Lytics now integrates with Google Marketing Platform to enable customer data-informed campaigns

• integrates, Lytics
lytics-now-integrates-with-google-marketing-platform-to-enable-customer-data-informed-campaigns

Customer data platform Lytics announced this week it now integrates with Google Marketing Platform’s full suite of tools, including Google Ads, Google Analytics, Google Optimize 360, Display and Video 360 and more.

Why we care

The integration makes it possible for marketers to target ads with their customer data housed in Lytics and improve retargeting efficiencies by recognizing and suppressing existing customers as they convert. It also enables real-time analysis of Lytics segments in Google Analytics. The Lytics tag is also now available natively in Google Tag Manager for easy deployment.

“Our goal with this integration is to help Lytics customers execute more precise targeting and increase ROI from their Google ad spend,” said James McDermott, CEO of Lytics, “As marketers move up the maturity curve, they can surface customer intelligence they’ve gained with Lytics to understand how customers are engaging with content, why they convert, and know what’s working or not.”

More on the news


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Retina integrates with Shopify, offers predictive analytics for customer lifetime value

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Retina Go CLV metrics

Analytics platform Retina has launched an integration with Shopify that gives merchants access to predictive analytics for customer lifetime value (CLV). The “Retina Go” tool can be downloaded via Shopify’s app store for free.

Why we should care

A tool is a version of the company’s full AI platform and aims to give smaller e-commerce brands access to predictive insights around customer lifetime value. The data can help merchants compete with larger retail brands and platforms like Amazon. Having the ability to predict CLV trends, based on internal data and ad campaigns targeting look-alike audiences, gives SMBs insights usually reserved for companies with data science resources.

“Retina’s new tool levels the playing field, giving these businesses the same insights that the big brands pay teams of data scientists tens of thousands of dollars to provide,” said Retina CEO Michael Greenberg.

The key component to make the most of Retina’s free tool is having a marketing team that understands the impact of CLV and can apply the metrics offered by Retina Go to ongoing campaigns.

More on the news

  • The tool provides charts changes to an online merchant’s customer lifetime value and segments customers based on their value or risk of no longer buying.
  • Users can also automatically create Facebook ad campaigns aimed at lowering cost per acquisition using this data.
  • Retina claims their analytics have lowered cost-per-acquisition for brands by as much as 20% to 30% for online customers, beating competing CLV prediction models by 50%.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Google integrates IAB Tech Lab’s Open Measurement standard for third-party viewability measurement

• Google, integrates
google-integrates-iab-tech-lab’s-open-measurement-standard-for-third-party-viewability-measurement

In an effort to provide mobile advertisers with more options for viewability measurement in Google Mobile Ads (GMA) and Interactive Mobile Ads (IMA), Google announced Thursday a new integration with Open Measurement Software Development Kit (OM SDK).

Developed by the IAB Tech Lab, the open measurement SDK provides advertisers with common code and libraries for facilitating third-party access to measurement data.

“IAB Tech Lab’s Open Measurement (OM) initiative makes it easier for ad buyers and sellers to work together for viewability measurement and other verification needs,” said Dennis Buchheim, EVP and general manager of the IAB Tech Lab. “The sell-side has been adopting OM quickly, and we ask brands, agencies, and Demand Side Platforms (DSPs) to get more active and take advantage of what OM offers.” 

Why we should care

Advertisers on GMA and IMA can now measure viewability using third-party measurement platforms such as Integral Ad Science, DoubleVerify, Comscore, and Moat (in addition to the measurement already available with Google’s Active View). To take advantage of the integration, advertisers can add Open Measurement enabled tags to their ad creatives from the viewability vendor of their choice.

Viewability tracks ad impressions that appear “in view” on users’s mobile devices — and have an opportunity to actually be seen by users — as opposed to impressions served, which may load on a page but never enter the user’s view. Selling inventory on a viewable basis also helps publishers offer and charge more for inventory.

Typically, viewability tracking for in-app ads depends on the developer’s ability to integrate a variety of SDKs from different vendors, which often results in inconsistent measuring methodologies and costs.

The IAB Tech Lab’s Open Measurement standard eliminates the need to implement various SDKs, allowing advertisers to measure viewability signals from one single location across display, native and video. Through its integration with Open Measurement, Google mobile app advertisers will have access to universal code libraries that enable an app publisher to provide required measurement data to all measurement providers and advertisers.

“Google’s adoption of the Open Measurement SDK is a huge step in moving the industry forward and creating more transparency for advertisers,” said Sumit Shukla, SVP, Strategic Partnerships of Comscore. “It’s important for brands to consistently measure viewability across the entirety of their media buys.”

More on the news

  • Google said it is continuing to work with the IAB’s Tech Lab Open Measurement Working Group to expand Open Measurement capabilities beyond viewability, as well as to other environments such as web video.
  • Open Measurement has the potential to create a more transparent and accountable digital media ecosystem across all screens.
  • More information on downloading and using the SDK is available here.


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