# Introduction to Lytics ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/lytics-essentials/introduction-to-lytics | | **course_slug** | lytics-essentials | | **lesson_slug** | introduction-to-lytics | | **markdown_file_url** | /academy/md/courses/lytics-essentials/introduction-to-lytics.md | | **generated_at** | 2026-04-28T06:55:47.606Z | > Part of **[Lytics Essentials](https://www.contentstack.com/academy/courses/lytics-essentials)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### 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. ## Supplement for indexing ### Content summary Introduction to Lytics. 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/ ### Retrieval tags - Introduction - Lytics - lytics-essentials - lesson 01 - Introduction to Lytics - lytics-essentials lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "01" and topics: [Introduction, Lytics]. Parent course slug: lytics-essentials. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: Introduction to Lytics | `https://cdn.jwplayer.com/v2/media/ESHVF6cy/poster.jpg?width=720` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` |