The integrated NLP makes Lytics a good match for publishers or businesses that have a productive content engine in place. NLP classifications allow for audience definitions around content affinity (along with other signals), and built-in integrations mean that such audiences can easily be targeted across numerous paid and owned channels. Their Pathfora JavaScript library offers out of the box personalisation capabilities. And their REST API is straightforward to work with. Their identity resolution capability allows for a unified customer view across devices, browsers, and domains. From day to day account management through to the support they can offer on working with their API or experimenting with Data Science capabilities, the team at Lytics are fantastic.

As a marketer, the best part of Lytics is the customized programs available for each individual part of the company, as well as each individual customer. Not only does Lytics allow me to target based on demographic information, but it also gives affinities and items that wouldn't typically be found on marketing websites.

Speaking from the use case that I am most familiar with, my favorite thing is the ability to easily pull in website activity and marry it with Eloqua contact data to serve our contacts content that is relevant to them in the moment that it will help them the most.