# What is the Decision Gap? ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/cdp-strategies/what-is-the-decision-gap | | **course_slug** | cdp-strategies | | **lesson_slug** | what-is-the-decision-gap | | **markdown_file_url** | /academy/md/courses/cdp-strategies/what-is-the-decision-gap.md | | **generated_at** | 2026-04-28T06:55:38.326Z | > 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:** 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. ## Supplement for indexing ### Content summary What is the Decision Gap?. 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: ### Retrieval tags - What - the - Decision - Gap - cdp-strategies - lesson 01 - What is the Decision Gap? - cdp-strategies lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "01" and topics: [What, the, Decision, Gap]. Parent course slug: cdp-strategies. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: What is the Decision Gap? | `https://cdn.jwplayer.com/v2/media/33tzjSaY/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` |