Customer data platform (CDP), Lytics has launched  “Cloud Connect”, a freemium self-service tool for connecting customer data to leading marketing automation platforms. Lytics can integrate with 80+ services including Salesforce, Sailthru, Hubspot, Campaign Monitor, and Iterable.

Cloud Connect allows users to create custom audiences for marketing campaigns by using standard SQL (Structured query language) editors to pull relevant first-party customer profiles from a data warehouse and activate it directly on marketing automation platforms.

Alongside this, the firm also announced that its platform is now fully integrated with data warehouses such as Google Big Query, Amazon Redshift, Microsoft Azure, and Snowflake.

Lytics offers a cloud-based CDP that is built on a reverse ETL approach, where a single copy of customer data is maintained in a data warehouse thus allowing customer data to be stored securely while avoiding duplicates. The firm also offers a “decision engine” to provide real-time behavioral insights for digital marketing campaigns. The platform is built specifically for marketing teams operating in retail, packaged goods, B2B, and financial services industries. As of December 2021, Lytics uses include General Mills, TIME, Lovepop & Universal.