Lytics is a machine learning-powered customer data platform focused on content personalisation and behavioural scoring for media, publishing, and retail companies. Its ML models predict individual customer propensity — likelihood to subscribe, churn, convert, or engage — and feed these scores into marketing activation tools to enable hyper-personalised content experiences and audience targeting.
Product Overview
Lytics differentiates from Segment and mParticle through its emphasis on built-in machine learning: rather than simply collecting and routing customer data, Lytics applies ML models to the unified customer profile to generate behavioural scores — content affinity, subscription propensity, churn likelihood, and engagement decay — that enrich the customer profile and flow downstream to every connected activation tool. This turns the CDP from a passive data pipe into an active intelligence layer. Lytics Conductor is its journey orchestration engine, allowing marketers to trigger experiences based on ML score thresholds — for example, presenting a subscription offer to anonymous visitors whose content affinity score exceeds a threshold, or suppressing ads to customers whose churn propensity score indicates they are likely to lapse. Its Data Connect layer enables bidirectional sync between Lytics and cloud data warehouses, making it compatible with warehouse-native data strategies.
Key Features
- Behavioural ML Scoring: Built-in ML models score every customer profile on content affinity, subscription propensity, churn risk, and engagement — activate based on predicted behaviour.
- Lytics Conductor: Journey orchestration triggered by ML score thresholds — automate personalised experiences based on predicted customer behaviour.
- Content Affinity Engine: Identify each customer's preferred topics, formats, and content types — personalise recommendations and experiences at the individual level.
- Data Connect (Warehouse Sync): Bidirectional sync with Snowflake, BigQuery, and Redshift — integrate Lytics with warehouse-native data strategies.
- Audience Activation: Push ML-enriched audiences to advertising, email, and personalisation tools — activate predicted segments across the full martech stack.
Best For
Media, publishing, and retail companies that want ML-powered behavioural prediction built into their CDP — particularly those focused on content personalisation, subscription conversion, and churn reduction programmes.
Pricing
Custom pricing based on monthly active users and modules. Mid-market to enterprise. Free demo available.
Key Integrations
Snowflake, BigQuery, Redshift, Google Analytics, Braze, Salesforce, Google Ads, Facebook Ads, Optimizely, Segment
Pros
- Built-in ML scoring turns the CDP into an active intelligence layer, not just a data pipe
- Content affinity engine is purpose-built for media and publishing personalisation use cases
- Conductor orchestration enables behaviour-triggered experiences based on predicted propensity scores
- Warehouse sync supports modern data stack architectures
Cons
- Less developer-friendly than Segment or RudderStack for engineering-led data teams
- ML model quality depends on data volume — smaller datasets produce less reliable scores
- Primarily suited to content-heavy and subscription businesses — less fit for B2B SaaS or services
