Lyris Marketing Automation Tool Adds ‘Big Data’ To The B2B Marketing Arsenal
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- Published in Solution Spotlight
Marketing automation software provider Lyris last week introduced a new software platform, Lyris One, the puts the focus on integrating and leveraging “Big Data” sources with a company’s B2B marketing campaigns.
According to a company news release, the Lyris One platform is designed to take advantage of both structured and unstructured data sources in order to build, execute and manage B2B marketing campaigns. The software can analyze customer data gathered from social media feeds, email, CRM and other enterprise applications – including the massive, unstructured data sources commonly referred to as “Big Data,” and which hold increasingly valuable insights for enterprise B2B marketing organizations.
The goal of the process, according to the company, is to yield real-time customer insights, including detailed analytics, which can then be used to guide a company’s marketing campaigns.
The challenge, said Lyris CEO Wolfgang Maasberg, is to apply these practices to data stores that can be orders of magnitude larger than those typically used as part of a marketing analytics exercise.
"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 Maasberg. "Lyris One makes it simple for marketers to glean actionable insights from trillions of data points to improve revenue outcomes and deliver unprecedented value."
The company also cites a recent Corporate Executive Board study of nearly 800 marketers at Fortune 1000 companies which found most of the respondents still rely heavily upon intuition, rather than data, to inform their decision-making and guide their campaign efforts. The result, according to Lyris, is a continuing problem with untargeted, irrelevant and disconnected marketing messages – even at very large companies that should be relying far more heavily upon data-driven decision making.
Key features of the Lyris One platform include:
- A single, “live” real-time view of customer profiles, incorporating data from a wide variety of structured and unstructured sources.
- An integrated marketing analytics engine capable of what the company calls “scalable, massively parallel processing capabilities” required to analyze unstructured data sources.
- An integrated toolset of designing, creating and managing cross-channel campaigns.
- An automation engine that supports the use of scenario-based engagement and campaign management.