# CPG Playbook And Case Study ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/cdp-strategies/cpg-playbook-and-case-study | | **course_slug** | cdp-strategies | | **lesson_slug** | cpg-playbook-and-case-study | | **markdown_file_url** | /academy/md/courses/cdp-strategies/cpg-playbook-and-case-study.md | | **generated_at** | 2026-04-28T06:55:38.369Z | > Part of **[CDP Strategies](https://www.contentstack.com/academy/courses/cdp-strategies)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### 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. ## Supplement for indexing ### Content summary CPG Playbook And Case Study. 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 profi ### Retrieval tags - CPG - Playbook - And - Case - Study - cdp-strategies - lesson 05 - CPG Playbook And Case Study - cdp-strategies lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "05" and topics: [CPG, Playbook, And, Case, Study]. 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