Study** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ## Resources & references | Page | Companion Markdown | | --- | --- | | /courses/cdp-strategies/what-is-the-decision-gap | /academy/md/courses/cdp-strategies/what-is-the-decision-gap.md | | /courses/cdp-strategies/best-of-breed-cdp-architecture | /academy/md/courses/cdp-strategies/best-of-breed-cdp-architecture.md | | /courses/cdp-strategies/keys-to-successful-cdp-adoption-exec-alignment | /academy/md/courses/cdp-strategies/keys-to-successful-cdp-adoption-exec-alignment.md | | /courses/cdp-strategies/decision-management-for-data-driven-marketing | /academy/md/courses/cdp-strategies/decision-management-for-data-driven-marketing.md | | /courses/cdp-strategies/cpg-playbook-and-case-study | /academy/md/courses/cdp-strategies/cpg-playbook-and-case-study.md | ## Supplement for indexing ### Content summary Find out how Lytics fits into your MarTech stack and strategies to successfully implement a CDP. Find out how Lytics fits into your MarTech stack and strategies to successfully implement a CDP. ### Retrieval tags - lytics - cdp-strategies - What - the - Decision - Gap - Best - Breed - CDP - Architecture - Keys - Successful - Adoption - Exec ### Indexing notes Chunk at each "### Lesson NN — Title" heading; copy lesson_id and topics from the preceding HTML comment into chunk metadata for RAG filters. Course slug: cdp-strategies. Union of lesson topic tokens: What, the, Decision, Gap, Best, Breed, CDP, Architecture, Keys, Successful, Adoption, Exec, Alignment, Management, for, Data, Driven, Marketing, CPG, Playbook, And, Case, Study. Do not embed or retrieve LMS-only quiz items or mastery exam answer keys from this export. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: What is the Decision Gap? | `https://cdn.jwplayer.com/v2/media/33tzjSaY/poster.jpg?width=720` | | Video thumbnail: Best-of-Breed CDP Architecture | `https://cdn.jwplayer.com/v2/media/E5UultiF/poster.jpg?width=720` | | Video thumbnail: Keys to Successful CDP Adoption: Exec Alignment | `https://cdn.jwplayer.com/v2/media/D07L8qfF/poster.jpg?width=720` | | Video thumbnail: Decision Management for Data-Driven Marketing | `https://cdn.jwplayer.com/v2/media/E02gBpVK/poster.jpg?width=720` | | Video thumbnail: CPG Playbook And Case Study | `https://cdn.jwplayer.com/v2/media/xMtlFMfM/poster.jpg?width=720` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` | | https://learn.lytics.com/solutions/goals | `https://learn.lytics.com/solutions/goals` |