Integrating digital channels such as email is a major challenge faced by marketers. For this a new application delivery method is required, so that marketers can connect data and messaging on all existing and new channels.
Channel convergence and new developments make it difficult for a single “marketing cloud” suite to serve the needs of different types of businesses, thereby necessitating new solutions to keep pace with the evolving digital marketing landscape.
Lyris announced a set of mini applications which will ensure optimized data integration, engagement analytics, and email sender reputation monitoring for marketers. These features were developed with the help of Lyris’ componentized cloud platform. Lyris’ digital messaging platform is based on open standards, and can be used to develop purpose-built solutions that can improve customer communications significantly.
Lyris’ delivery approach enables marketers to choose, configure, and swap application components with other, better alternatives when needed. These alternatives can be built by Lyris, or any other technology vendor.
John Philpin, CEO of Lyris, said, “The ability to quickly create great experiences is what distinguishes great marketing. These new applications deliver targeted value to our customers, and also provide inspiration for Lyris users to engage in their own configuration of applications tailored to their unique business needs. Marketers no longer need to be restricted by applications that a vendor chooses to build and deliver. Now, the only limitation is their imagination.”
Generally traditional closed application suites, or ‘marketplaces’ of hard-coded applications cannot be customized depending on business needs. But as the Lyris solution allows organizations to interconnect and customize their marketing technologies, they can enhance customer experiences. In addition, new solutions can be added easily into the cross-channel application ecosystem.
The mini applications are Lyris data mapper, which provides a highly configurable console that connects rich customer data, and marketing intelligence, between Lyris and other marketing systems like Salesforce.
The Lyris reputation monitor provides a charting user interface that helps marketers to manage email reputation by enhancing the workflow-integrated capabilities of the company’s email delivery management console. The Lyris advanced engagement analytics application includes a set of automatically-generated insights that adds more details to customer profile information using geo-location and mobile usage metrics.