Lytics Debuts Conductor to Unify Customer Data
As brands more often deploy multiple customer data platforms to craft a holistic picture of customers using their martech stack, the CDP Lytics released Conductor, which it is calling the “centerpiece” of its “composable” CDP. Conductor is a customer data infrastructure product that aims to cut costs and generate greater ROI by unifying a company’s customer data.
“Every company has customer data that is underperforming, and in today’s market they can’t afford to,” Jascha Kaykas-Wolff, President, Lytics, said in a press release. “With the introduction of Conductor, Lytics makes it even easier to grab more data from any channel or touchpoint in a clean, structured way in order to quickly drive ROI.”
Lytics says that, with Conductor, enterprises can now use the company’s CDP to:
- Collect and manage customer data
- Manage identity
- Create unified profiles that can be used for activation
“Conductor further completes the enterprise data stack by loading all data into the warehouse in minutes — delivering a clean, standardized data set for analytics and modeling accessible for use across the entire organization,” the release continues.
Why Lytics’ Conductor launch matters
For the broader industry, Lytics’ Conductor launch speaks to a couple of trends.
For one, privacy changes are making it more challenging for enterprises to develop the actionable customer profiles at scale that they need to move the needle with marketing. With a CDP that can meld together the resources of multiple CDPs, enterprises should, in theory, be able to overcome some of the challenges of the current market and better understand their customers with the first-party data assets on which CDPs focus.
As signal loss intensifies, there are doubts as to whether enterprises can accumulate enough first-party data to drive marketing programs that once hinged on third-party data. Products like Conductor aim to address that concern.
Then, there’s the composability trend. Most familiar as part of the term “composable commerce,” composability refers to the ability to mix and match software. This is key for keeping up with the pace of innovation and allowing enterprises to avoid getting bogged down in existing practices. As Lytics puts it in the release, Conductor aims to eliminate “any concern of large vendor lock-in.”
Even larger questions loom behind those trends. For example, how do brands activate customer data to transform intelligence into bottom line-shifting action? How important is it for brands to understand each customer as an individual, and what privacy concerns remain in the face of customer data-driven marketing (enabled by technologies like CDPs)?