Developers can better support marketing teams in their transformation by using customer data extracted from the data warehouse to deliver highly targeted marketing
Lytics, a leading customer data platform (CDP) that improves marketing outcomes using first-party data, announces the launch of Cloud Connect, a freemium, self-service tool that connects data in cloud data warehouses directly to leading advertising platforms for more sophisticated audience targeting. With this release Lytics is also announcing the introduction of fully supported connections to data warehouses: Google Big Query, Amazon Redshift, Microsoft Azure and Snowflake.
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Cloud Connect is a simple to use tool to create consumer audiences with a SQL query editor directly on the customer’s data warehouse and can activate audiences in 40+ destinations, such as Google Ads, Amazon Ads, and LinkedIn Ads, to enable targeted advertising. Cloud Connect is available for free with a single data warehouse connection and one ad network destination by creating an account and can be accessed directly via the Lytics website and Google Cloud Marketplace. There are flexible subscription packages to meet varying business needs dependent on data warehouse strategy maturity.
Cloud Connect offers a number of use cases for IT and marketing teams, from security and regulatory compliance to improved audience targeting for e-commerce and account-based marketing. For example, with Cloud Connect, IT teams can process data requests from the marketing department, while keeping high value customer data securely in the data warehouse. For e-commerce, marketers can refine their audiences and test specialized segments for even more precise ad targeting and spend.
“The CDP industry needs to think differently about how our customers can manage and activate their most valuable asset – customer data,” said James McDermott, CEO of Lytics. “With this launch, Lytics is reimagining its CDP to fit into the new customer data architecture that sits directly on top of our customer’s cloud data warehouse.”
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Lytics has made it easy for businesses to connect their data in the cloud with the Lytics CDP. Data managers and analysts can create consumer audiences with a SQL query editor directly on the data warehouse and activate audiences in advertising and marketing platforms. Simply:
-Authorize a data warehouse connection
-Sync customer data using a simple SQL query
-Authorize an ad channel destination to activate on customer data
“With the migration to the cloud for enterprise data warehousing, it’s important to acknowledge and adapt as a CDP,” added McDermott. “Looking ahead to the next five years, Lytics is innovating to deliver value for businesses— a core part of our ethos— and to help our customers thrive in an environment where a CDP is an additive to your cloud data warehouse, not competitive.”
With the degradation of the third-party cookie, more businesses are looking to the cloud to collect and harness their own first-party data. By 2022, 75% of all databases will be on a cloud platform, according to Gartner. Cloud Connect will enable developers to support marketing teams in this transformation by using customer data extracted from the data warehouse to deliver highly specific marketing to their audiences.
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