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BizReport : Advertising : September 11, 2012

Lyris release offers assist with Big Data

Big data is again making headlines, this time with digital marketing hub Lyris at the forefront. This week marks the launch of the new Lyris ONE platform, set up to offer online brands an assist when it comes to collecting, managing and then targeting big data in the online realm.

by Kristina Knight

"Consumers demand consistent and relevant brand experiences regardless of channel. Until now, marketers have been unable to harness the power of digital interaction data to make better marketing decisions," said Wolfgang Maasberg, CEO of Lyris. "Lyris ONE makes it simple for marketers to glean actionable insights from trillions of data points to improve revenue outcomes and deliver unprecedented value to the customer channel of ONE."

"Understanding data has never been more important for marketers. Those that can figure it out will dramatically improve customer experiences and help their companies create a competitive edge," said Sheryl Kingstone, Director, Yankee Group. "Ultimately, marketers need to prove their value, and to do this they need to understand their customers and target them effectively across channels. It's good to see companies giving digital marketers the tools to optimize their marketing efforts and tie campaign activities to specific business goals."

The Lyris ONE platform is set up to offer brands individualized views of each customer in a location to help improve ad messages through targeting. From there, the dashboard offers an analytics engine, offering clients analysis of the data collected to help optimize messaging and campaigns.

Meanwhile the campaign designer tab offers a one-stop shop to design and execute campaigns across online channels; the platform complies with ad best practices. Finally, the event processor automates data so that defined engagement scenarios are triggered in real time - meaning a customer who abandons a shopping cart would be remarketed within a few minutes rather than creating more distance by remarketing hours or even days after the abandonment.

Tags: ad targeting, big data trends, Lyris, online advertising, online data collection

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