In today's data-driven marketing landscape, Customer Data Platforms (CDPs) promise the holy grail—a unified view of your customer. However, with a plethora of options, choosing the right CDP can feel overwhelming. This blog is part of our comparative blog series, comparing RESUL and other CDPs in the market to help you to understand their strengths, limitations, and how they can empower your marketing strategy.

Lytics CDP: Flexibility with Caveats

Lytics shines with its strengths of user-friendliness and data modeling flexibility. Business users can define custom attributes, which makes it easier to cater to personalized customer journeys. However, compared to its competitors, Lytics might lack pre-built connectors for some data sources and activation tools.

Here's a closer look:

• Data ingestion: Streamlined data ingestion from common sources is a plus, but for complex data ecosystems, Lytics might require additional development efforts.
• Identity resolution: Lytics offers both deterministic and probabilistic methods. However, some users report limitations in handling highly fragmented customer data compared to more solutions with more robust identity resolution capabilities like RESUL.
• Built-in business intelligence (BI) tool: Lytics' built-in BI tool provide valuable insights, but their depth and breadth might not meet the needs of all businesses. Consider factors like dashboard flexibility and customization potential.

RESUL: A Contender with a Focus on Engagement

RESUL takes a different approach, prioritizing omnichannel engagement and campaign management alongside core CDP functionalities. Here's how RESUL stands out:

• Identity resolution supercharged: RESUL’s identity resolution engine goes beyond standard methods. Its user-definable deduplication and advanced profile enrichment techniques aim to create a more comprehensive, brand-specific view of the customer base, even with challenging data sets.
• AI-powered personalization: While Lytics offers built-in AI, RESUL focuses on real-time, omnichannel personalization and leverages AI in most of its capabilities. The CDP integrates seamlessly with all digital properties, allowing for triggered communications based on dynamic customer behavior and facilitating continuous journeys based on individual profiles.
• Advanced integrations: RESUL boasts a wider range of pre-built connectors, simplifying data ingestion from diverse sources. This can be crucial for businesses with complex data pipelines.

Segmentation and Beyond: A Feature Comparison

Both platforms offer advanced segmentation capabilities and persona management tools. However, RESUL emphasizes real-time data visualization and attribution modeling, providing a more holistic view of marketing campaign performance and customer lifetime value.

The 360-Degree View: A Balancing Act

Both CDPs strive to create a unified customer profile, but with varying levels of sophistication. Lytics offers a solid foundation, while RESUL excels in handling complex data sets and real-time interactions. The latter also delivers a friendly and “exportable” 360 view that can aid face-to-face interactions at brick-and-mortar branches and call centers.

Omnichannel Journey Orchestration: A Major RESUL Advantage

Lytics doesn’t possess any native marketing capabilities other than the ability to push lists or segments across different tools and channels. All campaign setup needs to be completed in two to five different tools.

On the other hand, RESUL CDP serves as the built-in engine for a fully integrated, real-time audience engagement solution, one that combines omnichannel orchestration, comprehensive analytics, template creation, and more. RESUL enables the user to deliver communications and adaptive journeys through email, mobile, web, QR codes, IoT devices, search ads, messaging apps, and other channels, out of the box. The solution can combine first-party data and valuable third-party data from the Google Marketing Platforms and Ads Data Hub. I can not only enable attribution of conversion from Google ads to other brand properties but utilize data from google to optimize retargeting on other channels.

Minimal IT Intervention and Operational Efficiency

Lytics’ focus on data brings some interesting capabilities, but packages them in a user interface that will make data ownership and democratization difficult for non-technical team members.

RESUL, in contrast, delivers its diverse functionalities in an accessible format, aimed at minimizing IT intervention and expediting key tasks across the funnel. It allows business leaders to alleviate the burden on IT while empowering marketing and business teams with access and true ownership over data and marketing processes?

Taking Your Next Step: A Data-Driven Decision

Choosing the right CDP requires careful consideration. Lytics offers somewhat user-friendly data modeling but might lack advanced features in other areas. RESUL combines the robustness of data modeling and availability with a CDP at its core. It delivers high-quality omnichannel engagement and boasts robust identity resolution, with a UI recognized by many as a great facilitator for day-to-day operational gains.

Carefully evaluate your data landscape, marketing goals, and technical expertise before making a decision. Consider requesting demos from both vendors and leverage industry reports and customer reviews for a well-rounded perspective.