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

• The Google Marketing Platform integration is part of Lytics’ Core CDP solution.
• Lytics launched an integration with Salesforce Marketing Cloud in November, giving users a more full view of the customer journey.
• Earlier this month, Lytics introduced new product packaging and pricing option so that users could choose a plan that best fit their data needs.

About The Author

Amy Gesenhues

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. 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.