There was a time when CPG companies could rely on third-party data, retail channels, and interruptive advertising to market their products to consumers.
Digitally native companies like Amazon revolutionized how brands engage their customers, and recent events like COVID and privacy regulations governing third-party data are raising the stakes even higher.
Built for marketers, Lytics customer data platform (CDP) collects first-party behavioral and affinity data, so you understand what resonates with your customers. Then its machine-learning decision engine gives your marketing team the ability to deliver relevant, timely personalized marketing experiences in real-time.
CPG brands used to be able to use third-party data and cookies to target consumers and deliver personalized experiences. That’s not the case anymore--and not because consumer expectations have changed. Consumers still demand individualized treatment, but Apple and Google are restricting third-party cookies, and regulations like GDPR and CCPA are increasing the risk associated with using other organizations’ data.
And third-party data doesn’t provide the personal touch. Demographic segments aren’t as valuable in a world where behavioral data provide over 80% of the predictive value in customer profiles. Leading brands have shifted to first-party data to better understand their customers, giving them the ability to deliver true 1:1 marketing experiences at scale.
Many companies want to implement a CDP to achieve truly personalized marketing, but find themselves confronted by organizational obstacles. With Lytics, CPG brands can use the power of digital experiences to build personal relationships with their customers.
Many CPG brands are disconnected from their end customers by retail or other sales channels. Brands need to start understanding and cultivating customers from initial interest through purchase and into advocacy.
Marketers lack the technology needed to create personalized experiences for website visitors, deliver ads based on product interest, and drive subscriptions in real-time.
With data stored in multiple platforms and first-party data largely inaccessible without IT support, CPG companies need to break down technical silos that prevent them from taking advantage of the data they already have.
CPG companies own multiple brands, each with their own customers and data, and are just as vulnerable to the traditional IT-Marketing divide as other enterprises.
Inability to create accurate segments in ad networks and poor visibility into which marketing campaigns are delivering results prevents brands from targeting their audience effectively.
Lytics CDP connects to your data sources and builds customer profiles that provide data-based insights to improve your marketing results, so you can deliver personalized 1:1 marketing experiences through all your activation channels in real-time.
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