Data & Insights Course

10m

Intermediate

Released: July 31, 2025

Overview

Data & Insights

Contentstack’s Data & Insights (the acquired Lytics technology) is designed to unify, analyze, and activate first-party customer data in real time to power personalized digital experiences at scale. It enables brands to deliver the right message to the right audience, on the right channel, every time, by leveraging unified insights, predictive modeling, and automation.

Introduction

Data & Insights key capabilities.

#1 - Unified Customer Profiles

Data & Insights collects and unifies first-party data from multiple sources (web, mobile, product, social, etc.) to build centralized customer profiles. This enables organizations to segment audiences, track user interactions, and leverage data for personalized marketing strategies.

#2 - Real-Time Data Activation

The platform supports real-time ingestion and processing of both bulk and event-level data, ensuring that customer profiles and audience segments are always up to date and ready for immediate activation across channels.

#3 - Audience Segmentation and Personalization

Data & Insights provides advanced audience segmentation tools, allowing marketers to create highly targeted segments based on behavioral, demographic, and contextual data. These segments can be used to deliver personalized content and experiences natively within Contentstack or exported to other marketing tools.

#4 - Data Warehouse Activation

With features like Cloud Connect, Data & Insights enables direct segmentation and activation on top of cloud data warehouses, allowing marketers to leverage existing data without duplication or additional data movement.

#5 - Journey Orchestration and Analytics

Data & Insights offers journey orchestration capabilities, enabling brands to design, manage, and automate customer journeys across multiple channels in real time. Built-in analytics and reporting provide actionable insights into customer behavior, campaign performance, and business outcomes.

#6 - Integration Ecosystem

Data & Insights offers pre-built integrations with a wide range of marketing, analytics, and data tools, making it easy to onboard and export data, enrich profiles, and activate audiences across the martech stack.

Some Data & InsightsReal-Time CDP use cases.

Commerce

Optimized and personalized customer journey drives improved customer experience, sales and customer loyalty.
1:1 merchandising and cross-/ up-sell.
Campaign optimization – targeting, suppression, predictive ML, lookalike modeling delivering improved ROAS.
Insights and reporting on audience and campaign performance.
Managing global privacy risk – data residency, secure data sharing between brands and with partners through data clean rooms.

Financial Services

Compliance – supports global data residency and data use regulations and ensures compliant communications.
Secure data sharing between regulated subsidiaries through clean room solutions.
Insights and reporting on audience and campaign performance.
Personalized customer experience based on content affinities and other behavioral attributes.
Streamlined data management processes, reducing the time it takes to gather and analyze data from multiple systems. This increases operational efficiency, reduces costs, and enables institutions to stay competitive.

Sports/Media/Entertainment

Activating audiences and delivering personalized experiences based upon content affinities.
Improved live fan experience leveraging real-time behaviors.
Insights and reporting on audience and campaign performance.
Secure data sharing between teams, leagues, artists & promoters through clean room solutions.
Expand addressable market through lookalike modeling and audience expansion.

Technology

Optimized and personalized customer experience based on content and product affinities and other behavioral attributes.
Compliance – supports global data residency and data use regulations and ensures compliant communications.
Insights and reporting on audience and campaign performance.
Orchestrated customer journey across touchpoints, over time for individuals and for account-based marketing (ABM).
Streamlined data management processes, reducing the time it takes to gather and analyze data from multiple systems.