# Lytics Essentials ### About this export | Field | Value | | --- | --- | | **content_type** | course | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/lytics-essentials | | **language** | en | | **product_area** | lytics | | **learning_path** | standalone | | **course_id** | lytics-essentials | | **slug** | lytics-essentials | | **version** | 2026-03-01 | | **last_updated** | 2026-04-28 | | **status** | published | | **keywords** | ["lytics"] | | **summary_one_line** | Start learning the core capabilities of Lytics and how to apply them in your marketing workflows. | | **total_duration_minutes** | 61 | | **lessons_count** | 18 | | **video_lessons_count** | 16 | | **text_lessons_count** | 2 | | **linked_learning_path** | standalone | | **linked_assessment_ref** | LMS_UNCONFIGURED_COURSE_ASSESSMENT | | **markdown_file_url** | /academy/md/courses/lytics-essentials.md | | **generated_at** | 2026-04-28T06:55:46.946Z | | **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 | 1h 0m 33s | | Released (if known) | 2026-03-01 | | Product area | lytics | ### Description Start learning the core capabilities of Lytics and how to apply them in your marketing workflows. ### 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 lytics-essentials/ ├── 01-introduction-to-lytics · video · 241s ├── 02-how-to-use-the-lytics-ui · video · 310s ├── 03-intro-to-data-collection · video · 247s ├── 04-user-profile · video · 190s ├── 05-user-fields · video · 76s ├── 06-identity-resolution-basics · video · 406s ├── 07-behavioral-scores-in-lytics · text · 3 min ├── 08-behavioral-audiences · video · 384s ├── 09-connected-customer-kpi · video · 29s ├── 10-connecting-integrations · video · 421s ├── 11-audience-building · video · 499s ├── 12-content-classification · video · 172s ├── 13-intro-to-goals · video · 221s ├── 14-intro-to-experiences · video · 199s ├── 15-intro-to-reports · video · 16s ├── 16-lytics-conductor-guide · video · 154s ├── 17-decisioning-with-lytics · text · 3 min ├── 18-affinities-and-topics · video · 68s ``` ## Lessons ### Lesson 01 — Introduction to Lytics #### Video details #### At a glance - **Title:** Introduction To Lytics - **Duration:** 4m 1s - **Media link:** https://cdn.jwplayer.com/previews/ESHVF6cy - **Publish date (unix):** 1750852319 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113809 kbps - video/mp4 · 180p · 178p · 136989 kbps - video/mp4 · 360p · 356p · 171754 kbps - video/mp4 · 406p · 400p · 179641 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/ESHVF6cy-120.vtt` #### Transcript Welcome to Lytx. Before diving into our library of training videos, we'd like to take some time to ensure we're all starting from the same baseline. Lytx functions as a CDP, and then takes things a bit further to provide you, a marketer, insights about your user base. Our mission is to have these insights help improve the performance of your existing campaigns or spark ideas for new ones. Let's start from the top. What is a CDP? CDP stands for Customer Data Platform. According to the CDP Institute, a customer data platform is packaged software that creates a persistent, unified customer database that is accessible to other systems. That's a mouthful, so let's unpack that. What this means is that we take relevant user data from your sources, like web, email, or CRM, and create a unified user profile where information about a user can be found in one place. We don't want all of the data, we only want data that's relevant to your marketing campaigns and goals. This, in turn, allows for segmentation of audiences that was maybe not possible before. For example, we can combine offline data about a user's event attendance, e-commerce data and their purchase data, along with web behavior and email behavior. These segments of users can then be sent to other downstream tools for activation. Let's take a look at an example. With a unified profile in a CDP, you can now create an audience of users who have not opened an email in 90 days, but are browsing your website and it's been a year since their last purchase. Knowing this, you can target this group of users in an ad or social tool like Facebook or, for example, Google Ads. You can skip email as they do not seem to be engaging in that channel. You also have an idea about what type of messaging to send. You wouldn't want to communicate with a client who just purchased something the same way that you'd communicate with a lapsed customer, or maybe someone who's never engaged with your brand before. Lytx then takes things a bit further and introduces additional data science capabilities. On top of this previously described segmentation, you can add additional data science filters provided to you by Lytx. Some of these include behavioral-based targeting scores and audiences. These use your data to provide general information about a user's engagement level compared to their past behavior as well as everyone else's. For example, behavioral scores can tell you whether someone is unlikely to re-engage, allowing you to exclude them from expensive campaigns you may be running so that you're most efficient in your ad spend. Lytx offers a content affinity functionality as well. This allows you to create audiences based on the user's interests as exhibited by their browsing behavior. Lytx also generates insights for you that may spark new campaign ideas based on previously unnoticed trends. Last but not least, Lytx can help you build predictive audiences and inform you of the best channel to reach out to an individual in. Lytx is not here to replace your email tool, your ad tools, your data warehouse, or your BI tools. We're here to help you make smarter decisions about who you reach out to, when, and about what. Again, our mission is to have these insights help improve the performance of existing campaigns you may be running, but also spark ideas for new ones and make your campaigns more effective, better targeted, and less wasteful. Our training videos are designed to teach you the basics of the tech behind our software, train you on the use of the actual product, explain the data science, and provide more actual real-world activation ideas. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:06.800 Welcome to Lytx. Before diving into our library of training videos, we'd like to take some 2 00:00:06.800 --> 00:00:11.360 time to ensure we're all starting from the same baseline. 3 00:00:11.360 --> 00:00:17.080 Lytx functions as a CDP, and then takes things a bit further to provide you, a marketer, 4 00:00:17.080 --> 00:00:21.340 insights about your user base. Our mission is to have these insights help improve the 5 00:00:21.340 --> 00:00:27.120 performance of your existing campaigns or spark ideas for new ones. 6 00:00:27.120 --> 00:00:35.520 Let's start from the top. What is a CDP? CDP stands for Customer Data Platform. According 7 00:00:35.520 --> 00:00:42.080 to the CDP Institute, a customer data platform is packaged software that creates a persistent, 8 00:00:42.080 --> 00:00:47.000 unified customer database that is accessible to other systems. 9 00:00:47.000 --> 00:00:53.920 That's a mouthful, so let's unpack that. What this means is that we take relevant user data 10 00:00:53.920 --> 00:01:00.520 from your sources, like web, email, or CRM, and create a unified user profile where information 11 00:01:00.520 --> 00:01:05.720 about a user can be found in one place. We don't want all of the data, we only want data 12 00:01:05.720 --> 00:01:11.100 that's relevant to your marketing campaigns and goals. This, in turn, allows for segmentation 13 00:01:11.100 --> 00:01:17.080 of audiences that was maybe not possible before. For example, we can combine offline data about 14 00:01:17.080 --> 00:01:23.120 a user's event attendance, e-commerce data and their purchase data, along with web behavior 15 00:01:23.120 --> 00:01:29.000 and email behavior. These segments of users can then be sent to other downstream tools 16 00:01:29.000 --> 00:01:37.760 for activation. Let's take a look at an example. With a unified profile in a CDP, you can now 17 00:01:37.760 --> 00:01:42.560 create an audience of users who have not opened an email in 90 days, but are browsing your 18 00:01:42.560 --> 00:01:47.760 website and it's been a year since their last purchase. Knowing this, you can target this 19 00:01:47.760 --> 00:01:53.280 group of users in an ad or social tool like Facebook or, for example, Google Ads. You can 20 00:01:53.280 --> 00:01:59.760 skip email as they do not seem to be engaging in that channel. You also have an idea about what 21 00:01:59.760 --> 00:02:03.800 type of messaging to send. You wouldn't want to communicate with a client who just purchased 22 00:02:03.800 --> 00:02:07.840 something the same way that you'd communicate with a lapsed customer, or maybe someone who's 23 00:02:07.840 --> 00:02:16.000 never engaged with your brand before. Lytx then takes things a bit further and introduces 24 00:02:16.000 --> 00:02:21.400 additional data science capabilities. On top of this previously described segmentation, you can 25 00:02:21.400 --> 00:02:29.440 add additional data science filters provided to you by Lytx. Some of these include behavioral-based 26 00:02:29.440 --> 00:02:34.840 targeting scores and audiences. These use your data to provide general information about a 27 00:02:34.840 --> 00:02:41.200 user's engagement level compared to their past behavior as well as everyone else's. For example, 28 00:02:41.240 --> 00:02:46.560 behavioral scores can tell you whether someone is unlikely to re-engage, allowing you to exclude 29 00:02:46.560 --> 00:02:50.760 them from expensive campaigns you may be running so that you're most efficient in your ad spend. 30 00:02:50.760 --> 00:02:58.000 Lytx offers a content affinity functionality as well. This allows you to create audiences 31 00:02:58.000 --> 00:03:05.120 based on the user's interests as exhibited by their browsing behavior. Lytx also generates 32 00:03:05.120 --> 00:03:10.240 insights for you that may spark new campaign ideas based on previously unnoticed trends. 33 00:03:10.400 --> 00:03:17.040 Last but not least, Lytx can help you build predictive audiences and inform you of the 34 00:03:17.040 --> 00:03:25.040 best channel to reach out to an individual in. Lytx is not here to replace your email tool, 35 00:03:25.040 --> 00:03:31.480 your ad tools, your data warehouse, or your BI tools. We're here to help you make smarter decisions 36 00:03:31.480 --> 00:03:37.040 about who you reach out to, when, and about what. Again, our mission is to have these insights help 37 00:03:37.160 --> 00:03:41.800 improve the performance of existing campaigns you may be running, but also spark ideas for new ones 38 00:03:41.800 --> 00:03:47.840 and make your campaigns more effective, better targeted, and less wasteful. Our training videos 39 00:03:47.840 --> 00:03:52.640 are designed to teach you the basics of the tech behind our software, train you on the use of the 40 00:03:52.640 --> 00:03:59.080 actual product, explain the data science, and provide more actual real-world activation ideas. ``` ```transcript [00:00] Welcome to Lytx. Before diving into our library of training videos, we'd like to take some [00:06] time to ensure we're all starting from the same baseline. [00:11] Lytx functions as a CDP, and then takes things a bit further to provide you, a marketer, [00:17] insights about your user base. Our mission is to have these insights help improve the [00:21] performance of your existing campaigns or spark ideas for new ones. [00:27] Let's start from the top. What is a CDP? CDP stands for Customer Data Platform. According [00:35] to the CDP Institute, a customer data platform is packaged software that creates a persistent, [00:42] unified customer database that is accessible to other systems. [00:47] That's a mouthful, so let's unpack that. What this means is that we take relevant user data [00:53] from your sources, like web, email, or CRM, and create a unified user profile where information [01:00] about a user can be found in one place. We don't want all of the data, we only want data [01:05] that's relevant to your marketing campaigns and goals. This, in turn, allows for segmentation [01:11] of audiences that was maybe not possible before. For example, we can combine offline data about [01:17] a user's event attendance, e-commerce data and their purchase data, along with web behavior [01:23] and email behavior. These segments of users can then be sent to other downstream tools [01:29] for activation. Let's take a look at an example. With a unified profile in a CDP, you can now [01:37] create an audience of users who have not opened an email in 90 days, but are browsing your [01:42] website and it's been a year since their last purchase. Knowing this, you can target this [01:47] group of users in an ad or social tool like Facebook or, for example, Google Ads. You can [01:53] skip email as they do not seem to be engaging in that channel. You also have an idea about what [01:59] type of messaging to send. You wouldn't want to communicate with a client who just purchased [02:03] something the same way that you'd communicate with a lapsed customer, or maybe someone who's [02:07] never engaged with your brand before. Lytx then takes things a bit further and introduces [02:16] additional data science capabilities. On top of this previously described segmentation, you can [02:21] add additional data science filters provided to you by Lytx. Some of these include behavioral-based [02:29] targeting scores and audiences. These use your data to provide general information about a [02:34] user's engagement level compared to their past behavior as well as everyone else's. For example, [02:41] behavioral scores can tell you whether someone is unlikely to re-engage, allowing you to exclude [02:46] them from expensive campaigns you may be running so that you're most efficient in your ad spend. [02:50] Lytx offers a content affinity functionality as well. This allows you to create audiences [02:58] based on the user's interests as exhibited by their browsing behavior. Lytx also generates [03:05] insights for you that may spark new campaign ideas based on previously unnoticed trends. [03:10] Last but not least, Lytx can help you build predictive audiences and inform you of the [03:17] best channel to reach out to an individual in. Lytx is not here to replace your email tool, [03:25] your ad tools, your data warehouse, or your BI tools. We're here to help you make smarter decisions [03:31] about who you reach out to, when, and about what. Again, our mission is to have these insights help [03:37] improve the performance of existing campaigns you may be running, but also spark ideas for new ones [03:41] and make your campaigns more effective, better targeted, and less wasteful. Our training videos [03:47] are designed to teach you the basics of the tech behind our software, train you on the use of the [03:52] actual product, explain the data science, and provide more actual real-world activation ideas. ``` #### Lesson text Welcome to Lytics! We're excited to get you up and running. Before diving into the rest of our training materials, watch this short video for a baseline understanding of Lytics. * What is a CDP? * How is Lytics different? * What are the core features? **Tip:** Lytics has robust documentation on all features and integrations. You can visit this site at any time: https://learn.lytics.com/ #### Key takeaways - Connect **Introduction to Lytics** 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 — How to use the Lytics UI #### Video details #### At a glance - **Title:** How To Use The Lytics UI - **Duration:** 5m 10s - **Media link:** https://cdn.jwplayer.com/previews/oQp2PgGy - **Publish date (unix):** 1750938195 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113628 kbps - video/mp4 · 180p · 180p · 144940 kbps - video/mp4 · 270p · 270p · 163592 kbps - video/mp4 · 360p · 362p · 184004 kbps - video/mp4 · 406p · 406p · 196537 kbps - video/mp4 · 540p · 542p · 229526 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/oQp2PgGy-120.vtt` #### Transcript Welcome to Lytx training video, how to use the Lytx user interface. When you first log in, first thing you'll see is the dashboard. The dashboard shows you how many users exist in the account. Users means all profiles, including both anonymous and known. Total users can fluctuate depending on the data flowing into the account. Here's an overview of the tabs at the top. Goals are comprised of stages and experiences that drive customers towards a specific business outcome. For example, a goal can be to convert an unknown visitor to a customer. The UI view of a goal allows you to manage stages and experiences all from one central canvas. This is a more advanced use case which builds on the fundamentals of audience building and experience creation. The experiences tab opens a list of Lytx hosted experiences such as a modal, also known as an interstitial, or even a Facebook campaign that is triggered from Lytx. The audiences tab is where you will likely spend most of your time. This section houses all audience segments that have been created. It also allows you to create new audiences based on your data. The following training module focuses completely on audience building. Moving along, the content tab enables you to view your content classification activity. You can also curate your topics and create collections of the most prominent topics from your site. You can also create audience rules based on the topics that appear there. You can do that by going to the audience builder and selecting content affinity. Moving along to the data tab, the data tab shows you all of the integrations and data streams that are connected to your Lytx account. Jobs shows a summary of existing workflows called jobs in Lytx. You can also click on create a new job to see all of the third-party tools that are easy to connect. I'm going to close that. Back to authorizations. This tab displays a list of existing authorizations for jobs that have been set up by your Lytx admins. Data streams shows the raw data that is being sent to Lytx. This is inclusive of all data that is being sent to Lytx, including recurring and one-time imports, as well as the data that comes in through the Lytx JavaScript tag. User fields hosts all the map data from data streams. This data is important because these are the custom rules you will use to create audiences. Queries shows the query language that is used to surface the raw data into usable user fields. This section of the UI is view-only. Its purpose is to show how the raw data is being transformed into actionable data under audiences. Schema audit is also used to provide transparency into how the data is transformed into actionable data for audience building. Personalize is similar to experiences, but this tab is actually going to go away. Keep in mind, this is going to be deprecated soon. It's a legacy function that will eventually completely merge with experiences. Laboratory is where you can view and create lookalike models using data science. There will be another module about this topic specifically, but wanted you to know that that's what laboratory is for. In the upper right, you can see the name of the account instance that you are currently viewing. In this case, one demo, product primary demo. If you have access to other additional accounts, you can find them here under the drop-down. You can also update your account settings under manage account here. This is the under the hood back-end of controlling your accounts if you have admin access. A quick note on the help button, it's a great way to ask for help if you see something unexpected in the UI or if you have a question. After submitting a help request, you'll receive an e-mail and continued e-mail updates with the status of your request. Thanks for listening. The next session will cover how to create audiences. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:02.800 Welcome to Lytx training video, 2 00:00:02.800 --> 00:00:06.000 how to use the Lytx user interface. 3 00:00:06.000 --> 00:00:08.080 When you first log in, 4 00:00:08.080 --> 00:00:10.480 first thing you'll see is the dashboard. 5 00:00:10.480 --> 00:00:12.000 The dashboard shows you how 6 00:00:12.000 --> 00:00:14.160 many users exist in the account. 7 00:00:14.160 --> 00:00:16.640 Users means all profiles, 8 00:00:16.640 --> 00:00:19.200 including both anonymous and known. 9 00:00:19.200 --> 00:00:21.800 Total users can fluctuate 10 00:00:21.800 --> 00:00:25.360 depending on the data flowing into the account. 11 00:00:25.360 --> 00:00:29.600 Here's an overview of the tabs at the top. 12 00:00:29.720 --> 00:00:33.960 Goals are comprised of stages and experiences that 13 00:00:33.960 --> 00:00:37.920 drive customers towards a specific business outcome. 14 00:00:37.920 --> 00:00:41.160 For example, a goal can be 15 00:00:41.160 --> 00:00:44.680 to convert an unknown visitor to a customer. 16 00:00:44.680 --> 00:00:48.600 The UI view of a goal allows you to manage 17 00:00:48.600 --> 00:00:53.680 stages and experiences all from one central canvas. 18 00:00:53.680 --> 00:00:56.920 This is a more advanced use case which builds on 19 00:00:56.920 --> 00:00:58.360 the fundamentals of audience 20 00:00:58.360 --> 00:01:01.280 building and experience creation. 21 00:01:01.440 --> 00:01:05.200 The experiences tab opens a list of 22 00:01:05.200 --> 00:01:09.040 Lytx hosted experiences such as a modal, 23 00:01:09.040 --> 00:01:11.080 also known as an interstitial, 24 00:01:11.080 --> 00:01:15.520 or even a Facebook campaign that is triggered from Lytx. 25 00:01:15.640 --> 00:01:18.600 The audiences tab is where 26 00:01:18.600 --> 00:01:20.880 you will likely spend most of your time. 27 00:01:20.880 --> 00:01:22.680 This section houses 28 00:01:22.680 --> 00:01:25.680 all audience segments that have been created. 29 00:01:25.680 --> 00:01:27.680 It also allows you to create 30 00:01:27.680 --> 00:01:31.280 new audiences based on your data. 31 00:01:31.280 --> 00:01:34.080 The following training module focuses 32 00:01:34.080 --> 00:01:37.040 completely on audience building. 33 00:01:37.040 --> 00:01:40.680 Moving along, the content tab enables you 34 00:01:40.680 --> 00:01:44.040 to view your content classification activity. 35 00:01:44.040 --> 00:01:47.680 You can also curate your topics and 36 00:01:47.680 --> 00:01:49.120 create collections of the most 37 00:01:49.120 --> 00:01:51.480 prominent topics from your site. 38 00:01:51.480 --> 00:01:54.320 You can also create 39 00:01:54.320 --> 00:01:58.800 audience rules based on the topics that appear there. 40 00:01:58.800 --> 00:02:00.720 You can do that by going to 41 00:02:00.720 --> 00:02:05.640 the audience builder and selecting content affinity. 42 00:02:07.040 --> 00:02:11.640 Moving along to the data tab, 43 00:02:11.640 --> 00:02:14.320 the data tab shows you all of 44 00:02:14.320 --> 00:02:15.960 the integrations and data streams that 45 00:02:15.960 --> 00:02:18.080 are connected to your Lytx account. 46 00:02:18.080 --> 00:02:20.640 Jobs shows a summary of 47 00:02:20.640 --> 00:02:23.840 existing workflows called jobs in Lytx. 48 00:02:23.840 --> 00:02:27.720 You can also click on create a new job to see 49 00:02:27.720 --> 00:02:32.320 all of the third-party tools that are easy to connect. 50 00:02:33.880 --> 00:02:39.680 I'm going to close that. Back to authorizations. 51 00:02:39.680 --> 00:02:41.600 This tab displays a list of 52 00:02:41.600 --> 00:02:44.240 existing authorizations for jobs that 53 00:02:44.240 --> 00:02:48.040 have been set up by your Lytx admins. 54 00:02:48.080 --> 00:02:53.560 Data streams shows the raw data that is being sent to Lytx. 55 00:02:53.560 --> 00:02:57.440 This is inclusive of all data that is being sent to Lytx, 56 00:02:57.440 --> 00:03:00.520 including recurring and one-time imports, 57 00:03:00.520 --> 00:03:02.520 as well as the data that comes 58 00:03:02.520 --> 00:03:05.400 in through the Lytx JavaScript tag. 59 00:03:05.400 --> 00:03:11.080 User fields hosts all the map data from data streams. 60 00:03:11.080 --> 00:03:13.760 This data is important because these are 61 00:03:13.760 --> 00:03:18.000 the custom rules you will use to create audiences. 62 00:03:18.000 --> 00:03:21.400 Queries shows the query language that is used to 63 00:03:21.400 --> 00:03:25.640 surface the raw data into usable user fields. 64 00:03:25.640 --> 00:03:28.240 This section of the UI is view-only. 65 00:03:28.240 --> 00:03:31.640 Its purpose is to show how the raw data is being 66 00:03:31.640 --> 00:03:36.200 transformed into actionable data under audiences. 67 00:03:36.200 --> 00:03:41.400 Schema audit is also used to provide transparency into 68 00:03:41.400 --> 00:03:43.720 how the data is transformed 69 00:03:43.720 --> 00:03:47.640 into actionable data for audience building. 70 00:03:47.800 --> 00:03:52.080 Personalize is similar to experiences, 71 00:03:52.080 --> 00:03:55.120 but this tab is actually going to go away. 72 00:03:55.120 --> 00:03:59.240 Keep in mind, this is going to be deprecated soon. 73 00:03:59.240 --> 00:04:01.320 It's a legacy function that will 74 00:04:01.320 --> 00:04:04.680 eventually completely merge with experiences. 75 00:04:04.680 --> 00:04:07.480 Laboratory is where you can view and 76 00:04:07.480 --> 00:04:10.120 create lookalike models using data science. 77 00:04:10.120 --> 00:04:13.720 There will be another module about this topic specifically, 78 00:04:13.760 --> 00:04:17.920 but wanted you to know that that's what laboratory is for. 79 00:04:17.920 --> 00:04:19.760 In the upper right, 80 00:04:19.760 --> 00:04:21.160 you can see the name of 81 00:04:21.160 --> 00:04:23.640 the account instance that you are currently viewing. 82 00:04:23.640 --> 00:04:27.840 In this case, one demo, product primary demo. 83 00:04:27.840 --> 00:04:30.840 If you have access to other additional accounts, 84 00:04:30.840 --> 00:04:33.800 you can find them here under the drop-down. 85 00:04:33.800 --> 00:04:36.640 You can also update your account 86 00:04:36.640 --> 00:04:39.880 settings under manage account here. 87 00:04:39.880 --> 00:04:42.840 This is the under the hood back-end of 88 00:04:42.840 --> 00:04:47.360 controlling your accounts if you have admin access. 89 00:04:47.360 --> 00:04:49.680 A quick note on the help button, 90 00:04:49.680 --> 00:04:52.520 it's a great way to ask for help if you see 91 00:04:52.520 --> 00:04:55.680 something unexpected in the UI or if you have a question. 92 00:04:55.680 --> 00:04:58.160 After submitting a help request, 93 00:04:58.160 --> 00:05:00.880 you'll receive an e-mail and 94 00:05:00.880 --> 00:05:04.240 continued e-mail updates with the status of your request. 95 00:05:04.240 --> 00:05:06.200 Thanks for listening. 96 00:05:06.200 --> 00:05:10.880 The next session will cover how to create audiences. ``` ```transcript [00:00] Welcome to Lytx training video, [00:02] how to use the Lytx user interface. [00:06] When you first log in, [00:08] first thing you'll see is the dashboard. [00:10] The dashboard shows you how [00:12] many users exist in the account. [00:14] Users means all profiles, [00:16] including both anonymous and known. [00:19] Total users can fluctuate [00:21] depending on the data flowing into the account. [00:25] Here's an overview of the tabs at the top. [00:29] Goals are comprised of stages and experiences that [00:33] drive customers towards a specific business outcome. [00:37] For example, a goal can be [00:41] to convert an unknown visitor to a customer. [00:44] The UI view of a goal allows you to manage [00:48] stages and experiences all from one central canvas. [00:53] This is a more advanced use case which builds on [00:56] the fundamentals of audience [00:58] building and experience creation. [01:01] The experiences tab opens a list of [01:05] Lytx hosted experiences such as a modal, [01:09] also known as an interstitial, [01:11] or even a Facebook campaign that is triggered from Lytx. [01:15] The audiences tab is where [01:18] you will likely spend most of your time. [01:20] This section houses [01:22] all audience segments that have been created. [01:25] It also allows you to create [01:27] new audiences based on your data. [01:31] The following training module focuses [01:34] completely on audience building. [01:37] Moving along, the content tab enables you [01:40] to view your content classification activity. [01:44] You can also curate your topics and [01:47] create collections of the most [01:49] prominent topics from your site. [01:51] You can also create [01:54] audience rules based on the topics that appear there. [01:58] You can do that by going to [02:00] the audience builder and selecting content affinity. [02:07] Moving along to the data tab, [02:11] the data tab shows you all of [02:14] the integrations and data streams that [02:15] are connected to your Lytx account. [02:18] Jobs shows a summary of [02:20] existing workflows called jobs in Lytx. [02:23] You can also click on create a new job to see [02:27] all of the third-party tools that are easy to connect. [02:33] I'm going to close that. Back to authorizations. [02:39] This tab displays a list of [02:41] existing authorizations for jobs that [02:44] have been set up by your Lytx admins. [02:48] Data streams shows the raw data that is being sent to Lytx. [02:53] This is inclusive of all data that is being sent to Lytx, [02:57] including recurring and one-time imports, [03:00] as well as the data that comes [03:02] in through the Lytx JavaScript tag. [03:05] User fields hosts all the map data from data streams. [03:11] This data is important because these are ``` #### Lesson text Watch a quick overview of Lytics UI and how to get started using your dashboard. **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. This is a great place to start if you are new to using Lytics and need to get oriented with what you'll see when you login to your dashboard. In this video (5 mins), we will cover the following: * How to understand the dashboard * Which areas of the User Interface will be the most useful for you * Where to connect third-party tools for import or export * Where to build audiences * How to submit a support ticket in Lytics Visit [learn.lytics](https://learn.lytics.com/documentation/product/features) for information on all features. #### Key takeaways - Connect **How to use the Lytics UI** 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 — Intro to Data Collection #### Video details #### At a glance - **Title:** Intro To Data Collection-Overview - **Duration:** 4m 7s - **Media link:** https://cdn.jwplayer.com/previews/zNbxjL4p - **Publish date (unix):** 1750938967 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113731 kbps - video/mp4 · 180p · 180p · 138672 kbps - video/mp4 · 270p · 270p · 151287 kbps - video/mp4 · 360p · 360p · 164889 kbps - video/mp4 · 406p · 406p · 174567 kbps - video/mp4 · 540p · 540p · 197253 kbps - video/mp4 · 720p · 720p · 236161 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/zNbxjL4p-120.vtt` #### Transcript When it comes down to getting your data into Lytx, there are many, many ways, but really they come down to three primary types. One, web data coming from our JavaScript tag. Two, data coming from a variety of different APIs, whether it's a bulk import, a single event import, or something coming from an internal system, or most commonly, one of our pre-built integrations. With our pre-built integrations, we can pull data directly from your most common channel tools, from CSVs, from SFTPs, and virtually any other source that you can think of. Each collection method is slightly different, and they're all going to adhere to a few specific rules. One, data must always be directed at a stream. If a stream is not explicitly defined, it will land in the default stream. Streams represent unique sources of data. Each of these sources of data can have their own unique mapping rules, reducing much of the data prep overhead when sending your events to Lytx. And second, every event must contain some sort of identifier that can be used to associate the event with an individual user or human. This may be a web cookie, a user ID, an email, etc. Now that we know some of the rules around data collection, let's look at an example of how data can be collected from the web using our JavaScript tag. Going over to the Lytx.com website, we already have our tag installed. At the bottom of the screen, you'll see Chrome DevTools has already been opened up. This allows me to handwrite JavaScript code live in the browser to be ran. If I want to collect an event from the web, for instance, it's as simple as firing off what we call a JSTag.sendEvent. In this case, it's going to send the payload of test true, where the key is test and the value is true, and automatically pull in my UID, my browser information, and all sorts of relevant contextual data to associate with that event. If I hit enter, you'll see that event fire, and then we can actually go in closer and look at the exact information that was sent along with it. So you'll see again, my payload test true, timestamp, my device type, the UID for my particular user, this is what acts as the identifier, version of the JavaScript tag, and so on. Digging in deeper, if you go over to the Learn.Lytx documentation, you can see a variety of other API-based methods that we support. There's bulk CSV uploads, where you pass, say, a CSV file, and it processes row by row. There's individual JSON endpoints, where you can send a JSON payload, and so on. Regardless of the method for data collection, the approach is similar, in that there always must be an event level information, identifier, and stream. When verifying if your data has been collected, the easiest method is to go and look at the stream that you passed it to. Given that we collected our data from the web layer, it's going to automatically go to the default stream. We could have just as easily passed it to a custom stream, but we did not. On the Streams page, it'll give you a count of the last event received, which in many cases will show you when and if your event worked, and then you can dive in below to all of the raw events seen to make sure that the one that you're looking for is found. So if we go here and we do a refresh to get the latest data, and then search for test, we can see that there's a test field, and true, and it was actually seen on April 5th, so it's today, which is likely going to be our event. For more in-depth information on data collection... For more in-depth information and advanced use cases around data collection, please refer to our online documentation on Learn.lytics, or one of our more advanced courses on data mapping and collection. Thank you. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:05.720 When it comes down to getting your data into Lytx, there are many, many ways, but really 2 00:00:05.720 --> 00:00:08.680 they come down to three primary types. 3 00:00:08.680 --> 00:00:12.320 One, web data coming from our JavaScript tag. 4 00:00:12.320 --> 00:00:17.400 Two, data coming from a variety of different APIs, whether it's a bulk import, a single 5 00:00:17.400 --> 00:00:22.720 event import, or something coming from an internal system, or most commonly, one of 6 00:00:22.720 --> 00:00:23.720 our pre-built integrations. 7 00:00:23.720 --> 00:00:27.640 With our pre-built integrations, we can pull data directly from your most common channel 8 00:00:27.640 --> 00:00:35.160 tools, from CSVs, from SFTPs, and virtually any other source that you can think of. 9 00:00:35.160 --> 00:00:39.640 Each collection method is slightly different, and they're all going to adhere to a few specific 10 00:00:39.640 --> 00:00:40.640 rules. 11 00:00:40.640 --> 00:00:43.800 One, data must always be directed at a stream. 12 00:00:43.800 --> 00:00:48.960 If a stream is not explicitly defined, it will land in the default stream. 13 00:00:48.960 --> 00:00:51.560 Streams represent unique sources of data. 14 00:00:51.560 --> 00:00:56.320 Each of these sources of data can have their own unique mapping rules, reducing much of 15 00:00:56.320 --> 00:01:00.600 the data prep overhead when sending your events to Lytx. 16 00:01:00.600 --> 00:01:06.600 And second, every event must contain some sort of identifier that can be used to associate 17 00:01:06.600 --> 00:01:10.520 the event with an individual user or human. 18 00:01:10.520 --> 00:01:18.400 This may be a web cookie, a user ID, an email, etc. 19 00:01:18.400 --> 00:01:22.240 Now that we know some of the rules around data collection, let's look at an example 20 00:01:22.240 --> 00:01:27.840 of how data can be collected from the web using our JavaScript tag. 21 00:01:27.840 --> 00:01:32.000 Going over to the Lytx.com website, we already have our tag installed. 22 00:01:32.000 --> 00:01:35.520 At the bottom of the screen, you'll see Chrome DevTools has already been opened up. 23 00:01:35.520 --> 00:01:41.800 This allows me to handwrite JavaScript code live in the browser to be ran. 24 00:01:41.800 --> 00:01:45.860 If I want to collect an event from the web, for instance, it's as simple as firing off 25 00:01:45.860 --> 00:01:56.300 what we call a JSTag.sendEvent. 26 00:01:56.300 --> 00:02:00.900 In this case, it's going to send the payload of test true, where the key is test and the 27 00:02:00.900 --> 00:02:06.120 value is true, and automatically pull in my UID, my browser information, and all sorts 28 00:02:06.120 --> 00:02:09.900 of relevant contextual data to associate with that event. 29 00:02:09.900 --> 00:02:14.660 If I hit enter, you'll see that event fire, and then we can actually go in closer and 30 00:02:14.660 --> 00:02:17.420 look at the exact information that was sent along with it. 31 00:02:17.420 --> 00:02:23.700 So you'll see again, my payload test true, timestamp, my device type, the UID for my 32 00:02:23.700 --> 00:02:28.420 particular user, this is what acts as the identifier, version of the JavaScript tag, 33 00:02:28.420 --> 00:02:31.140 and so on. 34 00:02:31.140 --> 00:02:35.020 Digging in deeper, if you go over to the Learn.Lytx documentation, you can see a variety of other 35 00:02:35.020 --> 00:02:38.300 API-based methods that we support. 36 00:02:38.300 --> 00:02:44.220 There's bulk CSV uploads, where you pass, say, a CSV file, and it processes row by row. 37 00:02:44.220 --> 00:02:50.540 There's individual JSON endpoints, where you can send a JSON payload, and so on. 38 00:02:50.540 --> 00:02:54.620 Regardless of the method for data collection, the approach is similar, in that there always 39 00:02:54.620 --> 00:03:00.320 must be an event level information, identifier, and stream. 40 00:03:00.320 --> 00:03:03.580 When verifying if your data has been collected, the easiest method is to go and look at the 41 00:03:03.580 --> 00:03:05.420 stream that you passed it to. 42 00:03:05.420 --> 00:03:09.140 Given that we collected our data from the web layer, it's going to automatically go 43 00:03:09.140 --> 00:03:10.420 to the default stream. 44 00:03:10.420 --> 00:03:16.180 We could have just as easily passed it to a custom stream, but we did not. 45 00:03:16.180 --> 00:03:19.380 On the Streams page, it'll give you a count of the last event received, which in many 46 00:03:19.380 --> 00:03:24.020 cases will show you when and if your event worked, and then you can dive in below to 47 00:03:24.020 --> 00:03:27.500 all of the raw events seen to make sure that the one that you're looking for is found. 48 00:03:27.500 --> 00:03:37.780 So if we go here and we do a refresh to get the latest data, and then search for test, 49 00:03:37.780 --> 00:03:41.700 we can see that there's a test field, and true, and it was actually seen on April 5th, 50 00:03:41.700 --> 00:03:45.100 so it's today, which is likely going to be our event. 51 00:03:45.100 --> 00:03:50.300 For more in-depth information on data collection... 52 00:03:50.300 --> 00:03:54.040 For more in-depth information and advanced use cases around data collection, please refer 53 00:03:54.040 --> 00:03:59.260 to our online documentation on Learn.lytics, or one of our more advanced courses on data 54 00:03:59.260 --> 00:04:01.260 mapping and collection. 55 00:04:01.260 --> 00:04:03.180 Thank you. ``` ```transcript [00:00] When it comes down to getting your data into Lytx, there are many, many ways, but really [00:05] they come down to three primary types. [00:08] One, web data coming from our JavaScript tag. [00:12] Two, data coming from a variety of different APIs, whether it's a bulk import, a single [00:17] event import, or something coming from an internal system, or most commonly, one of [00:22] our pre-built integrations. [00:23] With our pre-built integrations, we can pull data directly from your most common channel [00:27] tools, from CSVs, from SFTPs, and virtually any other source that you can think of. [00:35] Each collection method is slightly different, and they're all going to adhere to a few specific [00:39] rules. [00:40] One, data must always be directed at a stream. [00:43] If a stream is not explicitly defined, it will land in the default stream. [00:48] Streams represent unique sources of data. [00:51] Each of these sources of data can have their own unique mapping rules, reducing much of [00:56] the data prep overhead when sending your events to Lytx. [01:00] And second, every event must contain some sort of identifier that can be used to associate [01:06] the event with an individual user or human. [01:10] This may be a web cookie, a user ID, an email, etc. [01:18] Now that we know some of the rules around data collection, let's look at an example [01:22] of how data can be collected from the web using our JavaScript tag. [01:27] Going over to the Lytx.com website, we already have our tag installed. [01:32] At the bottom of the screen, you'll see Chrome DevTools has already been opened up. [01:35] This allows me to handwrite JavaScript code live in the browser to be ran. [01:41] If I want to collect an event from the web, for instance, it's as simple as firing off [01:45] what we call a JSTag.sendEvent. [01:56] In this case, it's going to send the payload of test true, where the key is test and the [02:00] value is true, and automatically pull in my UID, my browser information, and all sorts [02:06] of relevant contextual data to associate with that event. [02:09] If I hit enter, you'll see that event fire, and then we can actually go in closer and [02:14] look at the exact information that was sent along with it. [02:17] So you'll see again, my payload test true, timestamp, my device type, the UID for my [02:23] particular user, this is what acts as the identifier, version of the JavaScript tag, [02:28] and so on. [02:31] Digging in deeper, if you go over to the Learn.Lytx documentation, you can see a variety of other [02:35] API-based methods that we support. [02:38] There's bulk CSV uploads, where you pass, say, a CSV file, and it processes row by row. [02:44] There's individual JSON endpoints, where you can send a JSON payload, and so on. [02:50] Regardless of the method for data collection, the approach is similar, in that there always [02:54] must be an event level information, identifier, and stream. [03:00] When verifying if your data has been collected, the easiest method is to go and look at the [03:03] stream that you passed it to. [03:05] Given that we collected our data from the web layer, it's going to automatically go [03:09] to the default stream. [03:10] We could have just as easily passed it to a custom stream, but we did not. [03:16] On the Streams page, it'll give you a count of the last event received, which in many [03:19] cases will show you when and if your event worked, and then you can dive in below to [03:24] all of the raw events seen to make sure that the one that you're looking for is found. [03:27] So if we go here and we do a refresh to get the latest data, and then search for test, [03:37] we can see that there's a test field, and true, and it was actually seen on April 5th, [03:41] so it's today, which is likely going to be our event. [03:45] For more in-depth information on data collection... [03:50] For more in-depth information and advanced use cases around data collection, please refer [03:54] to our online documentation on Learn.lytics, or one of our more advanced courses on data [03:59] mapping and collection. [04:01] Thank you. ``` #### Lesson text ## Overview **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. What will I learn? * What are the three main ways to get your data into Lytics: * Lytics JavaScript tag * Lytics APIs * Pre-built integrations * What a "Data Stream" is and how to use it? * Things to avoid when collecting data if possible In the "Overview" video, you'll be introduced to the ways to get your first-party user data into Lytics and validate its arrival. This section also cover some best practices on what kind of data you want to collect and what kind of data you may want to avoid. ### Match the collection method to the data sent to Lytics. Lytics JavaScript Tag Website data Pre-built integrations Bulk or custom imports, data from internal systems Lytics APIs Data from common marketing tools (ads, email, etc.) **Regardless of the method, all data collection through Lytics requires which of the following?** A. Event-level information B. Identifier C. Data Stream D. All of the above Answer: D ## Data Streams All data sent to Lytics must be sent through a data stream. **Data streams** are silos of **raw data** containing key-value pairs organized by source that can be used in the mapping of user fields. ![Sample\_Dream\_Streams.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltda638515d4c3784b/68627d85bf423e3db6dd662b/Sample_Dream_Streams.png) Until the raw event of a data stream is mapped to a user field it will not be available for use to build audiences. This gives Lytics the ability to filter, aggregate, and merge raw data into user fields in a non-destructive way. **What are Data Streams used for?** The primary purpose is to verify that data is successfully being received by Lytics. **Data streams contain \_\_\_\_\_\_\_ data organized by source.** A. Raw B. Mapped **Unless configured otherwise, all web data is automatically sent to which stream?** A. App stream B. Default stream C. Activity stream D. Primary stream At the end of the day, the Lytics platform is flexible and has no "right" way when it comes to being used. That said, there are some best practices we've learned along the way that can save you a ton of time and potentially money as you begin sending data to the Lytics platform. * **Always have a use case in mind.** How are you going to use the data? Almost 80% of user fields that are mapped across all accounts are never used. This results in your account having bloated or slower profiles and can generally be avoided by focusing on use cases and what data is required. * Send a **sample of data** to test mapping before sending the full payload of data. * Don't think of streams as different sources. Rather think of them as **various sources that** **share a schema**. **Examples of user data:** * [Collecting data with the Lytics JavaScript tag](https://learn.lytics.com/documentation/product/features/lytics-javascript-tag/using-version-3/collecting-data#events) * [Collecting data via API](https://learn.lytics.com/documentation/developer/api-docs/data-upload) **The majority of user fields are never used in marketing use cases.** A. True B. False ## Next Steps We have just scratched the surface on data collection. Here are recommended resources to view next. ### Academy Courses * Connecting Integrations * Lytics Data Flow * Lytics JavaScript Tag ### Documentation * [Data Streams](https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/data-streams) * [Onboarding Web Data](https://learn-preview.lytics.com/documentation/product/features/data-onboarding-and-management/onboarding-web-data) * [Integrated Marketing Tools](https://learn-preview.lytics.com/documentation/product/features/data-onboarding-and-management/integrated-marketing-tools) #### Key takeaways - Connect **Intro to Data Collection** 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 — User Profile #### Video details #### At a glance - **Title:** UserProfile - Overview - **Duration:** 3m 10s - **Media link:** https://cdn.jwplayer.com/previews/vV72C3ad - **Publish date (unix):** 1751287994 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113513 kbps - video/mp4 · 180p · 180p · 137341 kbps - video/mp4 · 270p · 270p · 147317 kbps - video/mp4 · 360p · 360p · 159342 kbps - video/mp4 · 406p · 406p · 167083 kbps - video/mp4 · 540p · 540p · 186543 kbps - video/mp4 · 720p · 720p · 216609 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/vV72C3ad-120.vtt` #### Transcript There are several ways to access the user profile within the Linux app. The easiest way will be to go to Audiences, find a user, and then simply search for an email address or another identifier for the user you're trying to find. In this case, we'll search for our CEO, James. Upon searching, you'll get results. Simply click, and you'll be taken to that user's profile. On the profile, you'll find a variety of different data related to that specific user. Starting at the top left will be some basic information about the user, such as name, email address, device type, location, company information, and so on. To the right, you'll have a tab view, showing first the Intelligence tab, which we'll touch on here in a minute, the Audiences tab, which contains what audiences the user is currently a member of, and then the Details tab, where you can see all the information we currently know about this user. The Intelligence tab is focused on surfacing insights that you may or may not know about your user. At the top, you'll find engagement information. The current site you're looking at is a sandbox, so you can see that James is unlikely to re-engage with our sandbox site, he's a moderately engaged visitor, and he's an infrequent visitor. Below that, you'll see a breakdown of our out-of-the-box behavioral scores for this user. Consistency, maturity, recency, etc. Later on, we'll define these specifically. To the right of the behavioral scores, you'll find this user's content affinities. What interest do they have in what content, or what topic specifically? Linux, Marketing, SendGrid is an example. Again, in another module, we'll cover content affinities in much more detail. Below that, we break down the activity by channel, which is not active in this account, but it would be able to show is he more active on web, on mobile, etc. The unique identifiers that are being used to stitch his profile together. Email, WebCookie, a Par.prospect ID. This is one of the ways that you can monitor your identity resolution strategy as it relates to an individual user within Linux. Finally, below that is just a simple breakdown of activity by hour. Again, this is a sandbox site, so James is not very active. Back to the top, we'll move over to the Audiences tab. The Audiences tab is going to give a breakdown of every single audience that James is currently a member of. Given that this is a sandbox site, we don't see too many audiences here, but we do see three. All, Linux email addresses, and Linux previously engaged. Currently, those are the only three audiences within this account that James is a member of. As James moves into and out of new audiences, this tab will be updated automatically in real time. Finally, the Details tab gives a breakdown of everything that we know about James. Every piece of data that we've collected, and everything that's been mapped to the user profile. You can see his email address, the Par.id, all the way down to specific web information, if he's a bot or not, information from Iterable, and so on. These profiles can get quite large depending on the amount of data that you've mapped to your users. And there you have the Linux user profile. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:04.000 There are several ways to access the user profile within the Linux app. 2 00:00:04.000 --> 00:00:12.000 The easiest way will be to go to Audiences, find a user, and then simply search for an email address or another identifier for the user you're trying to find. 3 00:00:12.000 --> 00:00:17.000 In this case, we'll search for our CEO, James. 4 00:00:17.000 --> 00:00:24.000 Upon searching, you'll get results. Simply click, and you'll be taken to that user's profile. 5 00:00:24.000 --> 00:00:28.000 On the profile, you'll find a variety of different data related to that specific user. 6 00:00:28.000 --> 00:00:42.000 Starting at the top left will be some basic information about the user, such as name, email address, device type, location, company information, and so on. 7 00:00:42.000 --> 00:00:48.000 To the right, you'll have a tab view, showing first the Intelligence tab, which we'll touch on here in a minute, 8 00:00:48.000 --> 00:00:52.000 the Audiences tab, which contains what audiences the user is currently a member of, 9 00:00:52.000 --> 00:00:56.000 and then the Details tab, where you can see all the information we currently know about this user. 10 00:00:56.000 --> 00:01:01.000 The Intelligence tab is focused on surfacing insights that you may or may not know about your user. 11 00:01:01.000 --> 00:01:03.000 At the top, you'll find engagement information. 12 00:01:03.000 --> 00:01:08.000 The current site you're looking at is a sandbox, so you can see that James is unlikely to re-engage with our sandbox site, 13 00:01:08.000 --> 00:01:12.000 he's a moderately engaged visitor, and he's an infrequent visitor. 14 00:01:12.000 --> 00:01:17.000 Below that, you'll see a breakdown of our out-of-the-box behavioral scores for this user. 15 00:01:17.000 --> 00:01:21.000 Consistency, maturity, recency, etc. 16 00:01:21.000 --> 00:01:24.000 Later on, we'll define these specifically. 17 00:01:24.000 --> 00:01:28.000 To the right of the behavioral scores, you'll find this user's content affinities. 18 00:01:28.000 --> 00:01:32.000 What interest do they have in what content, or what topic specifically? 19 00:01:32.000 --> 00:01:35.000 Linux, Marketing, SendGrid is an example. 20 00:01:35.000 --> 00:01:40.000 Again, in another module, we'll cover content affinities in much more detail. 21 00:01:40.000 --> 00:01:45.000 Below that, we break down the activity by channel, which is not active in this account, 22 00:01:45.000 --> 00:01:49.000 but it would be able to show is he more active on web, on mobile, etc. 23 00:01:49.000 --> 00:01:53.000 The unique identifiers that are being used to stitch his profile together. 24 00:01:53.000 --> 00:01:57.000 Email, WebCookie, a Par.prospect ID. 25 00:01:57.000 --> 00:02:01.000 This is one of the ways that you can monitor your identity resolution strategy 26 00:02:01.000 --> 00:02:04.000 as it relates to an individual user within Linux. 27 00:02:04.000 --> 00:02:08.000 Finally, below that is just a simple breakdown of activity by hour. 28 00:02:08.000 --> 00:02:12.000 Again, this is a sandbox site, so James is not very active. 29 00:02:15.000 --> 00:02:18.000 Back to the top, we'll move over to the Audiences tab. 30 00:02:18.000 --> 00:02:21.000 The Audiences tab is going to give a breakdown of every single audience 31 00:02:21.000 --> 00:02:23.000 that James is currently a member of. 32 00:02:23.000 --> 00:02:26.000 Given that this is a sandbox site, we don't see too many audiences here, 33 00:02:26.000 --> 00:02:27.000 but we do see three. 34 00:02:27.000 --> 00:02:32.000 All, Linux email addresses, and Linux previously engaged. 35 00:02:32.000 --> 00:02:35.000 Currently, those are the only three audiences within this account 36 00:02:35.000 --> 00:02:37.000 that James is a member of. 37 00:02:37.000 --> 00:02:39.000 As James moves into and out of new audiences, 38 00:02:39.000 --> 00:02:42.000 this tab will be updated automatically in real time. 39 00:02:43.000 --> 00:02:47.000 Finally, the Details tab gives a breakdown of everything that we know about James. 40 00:02:47.000 --> 00:02:49.000 Every piece of data that we've collected, 41 00:02:49.000 --> 00:02:51.000 and everything that's been mapped to the user profile. 42 00:02:51.000 --> 00:02:54.000 You can see his email address, the Par.id, 43 00:02:54.000 --> 00:02:58.000 all the way down to specific web information, if he's a bot or not, 44 00:02:58.000 --> 00:03:01.000 information from Iterable, and so on. 45 00:03:01.000 --> 00:03:04.000 These profiles can get quite large depending on the amount of data 46 00:03:04.000 --> 00:03:06.000 that you've mapped to your users. 47 00:03:07.000 --> 00:03:10.000 And there you have the Linux user profile. ``` ```transcript [00:00] There are several ways to access the user profile within the Linux app. [00:04] The easiest way will be to go to Audiences, find a user, and then simply search for an email address or another identifier for the user you're trying to find. [00:12] In this case, we'll search for our CEO, James. [00:17] Upon searching, you'll get results. Simply click, and you'll be taken to that user's profile. [00:24] On the profile, you'll find a variety of different data related to that specific user. [00:28] Starting at the top left will be some basic information about the user, such as name, email address, device type, location, company information, and so on. [00:42] To the right, you'll have a tab view, showing first the Intelligence tab, which we'll touch on here in a minute, [00:48] the Audiences tab, which contains what audiences the user is currently a member of, [00:52] and then the Details tab, where you can see all the information we currently know about this user. [00:56] The Intelligence tab is focused on surfacing insights that you may or may not know about your user. [01:01] At the top, you'll find engagement information. [01:03] The current site you're looking at is a sandbox, so you can see that James is unlikely to re-engage with our sandbox site, [01:08] he's a moderately engaged visitor, and he's an infrequent visitor. [01:12] Below that, you'll see a breakdown of our out-of-the-box behavioral scores for this user. [01:17] Consistency, maturity, recency, etc. [01:21] Later on, we'll define these specifically. [01:24] To the right of the behavioral scores, you'll find this user's content affinities. [01:28] What interest do they have in what content, or what topic specifically? [01:32] Linux, Marketing, SendGrid is an example. [01:35] Again, in another module, we'll cover content affinities in much more detail. [01:40] Below that, we break down the activity by channel, which is not active in this account, [01:45] but it would be able to show is he more active on web, on mobile, etc. [01:49] The unique identifiers that are being used to stitch his profile together. [01:53] Email, WebCookie, a Par.prospect ID. [01:57] This is one of the ways that you can monitor your identity resolution strategy [02:01] as it relates to an individual user within Linux. [02:04] Finally, below that is just a simple breakdown of activity by hour. [02:08] Again, this is a sandbox site, so James is not very active. [02:15] Back to the top, we'll move over to the Audiences tab. [02:18] The Audiences tab is going to give a breakdown of every single audience [02:21] that James is currently a member of. [02:23] Given that this is a sandbox site, we don't see too many audiences here, [02:26] but we do see three. [02:27] All, Linux email addresses, and Linux previously engaged. [02:32] Currently, those are the only three audiences within this account [02:35] that James is a member of. [02:37] As James moves into and out of new audiences, [02:39] this tab will be updated automatically in real time. [02:43] Finally, the Details tab gives a breakdown of everything that we know about James. [02:47] Every piece of data that we've collected, [02:49] and everything that's been mapped to the user profile. [02:51] You can see his email address, the Par.id, [02:54] all the way down to specific web information, if he's a bot or not, [02:58] information from Iterable, and so on. [03:01] These profiles can get quite large depending on the amount of data [03:04] that you've mapped to your users. [03:07] And there you have the Linux user profile. ``` #### Lesson text Get a quick intro to Lytics user profiles, how to access them, and what type of data is available. ## Overview **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. **What will I learn?** * What is the User Profile? * How can it be accessed? * What type of data does it contain? * How can it be used? In the "User Profile" video, you'll learn the basics of the Lytics User Profile, which is essential to creating personalized customer experiences. We'll cover common use cases where the profile might come in handy and how it relates to your experience throughout the rest of the Lytics application. **Tip:** Keep in mind Lytics surfaces both known and unknown profiles. Anonymous segmentation against these profiles can have huge impacts when optimizing your ad campaigns. A few key points on Lytics User Profiles: * The data surfaced on the user profile is a result of your data mapping and identity resolution approach. You cannot edit user profile information directly from the Lytics UI. * If you need to delete a user profile, this can be done from the UI. This is typically done for GDPR and CCPA compliance. See our [documentation](https://learn.lytics.com/documentation/product/features/user-profiles/delete-a-customer-profile) for more information. * A user can be a member of any number of audiences. Users will be added and removed to audiences in real-time as they engage with your brand and meet the criteria of your audiences. ## Knowledge Check **Can you access profiles of both known and unknown users?** A. Yes B. No **Can you edit an individual's user profile from the Lytics UI?** A. Yes B. No **Can you delete a single user profile from the UI?** A. Yes B. No **Users can be a member of how many audiences at once?** A. 100 B. 50 C. 25 D. No Limit ## Next Steps To continue learning about Lytics User Profiles, we recommend you start with the following resources. ### Academy Courses * User Fields * Lytics Data Flow ### Documentation * [Overview: How Lytics builds a holistic view of your customers](https://learn.lytics.com/solutions/data-unification) * [User Profiles Introduction](https://learn.lytics.com/documentation/product/features/user-profiles/user-profiles-introduction) * [Understanding the data on your Lytics User Profiles](https://learn.lytics.com/documentation/product/features/user-profiles/understanding-user-profiles) #### Key takeaways - Connect **User Profile** 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 — User Fields #### Video details #### At a glance - **Title:** UserFields - Overview - **Duration:** 1m 16s - **Media link:** https://cdn.jwplayer.com/previews/6kRgnIG5 - **Publish date (unix):** 1751288910 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 114150 kbps - video/mp4 · 180p · 180p · 143708 kbps - video/mp4 · 270p · 270p · 158068 kbps - video/mp4 · 360p · 360p · 177403 kbps - video/mp4 · 406p · 406p · 188928 kbps - video/mp4 · 540p · 540p · 217575 kbps - video/mp4 · 720p · 720p · 266934 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/6kRgnIG5-120.vtt` #### Transcript As we covered in the user profile overview, a user profile is made up of many user fields, or attributes. In this case, email, Pardot prospect ID, Salesforce contact IDs, email domains, and so on are all referred to as a user field. User fields are the output of a data mapping process called LQL, where we translate the raw event information you pass through an API or through a JavaScript tag into a human-readable, consistent format called a user field. We'll touch on both data collection and LQL in further modules, but just know that user fields make up your primary schema that you interact with throughout the Linux UI. For instance, when building an audience, you can go to custom rules and see a list of every single user field that has been mapped to this account. I can go to user fields such as country and build a segment on just those that are known to be within the US. Simply go to data and user fields. This will give you a breakdown of every user field that's been mapped to your current account, a sample of the data that's within it, and an easy access point to go back to the segment builder. As you add additional channel data from our integrations, or continue to expand on your LQL mappings, new user fields will show up here for you to engage with. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:07.000 As we covered in the user profile overview, a user profile is made up of many user fields, or attributes. 2 00:00:07.000 --> 00:00:15.000 In this case, email, Pardot prospect ID, Salesforce contact IDs, email domains, and so on are all referred to as a user field. 3 00:00:15.000 --> 00:00:27.000 User fields are the output of a data mapping process called LQL, where we translate the raw event information you pass through an API or through a JavaScript tag 4 00:00:27.000 --> 00:00:31.000 into a human-readable, consistent format called a user field. 5 00:00:31.000 --> 00:00:40.000 We'll touch on both data collection and LQL in further modules, but just know that user fields make up your primary schema that you interact with throughout the Linux UI. 6 00:00:40.000 --> 00:00:49.000 For instance, when building an audience, you can go to custom rules and see a list of every single user field that has been mapped to this account. 7 00:00:49.000 --> 00:00:55.000 I can go to user fields such as country and build a segment on just those that are known to be within the US. 8 00:00:55.000 --> 00:01:02.000 Simply go to data and user fields. This will give you a breakdown of every user field that's been mapped to your current account, 9 00:01:02.000 --> 00:01:07.000 a sample of the data that's within it, and an easy access point to go back to the segment builder. 10 00:01:07.000 --> 00:01:16.000 As you add additional channel data from our integrations, or continue to expand on your LQL mappings, new user fields will show up here for you to engage with. ``` ```transcript [00:00] As we covered in the user profile overview, a user profile is made up of many user fields, or attributes. [00:07] In this case, email, Pardot prospect ID, Salesforce contact IDs, email domains, and so on are all referred to as a user field. [00:15] User fields are the output of a data mapping process called LQL, where we translate the raw event information you pass through an API or through a JavaScript tag [00:27] into a human-readable, consistent format called a user field. [00:31] We'll touch on both data collection and LQL in further modules, but just know that user fields make up your primary schema that you interact with throughout the Linux UI. [00:40] For instance, when building an audience, you can go to custom rules and see a list of every single user field that has been mapped to this account. [00:49] I can go to user fields such as country and build a segment on just those that are known to be within the US. [00:55] Simply go to data and user fields. This will give you a breakdown of every user field that's been mapped to your current account, [01:02] a sample of the data that's within it, and an easy access point to go back to the segment builder. [01:07] As you add additional channel data from our integrations, or continue to expand on your LQL mappings, new user fields will show up here for you to engage with. ``` #### Lesson text Understand the basics of how user fields are defined in Lytics and where to access them in your account. ## Overview **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. **What will I learn?** * What is a User Field? * How are User Fields defined? * Where do I access my user fields? User Fields are defined by a mapping layer that we call the **Lytics Query Language** (**LQL**). This layer determines the schema for a User Profile and ultimately dictates how your raw event data passed to Lytics are represented on a User Profile. In addition, LQL is responsible for managing rules related to Identity Resolution. * User fields are a filtered and aggregated view of your raw data. * Although Lytics will collect and store all data you send, in order to keep your marketing efforts focused, not all of the data is surfaced. ![User\_Fields\_-\_Lytics\_data\_funnel\_processed\_events.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltba80d1af532824af/68628cb5e8e8e64be45cf2dc/User_Fields_-_Lytics_data_funnel_processed_events.png) ## Knowledge Check ### Match the term to its definition User Field A filtered and aggregated view of your raw user data. Unique Identifier A living record of an individual that interacts with your brand. User Profile A special type of user field that matches and merges user data across different sources. **Where can you find user fields in the Lytics UI?** A. User Fields tab B. User Profile C. Audience Builder D. Schema Audit tab E. All of the above Answer: E **All user fields mapped in your account are available in the Lytics Audience Builder.** A. True B. False Answer: A - True. You can find all user fields in the Custom Rule tab of the Audience Builder. ## Next Steps To continue learning about Lytics User Fields, check out these resources next. ### Academy Courses * Identity Resolution * Lytics Data Flow ### Documentation *  [User Fields](https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/user-fields) #### Key takeaways - Connect **User Fields** 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 06 — Identity Resolution Basics #### Video details #### At a glance - **Title:** Advanced Identity Resolution-Overview - **Duration:** 6m 46s - **Media link:** https://cdn.jwplayer.com/previews/11mVV7bx - **Publish date (unix):** 1751360800 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113474 kbps - video/mp4 · 180p · 248p · 151566 kbps - video/mp4 · 270p · 372p · 175242 kbps - video/mp4 · 360p · 496p · 201927 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/11mVV7bx-120.vtt` #### Transcript Today, we're going to cover ID resolution and LQL. At a high level, what we're going to do is we're going to explain what ID resolution means and then how we can create good ID resolution using LQL as a vehicle for that. Just as a reminder, LQL stands for Lytics Query Language. This is something you're going to hear throughout the videos. It's going to be a very important term to remember. What LQL is responsible for is transforming and mapping the data onto user profiles. What it's also responsible for is instructing us how to stitch information to a user profile by using identifiers. What an identifier is, is a unique field that we can find in the streams that's going to instruct us about that person, whether that be an email, an account ID, a customer ID, etc. Right? Our high level goal that we're really trying to accomplish is that we want to be able to merge data that comes in from multiple sources onto the same user profile. What this means is if a user lives in each one of these systems that lives upstream from Lytics, we want to be able to merge all of this data onto the same profile. The more information we're able to merge onto a profile, the more enriched that profile becomes, the more educated that profile becomes for activation. If we have an enriched profile that has had information from multiple sources, we have a bigger, a more fuller picture of what that user is doing and how they are interacting with the current ecosystem. The first place that we're going to start when we talk about ID resolution is we're going to talk about LQL and how it plays a part in our ID resolution strategy. In the LQL file, we have what are called by fields. You might hear this term throughout the video, so just get yourself familiar with it. What a by field is, is a unique identifier per source. We need all of our by fields, or at least some of them, in each file to be found in another source. If we do not have some sort of overlap between the sources' unique identifiers, there will be no way for us to instruct them on how to merge together. Essentially, if we have a siloed source come in, we'll only be able to create profiles off of the identifiers we see in that source. We will be unable to merge that information across the different profiles. A really good example of this is going to be our anonymous to known use case, a really strong use case that can be very, very valuable when activating on the web for users. We're going to go through a high level example of how we can handle an anonymous to known profile merging through the LQL by fields, as well as through making sure that we are well aware and scoped out the ecosystem that's coming into Linux and how to activate on that. The first place we're going to start is at example number one. Example number one is going to show us the two different kinds of events that we're going to receive from two different sources. Event one here, event one is going to be a web event that we receive that's a page view. In that page view, we will receive a cookie and we will receive a URL. That information is going to come into Linux and hit our LQL. What our LQL by field says that the cookie is actually a unique identifier for a person or a user on the site. What this then instructs Linux to do is create a graph node in our graph database for that user itself, where then the information that came in on that event is stored with that node. So essentially this becomes your user profile. The next event that comes in is a CRM event that can come in from a registration event. So let's say that a new user comes into the CRM. That information is coming in as a new user event type. The email is coming in, the first name and the last name. This is going to hit our CRM LQL file, right? In that LQL file that sits somewhere in between, it's going to instruct the system that the email itself is the unique identifier for that source. So what that tells us is we need to create a profile for this user with the information that is coming from that source. Finally, we have an event coming in from the web, right? And this is key event. This is a very, very important concept here, right? And what this means is that a user has gone onto the website and subscribed. And that information gets sent to Linux and mapped, and we expected it. So we see an email and we see a cookie, we see a URL, and we'll obviously see a little bit more information, right? Some more colorful attributes associated to this event. This event is going to come in and it's actually going to look for any existing graph nodes where those by-fields already exist. And in the web LQL, it says that both the cookie and email can in fact be unique identifiers. So that instructs our graph nodes then to create a node where those two identifiers exist if they do not already. It then does the process that we call stitching, where it goes and looks for nodes that share one to many of the identifiers that already live in this node itself. Once we've stitched it together, right, this then becomes our profile. And it merges the data information from here into a singular profile. So now this profile not only has known information from the CRM, but also anonymous activity from the web layer itself. As you can see, that's super, super powerful, especially if they are traversing the web for three to six months without any known information. And then we're able to stitch that information to a email. So we can activate on all of that additional web activity in an email campaign or an ad campaign or use that information to personalize on the web. So from a high level, what we're really looking for here is that we have a strong ID resolution strategy that allows us an in-depth overlap in the different sources that we're bringing into Lytx so that we can merge that information together and have a more educated user profile. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:05.160 Today, we're going to cover ID resolution and LQL. 2 00:00:05.160 --> 00:00:09.340 At a high level, what we're going to do is we're going to explain what ID resolution 3 00:00:09.340 --> 00:00:16.500 means and then how we can create good ID resolution using LQL as a vehicle for that. 4 00:00:16.500 --> 00:00:21.980 Just as a reminder, LQL stands for Lytics Query Language. 5 00:00:21.980 --> 00:00:24.020 This is something you're going to hear throughout the videos. 6 00:00:24.020 --> 00:00:27.380 It's going to be a very important term to remember. 7 00:00:27.380 --> 00:00:33.540 What LQL is responsible for is transforming and mapping the data onto user profiles. 8 00:00:33.540 --> 00:00:40.260 What it's also responsible for is instructing us how to stitch information to a user profile 9 00:00:40.260 --> 00:00:42.540 by using identifiers. 10 00:00:42.540 --> 00:00:47.200 What an identifier is, is a unique field that we can find in the streams that's going to 11 00:00:47.200 --> 00:00:53.300 instruct us about that person, whether that be an email, an account ID, a customer ID, 12 00:00:53.300 --> 00:00:54.300 etc. 13 00:00:54.300 --> 00:00:55.300 Right? 14 00:00:55.740 --> 00:01:00.100 Our high level goal that we're really trying to accomplish is that we want to be able to 15 00:01:00.100 --> 00:01:06.300 merge data that comes in from multiple sources onto the same user profile. 16 00:01:06.300 --> 00:01:11.500 What this means is if a user lives in each one of these systems that lives upstream from 17 00:01:11.500 --> 00:01:16.620 Lytics, we want to be able to merge all of this data onto the same profile. 18 00:01:16.620 --> 00:01:21.900 The more information we're able to merge onto a profile, the more enriched that profile 19 00:01:21.900 --> 00:01:27.020 becomes, the more educated that profile becomes for activation. 20 00:01:27.020 --> 00:01:31.620 If we have an enriched profile that has had information from multiple sources, we have 21 00:01:31.620 --> 00:01:37.300 a bigger, a more fuller picture of what that user is doing and how they are interacting 22 00:01:37.300 --> 00:01:40.020 with the current ecosystem. 23 00:01:40.020 --> 00:01:43.620 The first place that we're going to start when we talk about ID resolution is we're 24 00:01:43.620 --> 00:01:49.780 going to talk about LQL and how it plays a part in our ID resolution strategy. 25 00:01:49.780 --> 00:01:54.660 In the LQL file, we have what are called by fields. 26 00:01:54.660 --> 00:02:01.580 You might hear this term throughout the video, so just get yourself familiar with it. 27 00:02:01.580 --> 00:02:05.740 What a by field is, is a unique identifier per source. 28 00:02:05.740 --> 00:02:11.740 We need all of our by fields, or at least some of them, in each file to be found in 29 00:02:11.740 --> 00:02:13.140 another source. 30 00:02:13.140 --> 00:02:18.260 If we do not have some sort of overlap between the sources' unique identifiers, there will 31 00:02:18.260 --> 00:02:22.540 be no way for us to instruct them on how to merge together. 32 00:02:22.540 --> 00:02:28.060 Essentially, if we have a siloed source come in, we'll only be able to create profiles 33 00:02:28.060 --> 00:02:30.940 off of the identifiers we see in that source. 34 00:02:30.940 --> 00:02:36.420 We will be unable to merge that information across the different profiles. 35 00:02:36.420 --> 00:02:41.440 A really good example of this is going to be our anonymous to known use case, a really 36 00:02:41.440 --> 00:02:48.140 strong use case that can be very, very valuable when activating on the web for users. 37 00:02:48.140 --> 00:02:53.380 We're going to go through a high level example of how we can handle an anonymous to known 38 00:02:53.380 --> 00:03:00.700 profile merging through the LQL by fields, as well as through making sure that we are 39 00:03:00.700 --> 00:03:07.220 well aware and scoped out the ecosystem that's coming into Linux and how to activate on that. 40 00:03:07.220 --> 00:03:11.560 The first place we're going to start is at example number one. 41 00:03:11.560 --> 00:03:15.020 Example number one is going to show us the two different kinds of events that we're going 42 00:03:15.020 --> 00:03:18.120 to receive from two different sources. 43 00:03:18.120 --> 00:03:23.840 Event one here, event one is going to be a web event that we receive that's a page view. 44 00:03:23.840 --> 00:03:28.080 In that page view, we will receive a cookie and we will receive a URL. 45 00:03:28.080 --> 00:03:31.800 That information is going to come into Linux and hit our LQL. 46 00:03:31.800 --> 00:03:37.800 What our LQL by field says that the cookie is actually a unique identifier for a person 47 00:03:37.800 --> 00:03:39.800 or a user on the site. 48 00:03:39.800 --> 00:03:45.400 What this then instructs Linux to do is create a graph node in our graph database for that 49 00:03:45.400 --> 00:03:51.280 user itself, where then the information that came in on that event is stored with that 50 00:03:51.280 --> 00:03:52.360 node. 51 00:03:52.360 --> 00:03:56.340 So essentially this becomes your user profile. 52 00:03:56.340 --> 00:04:02.380 The next event that comes in is a CRM event that can come in from a registration event. 53 00:04:02.380 --> 00:04:05.680 So let's say that a new user comes into the CRM. 54 00:04:05.680 --> 00:04:10.120 That information is coming in as a new user event type. 55 00:04:10.120 --> 00:04:15.480 The email is coming in, the first name and the last name. 56 00:04:15.480 --> 00:04:19.160 This is going to hit our CRM LQL file, right? 57 00:04:19.160 --> 00:04:25.880 In that LQL file that sits somewhere in between, it's going to instruct the system that the 58 00:04:25.880 --> 00:04:30.280 email itself is the unique identifier for that source. 59 00:04:30.280 --> 00:04:35.600 So what that tells us is we need to create a profile for this user with the information 60 00:04:35.600 --> 00:04:38.320 that is coming from that source. 61 00:04:38.440 --> 00:04:42.480 Finally, we have an event coming in from the web, right? 62 00:04:42.480 --> 00:04:44.160 And this is key event. 63 00:04:44.160 --> 00:04:48.240 This is a very, very important concept here, right? 64 00:04:48.240 --> 00:04:53.560 And what this means is that a user has gone onto the website and subscribed. 65 00:04:53.560 --> 00:04:57.900 And that information gets sent to Linux and mapped, and we expected it. 66 00:04:57.900 --> 00:05:03.000 So we see an email and we see a cookie, we see a URL, and we'll obviously see a little 67 00:05:03.000 --> 00:05:04.280 bit more information, right? 68 00:05:04.280 --> 00:05:07.860 Some more colorful attributes associated to this event. 69 00:05:07.860 --> 00:05:14.020 This event is going to come in and it's actually going to look for any existing graph nodes 70 00:05:14.020 --> 00:05:17.860 where those by-fields already exist. 71 00:05:17.860 --> 00:05:24.380 And in the web LQL, it says that both the cookie and email can in fact be unique identifiers. 72 00:05:24.380 --> 00:05:30.600 So that instructs our graph nodes then to create a node where those two identifiers 73 00:05:30.600 --> 00:05:33.180 exist if they do not already. 74 00:05:33.180 --> 00:05:37.460 It then does the process that we call stitching, where it goes and looks for nodes that share 75 00:05:37.460 --> 00:05:42.300 one to many of the identifiers that already live in this node itself. 76 00:05:42.300 --> 00:05:46.980 Once we've stitched it together, right, this then becomes our profile. 77 00:05:46.980 --> 00:05:53.940 And it merges the data information from here into a singular profile. 78 00:05:53.940 --> 00:06:01.140 So now this profile not only has known information from the CRM, but also anonymous activity 79 00:06:01.140 --> 00:06:03.340 from the web layer itself. 80 00:06:03.340 --> 00:06:08.460 As you can see, that's super, super powerful, especially if they are traversing the web 81 00:06:08.460 --> 00:06:12.300 for three to six months without any known information. 82 00:06:12.300 --> 00:06:16.620 And then we're able to stitch that information to a email. 83 00:06:16.620 --> 00:06:22.780 So we can activate on all of that additional web activity in an email campaign or an ad 84 00:06:22.780 --> 00:06:27.440 campaign or use that information to personalize on the web. 85 00:06:27.440 --> 00:06:32.620 So from a high level, what we're really looking for here is that we have a strong ID resolution 86 00:06:32.620 --> 00:06:38.380 strategy that allows us an in-depth overlap in the different sources that we're bringing 87 00:06:38.380 --> 00:06:44.620 into Lytx so that we can merge that information together and have a more educated user profile. ``` ```transcript [00:00] Today, we're going to cover ID resolution and LQL. [00:05] At a high level, what we're going to do is we're going to explain what ID resolution [00:09] means and then how we can create good ID resolution using LQL as a vehicle for that. [00:16] Just as a reminder, LQL stands for Lytics Query Language. [00:21] This is something you're going to hear throughout the videos. [00:24] It's going to be a very important term to remember. [00:27] What LQL is responsible for is transforming and mapping the data onto user profiles. [00:33] What it's also responsible for is instructing us how to stitch information to a user profile [00:40] by using identifiers. [00:42] What an identifier is, is a unique field that we can find in the streams that's going to [00:47] instruct us about that person, whether that be an email, an account ID, a customer ID, [00:53] etc. [00:54] Right? [00:55] Our high level goal that we're really trying to accomplish is that we want to be able to [01:00] merge data that comes in from multiple sources onto the same user profile. [01:06] What this means is if a user lives in each one of these systems that lives upstream from [01:11] Lytics, we want to be able to merge all of this data onto the same profile. [01:16] The more information we're able to merge onto a profile, the more enriched that profile [01:21] becomes, the more educated that profile becomes for activation. [01:27] If we have an enriched profile that has had information from multiple sources, we have [01:31] a bigger, a more fuller picture of what that user is doing and how they are interacting [01:37] with the current ecosystem. [01:40] The first place that we're going to start when we talk about ID resolution is we're [01:43] going to talk about LQL and how it plays a part in our ID resolution strategy. [01:49] In the LQL file, we have what are called by fields. [01:54] You might hear this term throughout the video, so just get yourself familiar with it. [02:01] What a by field is, is a unique identifier per source. [02:05] We need all of our by fields, or at least some of them, in each file to be found in [02:11] another source. [02:13] If we do not have some sort of overlap between the sources' unique identifiers, there will [02:18] be no way for us to instruct them on how to merge together. [02:22] Essentially, if we have a siloed source come in, we'll only be able to create profiles [02:28] off of the identifiers we see in that source. [02:30] We will be unable to merge that information across the different profiles. [02:36] A really good example of this is going to be our anonymous to known use case, a really [02:41] strong use case that can be very, very valuable when activating on the web for users. [02:48] We're going to go through a high level example of how we can handle an anonymous to known [02:53] profile merging through the LQL by fields, as well as through making sure that we are [03:00] well aware and scoped out the ecosystem that's coming into Linux and how to activate on that. [03:07] The first place we're going to start is at example number one. [03:11] Example number one is going to show us the two different kinds of events that we're going [03:15] to receive from two different sources. [03:18] Event one here, event one is going to be a web event that we receive that's a page view. [03:23] In that page view, we will receive a cookie and we will receive a URL. [03:28] That information is going to come into Linux and hit our LQL. [03:31] What our LQL by field says that the cookie is actually a unique identifier for a person [03:37] or a user on the site. [03:39] What this then instructs Linux to do is create a graph node in our graph database for that [03:45] user itself, where then the information that came in on that event is stored with that [03:51] node. [03:52] So essentially this becomes your user profile. [03:56] The next event that comes in is a CRM event that can come in from a registration event. [04:02] So let's say that a new user comes into the CRM. [04:05] That information is coming in as a new user event type. [04:10] The email is coming in, the first name and the last name. [04:15] This is going to hit our CRM LQL file, right? [04:19] In that LQL file that sits somewhere in between, it's going to instruct the system that the [04:25] email itself is the unique identifier for that source. [04:30] So what that tells us is we need to create a profile for this user with the information [04:35] that is coming from that source. ``` #### Lesson text Learn how Lytics maps and transforms your data to create rich user profiles for downstream activations. ## Overview ### What is Identity Resolution? Identity Resolution (or ID Resolution) is the process of merging customer data from multiple sources onto a single user profile. Lytics enables you to map data from nearly any source to create enriched user profiles that allow for better targeting and personalization. ![Identity\_Resolution\_Workflow.jpg](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt4d8e137467cb9d2f/686399832d14900c91944c69/Identity_Resolution_Workflow.jpg) In this guide, we will cover: * What does Identity Resolution mean? * How is LQL used to achieve Identity Resolution? **What is LQL? - LQL stands for Lytics Query Language** ## ID Resolution Basics Watch this video (~7 mins) for an introduction to Identity Resolution and LQL. The key terms mentioned throughout the video are defined below. Here are some important information that you need to understand: * **Lytics Query Language (LQL):** responsible for transforming and mapping data into user fields on a customer profiles in Lytics.<\\br> Also instructing _how_ to "stitch" information to user profiles using identifiers. * **Identifier:**data field that is unique per user such as an email, an account ID, a customer ID, a cookie, etc. * **"By" Field:** a unique identifier per data source used by LQL files.<\\br> Technically speaking, this defines which fields can be used as keys to merge data fragments together into a user profile. * **Stitching:** the process of merging data fragments from multiple sources onto a single user profile. **You must have overlap in unique identifiers across data sources to merge that data onto a single user profile.** A. True B. False Answer: A ## Viewing LQL in the UI ### Where to find LQL definitions in the Lytics UI? Although it is very likely a technical resource from Lytics or a partner who will initially perform most of the LQL configuration for you, you can always review your LQL files by navigating to the [Data > Queries](https://app.lytics.com/data/queries) section of the Lytics UI. This is useful if you need to find out the exact definition of a specific user field and are unable to access your LQL directly. Keep in mind that you **can't edit or remove LQL from the Lytics UI**. ![lql-queries.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt36932e60766cc4b2/6863b82af9ec8fb4e3ecaa60/lql-queries.png) **Can you edit LQL files directly in the Lytics UI?** A. Yes B. No Answer: B ## Next Steps ### Learn More Below are recommended resources to continue learning. * [Stitching User Profiles](https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles) - geared for marketers. * [Profiles and Identity Resolution](https://learn.lytics.com/documentation/product/features/user-profiles/profiles-and-identity-resolution) - geared for technical users. * [User Fields](https://learn.lytics.com/documentation/product/features/user-profiles/profiles-and-identity-resolution) - how Lytics filters and aggregates data, unique identifiers, and more. * [Lytics Query Language documentation](https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/lytics-query-language) - detailed explanation and syntax examples. * [LQL & Data Import Basics](https://learn.lytics.com/documentation/developer/academy/lql-and-data-import-basics) - API documentation.[](https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/user-fields) #### Key takeaways - Connect **Identity Resolution Basics** 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 07 — Behavioral Scores in Lytics #### Lesson text Find out how Lytics behavioral scores enable you to better understand and target your customers. ## Overview ### What will I learn? * What are behavioral scores? * How are they calculated? * What scores are available? * How can I use them? In this guide, we'll introduce you to the **out-of-the-box behavioral scores** Lytics provides to better understand and target your customers. Each score represent a distinct behavioral quality that can be composed to build rich audiences. Taking the time to understand how these scores work will help you utilize them to the fullest and make them powerful tools in your marketing strategy. ### How are scores calculated? Lytics uses proprietary data science and machine learning to calculate behavioral scores. Because of this, Lytics scores have distinct benefits over any segmentation rules a marketer could create manually: * Scores are **self-learning** — they require no manual input and generate automatically * Scores are **self-maintaining -** meaning that an audience created using a score will be as effective in six months as it is today. Lytics behavioral scores are calculated on a scale between 0 and 100. This enables Lytics to continuously update user profiles without having to update audience definitions. It also gives the ability to see the complete distribution of all users.  In the next section, we'll walk through examples of each score and how they are designed with marketing use cases in mind. ## What scores are available? ### The full set of behavioral scores Here is a quick run down of the 9 out-of-the-box scores Lytics provides. Keep reading for deeper explanations of each score. 1. **Quantity** - Measures a user's cumulative activity over their lifetime of brand engagement. 2. **Frequency** - Measures how often a user is interacting with your brand over time. 3. **Recency** - Measures how recently the user's general interaction has been. 4. **Intensity** - Measures the depth of a user's typical interaction with your brand. 5. **Momentum** - Measures the rate at which users are interacting with your brand. 6. **Propensity** - Predicts how likely a user is to return with subsequent activity. 7. **Consistency** - Measures the regularity of a user's engagement pattern. 8. **Maturity** - Measures how long a user has registered interactions with your brand. 9. **Volatility** - Measures how sporadic a user's behavior is while interacting with your brand. ### See the scores live in your account You can check out how your customer data falls on the spectrum of behavioral scores in your account on the [Scoring](https://app.lytics.com/resources/learn/scoring) page in app. ### Quantity Quantity measures a user's cumulative activity over their lifetime of brand engagement. The more activity the user registers, the higher the score. It is a common tactic to target a user based on the amount of times they have visited a website, or have performed some other behavior. This becomes increasingly difficult as marketers add more data sources to their stack, and users continue to engage over time. Quantity takes into account a user's behavior on all data sources and measures that relative to how the most and least active users are engaging — so a user's score will always be between 0 and 100. You can think of this as a test score. What is the point of scoring between 0 and 100? This is how we can ensure that any audience created with a score will always stay relevant. Perhaps 1,000 page views seems like a lot for a user now, but the number will only grow larger as your site grows older and the amount of content you have increases. Another benefit of having a bounded score range is the ability to see the complete distribution of all users. ![modeling\_scores\_distribution-quantity.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blte5b881c022de6ca8/68640de6f9ec8fdb2becaf3a/modeling_scores_distribution-quantity.png) _This is an example of how scores look like across an entire audience. The x-axis is the score (ranging from 0 to 100; 5 to 95 in the example for clarity) and the y-axis is the number of people who have that value as their score._ ### Frequency Frequency measures how consistent a user is overtime in interacting with your brand. More frequent interactions mean a higher score. This serves as a measurement of user regularity. Do they visit once a week? Once a day? Once a lifetime? Since this score is relative to all your users, you can easily target your most frequent users, rather than something like "users who visited in the last week", which will vary wildly in size. Again, this score has a fixed range of 0 to 100. All the scores are like this. It is how we can continuously update user profiles without having to update audience definitions. ### Recency Recency measures how recently the user's general interaction has been. More recent activity means a higher score. Without scoring, this would be achieved by looking at the last time a user visited. Although better than nothing, that approach is kind of crude. Maybe an at-risk user opened your email by accident? It'd be an expensive oversight to assume that the user had recent activity and didn't need any nurturing. ### Intensity Intensity measures the depth of a user's typical interaction with your brand. More sustained intense/deep usage means a higher score. The behavior a user exhibits during a single session is very telling of them as a consumer. If they have high interaction in a session (high intensity) they are more likely to be a deeper researcher or more curious. If they have low interaction in a session (low intensity) they are more likely to be casually browsing or engaged with a certain piece of content, but not your overall brand. ### Momentum Momentum measures the rate at which users are interacting with your brand. Users who are interacting more than usual with your brand will have a higher score. It's easy to confuse how momentum and recency differ, but they are actually very different. Universally speaking, we've found them to have a 5% correlation. Recency measures absolute recency of activity, but just because a user has recent activity, doesn't mean they're not at risk of churning. If a user maintains a constant rate of activity, their momentum score will be 50. If they are more active than they used to be, their momentum will be greater than 50 and might warrant a loyalty offer. If they are less active than they used to be, their momentum will be less than 50 and might warrant a win-back campaign. ### Propensity Propensity predicts how likely a user is to return with subsequent activity. Users exhibiting positive interaction patterns are more likely to return and have higher scores. There are many reasons why users churn — changing interests, competition from competitors, bad experience, etc. — but from a data perspective, attrition of any kind starts to look similar. Propensity employs an ensemble of statistical models to identify any patterns it can find for detecting how and when attrition starts to occur. With time, it's able to find more patterns in your data and become increasingly accurate in identifying when users start to exhibit those behaviors. ### Consistency Consistency measures the regularity of a user's engagement pattern. More regular behavior means a higher score. Your most consistent users engage with your brand at a regular cadence. For example, a user that registers behavior every 7 days will have high consistency and would have the same consistency as a user who registers behavior every 30 days. As users' behavior starts to vary — sometimes every 7 days, sometimes every 30 — the users' consistency score will decrease. Consistency can be an important factor in predicting churn, where more consistent users are less likely to churn than those who have lower consistency. ### Volatility Volatility measures how sporadic a user's behavior is while interacting with your brand. The more sporadic the activity, the higher the score. It represents the stability of the volume of data that a user is generating, and serves as a slightly more nuanced version of the intensity score. Consider a user where 100% of their daily sessions are considered "intense". Their intensity score would be 100, but the score doesn't yield any information regarding the volatility of a typical session. ### Maturity Maturity measures how long a user has registered interactions with your brand. A user who has registered behavior over 5 years will likely have high maturity. A user who registered behavior over 3 years, but hasn't registered any in 2 years will have less maturity. A user who registered behavior over the most recent 3 years will have the same maturity as the user previously mentioned. As an example, you could target users with high maturity scores inviting them into a loyalty rewards program via ads, emails, and in-app notifications. Low maturity users could be served more onboarding or educational content to nurture them into high-value, long-term users. All of this information and more can be found in our [Behavioral Score documentation](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/lytics-scores). ## How can I use scores? ### Use Behavioral Audiences based on Scores Since Lytics scores are constantly updating in real time, audiences based on these scores are highly effective for targeting customers according to their engagement with your brand. However, interfacing with these scores directly can be difficult. They are low-level building blocks that require some expertise to use to their fullest. For this reason, Lytics makes these scores more readily usable through our out-of-the-box [Behavioral Audiences](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences) that use scoring under-the-hood. After completing this module, check out the Behavioral Audiences one next to learn more. ### Build Custom Audiences using Scores You can also use behavioral scores in your own audiences. Each score is accessible as a [Custom Rule](https://learn.lytics.com/documentation/product/features/audiences/building-audiences/custom-rules) in the Audience Builder. They can be added to any audience definition as an **intelligent filter** when the size of the audience is larger than desired. For example, when creating an audience to be used to buy ads against, the size of the audience is critical. The size can be arbitrarily shrunk by taking 10% of the matching users, or it can be intelligently shrunk by creating a threshold with a Lytics score such as Propensity or Momentum. This way, the best fit users remain. In the Lytics audience builder, simply type "score" in the **Custom Rule** tab and you'll see all 9 scores available. ![audience-builder-scores.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt12567f1968c6190b/6864a134f9ec8f2b90ecb46e/audience-builder-scores.png) Experimenting with the scores is encouraged. You don't have to be a data scientist to use them! ### Use Scores in your Lookalike Models Last but not least, behavioral scores can be used in your Lookalike Models. Scores are often one of the most important features when building models to predict which users are most likely to convert, which users are at risk of churning, etc.  This topic is covered in much more detail in the Lookalike Models course in the Deep Dive section of the Lytics Academy. ### Knowledge Check **Lytics behavioral scores are out-of-the-box. No configuration required on your part.** A. True B. False Answer: A **How often are Lytics behavioral scores are updated?** A. In real time B. Daily C. Weekly Answer: A **All users will be scored on a range of \_\_\_\_\_\_\_?** A. 0 to 10 B. 0 to 100 C. 0 to 1,000 D. It varies based on the score Answer: B **How can you leverage behavioral scores in your marketing efforts? Select all that apply.** A. Use scores in your audience definitions -- replacing demographic data or arbitrary rules B. Use Lytics pre-built audiences based on scores -- no need for data science expertise C. Use scores to improve your Lookalike Models -- improve conversions, reduce churn, etc. D. Replace your data science team -- Lytics scores do the work for them! Answer: A, B, C - Lytics provides a data science workbench for your marketing team, which can augment and support your data science team (if you have one), but not necessarily replace them. Adding Lytics to your stack can free up your data scientists to work on more custom use cases for your marketing organization. ## Next Steps Here are recommended resources to continue learning about how to leverage behavioral scores in your marketing use cases. ### Academy Courses: * Behavioral Audiences * Lookalike Models ### Documentation: * [Behavioral Analysis](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-analysis) - What is it? Why is it useful for marketing? * [Behavioral Scores documentation](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/lytics-scores) * [Behavioral Audiences](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences) ### Use Cases: * [Optimize Remarketing Spend - using recency and quantity scores](https://learn.lytics.com/use-cases/optimize-remarketing-spend) * [Target High-Propensity Prospects with Higher Bids](https://learn.lytics.com/use-cases/target-high-propensity-prospects-with-higher-bids) #### Key takeaways - Connect **Behavioral Scores in Lytics** 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 08 — Behavioral Audiences #### Video details #### At a glance - **Title:** Behavioral-audiences - **Duration:** 6m 24s - **Media link:** https://cdn.jwplayer.com/previews/xKbrzHhz - **Publish date (unix):** 1751446779 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113646 kbps - video/mp4 · 180p · 200p · 139402 kbps - video/mp4 · 270p · 300p · 157619 kbps - video/mp4 · 360p · 400p · 176507 kbps - video/mp4 · 406p · 450p · 184932 kbps - video/mp4 · 540p · 600p · 213842 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/xKbrzHhz-120.vtt` #### Transcript In this video, we're going to talk specifically about recommended behavioral audience segments from Lytx Smart Hub. What are behavioral segments? Behavioral segmentation is a way of using insights and analysis to discover your customers' engagement and behaviors across channels and tools. Behavioral segmentation is the ability to create audience segments based on what people do by looking at individual actions, their behaviors, and being able to group those people in those specific audiences automatically. So why is this important? Behavioral segmentation is very different from demographic segmentation. Demographic segments don't change very frequently. Your gender, or your age, or where you live, or how much money you make. These segments are mostly static. But as we know, people's preferences, engagements, and interests are constantly in flux. So Lytx Recommended Behavioral Segmentation gives marketers direct access to what people are doing now and what they're interested in. Lytx Smart Hub CDP automatically analyzes the rich, historical, and in-the-moment first-party data, the data that's available in the Lytx marketing profile, and creates recommended, powerful, behavioral segments, and puts those segments directly in your marketer's hands. There are three types of behavioral segments. The first type are engagement-based segments. Lytx looks at how your customers and prospects are engaging with your brand across all your channels and tools, including purchases, product views, content consumption, or whether or not they log into your mobile app or your software. These actions are summarized with behavioral scoring. Lytx proprietary scores help you understand your customer's engagement and automatically create out-of-the-box engagement-based audiences. These audiences include segments such as high engagement, frequent engagement, casual engagement, has visited within one day, has visited within a week, has visited within a month. Also, Lytx will look at whether or not people are interacting on Facebook more, or Google, or if they come in through paid media, specific campaigns, or organic search. Using these behavioral scores, Lytx is also able to predict propensity, such as propensity to purchase. Lytx is able to predict lifecycle, including binge, at-risk, or likely to return. All of these engagement-based recommended audiences help marketers determine how frequently they should communicate with someone and, importantly, whether or not this person is leaning in and if they should advertise to them, or if they should show them something specific on the website. The second type of behavioral-based segments look at your purchase funnel and the behavior and actions that customers take along the way to purchase. Lytx helps identify behaviors that are drivers of a future purchase. Common signals that inform this type of marketing segmentation include past customer transactions, as well as the behaviors that your customers are taking along the path to purchase. Do they first search on Facebook or Google? Are they doing research on the website and then buying in the store? These recommended audience segments are automatically created when you select your marketing goals in Lytx and build your funnel. Lytx recommended audience segments for understanding the purchase funnel and lifecycle can include anonymous visitors, connected customers, such as customers that have signed up for email or are subscribers or have made their first purchase. Lytx also identifies along the funnel purchasers, repeat purchasers, and people likely to purchase. And finally, Lytx can also help you identify high-value, loyal customers and your at-risk customers. Lytx also analyzes time-based engagement and uses weekly calendar and time to understand when customers engage the most and are more likely to open an email or respond to an offer and purchase. By looking at someone's behavior, you can understand if they're likely to open more on a Monday or a Friday, if you should show them and send them an offer midweek or over the weekend. Behavioral segmentation is very powerful and can give your brand a true competitive advantage. But access to the insights for behavioral segmentation can be challenging. It requires a new level of intelligence and decisioning that most organizations don't yet have. The Lytx Smart Hub CDP unlocks recognizing and identifying and the CDP unlocks recommended segmentation for behavioral teams, providing the final piece to your marketing puzzle. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:04.960 In this video, we're going to talk specifically about 2 00:00:04.960 --> 00:00:09.840 recommended behavioral audience segments from Lytx Smart Hub. 3 00:00:09.840 --> 00:00:15.060 What are behavioral segments? 4 00:00:15.060 --> 00:00:22.260 Behavioral segmentation is a way of using insights and 5 00:00:22.260 --> 00:00:28.140 analysis to discover your customers' engagement 6 00:00:28.380 --> 00:00:31.380 and behaviors across channels and tools. 7 00:00:32.740 --> 00:00:37.820 Behavioral segmentation is the ability to create audience segments 8 00:00:37.820 --> 00:00:44.060 based on what people do by looking at individual actions, their behaviors, 9 00:00:44.060 --> 00:00:50.340 and being able to group those people in those specific audiences automatically. 10 00:00:51.620 --> 00:00:52.820 So why is this important? 11 00:00:53.820 --> 00:00:58.420 Behavioral segmentation is very different from demographic segmentation. 12 00:00:59.700 --> 00:01:03.380 Demographic segments don't change very frequently. 13 00:01:03.380 --> 00:01:07.940 Your gender, or your age, or where you live, or how much money you make. 14 00:01:09.060 --> 00:01:11.020 These segments are mostly static. 15 00:01:12.660 --> 00:01:15.540 But as we know, people's preferences, 16 00:01:15.540 --> 00:01:19.860 engagements, and interests are constantly in flux. 17 00:01:19.980 --> 00:01:24.380 So Lytx Recommended Behavioral Segmentation gives marketers 18 00:01:24.380 --> 00:01:28.660 direct access to what people are doing now and what they're interested in. 19 00:01:29.940 --> 00:01:36.380 Lytx Smart Hub CDP automatically analyzes the rich, historical, 20 00:01:36.380 --> 00:01:41.420 and in-the-moment first-party data, the data that's available in the Lytx 21 00:01:41.420 --> 00:01:46.740 marketing profile, and creates recommended, powerful, 22 00:01:46.740 --> 00:01:51.900 behavioral segments, and puts those segments directly in your marketer's hands. 23 00:01:53.020 --> 00:01:56.260 There are three types of behavioral segments. 24 00:01:57.620 --> 00:02:01.380 The first type are engagement-based segments. 25 00:02:02.500 --> 00:02:06.380 Lytx looks at how your customers and prospects are engaging with your brand 26 00:02:06.380 --> 00:02:10.980 across all your channels and tools, including purchases, product views, 27 00:02:10.980 --> 00:02:14.540 content consumption, or whether or not they log into your mobile app or 28 00:02:14.540 --> 00:02:15.180 your software. 29 00:02:16.180 --> 00:02:20.900 These actions are summarized with behavioral scoring. 30 00:02:21.900 --> 00:02:27.900 Lytx proprietary scores help you understand your customer's engagement 31 00:02:28.980 --> 00:02:35.140 and automatically create out-of-the-box engagement-based audiences. 32 00:02:36.380 --> 00:02:41.940 These audiences include segments such as high engagement, 33 00:02:41.940 --> 00:02:47.300 frequent engagement, casual engagement, has visited within one day, 34 00:02:47.300 --> 00:02:50.340 has visited within a week, has visited within a month. 35 00:02:52.260 --> 00:02:58.180 Also, Lytx will look at whether or not people are interacting on Facebook more, 36 00:02:58.180 --> 00:03:04.300 or Google, or if they come in through paid media, specific campaigns, 37 00:03:04.300 --> 00:03:05.740 or organic search. 38 00:03:06.740 --> 00:03:12.420 Using these behavioral scores, Lytx is also able to predict propensity, 39 00:03:12.420 --> 00:03:15.420 such as propensity to purchase. 40 00:03:15.420 --> 00:03:23.700 Lytx is able to predict lifecycle, including binge, at-risk, or likely to return. 41 00:03:24.900 --> 00:03:32.180 All of these engagement-based recommended audiences help marketers 42 00:03:33.020 --> 00:03:38.220 determine how frequently they should communicate with someone and, 43 00:03:38.220 --> 00:03:42.460 importantly, whether or not this person is leaning in and if they should 44 00:03:42.460 --> 00:03:47.420 advertise to them, or if they should show them something specific on the website. 45 00:03:49.340 --> 00:03:56.980 The second type of behavioral-based segments look at your purchase funnel 46 00:03:57.020 --> 00:04:03.220 and the behavior and actions that customers take along the way to purchase. 47 00:04:04.700 --> 00:04:10.380 Lytx helps identify behaviors that are drivers of a future purchase. 48 00:04:10.380 --> 00:04:15.460 Common signals that inform this type of marketing segmentation include 49 00:04:15.460 --> 00:04:20.980 past customer transactions, as well as the behaviors that your customers 50 00:04:20.980 --> 00:04:23.900 are taking along the path to purchase. 51 00:04:23.900 --> 00:04:26.500 Do they first search on Facebook or Google? 52 00:04:26.500 --> 00:04:31.340 Are they doing research on the website and then buying in the store? 53 00:04:31.340 --> 00:04:35.740 These recommended audience segments are automatically created when you select 54 00:04:35.740 --> 00:04:41.460 your marketing goals in Lytx and build your funnel. 55 00:04:41.460 --> 00:04:45.260 Lytx recommended audience segments for understanding the purchase funnel 56 00:04:45.260 --> 00:04:51.580 and lifecycle can include anonymous visitors, connected customers, 57 00:04:51.580 --> 00:04:56.500 such as customers that have signed up for email or are subscribers 58 00:04:56.500 --> 00:04:58.020 or have made their first purchase. 59 00:05:00.420 --> 00:05:06.700 Lytx also identifies along the funnel purchasers, repeat purchasers, 60 00:05:06.700 --> 00:05:09.300 and people likely to purchase. 61 00:05:09.300 --> 00:05:15.740 And finally, Lytx can also help you identify high-value, loyal customers 62 00:05:15.740 --> 00:05:17.900 and your at-risk customers. 63 00:05:18.900 --> 00:05:26.900 Lytx also analyzes time-based engagement and uses weekly calendar and time 64 00:05:26.900 --> 00:05:32.020 to understand when customers engage the most and are more likely to open an email 65 00:05:32.020 --> 00:05:34.900 or respond to an offer and purchase. 66 00:05:34.900 --> 00:05:39.860 By looking at someone's behavior, you can understand if they're likely to open more 67 00:05:39.860 --> 00:05:44.900 on a Monday or a Friday, if you should show them and send them an offer 68 00:05:44.900 --> 00:05:47.140 midweek or over the weekend. 69 00:05:49.140 --> 00:05:53.900 Behavioral segmentation is very powerful and can give your brand a true 70 00:05:53.900 --> 00:05:55.900 competitive advantage. 71 00:05:55.900 --> 00:06:00.500 But access to the insights for behavioral segmentation can be challenging. 72 00:06:00.500 --> 00:06:05.900 It requires a new level of intelligence and decisioning that most organizations 73 00:06:05.900 --> 00:06:07.900 don't yet have. 74 00:06:07.900 --> 00:06:12.900 The Lytx Smart Hub CDP unlocks recognizing and identifying 75 00:06:12.900 --> 00:06:19.900 and the CDP unlocks recommended segmentation for behavioral teams, 76 00:06:19.900 --> 00:06:22.900 providing the final piece to your marketing puzzle. ``` ```transcript [00:00] In this video, we're going to talk specifically about [00:04] recommended behavioral audience segments from Lytx Smart Hub. [00:09] What are behavioral segments? [00:15] Behavioral segmentation is a way of using insights and [00:22] analysis to discover your customers' engagement [00:28] and behaviors across channels and tools. [00:32] Behavioral segmentation is the ability to create audience segments [00:37] based on what people do by looking at individual actions, their behaviors, [00:44] and being able to group those people in those specific audiences automatically. [00:51] So why is this important? [00:53] Behavioral segmentation is very different from demographic segmentation. [00:59] Demographic segments don't change very frequently. [01:03] Your gender, or your age, or where you live, or how much money you make. [01:09] These segments are mostly static. [01:12] But as we know, people's preferences, [01:15] engagements, and interests are constantly in flux. [01:19] So Lytx Recommended Behavioral Segmentation gives marketers [01:24] direct access to what people are doing now and what they're interested in. [01:29] Lytx Smart Hub CDP automatically analyzes the rich, historical, [01:36] and in-the-moment first-party data, the data that's available in the Lytx [01:41] marketing profile, and creates recommended, powerful, [01:46] behavioral segments, and puts those segments directly in your marketer's hands. [01:53] There are three types of behavioral segments. [01:57] The first type are engagement-based segments. [02:02] Lytx looks at how your customers and prospects are engaging with your brand [02:06] across all your channels and tools, including purchases, product views, [02:10] content consumption, or whether or not they log into your mobile app or [02:14] your software. [02:16] These actions are summarized with behavioral scoring. [02:21] Lytx proprietary scores help you understand your customer's engagement [02:28] and automatically create out-of-the-box engagement-based audiences. [02:36] These audiences include segments such as high engagement, [02:41] frequent engagement, casual engagement, has visited within one day, [02:47] has visited within a week, has visited within a month. [02:52] Also, Lytx will look at whether or not people are interacting on Facebook more, [02:58] or Google, or if they come in through paid media, specific campaigns, [03:04] or organic search. [03:06] Using these behavioral scores, Lytx is also able to predict propensity, [03:12] such as propensity to purchase. [03:15] Lytx is able to predict lifecycle, including binge, at-risk, or likely to return. [03:24] All of these engagement-based recommended audiences help marketers [03:33] determine how frequently they should communicate with someone and, [03:38] importantly, whether or not this person is leaning in and if they should [03:42] advertise to them, or if they should show them something specific on the website. [03:49] The second type of behavioral-based segments look at your purchase funnel [03:57] and the behavior and actions that customers take along the way to purchase. [04:04] Lytx helps identify behaviors that are drivers of a future purchase. [04:10] Common signals that inform this type of marketing segmentation include [04:15] past customer transactions, as well as the behaviors that your customers [04:20] are taking along the path to purchase. [04:23] Do they first search on Facebook or Google? [04:26] Are they doing research on the website and then buying in the store? [04:31] These recommended audience segments are automatically created when you select [04:35] your marketing goals in Lytx and build your funnel. [04:41] Lytx recommended audience segments for understanding the purchase funnel [04:45] and lifecycle can include anonymous visitors, connected customers, [04:51] such as customers that have signed up for email or are subscribers [04:56] or have made their first purchase. [05:00] Lytx also identifies along the funnel purchasers, repeat purchasers, [05:06] and people likely to purchase. ``` #### Lesson text Find out how the Connected Customer KPI allows you to monitor your identity resolution strategy. ## What is behavioral segmentation? ### What will I learn? * What is behavioral segmentation? Why does it matter? * What types of pre-built behavioral audiences are available? * How are scores used to define Lytics behavioral audiences? In this guide, we will describe how Lytics **automatically surfaces behavioral audiences** to help guide your marketing teams in understanding how to best engage with your customers. Lytics looks at how your customers and prospects are interacting with your brand, across all your channels and tools including all purchases, product views, content consumption, or if they log into your app or your software. Understanding your customers' engagement across all their actions enables Lytics to understand if someone is leaning in and ready for more interactions, or if they are at-risk of churning. Lytics **automatically surfaces behavioral audiences** to help guide your marketing teams in their understanding of when and how much to engage. ## Lytics Behavioral Audiences ### Out-of-the-box Behavioral Audiences Lytics provides pre-built behavioral audiences for all accounts, using a blend of our behavioral scores under the hood to identify where users fall in a behavioral lifecycle. These Behavioral Audiences can be used alone or as a rule in any custom audience. * **Frequent Users:** People who interact with your brand a lot. * **Infrequent Users:** People who interact with your brand occasionally. * **Deeply Engaged Users:** People who show a lot of activity when they do interact with your brand. * **Casual Visitors:** People who show little activity when they do interact with your brand. * **Likely To Re-engage:** People likely to come back based on their past activity patterns. * **Unlikely To Re-engage:** People not likely to come back based on their past activity patterns. * **At Risk Users:** People whose interaction behavior is changing for the worse. * **Binge Users:** People who show a lot of activity when they do interact with your brand. * **Perusers:** People who visit often but rarely interact deeply with your brand. For more information, see our [Behavioral Audiences](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences) documentation.  **Tip:** **Behavioral Audiences are powerful building blocks**. Keep in mind that Lytics scores are constantly updating in real time, so audiences based on these scores are highly effective at targeting customers according to their engagement with your brand. Stale audiences no more! ## Optimize how you engage with customers Targeting audiences based on behavioral properties is a great way to introduce different modes of communication for different archetypes of users. For instance, Casual Visitors may not stick around long enough to answer their own questions on your website, so you could try engaging them with a slide-out on early page visits.  The opposite of Casual Visitors, Deeply Engaged Visitors, are probably determined to find that information on their own and would find a popup to be annoying. Splitting the audience keeps both archetypes engaged without accidentally deterring anyone.[](https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles) ## Audience Definitions with Scores Here is the full set of behavioral audiences, with a breakdown of how Lytics Scores are used in under-the-hood audience definitions. If you haven't completed the Academy module on Behavioral Scores yet, head there next to gain a deeper understanding of how Lytics calculates these scores. ![behavioral-audiences-1.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0f4dd96c03c26f4a/6864f08602c701bfcdb9562c/behavioral-audiences-1.png) Here's another set of parameters: ![behavioral-audiences-2.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2811fdfe6a1ee2ea/6864f086ade2191ed2888f87/behavioral-audiences-2.png) #### Key takeaways - Connect **Behavioral Audiences** 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 09 — Connected Customer KPI #### Video details #### At a glance - **Title:** Lytics-Connected-Customer-KPI-Overview - **Duration:** 29s - **Media link:** https://cdn.jwplayer.com/previews/TMyNfR9x - **Publish date (unix):** 1751426078 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 116055 kbps - video/mp4 · 180p · 200p · 140436 kbps - video/mp4 · 270p · 300p · 157291 kbps - video/mp4 · 360p · 400p · 172127 kbps - video/mp4 · 406p · 450p · 181924 kbps - video/mp4 · 540p · 600p · 211755 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/TMyNfR9x-120.vtt` #### Transcript The Connected Customers is a new KPI that Ludix is surfacing through the intelligence reports. And these are a new type of users that are highly engaged across multiple channels and have a positive momentum and engagement with your brand. What we really want to try to understand here is how are these users engaging with our brand and how can we build this population of highly engaged and highly positive users. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:04.000 The Connected Customers is a new KPI that Ludix is surfacing 2 00:00:04.000 --> 00:00:06.000 through the intelligence reports. 3 00:00:07.000 --> 00:00:10.000 And these are a new type of users that are highly engaged 4 00:00:10.000 --> 00:00:14.000 across multiple channels and have a positive momentum 5 00:00:14.000 --> 00:00:16.000 and engagement with your brand. 6 00:00:16.000 --> 00:00:19.000 What we really want to try to understand here is 7 00:00:19.000 --> 00:00:22.000 how are these users engaging with our brand 8 00:00:22.000 --> 00:00:25.000 and how can we build this population 9 00:00:25.000 --> 00:00:28.000 of highly engaged and highly positive users. ``` ```transcript [00:00] The Connected Customers is a new KPI that Ludix is surfacing [00:04] through the intelligence reports. [00:07] And these are a new type of users that are highly engaged [00:10] across multiple channels and have a positive momentum [00:14] and engagement with your brand. [00:16] What we really want to try to understand here is [00:19] how are these users engaging with our brand [00:22] and how can we build this population [00:25] of highly engaged and highly positive users. ``` #### Lesson text Find out how the Connected Customer KPI allows you to monitor your identity resolution strategy. ## Overview Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. ### What will I learn? * What is a Connected Customer? * How can Connected Customers be monitored? * What is the relationship between Connected Customers and Identity Resolution? This guide will give you a quick introduction to a powerful KPI used to monitor the progression of your identity resolution strategy, Connect Customers. This metric surfaces the number of User Profiles that contain data from more than one source (stream) and have a positive momentum score. ![Connected Customer KPI.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt18298d7cb0039d9c/686d092e376d67ebcd4bfd6d/Connected_Customer_KPI.png) Here's a quick video to refer: ### Knowledge Check **Which behavioral score is included in the Connected Customer KPI?\*** A. Propensity score B. Maturity score C. Frequency score D. Momentum score Answer: D ## Next Steps [](https://learn.lytics.com/use-cases/target-high-propensity-prospects-with-higher-bids)To learn more about the Connected Customer KPI, we recommended these resources. ### Academy Courses * Identity Resolution Basics * Goals ### Documentation * [Connected Customer documentation](https://learn.lytics.com/documentation/product/features/lytics-view/connected-customers) * [Stitching User Profiles](https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles) #### Key takeaways - Connect **Connected Customer KPI** 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 10 — Connecting Integrations #### Video details #### At a glance - **Title:** Connecting-integrations - **Duration:** 7m 1s - **Media link:** https://cdn.jwplayer.com/previews/MlQZ0r7a - **Publish date (unix):** 1751449007 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113544 kbps - video/mp4 · 180p · 202p · 147770 kbps - video/mp4 · 270p · 302p · 169707 kbps - video/mp4 · 360p · 402p · 192872 kbps - video/mp4 · 406p · 454p · 204066 kbps - video/mp4 · 540p · 604p · 246592 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/MlQZ0r7a-120.vtt` #### Transcript This video is going to cover how to connect integrations in Lytx. Today, we are going to cover a few different topics. First, we'll discuss what a Lytx integration is. Then, we'll discuss the integrations available in Lytx. We'll discuss how to connect your Lytx account to these integrated tools. And finally, we'll show where to find more information about any integration that Lytx offers. Lytx offers pre-built integrations for many of today's most popular marketing tools. These integrations allow you to perform a variety of common tasks, like importing user data, exporting targeted audiences, or bringing in data to enrich user profiles. Let's take a look at all the integrations that are available to you. In the UI, navigate to the Data tab. From here, you are automatically taken to the Jobs page, which shows all of the import and export workflows that have been created in your account. I'll click on this blue Create New Job button in the top right corner of the page to see the list of all of the available integrations that we have. The majority of these integrations are API-enabled, which means that you'll be able to establish a connection with these systems and sync audiences from Lytx with relative ease, often with just a click of a button. The frequency of the import or export will vary for each integration. For example, Facebook will allow us to sync audiences in real time, as users enter or exit a Lytx audience. Other systems may only sync every hour or so. Some may only allow you to import user data into Lytx, while others may only accept audiences from Lytx. Documentation on what each integration supports specifically is available at learn.lytx.com. There are a few ways to navigate there. The first is just to click the documentation link on the bottom of an integration tile. This will show an overview of how to authorize a tool, what you can do with the tool, and the frequency of its workflows. The other way to get to this documentation page is to visit learn.lytx.com directly. From here, you can hover over documentation and navigate to integrations, or you can scroll down and click on integrations below. You'll see the same list of integration styles as you would while logged into your Lytx account. And once again, clicking into an integration will show the details of its workflows. I'm going to talk about how to set up a new integration. For any integration that you'll connect to Lytx, you'll first need to set up an authorization by providing credentials that will allow you to access the data in that tool. This setup will vary from provider to provider. It's important that the credentials added to an account have appropriate permissions for the actions you want to perform. An authorization that has read-only access to a tool may not be sufficient for exporting audiences to it. Let's take a look at a few examples, like Google Ads and Salesforce Marketing Cloud. Again, we'll click the create new job button, and then select Google Ads. From here, we can choose the workflow type, which will be export audiences. We can choose from the authorizations that have been previously added to the account, or create a new authorization if we have not previously set one up. Authorizing a Google Ads account is as simple as selecting the Google account that you have been logged into and granting permission to Lytx. Once an authorization is selected, you can configure the details of the job, like the audience to export, or the Google Ads account that we will be sending this audience to. Once you have configured your job, you can click the start export button and send the audience to that tool. I'll show Salesforce Marketing Cloud. First, I'll click create a new job and select the integration that we'll be using. We can then choose the type of workflow we'd like to use. The jobs available do vary from integration to integration. This jobs page will show it's available, and again, learn.lytx.com will have these all documented in full detail. I'll just use export audiences for now. In this case, we will need to create a new authorization because none have been previously added. Click create a new authorization, and we can see that there are multiple authorization methods available for use. These do vary from provider to provider. For example, this REST API token just requires a client ID and a client secret key for access. Once you have added these from your Salesforce Marketing Cloud, you could click save authorizations to continue. Authorizations generally only need to be created once for each tool. Once you have created an authorization, you or anyone else in your organization can use that authorization to sync audiences or import data from that tool. You can see the list of all authorizations that have been added into your account by clicking on the authorizations link underneath the data tab. This will show the list of available authorizations in your account, along with who created the tool and when it was created. Clicking into an authorization will show any associated jobs to that authorization, as well as some metrics about its import or export workflows. When creating a new workflow, you can also see the list of which tools are currently authorized in your account. Under create a new job, I'm going to toggle this filter here to only show the connected tools. This will only include the tools that have already been authorized for use with Linux. Anything with this connected symbol here will be authorized for your account. For tools that do not have a built in Linux integration, you can also connect to those using custom integrations, which allow you to import or export CSV or JSON files. Webhooks can also be configured for API enabled systems as well. Once again, these workflows vary from tool to tool. Learn.Linux will always be the best resource for the most up-to-date information on what is supported for each integration. Thanks for watching. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:05.000 This video is going to cover how to connect integrations in Lytx. 2 00:00:05.000 --> 00:00:09.000 Today, we are going to cover a few different topics. 3 00:00:09.000 --> 00:00:13.000 First, we'll discuss what a Lytx integration is. 4 00:00:13.000 --> 00:00:16.000 Then, we'll discuss the integrations available in Lytx. 5 00:00:16.000 --> 00:00:20.000 We'll discuss how to connect your Lytx account to these integrated tools. 6 00:00:20.000 --> 00:00:26.000 And finally, we'll show where to find more information about any integration that Lytx offers. 7 00:00:26.000 --> 00:00:31.000 Lytx offers pre-built integrations for many of today's most popular marketing tools. 8 00:00:31.000 --> 00:00:35.000 These integrations allow you to perform a variety of common tasks, 9 00:00:35.000 --> 00:00:42.000 like importing user data, exporting targeted audiences, or bringing in data to enrich user profiles. 10 00:00:42.000 --> 00:00:46.000 Let's take a look at all the integrations that are available to you. 11 00:00:46.000 --> 00:00:49.000 In the UI, navigate to the Data tab. 12 00:00:49.000 --> 00:00:52.000 From here, you are automatically taken to the Jobs page, 13 00:00:52.000 --> 00:00:57.000 which shows all of the import and export workflows that have been created in your account. 14 00:00:57.000 --> 00:01:01.000 I'll click on this blue Create New Job button in the top right corner of the page 15 00:01:01.000 --> 00:01:05.000 to see the list of all of the available integrations that we have. 16 00:01:05.000 --> 00:01:08.000 The majority of these integrations are API-enabled, 17 00:01:08.000 --> 00:01:11.000 which means that you'll be able to establish a connection with these systems 18 00:01:11.000 --> 00:01:17.000 and sync audiences from Lytx with relative ease, often with just a click of a button. 19 00:01:18.000 --> 00:01:22.000 The frequency of the import or export will vary for each integration. 20 00:01:22.000 --> 00:01:27.000 For example, Facebook will allow us to sync audiences in real time, 21 00:01:27.000 --> 00:01:30.000 as users enter or exit a Lytx audience. 22 00:01:30.000 --> 00:01:34.000 Other systems may only sync every hour or so. 23 00:01:34.000 --> 00:01:37.000 Some may only allow you to import user data into Lytx, 24 00:01:37.000 --> 00:01:41.000 while others may only accept audiences from Lytx. 25 00:01:41.000 --> 00:01:47.000 Documentation on what each integration supports specifically is available at learn.lytx.com. 26 00:01:47.000 --> 00:01:49.000 There are a few ways to navigate there. 27 00:01:49.000 --> 00:01:54.000 The first is just to click the documentation link on the bottom of an integration tile. 28 00:01:54.000 --> 00:01:57.000 This will show an overview of how to authorize a tool, 29 00:01:57.000 --> 00:02:01.000 what you can do with the tool, and the frequency of its workflows. 30 00:02:01.000 --> 00:02:07.000 The other way to get to this documentation page is to visit learn.lytx.com directly. 31 00:02:07.000 --> 00:02:11.000 From here, you can hover over documentation and navigate to integrations, 32 00:02:11.000 --> 00:02:16.000 or you can scroll down and click on integrations below. 33 00:02:16.000 --> 00:02:21.000 You'll see the same list of integration styles as you would while logged into your Lytx account. 34 00:02:21.000 --> 00:02:28.000 And once again, clicking into an integration will show the details of its workflows. 35 00:02:30.000 --> 00:02:33.000 I'm going to talk about how to set up a new integration. 36 00:02:33.000 --> 00:02:35.000 For any integration that you'll connect to Lytx, 37 00:02:35.000 --> 00:02:37.000 you'll first need to set up an authorization 38 00:02:37.000 --> 00:02:41.000 by providing credentials that will allow you to access the data in that tool. 39 00:02:41.000 --> 00:02:45.000 This setup will vary from provider to provider. 40 00:02:45.000 --> 00:02:47.000 It's important that the credentials added to an account 41 00:02:47.000 --> 00:02:50.000 have appropriate permissions for the actions you want to perform. 42 00:02:50.000 --> 00:02:53.000 An authorization that has read-only access to a tool 43 00:02:53.000 --> 00:02:56.000 may not be sufficient for exporting audiences to it. 44 00:02:56.000 --> 00:03:00.000 Let's take a look at a few examples, like Google Ads and Salesforce Marketing Cloud. 45 00:03:00.000 --> 00:03:04.000 Again, we'll click the create new job button, 46 00:03:04.000 --> 00:03:09.000 and then select Google Ads. 47 00:03:09.000 --> 00:03:16.000 From here, we can choose the workflow type, which will be export audiences. 48 00:03:16.000 --> 00:03:20.000 We can choose from the authorizations that have been previously added to the account, 49 00:03:20.000 --> 00:03:25.000 or create a new authorization if we have not previously set one up. 50 00:03:25.000 --> 00:03:31.000 Authorizing a Google Ads account is as simple as selecting the Google account that you have been logged into 51 00:03:31.000 --> 00:03:36.000 and granting permission to Lytx. 52 00:03:36.000 --> 00:03:40.000 Once an authorization is selected, you can configure the details of the job, 53 00:03:40.000 --> 00:03:49.000 like the audience to export, or the Google Ads account that we will be sending this audience to. 54 00:03:49.000 --> 00:03:54.000 Once you have configured your job, you can click the start export button 55 00:03:54.000 --> 00:03:57.000 and send the audience to that tool. 56 00:03:57.000 --> 00:04:00.000 I'll show Salesforce Marketing Cloud. 57 00:04:00.000 --> 00:04:09.000 First, I'll click create a new job and select the integration that we'll be using. 58 00:04:09.000 --> 00:04:13.000 We can then choose the type of workflow we'd like to use. 59 00:04:13.000 --> 00:04:17.000 The jobs available do vary from integration to integration. 60 00:04:17.000 --> 00:04:19.000 This jobs page will show it's available, 61 00:04:19.000 --> 00:04:25.000 and again, learn.lytx.com will have these all documented in full detail. 62 00:04:25.000 --> 00:04:29.000 I'll just use export audiences for now. 63 00:04:29.000 --> 00:04:35.000 In this case, we will need to create a new authorization because none have been previously added. 64 00:04:35.000 --> 00:04:37.000 Click create a new authorization, 65 00:04:37.000 --> 00:04:42.000 and we can see that there are multiple authorization methods available for use. 66 00:04:42.000 --> 00:04:45.000 These do vary from provider to provider. 67 00:04:45.000 --> 00:04:55.000 For example, this REST API token just requires a client ID and a client secret key for access. 68 00:04:55.000 --> 00:04:58.000 Once you have added these from your Salesforce Marketing Cloud, 69 00:04:58.000 --> 00:05:03.000 you could click save authorizations to continue. 70 00:05:03.000 --> 00:05:09.000 Authorizations generally only need to be created once for each tool. 71 00:05:09.000 --> 00:05:11.000 Once you have created an authorization, 72 00:05:11.000 --> 00:05:17.000 you or anyone else in your organization can use that authorization to sync audiences 73 00:05:17.000 --> 00:05:20.000 or import data from that tool. 74 00:05:20.000 --> 00:05:23.000 You can see the list of all authorizations that have been added into your account 75 00:05:23.000 --> 00:05:30.000 by clicking on the authorizations link underneath the data tab. 76 00:05:30.000 --> 00:05:33.000 This will show the list of available authorizations in your account, 77 00:05:33.000 --> 00:05:37.000 along with who created the tool and when it was created. 78 00:05:37.000 --> 00:05:44.000 Clicking into an authorization will show any associated jobs to that authorization, 79 00:05:44.000 --> 00:05:50.000 as well as some metrics about its import or export workflows. 80 00:05:51.000 --> 00:05:53.000 When creating a new workflow, 81 00:05:53.000 --> 00:05:58.000 you can also see the list of which tools are currently authorized in your account. 82 00:05:58.000 --> 00:06:01.000 Under create a new job, 83 00:06:01.000 --> 00:06:06.000 I'm going to toggle this filter here to only show the connected tools. 84 00:06:06.000 --> 00:06:14.000 This will only include the tools that have already been authorized for use with Linux. 85 00:06:14.000 --> 00:06:24.000 Anything with this connected symbol here will be authorized for your account. 86 00:06:24.000 --> 00:06:28.000 For tools that do not have a built in Linux integration, 87 00:06:28.000 --> 00:06:31.000 you can also connect to those using custom integrations, 88 00:06:31.000 --> 00:06:39.000 which allow you to import or export CSV or JSON files. 89 00:06:39.000 --> 00:06:50.000 Webhooks can also be configured for API enabled systems as well. 90 00:06:50.000 --> 00:06:54.000 Once again, these workflows vary from tool to tool. 91 00:06:54.000 --> 00:06:57.000 Learn.Linux will always be the best resource for the most up-to-date information 92 00:06:57.000 --> 00:07:00.000 on what is supported for each integration. 93 00:07:00.000 --> 00:07:02.000 Thanks for watching. ``` ```transcript [00:00] This video is going to cover how to connect integrations in Lytx. [00:05] Today, we are going to cover a few different topics. [00:09] First, we'll discuss what a Lytx integration is. [00:13] Then, we'll discuss the integrations available in Lytx. [00:16] We'll discuss how to connect your Lytx account to these integrated tools. [00:20] And finally, we'll show where to find more information about any integration that Lytx offers. [00:26] Lytx offers pre-built integrations for many of today's most popular marketing tools. [00:31] These integrations allow you to perform a variety of common tasks, [00:35] like importing user data, exporting targeted audiences, or bringing in data to enrich user profiles. [00:42] Let's take a look at all the integrations that are available to you. [00:46] In the UI, navigate to the Data tab. [00:49] From here, you are automatically taken to the Jobs page, [00:52] which shows all of the import and export workflows that have been created in your account. [00:57] I'll click on this blue Create New Job button in the top right corner of the page [01:01] to see the list of all of the available integrations that we have. [01:05] The majority of these integrations are API-enabled, [01:08] which means that you'll be able to establish a connection with these systems [01:11] and sync audiences from Lytx with relative ease, often with just a click of a button. [01:18] The frequency of the import or export will vary for each integration. [01:22] For example, Facebook will allow us to sync audiences in real time, [01:27] as users enter or exit a Lytx audience. [01:30] Other systems may only sync every hour or so. [01:34] Some may only allow you to import user data into Lytx, [01:37] while others may only accept audiences from Lytx. [01:41] Documentation on what each integration supports specifically is available at learn.lytx.com. [01:47] There are a few ways to navigate there. [01:49] The first is just to click the documentation link on the bottom of an integration tile. [01:54] This will show an overview of how to authorize a tool, [01:57] what you can do with the tool, and the frequency of its workflows. [02:01] The other way to get to this documentation page is to visit learn.lytx.com directly. [02:07] From here, you can hover over documentation and navigate to integrations, [02:11] or you can scroll down and click on integrations below. [02:16] You'll see the same list of integration styles as you would while logged into your Lytx account. [02:21] And once again, clicking into an integration will show the details of its workflows. [02:30] I'm going to talk about how to set up a new integration. [02:33] For any integration that you'll connect to Lytx, [02:35] you'll first need to set up an authorization [02:37] by providing credentials that will allow you to access the data in that tool. [02:41] This setup will vary from provider to provider. [02:45] It's important that the credentials added to an account [02:47] have appropriate permissions for the actions you want to perform. [02:50] An authorization that has read-only access to a tool [02:53] may not be sufficient for exporting audiences to it. [02:56] Let's take a look at a few examples, like Google Ads and Salesforce Marketing Cloud. [03:00] Again, we'll click the create new job button, [03:04] and then select Google Ads. [03:09] From here, we can choose the workflow type, which will be export audiences. [03:16] We can choose from the authorizations that have been previously added to the account, [03:20] or create a new authorization if we have not previously set one up. [03:25] Authorizing a Google Ads account is as simple as selecting the Google account that you have been logged into [03:31] and granting permission to Lytx. [03:36] Once an authorization is selected, you can configure the details of the job, [03:40] like the audience to export, or the Google Ads account that we will be sending this audience to. [03:49] Once you have configured your job, you can click the start export button [03:54] and send the audience to that tool. [03:57] I'll show Salesforce Marketing Cloud. [04:00] First, I'll click create a new job and select the integration that we'll be using. [04:09] We can then choose the type of workflow we'd like to use. [04:13] The jobs available do vary from integration to integration. [04:17] This jobs page will show it's available, ``` #### Lesson text Quick start on how to set up your integrations in Lytics. ## Video Tutorial **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. ### What will I learn? * What integrations are available in Lytics? * How do we connect these tools? * How do we export audiences to third-party tools? ### Overview In this video (7 mins), we will introduce you to setting up integrations, which is an essential part of the process to get your customer data flowing in and out of Lytics to your other marketing tools. You can find the full list of supported integrations on  [Learn Lytics](https://learn.lytics.com/documentation/product/integrations). ## Knowledge Check **Is there a job type that is supported by ALL integrations?** A. Yes, exporting audiences B. Yes, importing audiences C. Yes, enriching user profiles D. No, it varies by integration Answer: D **When do authorizations need to be configured for an integration?** A. Before using a new integration for the first time B. Everytime the integration is used Answer: A **After a user has created an authorization, who can use it?** A. Only the person who created the authorization B. Anyone who has been added to the Lytics account Answer: B **Which method can you use to connect to a tool that is not a pre-built integration?** A. Custom Integration: CSV import & export B. Custom Integration: JSON import C. Webhooks D. All of the above Answer: D ## Next Steps Here are recommended resources to continue learning about Lytics Integrations. ### Academy Courses * **Lytics Connectivity** - an overview of the strategy Lytics uses to build integrations and the new connections on our roadmap that will support your marketing use cases. * How to Export Audiences ### Documentation * [Integrations documentation](https://learn.lytics.com/documentation/product/integrations) - full list of supported tools and detailed docs per provider * [Integrated Marketing Tools](https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/integrated-marketing-tools) - overview of the different integration types, techniques, frequency, resulting data, and more. #### Key takeaways - Connect **Connecting Integrations** 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 11 — Audience Building #### Video details #### At a glance - **Title:** Audience Building - **Duration:** 8m 19s - **Media link:** https://cdn.jwplayer.com/previews/xf4x1xiI - **Publish date (unix):** 1751454050 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113452 kbps - video/mp4 · 180p · 178p · 135487 kbps - video/mp4 · 270p · 268p · 146544 kbps - video/mp4 · 360p · 358p · 160778 kbps - video/mp4 · 406p · 402p · 167149 kbps - video/mp4 · 540p · 536p · 189812 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/xf4x1xiI-120.vtt` #### Transcript will cover audience building, how to build audiences using the data in your Lytx account. What you will learn in this training, what types of data is available for audience segmentation, including the following data types. Existing audiences, content affinity using data science, campaigns or modals that are hosted within Lytx, and custom role, which is the custom data that has been configured into your account. You will also learn how to create and save an audience using the above attributes. The audience builder enables you to create segments of profiles based on a variety of attributes. For example, you can create an audience of recent site visitors, visitors with specific characteristics, or unknown profiles. With these targeting capabilities, you can create personalized user experiences and better performing campaigns. Clicking on the audiences tab opens the audiences main page. Here you'll see all existing audiences. The main audiences page shows the most recently modified audience at the top. It will also show you how many audiences are available and is searchable. You can view the properties of an existing audience by clicking on it. After you open the audience and it loads, you can click the gray pencil button in the upper right to edit or view an audience. If you don't want to make changes, just hit cancel. To create a new audience, go back to the audiences main page and click the green button in the upper right. You need to name your audience to be able to save it. This is a good time to check with your organization's naming conventions. The description field is optional but very useful. It is searchable from the audience main page. The slug field is how the audience will get passed to API enabled third party tools like Facebook. The slug or audience ID will automatically populate from the audience name using underscores for spaces. You can edit it if you do not want to pull from your name of your audience. The slug is how the audience will be labeled in other tools. So you can name it something specific if you want to control how it appears in downstream tools. We also recommend shorter slugs are better. If you want the audience to be available in API enabled third party tools, check the box for whitelist API. If you leave it unchecked but change your mind, you can edit the audience later. Under definition, you will select the criteria for this audience. There are four types of rule sets to select from. First, we'll look at custom rule. Custom rule allows you to segment on all the custom data that has been configured in your account. Examples are email address, total visits, geotargeting like state, last email click date, online purchase, and many more attributes. For example, here's how to add a rule for profiles whose email address you know. Email address exists. You can also look for state. If we want to look at the other attributes, you can add a new rule set. The campaign tab enables you to add rules based on whether a web visitor has been served a Lytx hosted experience or personalized campaign. For example, you can add a rule for all users who have been reached by a campaign. Those campaigns are controlled in the personalize and experiences tab. The content affinity tab allows you to create audiences based on what types of content your visitors are likely to be interested in. The content affinity tab pulls from the top 500 most prominent topics that have been scraped from your website, enabling you to create rules based on what types of content your visitors read about on your site. For example, you can create a rule based on profiles who have a high affinity for electronics. High affinity. You can also make custom. Let's go to high. Add condition. Let's go ahead and add another rule set. The existing audience tab is how you would add a pre-existing audience to a new audience. This tab contains all of the audiences that your team has built and saved in the account. You can add these audiences by selecting them and adding them as a rule. For example, add an existing audience titled computer enthusiast. Audience building logic is straightforward. You can add rules by clicking add new rule for as many rules as you want to use for this audience. This is a rule set of a combined set of attributes. Remember that if you have and selected as the operator, the audience will get smaller each time you add a new rule because the audience consists of users who have multiple qualities. If you flip the operator to or, the audience will contain all profiles with those attributes and keep adding to that audience, therefore making the audience larger. Keep in mind that if you want to separate the audience rule sets to contain a mix of and and or operators, you should add a new rule set like we've been doing here. To delete a rule, scroll over the row that the rule appears and click the red delete this rule text. This delete this rule button is hidden until you scroll over it. When you're ready to save your audience, go ahead and hit create. This will now open the audience main page which will show you total profiles and in the audience, the percentage of your total audience, and the changes over time. Thanks for listening. Future modules will show you how to activate on the audiences that you've created. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:05.000 will cover audience building, how to build audiences using the data in your 2 00:00:05.000 --> 00:00:13.320 Lytx account. What you will learn in this training, what types of data is 3 00:00:13.320 --> 00:00:17.800 available for audience segmentation, including the following data types. 4 00:00:17.800 --> 00:00:25.480 Existing audiences, content affinity using data science, campaigns or modals 5 00:00:25.480 --> 00:00:31.240 that are hosted within Lytx, and custom role, which is the custom data that has 6 00:00:31.240 --> 00:00:36.600 been configured into your account. You will also learn how to create and save 7 00:00:36.600 --> 00:00:43.200 an audience using the above attributes. The audience builder enables you to 8 00:00:43.200 --> 00:00:48.120 create segments of profiles based on a variety of attributes. For example, you 9 00:00:48.120 --> 00:00:52.960 can create an audience of recent site visitors, visitors with specific 10 00:00:52.960 --> 00:00:58.800 characteristics, or unknown profiles. With these targeting capabilities, you 11 00:00:58.800 --> 00:01:08.600 can create personalized user experiences and better performing campaigns. 12 00:01:08.600 --> 00:01:13.520 Clicking on the audiences tab opens the audiences main page. Here you'll see all 13 00:01:13.520 --> 00:01:19.200 existing audiences. The main audiences page shows the most recently modified 14 00:01:19.200 --> 00:01:28.440 audience at the top. It will also show you how many audiences are available and 15 00:01:28.440 --> 00:01:38.800 is searchable. You can view the properties of an existing audience by 16 00:01:38.800 --> 00:01:54.280 clicking on it. After you open the audience and it loads, you can click the 17 00:01:54.280 --> 00:02:03.760 gray pencil button in the upper right to edit or view an audience. If you don't 18 00:02:03.760 --> 00:02:11.680 want to make changes, just hit cancel. To create a new audience, go back to the 19 00:02:11.680 --> 00:02:20.400 audiences main page and click the green button in the upper right. You need to 20 00:02:20.400 --> 00:02:24.840 name your audience to be able to save it. This is a good time to check with your 21 00:02:24.840 --> 00:02:42.640 organization's naming conventions. The description field is optional but very 22 00:02:42.640 --> 00:02:49.440 useful. It is searchable from the audience main page. The slug field is how 23 00:02:49.440 --> 00:02:55.240 the audience will get passed to API enabled third party tools like Facebook. 24 00:02:55.240 --> 00:03:01.640 The slug or audience ID will automatically populate from the audience name using 25 00:03:01.640 --> 00:03:09.480 underscores for spaces. You can edit it if you do not want to pull from your name 26 00:03:09.480 --> 00:03:14.920 of your audience. The slug is how the audience will be labeled in other tools. 27 00:03:14.920 --> 00:03:19.200 So you can name it something specific if you want to control how it appears in 28 00:03:19.200 --> 00:03:26.320 downstream tools. We also recommend shorter slugs are better. If you want the 29 00:03:26.320 --> 00:03:32.360 audience to be available in API enabled third party tools, check the box for 30 00:03:32.360 --> 00:03:38.640 whitelist API. If you leave it unchecked but change your mind, you can edit the 31 00:03:38.640 --> 00:03:45.240 audience later. Under definition, you will select the criteria for this audience. 32 00:03:45.240 --> 00:03:52.800 There are four types of rule sets to select from. First, we'll look at custom 33 00:03:52.800 --> 00:03:58.560 rule. Custom rule allows you to segment on all the custom data that has been 34 00:03:58.560 --> 00:04:06.320 configured in your account. Examples are email address, total visits, geotargeting 35 00:04:06.320 --> 00:04:14.240 like state, last email click date, online purchase, and many more attributes. For 36 00:04:14.240 --> 00:04:21.160 example, here's how to add a rule for profiles whose email address you know. 37 00:04:21.320 --> 00:04:29.360 Email address exists. You can also look for state. 38 00:04:37.080 --> 00:04:42.120 If we want to look at the other attributes, you can add a new rule set. 39 00:04:42.120 --> 00:04:47.920 The campaign tab enables you to add rules based on whether a web visitor has 40 00:04:47.920 --> 00:04:53.520 been served a Lytx hosted experience or personalized campaign. For example, you 41 00:04:53.520 --> 00:04:57.960 can add a rule for all users who have been reached by a campaign. Those 42 00:04:57.960 --> 00:05:04.720 campaigns are controlled in the personalize and experiences tab. The 43 00:05:04.720 --> 00:05:09.240 content affinity tab allows you to create audiences based on what types of 44 00:05:09.240 --> 00:05:15.800 content your visitors are likely to be interested in. The content affinity tab 45 00:05:15.800 --> 00:05:21.080 pulls from the top 500 most prominent topics that have been scraped from your 46 00:05:21.080 --> 00:05:25.960 website, enabling you to create rules based on what types of content your 47 00:05:25.960 --> 00:05:32.560 visitors read about on your site. For example, you can create a rule based on 48 00:05:32.560 --> 00:05:42.480 profiles who have a high affinity for electronics. High affinity. You can also 49 00:05:42.480 --> 00:05:49.880 make custom. Let's go to high. Add condition. Let's go ahead and add another 50 00:05:49.880 --> 00:05:57.200 rule set. The existing audience tab is how you would add a pre-existing audience 51 00:05:57.200 --> 00:06:03.160 to a new audience. This tab contains all of the audiences that your team has 52 00:06:03.160 --> 00:06:07.520 built and saved in the account. You can add these audiences by selecting them 53 00:06:07.520 --> 00:06:14.200 and adding them as a rule. For example, add an existing audience titled computer 54 00:06:14.200 --> 00:06:26.040 enthusiast. Audience building logic is straightforward. You can add rules by 55 00:06:26.040 --> 00:06:33.120 clicking add new rule for as many rules as you want to use for this audience. 56 00:06:33.680 --> 00:06:40.640 This is a rule set of a combined set of attributes. Remember that if you have and 57 00:06:40.640 --> 00:06:46.280 selected as the operator, the audience will get smaller each time you add a new 58 00:06:46.280 --> 00:06:54.400 rule because the audience consists of users who have multiple qualities. If you 59 00:06:54.400 --> 00:06:59.080 flip the operator to or, the audience will contain all profiles with those 60 00:06:59.080 --> 00:07:03.680 attributes and keep adding to that audience, therefore making the audience 61 00:07:03.680 --> 00:07:11.080 larger. Keep in mind that if you want to separate the audience rule sets to 62 00:07:11.080 --> 00:07:19.160 contain a mix of and and or operators, you should add a new rule set like we've 63 00:07:19.160 --> 00:07:28.640 been doing here. To delete a rule, scroll over the row that the rule appears and 64 00:07:28.640 --> 00:07:35.720 click the red delete this rule text. This delete this rule button is hidden 65 00:07:35.720 --> 00:07:39.040 until you scroll over it. 66 00:07:49.360 --> 00:08:01.880 When you're ready to save your audience, go ahead and hit create. This will now 67 00:08:01.880 --> 00:08:06.880 open the audience main page which will show you total profiles and in the 68 00:08:06.880 --> 00:08:12.760 audience, the percentage of your total audience, and the changes over time. 69 00:08:12.760 --> 00:08:17.800 Thanks for listening. Future modules will show you how to activate on the audiences 70 00:08:17.800 --> 00:08:20.760 that you've created. ``` ```transcript [00:00] will cover audience building, how to build audiences using the data in your [00:05] Lytx account. What you will learn in this training, what types of data is [00:13] available for audience segmentation, including the following data types. [00:17] Existing audiences, content affinity using data science, campaigns or modals [00:25] that are hosted within Lytx, and custom role, which is the custom data that has [00:31] been configured into your account. You will also learn how to create and save [00:36] an audience using the above attributes. The audience builder enables you to [00:43] create segments of profiles based on a variety of attributes. For example, you [00:48] can create an audience of recent site visitors, visitors with specific [00:52] characteristics, or unknown profiles. With these targeting capabilities, you [00:58] can create personalized user experiences and better performing campaigns. [01:08] Clicking on the audiences tab opens the audiences main page. Here you'll see all [01:13] existing audiences. The main audiences page shows the most recently modified [01:19] audience at the top. It will also show you how many audiences are available and [01:28] is searchable. You can view the properties of an existing audience by [01:38] clicking on it. After you open the audience and it loads, you can click the [01:54] gray pencil button in the upper right to edit or view an audience. If you don't [02:03] want to make changes, just hit cancel. To create a new audience, go back to the [02:11] audiences main page and click the green button in the upper right. You need to [02:20] name your audience to be able to save it. This is a good time to check with your [02:24] organization's naming conventions. The description field is optional but very [02:42] useful. It is searchable from the audience main page. The slug field is how [02:49] the audience will get passed to API enabled third party tools like Facebook. [02:55] The slug or audience ID will automatically populate from the audience name using [03:01] underscores for spaces. You can edit it if you do not want to pull from your name [03:09] of your audience. The slug is how the audience will be labeled in other tools. [03:14] So you can name it something specific if you want to control how it appears in [03:19] downstream tools. We also recommend shorter slugs are better. If you want the [03:26] audience to be available in API enabled third party tools, check the box for [03:32] whitelist API. If you leave it unchecked but change your mind, you can edit the [03:38] audience later. Under definition, you will select the criteria for this audience. [03:45] There are four types of rule sets to select from. First, we'll look at custom [03:52] rule. Custom rule allows you to segment on all the custom data that has been [03:58] configured in your account. Examples are email address, total visits, geotargeting [04:06] like state, last email click date, online purchase, and many more attributes. For [04:14] example, here's how to add a rule for profiles whose email address you know. [04:21] Email address exists. You can also look for state. [04:37] If we want to look at the other attributes, you can add a new rule set. [04:42] The campaign tab enables you to add rules based on whether a web visitor has [04:47] been served a Lytx hosted experience or personalized campaign. For example, you [04:53] can add a rule for all users who have been reached by a campaign. Those [04:57] campaigns are controlled in the personalize and experiences tab. The [05:04] content affinity tab allows you to create audiences based on what types of [05:09] content your visitors are likely to be interested in. The content affinity tab [05:15] pulls from the top 500 most prominent topics that have been scraped from your [05:21] website, enabling you to create rules based on what types of content your [05:25] visitors read about on your site. For example, you can create a rule based on [05:32] profiles who have a high affinity for electronics. High affinity. You can also [05:42] make custom. Let's go to high. Add condition. Let's go ahead and add another [05:49] rule set. The existing audience tab is how you would add a pre-existing audience [05:57] to a new audience. This tab contains all of the audiences that your team has [06:03] built and saved in the account. You can add these audiences by selecting them [06:07] and adding them as a rule. For example, add an existing audience titled computer [06:14] enthusiast. Audience building logic is straightforward. You can add rules by [06:26] clicking add new rule for as many rules as you want to use for this audience. [06:33] This is a rule set of a combined set of attributes. Remember that if you have and [06:40] selected as the operator, the audience will get smaller each time you add a new [06:46] rule because the audience consists of users who have multiple qualities. If you [06:54] flip the operator to or, the audience will contain all profiles with those [06:59] attributes and keep adding to that audience, therefore making the audience ``` #### Lesson text Gain a baseline understanding of Lytics audiences and how to use the audience builder. ## Introduction ### Introduction to Audiences **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. #### What will I learn? * What are audiences? How are they used in Lytics? * What types of data are available for audience segmentation? * How can I create and save an audience in the Lytics UI? * What out-of-the-box audiences are available in Lytics? * Helpful hints to keep in mind while building audiences Audiences are critical to unlocking the full potential of Lytics. The Lytics audience builder is a powerful tool. All of your custom fields, data science scores, content affinities and other segments are available to create extremely targeted audiences. **What is the difference between an audience & a segment?** Nothing! We use the term "audience" & "segment" interchangeably Audiences are: * Groups of users defined based on specific criteria, or filters. * Central to using Lytics when creating personalized marketing initiatives. * Used to target and define how cross-channel user data is used in campaigns. * A tool that operates on user fields as well as other audiences. * Capable of targeting just one user, every user, or any number in between. In the next section, we will go over the basic UI navigation to prepare you to start building audiences. ### Navigating the UI In the Lytics app, you will find all existing audiences and create new ones in the **Audiences** tab. To start building your own audiences, click the **Create New Audience** button in the upper right corner of the UI. By default, audiences will show in order of "Last Modified Date". You can use the search bar to look up any specific audience name.  You can also organize your list of audiences alphabetically and by whether or not they are API enabled. By default, Lytics audiences are **not API enabled**. **When do I need to API enable my audience?** Enabling API access allows audience membership to be sent to your website. It is also necessary when integrating with other client-side tags/ pixels, or the Lytics personalization API endpoints. Next, we will walk you through some examples of audience building in a tutorial video. ## Building Audiences in Lytics ### Video Tutorial Watch the tutorial video below (~8 mins) to learn the basics of building audiences in the Lytics UI. **Which of the following can you use to build audiences? Select all that apply.** A. Existing Audiences B. Content Affinities C. Raw Data D. Custom Rules Answer: A, B, D **By default, Lytics audiences are NOT enabled for API access.** A. True B. False Answer: A ### Audience Builder Tabs Now, we'll go over the different tabs of the Lytics Audience Builder and the variables available for segmentation. ![audience-builder-scores.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt3f9f9274ec8303b0/68655529b734d046be943a36/audience-builder-scores.png) #### Existing Audience This tab includes existing audiences and their size categorized by audience type such as characteristics. * Characteristics: pre-built audiences pertaining to single user attributes such as location or behavior. #### Content Affinity This tab is used to add Affinity-based rules to your audience. Since Affinities are a group of related Topics, you can effectively target users interested in several subjects or products. If you are looking to update existing audiences based on Topics, or build new ones with a single Topic, you can do so under the **Custom Rule** tab. #### Campaign This tab is used to add rules regarding users' interactions with Lytics [Personalize Campaigns](https://learn.lytics.com/documentation/product/features/web-personalization/web-personalization-introduction) to your audience. For example, users who were reached or converted with a Lytics campaign. It's important to note that you can only create audiences for Personalize Campaigns (Legacy) in this tab, NOT Experiences. If you'd like to create an audience based on user interaction with an Experience you can do so in the Custom Rules tab. See [here](https://learn.lytics.com/documentation/product/features/audiences/building-audiences/experiences#building-audiences:-experiences) for more info. #### Custom Rule This tab is used to add any rule based on a [user field](https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/user-fields) to the audience being built or edited. All user fields in the account will be under the Custom Rules Tab. Types of user fields can include: * Numeric - The number of times a user visited your site or opened an email * Text - First name (commonly used for miscellaneous information) * Date - When was the last time a user visited? * Set - All URLs visited by a user (commonly used for collecting related data over time) * Map/Nested - Events per device (i.e. Desktop, Mobile, Laptop) \*Add hierarchy to a dynamic domain of data If you'd like more info, check out our [Audience Building documentation](https://learn.lytics.com/documentation/product/features/audiences/building-audiences/overview). **Tip:** Are audiences updated in real time? Yes! When creating or editing an audience, you will always see real-time numbers so that you can make precise decisions based on accurate data (see screenshot below). ![audience-builder-real-time-count.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt8e78d5d82ef1d51a/6865552a4431706cfdfdb457/audience-builder-real-time-count.png) However, a caveat to note: audience sizes you see throughout the Lytics app (outside the Audience Builder) are updated every few hours for performance reasons.  Next we will go over the out-of-the-box audiences that are provided by Lytics. ### Out-of-the-Box Audiences Lytics will automatically create a handful audiences that are helpful for many marketing use cases. * **All** - All users in the account. * **Anonymous Profiles** - Those users who only have the Lytics Cookie ID and have not yet been stitched with other data sources. * **Behavioral Scores** - These scores each represent a distinct behavioral quality and can be composed to build rich audiences.  * Please note, users must have behavioral data to make confident measurements before they have scores. If a user was added to Lytics via email upload, for instance, they would have no scores.\*  * Since using Lytics [behavioral scores](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/lytics-scores) directly requires a level of understanding of the data science at play, Lytics also offers out-of-the-box "Behavioral Audiences." * **Behavioral Audiences** \-blends of scores that can be used alone or as a rule in a custom audience**.** * Examples: Frequent Users, Likely to Re-engage, At Risk Users, etc. * Read more about [behavioral audiences](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences#the-full-set-of-out-of-the-box-behavioral-audiences) *  **Custom Rules** such as "Last Active", "Devices Used", "Total Pageview Count" * See the full list of [out-of-the-box custom rules](https://learn.lytics.com/documentation/product/features/audiences/building-audiences/out-of-the-box-custom-rules#out-of-the-box-custom-rules) We'll cover Out-of-the-Box Audiences in more detail in other courses. Next, let's look at a few examples of audiences you may want to build in your account. ## Tips and Tricks ### Useful Audience Examples Here are some some examples of useful audiences you may want to build: * Anonymous to Known Users  * Anonymous users are those with a Web Cookie ID. * Known users are those with an email or other identifier. * Build an audience of users that have both a Web Cookie ID and an email. Here is an [example](https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles#tracking-growth). * Mobile Users * The Lytics JS Tag will automatically record if a user has ever used a mobile device to view your webpages. * Creating a list of those who use mobile devices can be helpful when marketing a new mobile app. See our [Drive mobile app downloads use case](https://learn.lytics.com/use-cases/drive-mobile-app-downloads). * Free Trial Users who are highly engaged * You often need to incentivize users to become paid subscribers. By identifying users who are highly engaged that are not yet subscribers, you can target them with relevant offers to drive conversions. * See our use case: [Convert highly engaged users to subscribers](https://learn.lytics.com/use-cases/lookalike-models-convert-highly-engaged-users-to-subscribers) * Known Users who have made a single purchase * Once you’ve acquired customers, a good way to increase sales and revenue without increasing advertising cost significantly is to target customers that are most likely to return for a second or third purchase. * See our use case: [Convert single purchasers to multi-purchasers](https://learn.lytics.com/use-cases/lookalike-models-convert-single-purchasers-to-multi-purchasers) ### Helpful Hints #### Use existing audiences as building blocks Beginning with an existing audience filter will allow you to create a new sub-set audience much easier. Be careful to keep from having cross-references in multiple audiences! #### Audience Counts Keep in mind that audiences are **real-time**. Audiences are filters applied to the total audience and will change whenever a user's behavior changes in a way that will add or remove them from the audience definition. In this way, tracking audience size over time is a powerful reporting tool. #### Adjust rule logic to target more or less users Lytics audiences are incredibly flexible. You can include multiple user attributes within a rule, and even include multiple rule sets within a given audience.  Use the **AND** operator to target a **smaller** audience of users who have multiple attributes.  * Example: people who are frequent users AND have a high affinity for Lytics. ![audience-builder-and-example.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt9ad8ec0292ff6a92/686604caf4c619a376fcf0cf/audience-builder-and-example.png) Use the **OR** operator to target a **larger** audience of users who have one or more attributes. * Example: users who have made a purchase OR users who are loyalty members. ![audience-builder-or-example.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta8aed82bb6a21eaa/686604ca8628602d45348b9a/audience-builder-or-example.png) Learn more about building audiences with [Multiple Rules & Rule Sets](https://learn.lytics.com/documentation/product/features/audiences/building-audiences/multiple-rules-and-rulesets). #### Test your audience configuration  You can export any audience as CSV file to an email, which can be very useful for testing to make sure your audience is configured properly. To export an audience to an email: 1. Click the "Export" button on the Audience page. 2. Choose "Custom Integrations". 3. Choose "Email CSV" and the "Email" Authorization option. 4. Enter the email address, description, and fields to export. Be careful when exporting Personally Identifiable Information (PII)! You may want to just send the Web Cookie ID for testing, and look up the profiles in the UI to confirm they are the correct ones. 5. In the "Advanced Options", make sure the "**Continuous Export**" setting is unchecked to make this a one-time email. ## Next Steps We recommend you check out the following resources next. ### Academy Courses * How to Export Audiences  * Behavioral Audiences * Connecting Integrations ### Documentation * [Audiences Overview](https://learn.lytics.com/documentation/product/features/audiences/audiences-introduction) * [Experiences Overview](https://learn.lytics.com/documentation/product/features/experiences/overview) * [Goals Overview](https://learn.lytics.com/documentation/product/features/goals/canvas-overview) #### Key takeaways - Connect **Audience Building** 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 12 — Content Classification #### Video details #### At a glance - **Title:** Content Classification - **Duration:** 2m 52s - **Media link:** https://cdn.jwplayer.com/previews/ptmRlHzG - **Publish date (unix):** 1751521283 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113848 kbps - video/mp4 · 180p · 180p · 138661 kbps - video/mp4 · 270p · 270p · 150735 kbps - video/mp4 · 360p · 360p · 163904 kbps - video/mp4 · 406p · 406p · 174657 kbps - video/mp4 · 540p · 540p · 198807 kbps - video/mp4 · 720p · 720p · 235869 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/ptmRlHzG-120.vtt` #### Transcript Classification is likely the first of several content-related features you'll be exposed to while working with Linux. In order to understand behavior, we must first understand the content that is being interacted with. Classification does just that. Linux proactively scrapes content that your users are consuming and then leverages a mix of natural language processing and image analysis tools to break down each document, or URL, into a set of topics that reflect the actual consumable content. These topics are then used to create individual affinity scores on a user, make recommendations, etc. The actual application of affinities and recommendations will be covered in another module, so let's focus on ensuring classification is healthy and setting us up for success. Upon visiting the Classification section, you'll be asked which domains we are allowed to process content from. This is very important as a first step to ensure unrelated content and topics do not make their way into your corpus. Simply click the Edit button and add the domains relevant to your brand. Adding or removing a domain is as simple as clicking Content Settings and then adjusting the settings here by either adding one or removing. As we go back to the Classification Overview, at the top you'll get the Classification Activity, which is simply a breakdown of how much content we're classifying and on what interval. Initially, you'll probably see large spikes as we classify all of your content, and then as things progress you'll see fewer and fewer classifications as we only update content that changes or is stale. Moving to Document Health, we help you understand which content can't be classified. Here you'll see things such as 404 errors or 500s. Finally, at the bottom you can either reclassify or manually classify content. This is handy in the case that you fixed, say, a 404 error above, or perhaps you've just added one new document and you want to classify it immediately. Likewise, it's a handy tool to go and just see how a document itself is being classified or might be classified as a test. Simply put in a URL, hit Get Details, and we'll run it through the same natural language processes and image analysis that we would on a full classification. You'll see what's returned is an overview of the data that we would collect, the title, the descriptions, URLs, topics, etc. Here, if you wanted to add this to your corpus, you could just simply hit Complete Classification or put in a different URL to try the classification again. Be sure to visit learn.linux. Here you'll find the various ways that we work with existing taxonomies, have CMSs with built-in integrations, and so on. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:08.000 Classification is likely the first of several content-related features you'll be exposed to while working with Linux. 2 00:00:08.000 --> 00:00:13.000 In order to understand behavior, we must first understand the content that is being interacted with. 3 00:00:13.000 --> 00:00:16.000 Classification does just that. 4 00:00:16.000 --> 00:00:22.000 Linux proactively scrapes content that your users are consuming and then leverages a mix of natural language processing 5 00:00:22.000 --> 00:00:26.000 and image analysis tools to break down each document, or URL, 6 00:00:26.000 --> 00:00:30.000 into a set of topics that reflect the actual consumable content. 7 00:00:30.000 --> 00:00:38.000 These topics are then used to create individual affinity scores on a user, make recommendations, etc. 8 00:00:38.000 --> 00:00:42.000 The actual application of affinities and recommendations will be covered in another module, 9 00:00:42.000 --> 00:00:49.000 so let's focus on ensuring classification is healthy and setting us up for success. 10 00:00:49.000 --> 00:00:56.000 Upon visiting the Classification section, you'll be asked which domains we are allowed to process content from. 11 00:00:56.000 --> 00:01:02.000 This is very important as a first step to ensure unrelated content and topics do not make their way into your corpus. 12 00:01:02.000 --> 00:01:07.000 Simply click the Edit button and add the domains relevant to your brand. 13 00:01:07.000 --> 00:01:11.000 Adding or removing a domain is as simple as clicking Content Settings 14 00:01:11.000 --> 00:01:23.000 and then adjusting the settings here by either adding one or removing. 15 00:01:23.000 --> 00:01:29.000 As we go back to the Classification Overview, at the top you'll get the Classification Activity, 16 00:01:29.000 --> 00:01:33.000 which is simply a breakdown of how much content we're classifying and on what interval. 17 00:01:33.000 --> 00:01:37.000 Initially, you'll probably see large spikes as we classify all of your content, 18 00:01:37.000 --> 00:01:45.000 and then as things progress you'll see fewer and fewer classifications as we only update content that changes or is stale. 19 00:01:45.000 --> 00:01:49.000 Moving to Document Health, we help you understand which content can't be classified. 20 00:01:49.000 --> 00:01:53.000 Here you'll see things such as 404 errors or 500s. 21 00:01:53.000 --> 00:01:58.000 Finally, at the bottom you can either reclassify or manually classify content. 22 00:01:58.000 --> 00:02:01.000 This is handy in the case that you fixed, say, a 404 error above, 23 00:02:01.000 --> 00:02:05.000 or perhaps you've just added one new document and you want to classify it immediately. 24 00:02:05.000 --> 00:02:11.000 Likewise, it's a handy tool to go and just see how a document itself is being classified or might be classified as a test. 25 00:02:11.000 --> 00:02:16.000 Simply put in a URL, hit Get Details, 26 00:02:16.000 --> 00:02:22.000 and we'll run it through the same natural language processes and image analysis that we would on a full classification. 27 00:02:22.000 --> 00:02:25.000 You'll see what's returned is an overview of the data that we would collect, 28 00:02:25.000 --> 00:02:33.000 the title, the descriptions, URLs, topics, etc. 29 00:02:33.000 --> 00:02:41.000 Here, if you wanted to add this to your corpus, you could just simply hit Complete Classification or put in a different URL to try the classification again. 30 00:02:41.000 --> 00:02:43.000 Be sure to visit learn.linux. 31 00:02:43.000 --> 00:02:52.000 Here you'll find the various ways that we work with existing taxonomies, have CMSs with built-in integrations, and so on. ``` ```transcript [00:00] Classification is likely the first of several content-related features you'll be exposed to while working with Linux. [00:08] In order to understand behavior, we must first understand the content that is being interacted with. [00:13] Classification does just that. [00:16] Linux proactively scrapes content that your users are consuming and then leverages a mix of natural language processing [00:22] and image analysis tools to break down each document, or URL, [00:26] into a set of topics that reflect the actual consumable content. [00:30] These topics are then used to create individual affinity scores on a user, make recommendations, etc. [00:38] The actual application of affinities and recommendations will be covered in another module, [00:42] so let's focus on ensuring classification is healthy and setting us up for success. [00:49] Upon visiting the Classification section, you'll be asked which domains we are allowed to process content from. [00:56] This is very important as a first step to ensure unrelated content and topics do not make their way into your corpus. [01:02] Simply click the Edit button and add the domains relevant to your brand. [01:07] Adding or removing a domain is as simple as clicking Content Settings [01:11] and then adjusting the settings here by either adding one or removing. [01:23] As we go back to the Classification Overview, at the top you'll get the Classification Activity, [01:29] which is simply a breakdown of how much content we're classifying and on what interval. [01:33] Initially, you'll probably see large spikes as we classify all of your content, [01:37] and then as things progress you'll see fewer and fewer classifications as we only update content that changes or is stale. [01:45] Moving to Document Health, we help you understand which content can't be classified. [01:49] Here you'll see things such as 404 errors or 500s. [01:53] Finally, at the bottom you can either reclassify or manually classify content. [01:58] This is handy in the case that you fixed, say, a 404 error above, [02:01] or perhaps you've just added one new document and you want to classify it immediately. [02:05] Likewise, it's a handy tool to go and just see how a document itself is being classified or might be classified as a test. [02:11] Simply put in a URL, hit Get Details, [02:16] and we'll run it through the same natural language processes and image analysis that we would on a full classification. [02:22] You'll see what's returned is an overview of the data that we would collect, [02:25] the title, the descriptions, URLs, topics, etc. [02:33] Here, if you wanted to add this to your corpus, you could just simply hit Complete Classification or put in a different URL to try the classification again. [02:41] Be sure to visit learn.linux. [02:43] Here you'll find the various ways that we work with existing taxonomies, have CMSs with built-in integrations, and so on. ``` #### Lesson text Learn how Content Classification enables Lytics to understand what your customers finds most interesting and relevant. ## Content Classification ### Overview **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. ## What will I learn? * What is Content Classification? * Why is it important? * How can I use the Classification Dashboard? In this guide, we'll introduce you to our out-of-the-box content classification service. Understanding how your brand's content is being consumed enables Lytics to understand what your audience finds most interesting and relevant. ### Why is classification important? #### What is "content hygiene" anyway? For a moment, let's think of your brand's content like a closet. All of us have clothes, perhaps far more than we actually need. Besides clothes, we often store shoes, purses or bags, and a smattering of other items in our closets. Many of us find it difficult to keep our closets organized. As long as we look decent when we walk out the door, no one has to know that our closet is a dumping ground. Likewise, for many companies, their content coming from a CMS or other sources is often a mess. But as long as the public-facing assets look good (website, blog, etc.), no one has to know how organized (or not) their content system is. Why does this matter? Clients often come to Lytics with their content in a disorganized state. Lytics ingests and classifies all their content. Down the line when the customer is ready to execute a recommendation use case, they are frustrated and confused why their content collections include a bunch of broken links, random topics unrelated to their brand, and the content they care about is missing. How does this happen? Garbage in, garbage out. In order to execute powerful content recommendations, you must start by making sure your account has proper **content hygiene**, which entails: * Accurate metadata such as title, description, images, etc. * Healthy HTTP status codes - is the content accessible? * Proper domain and path settings to ensure the right content is classified * And much more... The good news of this story? In Lytics, you have a **dashboard** dedicated to help **understand how Lytics is classifying your content** and what steps you can take to **improve content hygiene**. ### Core Concepts Before we check out the classification dashboard in Lytics, let's review a few key terms. * **Classification -** the task of assigning one or more categories or topics to a document. This is also referred to as “Enrichment” in some contexts. * **Documents -** a document is a single piece of content, usually corresponding to a URL on the customer’s website, an email, ad, or other content types. * **Natural Language Processing (NLP) -** A programmatic approach to analyzing large amounts of language data. * **Keywords** - Extracted verbatim from text, a less sophisticated approach to topic analysis. * **Topics -** Topics are extracted using NLP and are able to make inferences about themes or core subject matter of the content. See [how Topics are different than Keywords](https://learn.lytics.com/documentation/product/features/content-affinity-engine/topic-extraction#how-topics-are-different-than-keywords). In other guides, we'll cover Lytics Affinity Engine, Content Collections, and Recommendations in more detail. #### Match the term to its definition. Topics Extracted using NLP. Able to make inferences Keywords Extracted verbatim from text Classification A programmatic approach to analyzing large amounts of language data Natural Language Processing (NLP) Task of assigning one or more categories or topics to a document ## Using the Classification Dashboard ### Classification Dashboard The Content Classification dashboard provides visibility into how your content is being scraped, indexed, and classified by the Lytics Affinity Engine. You can find the **Classification** section under the **Content** tab in the UI. ![content-classification.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt87da047c556c765c/68662bed65a2190e92d19c9f/content-classification.png) We'll walk you through each of the modules: #### Domain and Path Settings These settings are essential to make sure Lytics classifies the right content that will be used in your marketing initiatives. Note, only **account admins** can adjust the Content Settings to add or remove approved domains and ignored paths. Admins can also make sure Lytics observes your **robots.txt directives** for content enrichment. #### Classification Activity Shows the number of documents that have been classified for your account in the last week. You can also adjust the chart to see the distribution throughout history to help you understand if and when you are hitting the **default monthly quota of 20,000 URLs** for your account. #### Document Health Surfaces a list of content that Lytics is unable to classify due to its “unhealthy” state. Lytics defines document health based on HTTP status codes.  * Status codes 200-399 are considered “healthy” * Status codes 400+ are considered “unhealthy” **Note:** See the [documentation](https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-classification) for more details and screenshots. **What is the default monthly classification quota?** A. 10,000 URLs B. 20,000 URLs C. 50,0000 URLs **Which account setting(s) should your Lytics admin set to ensure Lytics classifies the right content from your website? Select all that apply.** A. Allowlist and Blocklist for Domains & Paths B. Robots.txt directives C. Custom properties D. Schema promoted fields ### Manual Classification The Manual Classification section allows you to preview how a single document will be classified by Lytics. You can use this to resolve any issues with how your page is set up before it’s added to the Lytics content corpus.  Once a piece of content has been added to the corpus, its topics then become available for use in personalization such as recommendations or content affinity.  See the GIF below for a glimpse of how the Manual Classification tool works. ![manual\_content\_classification\_preview.gif](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt4731eea2b5842e90/68662c4df44b17642078c3d3/manual_content_classification_preview.gif) **Until a document has been classified, its topics are not available for use in personalization such as recommendations or affinity-based audiences.** A. True B. False ### Find a Document Just like you're able to "Find a User" within the Audiences section, you can **Find a Document** within the Content section of the Lytics UI. You may need to search for a specific document that has recently been classified to verify the description, topics, or other metadata. Typically, you'll use this when trying to debug an issue or ensure that a Content Collection is ready to be used for a recommendation use case. ![content-classification.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt87da047c556c765c/68662bed65a2190e92d19c9f/content-classification.png)If you make adjustments to any of your documents, such as updating a blog post or refreshing a product landing page, you can request Lytics to manually re-classify the document. This will ensure the Lytics content corpus has the most up-to-date information to serve in any of your content or product recommendations. **You can request Lytics to manually re-classify a document via the UI.** A. True B. False ## Next Steps ### More Resources * [Content Classification documentation](https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-classification) * [Content Affinity Engine documentation](https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-affinity-engine-introduction) ### Use Cases: * [Deliver Targeted Content](https://learn.lytics.com/use-cases/deliver-targeted-content) * [Keep Visitors Engaged with Content Recommendation Experiences](https://learn.lytics.com/use-cases/keep-visitors-engaged-with-content-recommendation-experiences) * [Promote Relevant Content to Users based on their Interests](https://learn.lytics.com/use-cases/promote-relevant-content-to-users-based-on-their-interests) #### Key takeaways - Connect **Content Classification** 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 13 — Intro to Goals #### Video details #### At a glance - **Title:** Goals - **Duration:** 3m 41s - **Media link:** https://cdn.jwplayer.com/previews/HCRmKnua - **Publish date (unix):** 1751527945 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113671 kbps - video/mp4 · 180p · 180p · 134349 kbps - video/mp4 · 270p · 270p · 143764 kbps - video/mp4 · 360p · 360p · 155771 kbps - video/mp4 · 406p · 406p · 163874 kbps - video/mp4 · 720p · 720p · 212471 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/HCRmKnua-120.vtt` #### Transcript Goals are an essential part of analytics implementation. On one hand, they allow for an understanding of how the aggregate efforts are contributing to one or more top-level marketing goals, such as increased known users. On another hand, they unlock attribution. How are individual campaigns performing and contributing to your goals? Finally, goals and the stages within represent a means to manage more complicated journey logic and fully automated decisioning, or what we call delivery optimization. We'll cover all of that in a later module. Creating goals is simple. Either choose from one of the predefined goals to get your feet wet, or choose Create Custom to customize it to your liking. When creating a custom goal, you'll simply name the top-level goal, say unknown to known, and then you'll select a start audience and an end goal audience. The start audience simply represents who you want to be a candidate for this goal. Which users should be impacted by the campaigns ultimately that you select? In our case, we'll say unknown users. Finally, the goal audience represents where you want them to be. In our case of this simple goal, we want them to be known users. So, known. In this case, the stage in the middle then represents all unknown users, because they're a member of the unknown audience and they haven't yet become a member of the known audience. Let's go ahead and label that here. Once saved, you can then go start to add your experiences. As an advanced user, you can start to do that right here, which we'll cover in a later module. But for most users, especially beginners, we recommend using the top-level dashboard to help streamline that process. Let's take a quick overview of some important metrics. Since we just created this goal, there's not going to be a whole lot to look at here, but there are a few notable things. For instance, we can start to associate individual experiences with this particular goal. This is how we unlock attribution. We'll cover importing experiences and all things experience in a separate module. You'll have the name and some brief information. You'll have overview on your progress towards achieving that goal. You'll have an understanding of experience performance, which experiences are associated with this goal specifically, and how are they contributing? How are they converting on their own? As well as how those conversions actually translate into top-level goal progression. You'll have the ability to track these customers across channels. Effectively, this is a KPI to measure the effectiveness of your identity resolution strategy. Below that, we get into content. Based on how many documents or pieces of content we have, which ones are most relevant to our customers? Should you produce more of one type? Should you produce less of one type? Further down, you see specific recommendations for this audience. Out of the content that exists today, which pieces of content might resonate most and be relevant to use in campaigns? Goals truly are where we see customers spending time each day learning about marketing. They'll be your guide as you navigate the various features of the Lytx platform on your way to relevant, personalized communication. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:05.000 Goals are an essential part of analytics implementation. 2 00:00:05.000 --> 00:00:10.000 On one hand, they allow for an understanding of how the aggregate efforts are contributing to 3 00:00:10.000 --> 00:00:15.000 one or more top-level marketing goals, such as increased known users. On another hand, 4 00:00:15.000 --> 00:00:20.000 they unlock attribution. How are individual campaigns performing and contributing to your goals? 5 00:00:20.000 --> 00:00:25.000 Finally, goals and the stages within represent a means to manage 6 00:00:25.000 --> 00:00:30.000 more complicated journey logic and fully automated decisioning, or what we call 7 00:00:30.000 --> 00:00:35.000 delivery optimization. We'll cover all of that in a later module. 8 00:00:35.000 --> 00:00:40.000 Creating goals is simple. Either choose from one of the predefined goals to get your feet wet, 9 00:00:40.000 --> 00:00:45.000 or choose Create Custom to customize it to your liking. 10 00:00:45.000 --> 00:00:50.000 When creating a custom goal, you'll simply name the top-level goal, 11 00:00:50.000 --> 00:00:55.000 say unknown to known, 12 00:00:55.000 --> 00:01:00.000 and then you'll select a start audience and an end goal audience. 13 00:01:00.000 --> 00:01:05.000 The start audience simply represents who you want to be a candidate for this goal. 14 00:01:05.000 --> 00:01:10.000 Which users should be impacted by the campaigns ultimately that you select? 15 00:01:10.000 --> 00:01:15.000 In our case, we'll say unknown users. 16 00:01:15.000 --> 00:01:20.000 Finally, the goal audience represents where you want them to be. 17 00:01:20.000 --> 00:01:25.000 In our case of this simple goal, we want them to be known users. 18 00:01:25.000 --> 00:01:30.000 So, known. 19 00:01:30.000 --> 00:01:35.000 In this case, the stage in the middle then represents all unknown users, because they're a member of the unknown audience 20 00:01:35.000 --> 00:01:40.000 and they haven't yet become a member of the known audience. 21 00:01:40.000 --> 00:01:45.000 Let's go ahead and label that here. 22 00:01:45.000 --> 00:01:50.000 Once saved, you can then go start to add your experiences. 23 00:01:50.000 --> 00:01:55.000 As an advanced user, you can start to do that right here, which we'll cover in a later module. 24 00:01:55.000 --> 00:02:00.000 But for most users, especially beginners, we recommend using the top-level dashboard 25 00:02:00.000 --> 00:02:05.000 to help streamline that process. 26 00:02:05.000 --> 00:02:10.000 Let's take a quick overview of some important metrics. 27 00:02:10.000 --> 00:02:15.000 Since we just created this goal, there's not going to be a whole lot to look at here, but there are a few notable things. 28 00:02:15.000 --> 00:02:20.000 For instance, we can start to associate individual experiences with this particular goal. 29 00:02:20.000 --> 00:02:25.000 This is how we unlock attribution. 30 00:02:25.000 --> 00:02:30.000 We'll cover importing experiences and all things experience in a separate module. 31 00:02:30.000 --> 00:02:35.000 You'll have the name and some brief information. 32 00:02:35.000 --> 00:02:40.000 You'll have overview on your progress towards achieving that goal. 33 00:02:40.000 --> 00:02:45.000 You'll have an understanding of experience performance, which experiences are associated with this goal specifically, 34 00:02:45.000 --> 00:02:50.000 and how are they contributing? How are they converting on their own? 35 00:02:50.000 --> 00:02:55.000 As well as how those conversions actually translate into top-level goal progression. 36 00:02:55.000 --> 00:03:00.000 You'll have the ability to track these customers across channels. 37 00:03:00.000 --> 00:03:05.000 Effectively, this is a KPI to measure the effectiveness of your identity resolution strategy. 38 00:03:05.000 --> 00:03:10.000 Below that, we get into content. 39 00:03:10.000 --> 00:03:15.000 Based on how many documents or pieces of content we have, which ones are most relevant to our customers? 40 00:03:15.000 --> 00:03:20.000 Should you produce more of one type? Should you produce less of one type? 41 00:03:20.000 --> 00:03:25.000 Further down, you see specific recommendations for this audience. 42 00:03:25.000 --> 00:03:30.000 Out of the content that exists today, which pieces of content might resonate most and be relevant to use in campaigns? 43 00:03:30.000 --> 00:03:35.000 Goals truly are where we see customers spending time each day learning about marketing. 44 00:03:35.000 --> 00:03:40.000 They'll be your guide as you navigate the various features of the Lytx platform on your way to relevant, personalized communication. ``` ```transcript [00:00] Goals are an essential part of analytics implementation. [00:05] On one hand, they allow for an understanding of how the aggregate efforts are contributing to [00:10] one or more top-level marketing goals, such as increased known users. On another hand, [00:15] they unlock attribution. How are individual campaigns performing and contributing to your goals? [00:20] Finally, goals and the stages within represent a means to manage [00:25] more complicated journey logic and fully automated decisioning, or what we call [00:30] delivery optimization. We'll cover all of that in a later module. [00:35] Creating goals is simple. Either choose from one of the predefined goals to get your feet wet, [00:40] or choose Create Custom to customize it to your liking. [00:45] When creating a custom goal, you'll simply name the top-level goal, [00:50] say unknown to known, [00:55] and then you'll select a start audience and an end goal audience. [01:00] The start audience simply represents who you want to be a candidate for this goal. [01:05] Which users should be impacted by the campaigns ultimately that you select? [01:10] In our case, we'll say unknown users. [01:15] Finally, the goal audience represents where you want them to be. [01:20] In our case of this simple goal, we want them to be known users. [01:25] So, known. [01:30] In this case, the stage in the middle then represents all unknown users, because they're a member of the unknown audience [01:35] and they haven't yet become a member of the known audience. [01:40] Let's go ahead and label that here. [01:45] Once saved, you can then go start to add your experiences. [01:50] As an advanced user, you can start to do that right here, which we'll cover in a later module. [01:55] But for most users, especially beginners, we recommend using the top-level dashboard [02:00] to help streamline that process. [02:05] Let's take a quick overview of some important metrics. [02:10] Since we just created this goal, there's not going to be a whole lot to look at here, but there are a few notable things. [02:15] For instance, we can start to associate individual experiences with this particular goal. [02:20] This is how we unlock attribution. [02:25] We'll cover importing experiences and all things experience in a separate module. [02:30] You'll have the name and some brief information. [02:35] You'll have overview on your progress towards achieving that goal. [02:40] You'll have an understanding of experience performance, which experiences are associated with this goal specifically, [02:45] and how are they contributing? How are they converting on their own? [02:50] As well as how those conversions actually translate into top-level goal progression. [02:55] You'll have the ability to track these customers across channels. [03:00] Effectively, this is a KPI to measure the effectiveness of your identity resolution strategy. [03:05] Below that, we get into content. [03:10] Based on how many documents or pieces of content we have, which ones are most relevant to our customers? [03:15] Should you produce more of one type? Should you produce less of one type? [03:20] Further down, you see specific recommendations for this audience. [03:25] Out of the content that exists today, which pieces of content might resonate most and be relevant to use in campaigns? [03:30] Goals truly are where we see customers spending time each day learning about marketing. [03:35] They'll be your guide as you navigate the various features of the Lytx platform on your way to relevant, personalized communication. ``` #### Lesson text Find out how Lytics Goals allow you to influence and measure the progress of your customers toward your business goals. ## Overview Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. ### What will I learn? * What are Goals? * Why are they important? * What is Goal Intelligence? * Can I customize my Goals? In this guide, we'll introduce Goals and the important role they play within Lytics. Goals allow you to influence and measure the progress of your customers toward your business goals. Goals can include Experiences and Stages that you define to drive customers towards specific conversion events. Most importantly, Goals enable Lytics to unlock and measure attribution across your Experiences. ## Knowledge Check **Lytics offers pre-defined Goals.** A. True B. False Answer: A **Match the Lytics term to its description.** Experiences Top-level marketing objective, such as "Convert Unknown to Known Users" Start Audience Specific marketing tactic, such as a modal to encourage new email sign-ups Goals A step or conversion opportunity for customers to move towards your Goal. End Audience Users that are candidates for your campaigns (e.g. Unknown Users) Stages Users that have converted (e.g. Known Users) **Lytics Goals unlock \_\_\_\_\_ to determine how individual campaigns are performing and contributing to your goals.** A. Analytics B. Attribution C. UTM Tracking Answer: B ## Next Steps To continue learning about Lytics Goals, we recommend you check out the following. ### Academy Courses * Experiences ### Documentation * [Goals Overview](https://learn.lytics.com/solutions/goals) * [How to use the Goals Canvas](https://learn.lytics.com/documentation/product/features/goals/canvas-overview) * [Goal Intelligence](https://learn.lytics.com/documentation/product/features/lytics-view/goal-intelligence) #### Key takeaways - Connect **Intro to Goals** 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 14 — Intro to Experiences #### Video details #### At a glance - **Title:** Experiences - **Duration:** 3m 19s - **Media link:** https://cdn.jwplayer.com/previews/geCkVBS8 - **Publish date (unix):** 1751536709 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113965 kbps - video/mp4 · 180p · 180p · 134864 kbps - video/mp4 · 270p · 270p · 143374 kbps - video/mp4 · 360p · 360p · 154541 kbps - video/mp4 · 406p · 406p · 159622 kbps - video/mp4 · 540p · 540p · 176889 kbps - video/mp4 · 720p · 720p · 201394 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/geCkVBS8-120.vtt` #### Transcript Experiences represent your individual marketing efforts, or in many cases campaigns. They are always directly related to a touchpoint from one of your channel tools such as Facebook ads or interval email blasts. Each experience comes with an intelligence report to get insights and information related to the performance. This prevents you from having to log into every single channel tool every single day to understand how your marketing is performing. In addition, you'll be able to better understand the relationship to your content that's available, the content that resonates with your market, as well as a variety of other data science AI-based insights. When paired with goals, experiences unlock attribution. So you can better understand what experiences are contributing to reaching your top-level goals, ensure that you are always investing in campaigns that are moving you towards your goal, first just converting independently. Getting started with experiences is easy using our unique experience import functionality. Simply go to experiences, add experience, import, choose your tool of preference. Here we'll choose Facebook. Choose an authorization. In this case, we don't have an authorization set up, so we'll set up a new one. We'll call it MarkzOff. We'll save my authorization. Now, when we're back in the wizard, you'll see my opt is available. I'll click this, choose the Facebook account that I'd like to use to import from, and I'll be presented with all of the ads that are currently running or have ran from that account. Simply checking the ads that I'd like to import, and choosing import three experiences in this case, will result in those three campaigns and all their contextual information being imported into Lytx so that you can easily access them, manage them, and ultimately optimize those with Lytx audiences in the future. When it comes to activating an experience, you can do so in just a few clicks. In this example, we have a web personalization experience that hasn't been published yet. We'll simply go to edit, verify the configuration. Everything looks good here. We'll save and exit. And then we'll resume or we'll publish. At this point, that web personalization campaign is live. In the case of Facebook or Google Ads, this would kick off the pushing of the audience that you've configured to that platform so that you can configure it within your ad. Lytx experiences are at the heart and soul of understanding how your campaigns are performing, can be optimized, and integrate with the rest of your marketing technologies. That's it for this intro to experiences, but stay tuned for more advanced guides on how experiences play an important role in automation as you move forward towards one-to-one marketing. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:08.000 Experiences represent your individual marketing efforts, or in many cases campaigns. 2 00:00:08.000 --> 00:00:15.000 They are always directly related to a touchpoint from one of your channel tools such as Facebook ads or interval email blasts. 3 00:00:15.000 --> 00:00:20.000 Each experience comes with an intelligence report to get insights and information related to the performance. 4 00:00:20.000 --> 00:00:26.000 This prevents you from having to log into every single channel tool every single day to understand how your marketing is performing. 5 00:00:26.000 --> 00:00:36.000 In addition, you'll be able to better understand the relationship to your content that's available, the content that resonates with your market, 6 00:00:36.000 --> 00:00:41.000 as well as a variety of other data science AI-based insights. 7 00:00:41.000 --> 00:00:47.000 When paired with goals, experiences unlock attribution. 8 00:00:47.000 --> 00:00:53.000 So you can better understand what experiences are contributing to reaching your top-level goals, 9 00:00:53.000 --> 00:01:00.000 ensure that you are always investing in campaigns that are moving you towards your goal, first just converting independently. 10 00:01:00.000 --> 00:01:06.000 Getting started with experiences is easy using our unique experience import functionality. 11 00:01:06.000 --> 00:01:13.000 Simply go to experiences, add experience, import, choose your tool of preference. 12 00:01:13.000 --> 00:01:17.000 Here we'll choose Facebook. 13 00:01:18.000 --> 00:01:23.000 Choose an authorization. In this case, we don't have an authorization set up, so we'll set up a new one. 14 00:01:29.000 --> 00:01:32.000 We'll call it MarkzOff. 15 00:01:36.000 --> 00:01:39.000 We'll save my authorization. 16 00:01:41.000 --> 00:01:45.000 Now, when we're back in the wizard, you'll see my opt is available. 17 00:01:45.000 --> 00:01:50.000 I'll click this, choose the Facebook account that I'd like to use to import from, 18 00:01:50.000 --> 00:01:55.000 and I'll be presented with all of the ads that are currently running or have ran from that account. 19 00:01:55.000 --> 00:02:01.000 Simply checking the ads that I'd like to import, and choosing import three experiences in this case, 20 00:02:01.000 --> 00:02:08.000 will result in those three campaigns and all their contextual information being imported into Lytx so that you can easily access them, 21 00:02:08.000 --> 00:02:13.000 manage them, and ultimately optimize those with Lytx audiences in the future. 22 00:02:16.000 --> 00:02:20.000 When it comes to activating an experience, you can do so in just a few clicks. 23 00:02:20.000 --> 00:02:24.000 In this example, we have a web personalization experience that hasn't been published yet. 24 00:02:24.000 --> 00:02:29.000 We'll simply go to edit, verify the configuration. 25 00:02:32.000 --> 00:02:35.000 Everything looks good here. 26 00:02:35.000 --> 00:02:38.000 We'll save and exit. 27 00:02:45.000 --> 00:02:48.000 And then we'll resume or we'll publish. 28 00:02:48.000 --> 00:02:51.000 At this point, that web personalization campaign is live. 29 00:02:51.000 --> 00:02:56.000 In the case of Facebook or Google Ads, this would kick off the pushing of the audience that you've configured 30 00:02:56.000 --> 00:03:00.000 to that platform so that you can configure it within your ad. 31 00:03:02.000 --> 00:03:06.000 Lytx experiences are at the heart and soul of understanding how your campaigns are performing, 32 00:03:06.000 --> 00:03:11.000 can be optimized, and integrate with the rest of your marketing technologies. 33 00:03:11.000 --> 00:03:15.000 That's it for this intro to experiences, but stay tuned for more advanced guides on how experiences play an important role 34 00:03:15.000 --> 00:03:18.000 in automation as you move forward towards one-to-one marketing. ``` ```transcript [00:00] Experiences represent your individual marketing efforts, or in many cases campaigns. [00:08] They are always directly related to a touchpoint from one of your channel tools such as Facebook ads or interval email blasts. [00:15] Each experience comes with an intelligence report to get insights and information related to the performance. [00:20] This prevents you from having to log into every single channel tool every single day to understand how your marketing is performing. [00:26] In addition, you'll be able to better understand the relationship to your content that's available, the content that resonates with your market, [00:36] as well as a variety of other data science AI-based insights. [00:41] When paired with goals, experiences unlock attribution. [00:47] So you can better understand what experiences are contributing to reaching your top-level goals, [00:53] ensure that you are always investing in campaigns that are moving you towards your goal, first just converting independently. [01:00] Getting started with experiences is easy using our unique experience import functionality. [01:06] Simply go to experiences, add experience, import, choose your tool of preference. [01:13] Here we'll choose Facebook. [01:18] Choose an authorization. In this case, we don't have an authorization set up, so we'll set up a new one. [01:29] We'll call it MarkzOff. [01:36] We'll save my authorization. [01:41] Now, when we're back in the wizard, you'll see my opt is available. [01:45] I'll click this, choose the Facebook account that I'd like to use to import from, [01:50] and I'll be presented with all of the ads that are currently running or have ran from that account. [01:55] Simply checking the ads that I'd like to import, and choosing import three experiences in this case, [02:01] will result in those three campaigns and all their contextual information being imported into Lytx so that you can easily access them, [02:08] manage them, and ultimately optimize those with Lytx audiences in the future. [02:16] When it comes to activating an experience, you can do so in just a few clicks. [02:20] In this example, we have a web personalization experience that hasn't been published yet. [02:24] We'll simply go to edit, verify the configuration. [02:32] Everything looks good here. [02:35] We'll save and exit. [02:45] And then we'll resume or we'll publish. [02:48] At this point, that web personalization campaign is live. [02:51] In the case of Facebook or Google Ads, this would kick off the pushing of the audience that you've configured [02:56] to that platform so that you can configure it within your ad. [03:02] Lytx experiences are at the heart and soul of understanding how your campaigns are performing, [03:06] can be optimized, and integrate with the rest of your marketing technologies. [03:11] That's it for this intro to experiences, but stay tuned for more advanced guides on how experiences play an important role [03:15] in automation as you move forward towards one-to-one marketing. ``` #### Lesson text Learn how Lytics Experiences represent your marketing initiatives and are tied to Goals. **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. ## Overview ## What will I learn? * What are Experiences? * Why are they important? * What does it do to my audiences? * Can I customize my Goals? In this guide, we'll introduce you to Experiences in Lytics. Experiences are how we represent marketing initiatives in the Lytics UI. Experiences can be created from scratch and then pushed out to your activation tool of choice or imported directly from common tools such as Facebook or Google Ads. No recreating the wheel here. Each Experience has a provider and tactic, as well as an audience (or optional filter audience if the Experience is associated with a Goal), and a status that indicates its state or health. ## Knowledge Check **You can monitor the performance of your cross-channel campaigns within your Lytics dashboard.** A. True B. False Answer: A - True. Lytics acts a hub to monitor your marketing across channels so you don't have to log into each channel tool to understand campaign performance. **How can you create Experiences in Lytics? Select all that apply.** A. Build new Experiences from scratch in Lytics B. Import from any of Lytics Integrations C. Import Experiences from supported tools like Facebook, Google Ads, or Mailchimp Answer: A, C **Experiences are always related to a touchpoint on your channel tools or your website.** A. True B. False Answer: A ## Next Steps To continue learning about Lytics Experiences, we recommend you check out the following. ### Academy Courses * Create Personalized Experiences ### Documentation * [Experiences Overview](https://learn.lytics.com/documentation/product/features/experiences/overview) * [Importing Experiences](https://learn.lytics.com/documentation/product/features/experiences/importing-external-experiences) * [Experience Intelligence](https://learn.lytics.com/documentation/product/features/lytics-view/experience-intelligence) #### Key takeaways - Connect **Intro to Experiences** 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 15 — Intro to Reports #### Video details #### At a glance - **Title:** Create Reports - **Duration:** 16s - **Media link:** https://cdn.jwplayer.com/previews/YXELPmlR - **Publish date (unix):** 1751537972 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 119413 kbps - video/mp4 · 180p · 168p · 144777 kbps - video/mp4 · 270p · 252p · 159621 kbps - video/mp4 · 360p · 336p · 174601 kbps - video/mp4 · 406p · 378p · 183949 kbps - video/mp4 · 540p · 504p · 210631 kbps - video/mp4 · 720p · 672p · 252708 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/YXELPmlR-120.vtt` #### Video transcript ```transcript [00:00] Transcript not attached in source entry. ``` #### Lesson text Learn about Lytics' New Reporting capabilities. ## Lytics Reports ### Introduction In this training guide, we will introduce you to **Lytics Reports** and how to leverage **Reports** in your marketing efforts. Lytics Reports help users understand, analyze, and interpret their data and audiences. **Reports** can be used in a variety of ways, including:  *  Comparing audiences (ie for A/B testing purposes)  *  Validating newly ingested data  *  Understand the attributes of user profiles  With all the powerful data captured by our integrations and tags, **Reports** help you make sense of the data right in the Lytics app.  For more information about **Reports**, check out the product documentation [here](https://docs.lytics.com/docs/getting-started-with-reports) ### Objectives and Key Terms By completing this training, you will learn how to create, edit, and manage Reports! ## Key Terms Here are some of the key terms that you will come across: * **Report**: a powerful dashboarding tool to visualize and gain critical insights from your customer data. Reports can consist of 1 or many **Components**.  * **Component:** a method of graphically visualizing data. There are currently 2 types of **Components**: _Size_ and _Composition_**.**   * **Field:** a user-profile field * **Sub-Field**: a value of a **Field** (only applicable for _map_ and _set_ **Fields**). * **Composition Component:** a chart that displays the distribution of values for a **field** across your audience in various ways, including as a Bar, Pie, and Line chart.  * **Size Component:** display the sizes of one or more Audiences as a time-series chart or numeric value Quick Questions! **Which of the following are valid Components?** A. Audience Component B. Composition Component C. Campaign/Journey Component D. Size Component E. Marketing Component Answer: B, D **When should you use a Composition Component?** A. To plot the sizes of one or more Audiences as a time-series chart B. To display the distribution of values for a user-profile Field C. To compose music Answer: B **When should you use a Size Component?** A. To plot the sizes of one or more Audiences as a time-series chart B. To display the distribution of values for a user-profile field C. If you want to find out your T-shirt size Answer: A ## Creating, Editing & Managing Reports ### Creating Reports To create a new **Report**, first, navigate to the _Reports_ section in the left-hand-side navigation bar:![Lytics Left Navigation.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt524fa05fb46eed22/686658c04431701057fdbe61/Lytics_Left_Navigation.png) Next, click on the _Create New_ button at the top of the page. You will then be directed to the Report wizard, where you will select _Custom Template_ and then name your **Report** and provide an optional description. And that's it! You've now created your first **Report**! For more information, check out the product documentation [here](https://docs.lytics.com/docs/getting-started-with-reports) ### Creating / Editing Components To create a new **Component**, click on the _Add New Component_ button on your **Report** page. ![Add new component.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2620341a746b6c1a/68677f56abd7514a16abccc5/Add_new_component.png) Next, click on the select the component that you would like to create: ![Select a Component.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltb8ad608b8cceae9c/686791b6838a11e5d8ce7580/Select_a_Component.png) To create a **Composition** component, click on the _Composition_ button from the _Select a Component_ menu.  In the configuration menu, complete the following fields: * _Name_ * _Description_ (optional) * _Audiences_  * _Field_ * _SubField_ (this option will only appear when the Field selected is a set or map) Depending on the field type of the field you select, Lytics provides a variety of ways to visualize the data. Using the options in the bottom right corner of the component, you can opt to display the data in a Bar Chart, Line Chart, Pie Chart, Table, or Stats view (for numeric fields). By default it will display as a line chart when first created. If you would like to edit the Composition component, click on the _Edit Component_ button (the gear icon in the bottom right corner of the component). ![Edit Component.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltcd6689afd23b9289/68677f51c8fd59a7706699aa/Edit_Component.png) #### Try creating your own Composition component: For simplicity, select the "All" Audience, and the "Score Momentum" Field, provide a name and description for your component, and click on the _Save_ button. Once the page reloads, you should see a Line chart that plots of the distribution of the "Score Momentum" field. ![Label and Description - create your own composition component.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt80247203d80c007f/68677f51be33b5275dd3669f/Label_and_Description_-_create_your_own_composition_component.png) Check out the [product docs](https://docs.lytics.com/docs/composition-components) for more information about Composition components. To create your a **Size** component, click on the _Size_ button from the _Select a Component_ menu. In the configuration menu, complete the following fields:  * _Name_ * _Description_ (optional) * _Audiences_ (you can select multiple audiences to allow you to compare them to one another) After selecting and saving the Audience(s), the Size component will display a time-series chart of the Audience size(s). In the bottom right corner of the component, you also will have the option of displaying just the current audience totals. If you would like to see both audiences in a single chart, toggle the _Unstacked_ switch in the bottom left corner of the component. If you would like to edit the Size component, click on the _Edit Component_ button (the gear icon in the bottom right corner of the component). ![Edit Component.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltcd6689afd23b9289/68677f51c8fd59a7706699aa/Edit_Component.png) #### Try creating your own Size component: For simplicity, select the "All" and "Email Capture Status: Known Email" out of the box audiences. Provide a name and description for your component, and click on the _Save_ button. Once the page reloads, you should see a time-series chart that displays the audience sizes for the "All" and "Email Capture Status: Known Email" audiences. ![Label and Description - create your own Size component.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt09e0a96a326bbfd0/68677f513f6f2e732f2de1d5/Label_and_Description_-_create_your_own_Size_component.png) Check out the [product docs](https://docs.lytics.com/docs/size-components) for more information about Size components.  ### Managing Reports #### Editing Reports To rename the **Report** name or description, click on the "Edit" button at the top of the **Report** page. ![Edit or delete audience report.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta9dad514f35ab47f/686794c5838a117e40ce75ab/Edit_or_delete_audience_report.png) #### Downloading Reports Each component in Lytics provides the option to download the associated data in a CSV format. The _Download_ icon is located in the bottom right of each component. ![download reports.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blteae8c1f91f7a87b8/686794c502c7011722b971f2/download_reports.png) For more information about managing your reports, check out the [product docs](https://docs.lytics.com/docs/managing-reports) ### Example Reports **When to use Reports** When you first start using Lytics Reports, you may struggle with identifying the _best_ Audiences and Fields to use. To get you started, below is a list of potential components to use, and why you may want to use them.  **Campaign Analytics:**  * **Size** component with the audiences used in the campaign to compare how each audience in the campaign grows and shrinks over time * **Composition** component with the audiences used in the campaign, and the out-of-the-box UTM fields (ex: utm\_terms, utm\_mediums, utm\_sources, etc). **Data Science** * **Composition** component for each of the 9 behavioral scores **Composition** component for Topic Affinity. Select the _lytics\_content_ field, and select a topic as a **Sub-Field** to compare the affinity for a specific topic across audiences.  * **Composition** component for Lookalike Model Predictions. Select the _segmentml\_predictions_ field and select a model as a **Sub-Field** to compare the distributions of predictions for a model across audiences.  **Demographic** * **Composition** component for _country, city, and state_ fields to compare the location of users across audiences. * **Composition** component for _gender, age_, and other demographic fields.  **Custom Data** * **Composition** component for any custom field within your account. **Reports Playbook** For walkthroughs around how to create some additional Reports, download the below playbook. This playbook covers the following examples: * Web data available when using our Javascript tag * Audience data from A/B testing * Shopify data available when using our Shopify integration  * Lookalike model data Here's the [Reporting Playbook](https://assets.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltc535b7c7a4c7acf9/68679cc5ade2192b6088b908/Reporting_Playbook.pdf). #### Key takeaways - Connect **Intro to Reports** 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 16 — Lytics Conductor Guide #### Video details #### At a glance - **Title:** Dashboard Overview - **Duration:** 2m 34s - **Media link:** https://cdn.jwplayer.com/previews/hkFssXLd - **Publish date (unix):** 1751623249 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 114154 kbps - video/mp4 · 180p · 156p · 135093 kbps - video/mp4 · 270p · 236p · 144233 kbps - video/mp4 · 360p · 314p · 154810 kbps - video/mp4 · 406p · 354p · 162405 kbps - video/mp4 · 540p · 470p · 179909 kbps - video/mp4 · 720p · 628p · 206218 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/hkFssXLd-120.vtt` #### Transcript Hello everyone and welcome to a quick overview of the dashboard section of Lytx Conductor. Today we're just going to do a quick overview summary of the different components that are on the dashboard and how you can utilize them. We're going to start with stream activity, which is going to be in the upper left corner of your dashboard. And this will give you the total events processed for the entire account across your streams. So this is going to be all incoming data to Lytx Conductor. And as you can see here, you can toggle it on the dates, start and end, as well as that frequency, hourly, daily, weekly or monthly. And on the y-axis, you can see here the numbers. And then when you hover over, it will show you the different event counts. The second place that we're going to go over on the screen is diagnostics. Diagnostics is essentially going to show you if there's any information that requires your attention, in most cases workflow related. If there's something in error, if something is warning, you'll be able to see this in your right hand view. Right below that is going to be your schema summary. This is going to show you all of the schema changes that you have unpublished, like you see here. If there aren't any, it will let you know that as well. You can navigate to that publish changes section by clicking on this link, as well as seeing a breakdown of the fields, mappings and rank changes that you have made, if there are any. And that will break down here in the new, modified or deleted section, as well as a mapping level, new, modified and deleted. Once again, you can go to see the mappings, the ranks or the fields by just clicking this link here. Finally, on the right side of the screen, we have the recently viewed section. This is going to be for profiles, fields, mappings, destinations, sources. So here, as you can see, there are different types and then you can click this link as well. And it will take you to either the field, the mapping, the destination or the profile that you are looking at. At the very bottom of the screen, there are also some additional links to take you to our community and to explore additional use cases. Both of these are great resources for Q&A, FAQs and then use case strategy analysis. Thank you. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:08.000 Hello everyone and welcome to a quick overview of the dashboard section of Lytx Conductor. 2 00:00:08.000 --> 00:00:17.000 Today we're just going to do a quick overview summary of the different components that are on the dashboard and how you can utilize them. 3 00:00:17.000 --> 00:00:24.000 We're going to start with stream activity, which is going to be in the upper left corner of your dashboard. 4 00:00:24.000 --> 00:00:30.000 And this will give you the total events processed for the entire account across your streams. 5 00:00:30.000 --> 00:00:35.000 So this is going to be all incoming data to Lytx Conductor. 6 00:00:35.000 --> 00:00:46.000 And as you can see here, you can toggle it on the dates, start and end, as well as that frequency, hourly, daily, weekly or monthly. 7 00:00:46.000 --> 00:00:49.000 And on the y-axis, you can see here the numbers. 8 00:00:49.000 --> 00:00:55.000 And then when you hover over, it will show you the different event counts. 9 00:00:55.000 --> 00:01:00.000 The second place that we're going to go over on the screen is diagnostics. 10 00:01:00.000 --> 00:01:08.000 Diagnostics is essentially going to show you if there's any information that requires your attention, in most cases workflow related. 11 00:01:08.000 --> 00:01:15.000 If there's something in error, if something is warning, you'll be able to see this in your right hand view. 12 00:01:15.000 --> 00:01:19.000 Right below that is going to be your schema summary. 13 00:01:19.000 --> 00:01:25.000 This is going to show you all of the schema changes that you have unpublished, like you see here. 14 00:01:25.000 --> 00:01:27.000 If there aren't any, it will let you know that as well. 15 00:01:27.000 --> 00:01:34.000 You can navigate to that publish changes section by clicking on this link, as well as seeing a breakdown of the fields, 16 00:01:34.000 --> 00:01:38.000 mappings and rank changes that you have made, if there are any. 17 00:01:38.000 --> 00:01:47.000 And that will break down here in the new, modified or deleted section, as well as a mapping level, new, modified and deleted. 18 00:01:47.000 --> 00:01:54.000 Once again, you can go to see the mappings, the ranks or the fields by just clicking this link here. 19 00:01:54.000 --> 00:01:59.000 Finally, on the right side of the screen, we have the recently viewed section. 20 00:01:59.000 --> 00:02:05.000 This is going to be for profiles, fields, mappings, destinations, sources. 21 00:02:05.000 --> 00:02:11.000 So here, as you can see, there are different types and then you can click this link as well. 22 00:02:11.000 --> 00:02:17.000 And it will take you to either the field, the mapping, the destination or the profile that you are looking at. 23 00:02:17.000 --> 00:02:25.000 At the very bottom of the screen, there are also some additional links to take you to our community and to explore additional use cases. 24 00:02:25.000 --> 00:02:33.000 Both of these are great resources for Q&A, FAQs and then use case strategy analysis. 25 00:02:33.000 --> 00:02:34.000 Thank you. ``` ```transcript [00:00] Hello everyone and welcome to a quick overview of the dashboard section of Lytx Conductor. [00:08] Today we're just going to do a quick overview summary of the different components that are on the dashboard and how you can utilize them. [00:17] We're going to start with stream activity, which is going to be in the upper left corner of your dashboard. [00:24] And this will give you the total events processed for the entire account across your streams. [00:30] So this is going to be all incoming data to Lytx Conductor. [00:35] And as you can see here, you can toggle it on the dates, start and end, as well as that frequency, hourly, daily, weekly or monthly. [00:46] And on the y-axis, you can see here the numbers. [00:49] And then when you hover over, it will show you the different event counts. [00:55] The second place that we're going to go over on the screen is diagnostics. [01:00] Diagnostics is essentially going to show you if there's any information that requires your attention, in most cases workflow related. [01:08] If there's something in error, if something is warning, you'll be able to see this in your right hand view. [01:15] Right below that is going to be your schema summary. [01:19] This is going to show you all of the schema changes that you have unpublished, like you see here. [01:25] If there aren't any, it will let you know that as well. [01:27] You can navigate to that publish changes section by clicking on this link, as well as seeing a breakdown of the fields, [01:34] mappings and rank changes that you have made, if there are any. [01:38] And that will break down here in the new, modified or deleted section, as well as a mapping level, new, modified and deleted. [01:47] Once again, you can go to see the mappings, the ranks or the fields by just clicking this link here. [01:54] Finally, on the right side of the screen, we have the recently viewed section. [01:59] This is going to be for profiles, fields, mappings, destinations, sources. [02:05] So here, as you can see, there are different types and then you can click this link as well. [02:11] And it will take you to either the field, the mapping, the destination or the profile that you are looking at. [02:17] At the very bottom of the screen, there are also some additional links to take you to our community and to explore additional use cases. [02:25] Both of these are great resources for Q&A, FAQs and then use case strategy analysis. [02:33] Thank you. ``` #### Lesson text This course is designed to teach you about Lytics Conductor — your data-stitching, ID-resolving, and profile-building toolkit. ## Introduction ### Overview and Objectives Conductor enables Lytics users to have complete control and visibility into how inbound user activity data is materialized into unified user profiles. The primary feature areas we will cover are:  * The NEW Conductor dashboard. * How to manage your data pipeline. * How to define your profile schema.  * How to manage and monitor your identity resolution strategy. **Training purpose?** Get a high-level overview of how to access and leverage Conductor's most powerful features. By the end of this training, you will have learned how Conductor puts the power of pipeline and identity resolution features into our user's hands!  ### Key Terminology Let's start with some key terms you should get familiar with: * Schema  * Fields * Mappings * Pipeline * Sources  * Destinations  * Profiles * Streams For full definitions, please see our documentation at [https://docs.lytics.com/docs/getting-started-with-conductor](https://docs.lytics.com/docs/getting-started-with-conductor) **Try Matching each Conductor term to its corresponding definition:** Pipeline Allows you to flexibly update how and when data is mapped onto user profiles. Mapping Have standard metadata such as name and description as well as the typical properties you'd expect from a traditional database column (kind, capacity, etc.).) Sources Expressions that provide instructions for how to perform transformations, if any, on raw data. Streams Utilized to monitor workflows and data streams to ensure pipeline is healthy. Schema Gather data from an external system and ingest it into Lytics on data streams. Fields Send data from Lytics to external systems such as Google, Facebook, and Liveramp. Profile Data from multiple sources combined into a single view. Destinations Logical distinctions among data sources in either type or scope. Identity Keys Used to identify distinct users with which to associate the data. ## Dashboard ### Intro + Video Training The Conductor Dashboard provides a top-level view of critical Conductor operations such as Source and Destination activity, stream statistics, changes to your schema, and various other activities. **Read (15 Min):** [https://docs.lytics.com/docs/getting-started-with-conductor](https://docs.lytics.com/docs/getting-started-with-conductor) **Watch:** the "Dashboard Overview" video (~3 min) **Check your Knowledge:** Answer some quick questions in the next section to check your understanding! ### Follow Up Questions #### Check your Knowledge! **What data is included in the "Stream Activity" section of the dashboard?** A. All incoming data B. All incoming and outgoing data C. All outgoing data D. None of the above Answer: A **Where would I look to see if an Destination is having trouble?** A. Stream Activity B. Schema Summary C. Recently Viewed D. Diagnostics Answer: D Can you see what unpublished changes have been made to the schema from the dashboard view? Yes, by navigating to the "Schema Summary" section. **What sort of information can be found in the "recently viewed" component?** A. Profiles that have been viewed recently. B. Fields and mappings that have been viewed recently. C. Sources and Destinations that have been viewed recently. D. All of the above Answer: D ## Pipeline ### Getting familiar with "Pipeline" Is your account running into latency issues? Are my Sources and Destinations performing as expected? The Pipeline summary is your first line of defense in understanding the health of your data pipeline. **Watch:** the "Dashboard Pipeline" video (~2 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **Where can I see the average amount of time it is taking to process new inbound events into attributes on user profiles?** A. Pipeline Latency B. Total Events Processed C. View Sources D. View Destinations Answer: A **What sort of information can be found on the pipeline summary?** A summary of all Sources & Destinations, event counts, and real-time event processing performance. **How do I navigate to current Destinations?** A. Use the "Destinations" item under the "Pipeline" section in the main navigation B. By clicking "View Destinations" within the "Destinations Summary" component C. All of the above D. Neither Answer: C ### Introduction to "Sources" Sources allow you to easily aggregate rich behavioral data from a wide range of tools across various marketing channels. **Read (15-20 Min)**: [https://docs.lytics.com/docs/data-onboarding](https://docs.lytics.com/docs/data-onboarding) **Watch:** the "Introduction to Sources" video (~3 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **If a Source fails where can you find the reason?** A. The "Metrics" section of the Source summary. B. The "Status" column of my Sources list. C. The "Logs" section of the Source summary. D. That information isn't available so you'll have to contact support. Answer: C **Where can you find the current configuration for a Source integration?** Within the configuration tab, you'll find a JSON view of imported fields, frequency, stream, and other important metadata related to that provider. **Where can you find the user who originally created the import?** A. Under the Sources list. B. This is not displayed in the UI. C. The upper right corner of the import under "Created By." D. Under the configuration tab. Answer: C ### Understanding "Streams" The Streams view in Conductor can be used to monitor all incoming events. Here we'll surface total counts from all streams passing data to Lytics and all the raw keys we've seen. **Watch:** the "Understanding Streams" video (~3 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **How can you see some sample data for one of the keys in a data stream?** A. Click on field name under in the "Raw Keys" tab. B. Under the "Recent Events" tab. C. All of the above. D. None of the above. Answer: C Interested in events over time? Use the "start" and "end" dates within the chart view to alter the date range. Toggle the frequency dropdown to define the window size shown on the x-axis. ### Introduction to "Destinations" Destinations are the opposite of Sources. They allow you to easily deliver your audiences and profiles to various channel tools for campaign activation. **Watch:** the "Introduction to Destinations" video (~2 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **How would you see only the currently running Destinations?** A. Filter the list of Destinations where status is "Running." B. All Destinations shown in the UI are currently running. C. This is not something that can be seen in the UI. Answer: A **Where can I see the which authorization is being used for a Destination?** A. In the Destination list view select the "Authorization" link from the table. B. Go into the Destination and click on the "Authorization" link. C. All of the above. D. None of the above. Answer: C ## Schema ### Managing your "Schema" The Schema overview monitors changes to fields, their associated mappings, ranks, and the overall status of Schema versions. **Read (15 Min)**: [https://docs.lytics.com/docs/schema-management](https://docs.lytics.com/docs/schema-management)[](https://docs.lytics.com/docs/schema-management) **Watch:** the "Managing your Schema" video (~4 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **Where can I see which fields and mappings have been modified but not published?** A. Click on my "Draft" schema version. B. Click on the "view fields" link. C. Click on the "view mappings" link. D. Click on the "Publish Changes" button. E. Both A and D Answer: E **Where can you see how many new fields have been added to the schema but are not published?** A. The "New" section of the fields module. B. This is not displayed in the UI. C. The "New" section of the mappings module. Answer: A ### Creating and Editing "Fields" In the Fields section of Conductor, you'll perform all management tasks related to creating or modifying the fields surfaced onto user profiles. **Watch:** the "Creating and Editing Fields" video (~6 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **How do I add a new "Identity Key" to my schema?** A. Add a new mapping to a field and check "This is an Identity Key" box. B. Add a new field and check the "This is an Identity Key" box. C. All fields are Identity Keys by default. D. Both A and B. Answer: B Before starting this next section, we recommend you review the common data types and merge operators found [here](https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/lytics-query-language). **Match the most common merge operators with their most commonly associated data type.** string, int, number, boolean, date Latest/Oldest \[\]string, \[\]date Merge Hint: "Latest" stores the last value it has seen for the field. "Oldest" stores the oldest value it has seen in the field. "Merge" will either append data to the field or not update if it is a duplicate of what is already stored in the field. ### "Mapping" Event Data to Fields The Conductor "Mappings" section provides the tools to translate raw data from a stream to the proper user field(s). **Watch:** the "Mapping Event Data to Fields" video (5 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **How do I edit an existing mapping?** A. Go to the main navigation's "Mappings" section and click on an existing mapping, then click "edit." B. Navigate to the "Fields" section, click on an existing field and then click on the current mappings tab followed by "edit." C. There is no way to edit mappings. D. Both A and B. Answer: D How are fields different from mappings? Fields define what attributes appear on the profile and what features can be used for audience building. Mappings populate the profile with data and determine what and how data should populate the field. ### Introduction to "Ranks" The "Ranks" view of Conductor allows users to manage the rank order of their available identifiers. Watch the "Introduction to Ranks" video (~2 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **How do I update a "Rank" statement?** A. Click the up or down arrow on the ID row that needs to be re-positioned. B. Ranks cannot be adjusted. C. Use the ranks API to manage the order of IDs. D. Both A and C Answer: D **How do I add a new ID to a "Rank" statement?** A. All IDs will automatically get added to the rank statement when added to the schema. B. Go to the "Ranks Manager" and add a new ID. C. IDs cannot be added to the "Rank" statement. Answer: A ### "Visualizing" a Schema The schema "Visualization" in Conductor provides a graphical representation of your schema for exploration. This visual approach allows for an improved understanding of the relationships between mappings, their sources, and the overall identity strategy. **Watch:** the "Visualizing a Schema" video (2 min) #### Check your Knowledge: Answer a quick question to check your understanding! **What is the best way to use the visualization view?** Filter on the streams you are interested in before expanding the view. ## Identity ### Digging into Identity The Identity summary provides a top-level view of how profiles are merged and which Sources might need more attention. **Read (20 Min):** https://docs.lytics.com/docs/bulletproof-identity-resolution **Watch:** the "Digging into Identity" video (~2 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **What does the "total" column represent?** A. The total number of times this ID has been used. B. The total number of profiles with this field populated. C. The total number of profiles that could have this ID. Answer: B ### Exploring Identities The Explorer view in Conductor is used to analyze an individual profile. Here you'll be able to gain insights into what data exists, how the profile is coming together or not coming together, and how you may improve your overall strategy. **Watch:** the "Exploring Identities" video (~3 min) #### Check your Knowledge: Answer some quick questions to check your understanding! **What does the details section of the profile showcase?** A. Attributes that have been added to the profile. B. Audience entries and exits. C. Campaign impressions and conversions. D. Lytics behavioral scores for a single user. E. Lytics Content Affinities for the selected user. F. All of the above. Answer: F Need to delete the profile for GDPR? Clicking "Delete Profile" will remove the profile and all corresponding event data. **Are the identifiers that make up the profile as well as when they were added available in the UI?** A. Yes, In the "Details" tab. B. No, This information is not available in the UI. C. Yes, click on the "Identity" tab on the profile and it will display all of the identifiers and their corresponding created date. D. A and C. Answer: C Can the profile be downloaded? Yes, by clicking the download profile button. ### Identity Rules Identity Rules in Conductor can be used to enhance your identity resolution strategy at the account level.  **Watch:** the "Identity Rules" video (~2 min) **Check your Knowledge:** Then answer some quick questions to check your understanding! #### Key takeaways - Connect **Lytics Conductor Guide** 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 17 — Decisioning with Lytics #### Lesson text Quick primer on how Lytics thinks about marketing decisions and which Lytics features support different types of decisions. ## What will I learn? * How Lytics thinks about marketing decisions * Types of decisions that Lytics enables In this quick primer, we'll introduce you to the way Lytics thinks about marketing decisions, and give examples of how you can take immediate actions based on your decision. Let's start by understanding the types of decisions being made and which Lytics features support making those decisions. ### Informative Informative decisions in many cases represent low-hanging fruit and often require some amount of execution outside of the Lytics platform. Content relevance is a great example of an informative decision. We can look at your content and let you know that you are producing content that won't resonate with an audience but we can't alter your content strategy. Taking an action on that informative decision would simply require a slight alteration to the existing content creation strategy to support topics of higher interest. Essentially, anytime there is information surfaced but no clear path to execution within the Lytics application you may be dealing with an informed decision. ![content-relevance-alignment.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltdf53f1c27dc3fded/6868e53a16ecf815184ea9a2/content-relevance-alignment.png) _Lytics_ [alignment score](https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-recommendation#affinity-alignment-score) _evaluates how well your content will resonate with your target audience._ ### Assisted Assisted decisions represent some hybrid between Informative and Automated. They are not fully automated but they also have some amount of resolution within the Lytics application. Content recommendations would be a common example of assisted decisioning. The marketer controls how the decision is made, what content collection is served, and Lytics assists in leveraging what we know by selecting the best piece or pieces of content. ![content-rec-modal-example.jpeg](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt567738bbcab92801/6868e53b3211638009004e45/content-rec-modal-example.jpeg) _Lytics powers many_ [content recommendation](https://learn.lytics.com/use-cases/keep-visitors-engaged-with-content-recommendation-experiences) _use cases - delivered as modals, inline on your website, modularized emails, etc._ ### Automated As brands build up their catalog of marketing campaigns and tactics all of which aim to achieve the same or similar goals, it becomes difficult if not impossible to manage audiences and prevent over messaging. This is where automated decisions come in. They truly are what every marketer wants but few are truly ready to execute upon due to its [heavy trust in AI and lack of traditional "control"](https://www.lytics.com/blog/lesson-4-from-a-data-scientist-you-dont-have-to-give-up-the-drivers-seat/). Lytics offers a variety of automated decisions to build up that trust from fully-automated Delivery Optimization down to automated triggers on segment entry which still rely on some system taking an action once an event is received. ![activation\_diagram.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2ad1633e4d9b369e/6868e53b16ecf83f574ea9a6/activation_diagram.png) _Lytics enables you to_ [activate](https://learn.lytics.com/solutions/activation) _the right experience at the right time for the right customer._  Virtually every corner of the Lytics App is supporting how marketers make decisions. It's easiest to see these decisions in the case of [Intelligence Reports](https://learn.lytics.com/documentation/product/features/lytics-view/goal-intelligence), [Lookalike Models](https://learn.lytics.com/documentation/product/features/laboratory/lookalike-models/overview), [Audience Membership](https://learn.lytics.com/documentation/product/features/audiences/audiences-introduction), [Content Recommendations](https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-recommendation), and [Experience activation](https://learn.lytics.com/documentation/product/features/experiences/overview). #### Key takeaways - Connect **Decisioning with Lytics** 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 18 — Affinities and Topics #### Video details #### At a glance - **Title:** Lytics Intro To Affinities - **Duration:** 1m 8s - **Media link:** https://cdn.jwplayer.com/previews/xUOKzBRr - **Publish date (unix):** 1751768255 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 114694 kbps - video/mp4 · 180p · 200p · 138646 kbps - video/mp4 · 270p · 300p · 149914 kbps - video/mp4 · 360p · 400p · 168231 kbps - video/mp4 · 406p · 450p · 175096 kbps - video/mp4 · 540p · 600p · 199322 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/xUOKzBRr-120.vtt` #### Transcript Hello and welcome to the WordCamp module on content affinities. In this training, we'll learn how to create, edit, delete, and use affinities in your marketing audiences and content collections. Simply put, an affinity is a grouping of similar topics. And with that come these three main benefits. Number one, improve topic organization. In the current Linux UI topic section, you might see a long list of topics, some of which may be highly specific or irrelevant to your brand. With affinities, you can pick and choose the topics that you care about to create a better hierarchy of topics and a higher level understanding of user affinities and interests. Number two, expand your reach. As opposed to picking a single topic in the audience builder, you can use affinities to have a larger pool of users to target for an affinity into a certain item or subject. And lastly, affinities can improve recommendation campaigns and lead to higher lift and conversion rates. Learn more and stay tuned. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:04.600 Hello and welcome to the WordCamp module on content affinities. 2 00:00:04.600 --> 00:00:08.120 In this training, we'll learn how to create, edit, delete, 3 00:00:08.120 --> 00:00:10.720 and use affinities in your marketing audiences 4 00:00:10.720 --> 00:00:13.200 and content collections. 5 00:00:13.200 --> 00:00:17.080 Simply put, an affinity is a grouping of similar topics. 6 00:00:17.080 --> 00:00:20.720 And with that come these three main benefits. 7 00:00:20.720 --> 00:00:24.600 Number one, improve topic organization. 8 00:00:24.600 --> 00:00:26.920 In the current Linux UI topic section, 9 00:00:26.920 --> 00:00:29.800 you might see a long list of topics, some of which 10 00:00:29.800 --> 00:00:34.200 may be highly specific or irrelevant to your brand. 11 00:00:34.200 --> 00:00:36.000 With affinities, you can pick and choose 12 00:00:36.000 --> 00:00:38.280 the topics that you care about to create 13 00:00:38.280 --> 00:00:40.640 a better hierarchy of topics and a higher level 14 00:00:40.640 --> 00:00:44.880 understanding of user affinities and interests. 15 00:00:44.880 --> 00:00:48.200 Number two, expand your reach. 16 00:00:48.200 --> 00:00:51.680 As opposed to picking a single topic in the audience builder, 17 00:00:51.680 --> 00:00:54.720 you can use affinities to have a larger pool of users 18 00:00:54.720 --> 00:01:00.000 to target for an affinity into a certain item or subject. 19 00:01:00.000 --> 00:01:02.560 And lastly, affinities can improve recommendation 20 00:01:02.560 --> 00:01:06.320 campaigns and lead to higher lift and conversion rates. 21 00:01:06.320 --> 00:01:08.640 Learn more and stay tuned. ``` ```transcript [00:00] Hello and welcome to the WordCamp module on content affinities. [00:04] In this training, we'll learn how to create, edit, delete, [00:08] and use affinities in your marketing audiences [00:10] and content collections. [00:13] Simply put, an affinity is a grouping of similar topics. [00:17] And with that come these three main benefits. [00:20] Number one, improve topic organization. [00:24] In the current Linux UI topic section, [00:26] you might see a long list of topics, some of which [00:29] may be highly specific or irrelevant to your brand. [00:34] With affinities, you can pick and choose [00:36] the topics that you care about to create [00:38] a better hierarchy of topics and a higher level [00:40] understanding of user affinities and interests. [00:44] Number two, expand your reach. [00:48] As opposed to picking a single topic in the audience builder, [00:51] you can use affinities to have a larger pool of users [00:54] to target for an affinity into a certain item or subject. [01:00] And lastly, affinities can improve recommendation [01:02] campaigns and lead to higher lift and conversion rates. [01:06] Learn more and stay tuned. ``` #### Lesson text Learn how to create Affinities in Lytics to effectively leverage Topics in your marketing campaigns. ## Lytics Affinity Engine ### Introduction **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. In this training guide, we will introduce you to the **Lytics Affinity Engine** and how to leverage **Affinities** in your marketing efforts. The Lytics Affinity Engine helps to reinforce one of the most important relationships in digital marketing -- that between your customers and the content and products with which they engage.  When a user views an article on your website, or purchases one of your products, what can we infer about a user's preferences based on that activity? **Watch:** The "Lytics Intro to Affinities" video. ### Objectives and Key Terms By completing this training, you will learn - What are Affinities & Topics? - How to create Affinities - How to use Affinities in Audiences and Collections #### Key Terms Here are some key terms that you need to know: * **Affinity Engine** - Lytics' AI/ML based approach to analyzing content and products to enable affinity-based audiences and personalized recommendations. * **Affinities** - groups one or more related Topics into a targetable unit. * **Topics** - an attribute associated with the content or products your customers are interacting with. * Lytics automatically [extracts topics](https://learn.lytics.com/documentation/product/features/content-affinity-engine/topic-extraction) using Natural Language Processing. * You can also create [custom topics](https://learn.lytics.com/documentation/product/features/content-affinity-engine/manually-assigning-topics) via meta tags or using the Lytics APIs. * **Natural Language Processing (NLP)** - a form of machine learning that analyzes large amounts of text to surface the structure and meaning of the text. * Learn more about [Lytics' NLP Services](https://learn.lytics.com/documentation/product/features/content-affinity-engine/topic-extraction#natural-language-processing) You can think of Affinities as a "rollup" of Topics. In the next section we'll share a few examples that will help bring these concepts to life. ![affinities-topics-diagram.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt8ea9fda11f173cd1/68690a6757157d5b2a5fff08/affinities-topics-diagram.png) * Common Topics - Lytics surfaces the top topics (default is 500) that are most prevalent in your taxonomy, based on the number of documents with that topic. * Documents - a single piece of content within your taxonomy. This includes web pages, blog posts, emails, product pages, and more. **Match the term to its definition.** Natural Language Processing A group of related topics Affinities An attribute of a piece of content or a product Topics How Lytics extracts topics from web properties **Which of the following methods generate topics in Lytics?** A. Automatically extracted using Natural Language Processing B. Manually assigned via custom meta tags C. Added via Lytics Content APIs D. All of the above Answer: D ## What's New? ### How do Topics and Affinities Differ? #### Topics are a lot to manage If you've been using Lytics for some time, you likely have interacted with Topics. Accounts typically have **hundreds of Topics**, so managing the list by allowing or blocking individual Topics can be tedious. The main benefit to our NLP based approach is Lytics can make connections between your customers' engagement levels with the content/products you serve - **at scale, in real time**. This simply is not feasible for marketers to do by hand. The downside of NLP generated Topics, is that they are not always relevant or sensible. The "machines" lack context that we have about our brands, products, services, etc. and will surface anything that can be scraped from your web properties. ![topics-list.gif](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0dc092470c9527ad/6869da538b3c3b4b33cdb8fa/topics-list.gif) In this GIF, you'll see the list of nearly 500 Topics for Lytics documentation site. The Topics on the first page make a lot sense, such as Lytics, API, JavaScript, marketing, Integrations, etc. Some Topics further down the list such as American Water Spaniel, All Nations TV channels...not so much. When examining your account, you likely will see some Topics that don't relate to your brand. In many cases, Topics are too specific to be useful for targeting purposes on their own. But when **Topics are bundled into meaningful groups (Affinities), they are a powerful tool for personalization**. ## Affinities give you control The good news is you no longer have to worry about erroneous or non-sensical Topics. Lytics is introducing **Affinities** as a way to give you **more control** over how you leverage Topics in marketing campaigns. This new feature gives you the ability to curate **brand-specific Affinities**, reducing the need to micro-manage Topics via allowlists and blocklists. In the new Affinity Builder, which we'll walk you through in the next section, there are **no topics limits or blocklists.** If a Topic isn't relevant for your marketing efforts, you can simply ignore it. You get to hand pick the important Topics and organize them into reusable groups - **saving you time** when **building audiences and content collections**. **Lytics Affinities allow you to...** A. Remove Topics that aren't relevant to your brand B. Curate groups of Topics that are relevant to your brand Answer: B ### Affinity Examples Here are a few examples of how Affinities and Topics could look for different businesses. When creating an Affinity, you can include as many Topics as you like. For some Affinities, it may make sense to only have 2-3 Topics; for others, you may want to include dozens of Topics. ### Example 1 Let's say you are a car dealership and you want to target users who are interested in luxury cars. Using Lytics, you can create a "Luxury Cars" Affinity that contains car brands like BMW, Audi, Mercedes, etc. ![luxury-cars-affinity-topics-example.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltfee8d6cef1c6e998/6869db565d66fe3d570f5b75/luxury-cars-affinity-topics-example.png) This Affinity would allow you to create an audience of users who have affinity for any luxury vehicle brand and export that audience to various ad networks, or other marketing tools. ### Example 2 If your company is in the healthcare industry, you can create a "Health" Affinity to reach users who are interested in a variety of related Topics such as "nutrition", "mental health", etc. Note that even if "health" doesn't show up as a Topic in your account, you can create an Affinity for this known interest group.  ![health-affinity-topics-example2.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltb0285cfed27489ce/6869db56d6716f65c04b62d6/health-affinity-topics-example2.png) While individual Topics may shift over time (such as a new diet that becomes popular and then fades), high-level categories like "Heath" will remain important. You can think of Affinities as "evergreen" subjects that are core to your business. ### Example 3 If you run an online body care shop, you could create an Affinity for "Soap" containing Topics such as "face soap", "hand soap", and various scented soaps. In the Lytics UI, you'll have this summary view of your Affinity with all of your selected Topics and example articles that contain those Topics. ![soap-affinity-topics-example3.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta5aa925732b03bec/6869db572f862fc3c116e626/soap-affinity-topics-example3.png) **You can include as many Topics as you like for an Affinity.** A. True B. False Answer: A ### How are Affinities Used? Before we dive into how to create Affinities, let's take a look at the main ways you can leverage Affinity Engine information in Lytics. * **Audience Segmentation** * Target users based on their interests  * Affinity scores are specific to individual users * **Content and Product Recommendations** * Suggest relevant content and products via modals, emails, in-line, etc. * Works well out-of-the-box * **Lookalike Models** * Affinities are a standardized way of evaluating customers' engagement  * Affinity scores are very useful for building predictive audiences It's important to note that ytics Affinity scoring is **autonomous** and **updated in real time.** As users engage with your brand online, the Lytics [JavaScript tag](https://learn.lytics.com/documentation/product/features/lytics-javascript-tag/introduction) is tracking anonymous and known users' behavior and how they engage with content and products associated with particular Topics. For more information, see [Leveraging Affinities](https://learn.lytics.com/documentation/product/features/affinities/leveraging-affinities) **Affinity scores are a standardized way to measure engagement across your customer base.** A. True B. False Answer: A ## Using Affinities ### How to Create Affinities Alright, let's jump and see Affinities in action! Watch the "How to Create Affinities" video (~6 mins) on building Affinities. Navigate to **Content > Affinities** in Lytics to explore this new section. **Note: The Affinity Builder has no Topic limits!** Using the search, you can access any Topic in your taxonomy. This means you don't need to allow or block certain Topics to make the ones you care about available in the UI. #### Start Small and Add Incrementally We recommend you create Affinities that are central to your marketing efforts and add more as needed. Since Affinities are groups of Topics, you should expect to have far fewer Affinities than Topics.  For more information, see the [Affinity Builder](https://learn.lytics.com/documentation/product/features/affinities/affinity-builder) documentation **Why are Affinities better for audience targeting than Topics?** A. Topics are typically too low level to center a marketing campaign around B. Some Topics generated by NLP will be unrelated to your brand C. Individual Topics will shift over time but higher-level Affinities remain more stable D. All of the above Answer: D ### Using Affinities in Audiences Once you create an Affinity, you can then build an audience to target users who've shown interest in that group of Topics. Watch the "Using Affinities in Audiences" video (2.5 mins) for a quick walkthrough. #### Easier to create effective audiences The **Content Affinity** tab is now the home for your newly created Affinities.  Instead of having to search through the full list of Topics and create individual audience rules per Topic (the old way), you can simply pick the Affinity for your campaign and you're all set! ![audience-builder-affinity-lavender-example.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltc28aabe2e4f664bd/6869e0847c2fb5b54988e369/audience-builder-affinity-lavender-example.png) For example, we've created a "Lavender" Affinity for an online beauty store, which includes 6 Topics such as "lavender", "lavender lotion", and "lavender luxury." Instead of creating an audience with 6 rules (one per Topic), we just select our Lavender Affinity that contains those 6 Topics. **Affinity Audiences Sizes** As soon as you create an Affinity, Lytics start scoring users against it as they interact with your content or products. For active users, you can expect this number to start populating within a few days. For inactive users, it can take up to 2 weeks for them to be scored against an Affinity. So it's recommended that you create Affinities in advance of the audience needed for an Affinity-based campaign. ### What about Topic-based Audiences? Existing audiences using topics will remain active, but they will now be found under the **Custom Rule** tab in the Audience Builder. ![Existing audiences under Custom Rule.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt08bb182d4e273a1a/6869e08216ecf819624eab22/Existing_audiences_under_Custom_Rule.png) If you want to create new audiences **based on a single Topic**, you can do so as follows: 1. Search for "Topics" in the Custom Rule tab of the Audience Builder 2. Select the Topic of interest 3. Set the threshold according to the desired users' level of interest in that Topic Here are a few examples of how to set the threshold: * **exist**: users that have any level of interest in this Topic * **be greater than - 0.75**: users that have high interest in this Topic * **be less than - 0.25**: users that have low interest in this Topic.  ![topics-custom-rule-audience-builder.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltd324290f05511686/6869e083f3da4dcb7b400727/topics-custom-rule-audience-builder.png) Once you hit "Add Condition", the custom rule for a Topic will look like this:  ![topics-custom-rule-audience.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt305dbcdd79d81a2f/6869e08303043f0594fbfcc2/topics-custom-rule-audience.png) Although Topics are still supported in the Audience Builder, we strongly recommend you use Affinities to build audiences for a **more efficient workflow** and **more effective targeting**. ### Using Affinities in Collections In addition to making it easier to target users, Affinities simplify the process of building content collections. In the **Content Collection Builder** - you'll see **Affinities alongside your existing Topics**. Now, instead of manually searching and selecting Topics from your list of hundreds of Topics, you can quickly select an Affinity that contains the group of Topics relevant to your campaign. In the "Using Affinities in Collections" video (1.5 min), you'll see how to create a [Content Collection](https://learn.lytics.com/documentation/product/features/content-affinity-engine/content-collections) using an Affinity. ### Taking Affinities a Step Further If your team is already leveraging Topics, content collections and recommendations and you're ready for more - read on! Lytics supports a variety of Affinity **customizations to support industry specific use cases.** A travel agency will have different Affinities than an entertainment company; a security platform will have different Affinities from a media publishing company. Taking the travel agency as an example, you could use Lytics to create Affinities specific to the travel industry -- based on the data you have about current and prospective travelers. This could include Affinities for different destinations and attributes of travel packages such as "family friendly" or "tropical", such as shown below. ![affinity-dashboard-travel-example.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blte40262f8ac2f339a/6869e25e77a1551ba34c0ba8/affinity-dashboard-travel-example.png) ## Want to learn more? See our [documentation](https://learn.lytics.com/documentation/product/features/affinities/affinities-dashboard) for more details. To get started with more Affinity customization, please contact your Account Manager to schedule a consultation with the Lytics Data Science Team. Once our team reviews your use cases and completes the initial setup, you'll be able to manage your Custom Affinities from the Lytics UI alongside the default Content Affinities. ## Wrap-Up ### Summary and More Resources As a quick review of what we covered in this guide: * Affinities are a group of related Topics, designed to support your high-level "interest groups" for audience targeting. * New audiences created with Affinities live under the Content Affinity tab * Existing audiences using Topics now live under the Custom Rule tab * Using the search function in the Affinity Builder, you can access any Topic in your account. You no longer need to update allowlists or blocklists to make Topics available in the UI - you can simply search in the Affinity Builder. * Both Affinities and Topics are available to build Content Collections. * Advanced Affinity customization is available to leverage your industry-specific data. For more resources, we recommend you check out the following. ### Documentation: * [Affinities Introduction](https://learn.lytics.com/documentation/product/features/affinities/introduction) * [Leveraging Affinities](https://learn.lytics.com/documentation/product/features/affinities/leveraging-affinities) * [Affinity Builder](https://learn.lytics.com/documentation/product/features/affinities/affinity-builder) * [Affinity Summary](https://learn.lytics.com/documentation/product/features/affinities/affinity-summary) ### Academy modules: * Content Classification * Audience Building #### Key takeaways - Connect **Affinities and Topics** 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/lytics-essentials/introduction-to-lytics | /academy/md/courses/lytics-essentials/introduction-to-lytics.md | | /courses/lytics-essentials/how-to-use-the-lytics-ui | /academy/md/courses/lytics-essentials/how-to-use-the-lytics-ui.md | | /courses/lytics-essentials/intro-to-data-collection | /academy/md/courses/lytics-essentials/intro-to-data-collection.md | | /courses/lytics-essentials/user-profile | /academy/md/courses/lytics-essentials/user-profile.md | | /courses/lytics-essentials/user-fields | /academy/md/courses/lytics-essentials/user-fields.md | | /courses/lytics-essentials/identity-resolution-basics | /academy/md/courses/lytics-essentials/identity-resolution-basics.md | | /courses/lytics-essentials/behavioral-scores-in-lytics | /academy/md/courses/lytics-essentials/behavioral-scores-in-lytics.md | | /courses/lytics-essentials/behavioral-audiences | /academy/md/courses/lytics-essentials/behavioral-audiences.md | | /courses/lytics-essentials/connected-customer-kpi | /academy/md/courses/lytics-essentials/connected-customer-kpi.md | | /courses/lytics-essentials/connecting-integrations | /academy/md/courses/lytics-essentials/connecting-integrations.md | | /courses/lytics-essentials/audience-building | /academy/md/courses/lytics-essentials/audience-building.md | | /courses/lytics-essentials/content-classification | /academy/md/courses/lytics-essentials/content-classification.md | | /courses/lytics-essentials/intro-to-goals | /academy/md/courses/lytics-essentials/intro-to-goals.md | | /courses/lytics-essentials/intro-to-experiences | /academy/md/courses/lytics-essentials/intro-to-experiences.md | | /courses/lytics-essentials/intro-to-reports | /academy/md/courses/lytics-essentials/intro-to-reports.md | | /courses/lytics-essentials/lytics-conductor-guide | /academy/md/courses/lytics-essentials/lytics-conductor-guide.md | | /courses/lytics-essentials/decisioning-with-lytics | /academy/md/courses/lytics-essentials/decisioning-with-lytics.md | | /courses/lytics-essentials/affinities-and-topics | /academy/md/courses/lytics-essentials/affinities-and-topics.md | ## Supplement for indexing ### Content summary Start learning the core capabilities of Lytics and how to apply them in your marketing workflows. Start learning the core capabilities of Lytics and how to apply them in your marketing workflows. ### Retrieval tags - lytics - lytics-essentials - Introduction - How - use - the - Intro - Data - Collection - User - Profile - Fields - Identity - Resolution ### 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: lytics-essentials. Union of lesson topic tokens: Introduction, Lytics, How, use, the, Intro, Data, Collection, User, Profile, Fields, Identity, Resolution, Basics, Behavioral, Scores, Audiences, Connected, Customer, KPI, Connecting, Integrations, Audience, Building, Content, Classification, Goals, Experiences, Reports, Conductor, Guide, Decisioning, with, Affinities, and, Topics. Do not embed or retrieve LMS-only quiz items or mastery exam answer keys from this export. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: Introduction to Lytics | `https://cdn.jwplayer.com/v2/media/ESHVF6cy/poster.jpg?width=720` | | Video thumbnail: How to use the Lytics UI | `https://cdn.jwplayer.com/v2/media/oQp2PgGy/poster.jpg?width=720` | | Video thumbnail: Intro to Data Collection | `https://cdn.jwplayer.com/v2/media/zNbxjL4p/poster.jpg?width=720` | | Sample\_Dream\_Streams.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltda638515d4c3784b/68627d85bf423e3db6dd662b/Sample_Dream_Streams.png` | | Video thumbnail: User Profile | `https://cdn.jwplayer.com/v2/media/vV72C3ad/poster.jpg?width=720` | | Video thumbnail: User Fields | `https://cdn.jwplayer.com/v2/media/6kRgnIG5/poster.jpg?width=720` | | User\_Fields\_-\_Lytics\_data\_funnel\_processed\_events.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltba80d1af532824af/68628cb5e8e8e64be45cf2dc/User_Fields_-_Lytics_data_funnel_processed_events.png` | | Video thumbnail: Identity Resolution Basics | `https://cdn.jwplayer.com/v2/media/11mVV7bx/poster.jpg?width=720` | | Identity\_Resolution\_Workflow.jpg | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt4d8e137467cb9d2f/686399832d14900c91944c69/Identity_Resolution_Workflow.jpg` | | lql-queries.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt36932e60766cc4b2/6863b82af9ec8fb4e3ecaa60/lql-queries.png` | | modeling\_scores\_distribution-quantity.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blte5b881c022de6ca8/68640de6f9ec8fdb2becaf3a/modeling_scores_distribution-quantity.png` | | audience-builder-scores.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt12567f1968c6190b/6864a134f9ec8f2b90ecb46e/audience-builder-scores.png` | | Video thumbnail: Behavioral Audiences | `https://cdn.jwplayer.com/v2/media/xKbrzHhz/poster.jpg?width=720` | | behavioral-audiences-1.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0f4dd96c03c26f4a/6864f08602c701bfcdb9562c/behavioral-audiences-1.png` | | behavioral-audiences-2.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2811fdfe6a1ee2ea/6864f086ade2191ed2888f87/behavioral-audiences-2.png` | | Video thumbnail: Connected Customer KPI | `https://cdn.jwplayer.com/v2/media/TMyNfR9x/poster.jpg?width=720` | | Connected Customer KPI.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt18298d7cb0039d9c/686d092e376d67ebcd4bfd6d/Connected_Customer_KPI.png` | | Video thumbnail: Connecting Integrations | `https://cdn.jwplayer.com/v2/media/MlQZ0r7a/poster.jpg?width=720` | | Video thumbnail: Audience Building | `https://cdn.jwplayer.com/v2/media/xf4x1xiI/poster.jpg?width=720` | | audience-builder-scores.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt3f9f9274ec8303b0/68655529b734d046be943a36/audience-builder-scores.png` | | audience-builder-real-time-count.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt8e78d5d82ef1d51a/6865552a4431706cfdfdb457/audience-builder-real-time-count.png` | | audience-builder-and-example.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt9ad8ec0292ff6a92/686604caf4c619a376fcf0cf/audience-builder-and-example.png` | | audience-builder-or-example.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta8aed82bb6a21eaa/686604ca8628602d45348b9a/audience-builder-or-example.png` | | Video thumbnail: Content Classification | `https://cdn.jwplayer.com/v2/media/ptmRlHzG/poster.jpg?width=720` | | content-classification.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt87da047c556c765c/68662bed65a2190e92d19c9f/content-classification.png` | | manual\_content\_classification\_preview.gif | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt4731eea2b5842e90/68662c4df44b17642078c3d3/manual_content_classification_preview.gif` | | content-classification.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt87da047c556c765c/68662bed65a2190e92d19c9f/content-classification.png` | | Video thumbnail: Intro to Goals | `https://cdn.jwplayer.com/v2/media/HCRmKnua/poster.jpg?width=720` | | Video thumbnail: Intro to Experiences | `https://cdn.jwplayer.com/v2/media/geCkVBS8/poster.jpg?width=720` | | Video thumbnail: Intro to Reports | `https://cdn.jwplayer.com/v2/media/YXELPmlR/poster.jpg?width=720` | | Lytics Left Navigation.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt524fa05fb46eed22/686658c04431701057fdbe61/Lytics_Left_Navigation.png` | | Add new component.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2620341a746b6c1a/68677f56abd7514a16abccc5/Add_new_component.png` | | Select a Component.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltb8ad608b8cceae9c/686791b6838a11e5d8ce7580/Select_a_Component.png` | | Edit Component.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltcd6689afd23b9289/68677f51c8fd59a7706699aa/Edit_Component.png` | | Label and Description - create your own composition component.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt80247203d80c007f/68677f51be33b5275dd3669f/Label_and_Description_-_create_your_own_composition_component.png` | | Edit Component.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltcd6689afd23b9289/68677f51c8fd59a7706699aa/Edit_Component.png` | | Label and Description - create your own Size component.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt09e0a96a326bbfd0/68677f513f6f2e732f2de1d5/Label_and_Description_-_create_your_own_Size_component.png` | | Edit or delete audience report.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta9dad514f35ab47f/686794c5838a117e40ce75ab/Edit_or_delete_audience_report.png` | | download reports.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blteae8c1f91f7a87b8/686794c502c7011722b971f2/download_reports.png` | | Video thumbnail: Lytics Conductor Guide | `https://cdn.jwplayer.com/v2/media/hkFssXLd/poster.jpg?width=720` | | content-relevance-alignment.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltdf53f1c27dc3fded/6868e53a16ecf815184ea9a2/content-relevance-alignment.png` | | content-rec-modal-example.jpeg | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt567738bbcab92801/6868e53b3211638009004e45/content-rec-modal-example.jpeg` | | activation\_diagram.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2ad1633e4d9b369e/6868e53b16ecf83f574ea9a6/activation_diagram.png` | | Video thumbnail: Affinities and Topics | `https://cdn.jwplayer.com/v2/media/xUOKzBRr/poster.jpg?width=720` | | affinities-topics-diagram.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt8ea9fda11f173cd1/68690a6757157d5b2a5fff08/affinities-topics-diagram.png` | | topics-list.gif | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0dc092470c9527ad/6869da538b3c3b4b33cdb8fa/topics-list.gif` | | luxury-cars-affinity-topics-example.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltfee8d6cef1c6e998/6869db565d66fe3d570f5b75/luxury-cars-affinity-topics-example.png` | | health-affinity-topics-example2.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltb0285cfed27489ce/6869db56d6716f65c04b62d6/health-affinity-topics-example2.png` | | soap-affinity-topics-example3.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blta5aa925732b03bec/6869db572f862fc3c116e626/soap-affinity-topics-example3.png` | | audience-builder-affinity-lavender-example.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltc28aabe2e4f664bd/6869e0847c2fb5b54988e369/audience-builder-affinity-lavender-example.png` | | Existing audiences under Custom Rule.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt08bb182d4e273a1a/6869e08216ecf819624eab22/Existing_audiences_under_Custom_Rule.png` | | topics-custom-rule-audience-builder.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltd324290f05511686/6869e083f3da4dcb7b400727/topics-custom-rule-audience-builder.png` | | topics-custom-rule-audience.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt305dbcdd79d81a2f/6869e08303043f0594fbfcc2/topics-custom-rule-audience.png` | | affinity-dashboard-travel-example.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blte40262f8ac2f339a/6869e25e77a1551ba34c0ba8/affinity-dashboard-travel-example.png` | ### 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/` | | learn.lytics | `https://learn.lytics.com/documentation/product/features` | | Sample\_Dream\_Streams.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltda638515d4c3784b/68627d85bf423e3db6dd662b/Sample_Dream_Streams.png` | | Collecting data with the Lytics JavaScript tag | `https://learn.lytics.com/documentation/product/features/lytics-javascript-tag/using-version-3/collecting-data#events` | | Collecting data via API | `https://learn.lytics.com/documentation/developer/api-docs/data-upload` | | Data Streams | `https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/data-streams` | | Onboarding Web Data | `https://learn-preview.lytics.com/documentation/product/features/data-onboarding-and-management/onboarding-web-data` | | Integrated Marketing Tools | `https://learn-preview.lytics.com/documentation/product/features/data-onboarding-and-management/integrated-marketing-tools` | | documentation | `https://learn.lytics.com/documentation/product/features/user-profiles/delete-a-customer-profile` | | Overview: How Lytics builds a holistic view of your customers | `https://learn.lytics.com/solutions/data-unification` | | User Profiles Introduction | `https://learn.lytics.com/documentation/product/features/user-profiles/user-profiles-introduction` | | Understanding the data on your Lytics User Profiles | `https://learn.lytics.com/documentation/product/features/user-profiles/understanding-user-profiles` | | User\_Fields\_-\_Lytics\_data\_funnel\_processed\_events.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/bltba80d1af532824af/68628cb5e8e8e64be45cf2dc/User_Fields_-_Lytics_data_funnel_processed_events.png` | | User Fields | `https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/user-fields` | | Identity\_Resolution\_Workflow.jpg | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt4d8e137467cb9d2f/686399832d14900c91944c69/Identity_Resolution_Workflow.jpg` | | Data > Queries | `https://app.lytics.com/data/queries` | | lql-queries.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt36932e60766cc4b2/6863b82af9ec8fb4e3ecaa60/lql-queries.png` | | Stitching User Profiles | `https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles` | | Profiles and Identity Resolution | `https://learn.lytics.com/documentation/product/features/user-profiles/profiles-and-identity-resolution` | | Lytics Query Language documentation | `https://learn.lytics.com/documentation/product/features/data-onboarding-and-management/lytics-query-language` | | LQL & Data Import Basics | `https://learn.lytics.com/documentation/developer/academy/lql-and-data-import-basics` | | Scoring | `https://app.lytics.com/resources/learn/scoring` |