Hull CDP (discontinued) vs. Lytics

Hull is definitely the leading CDP for the small to mid-sized business in which the marketing team wants or needs to have a fair amount of autonomy from engineering, or when it's unrealistic or cost-prohibitive to use internal engineering resources to maintain the marketing database. It's also a great choice for companies who are trying to bring newer and smaller best-of-breed elements into place in their marketing--enabling you to sync customer data records to CTAs/ Chat scenarios/ Email Service Providers, or any type of 3rd party campaign tools. It's probably not the best fit for companies trying to stay in a larger Marketing Cloud Ecosystem, e.g. Adobe/ Oracle.

Incentivized

Not a unified audience database but for segmenting for programmatic advertising [Lytics is] excellent[.] It is an identity / email driven database[.] Does not combine users into one master record[.] Excellent built-in scoring mechanisms which I use regularly to isolate most engaged users[.]

Incentivized

• Slack integration - we revolve around slack as our central comm hub and having our customer information surfaceable is just gold.
• Making back-end data easy to read and digest - there is a lot of data that gets generated by our customers and it's impossible to sift through without Hull consolidating that information for us.
• Customer support - we have only had a couple issues in the many months using Hull and it's always been a quick resolution. They use Slack to support BTW which I love.

Incentivized

• Analytics: it's easy to obtain and understand.
• Usability: the database is intuitive and easy to learn.
• Targeting: you can easily reach your target audience.

Incentivized

• Needs a deduplication engine
• Needs to be able to perform bulk and automated data cleansing (unified data is messy)
• Needs to integrate with more tools
• Needs to be able to be tailored to different use cases, such as a retail/ecommerce use case, with RFM metrics

Incentivized

• Uptime.
• Monitoring
• Relational-table-like functionality

Incentivized

We had initially identified Segment as a solution due to the number of integrations they supported. The problem is that with Segment we would have still had to build and maintain a database along with query tools. Overall Hull emerged as a better starting point for us

Incentivized

We evaluated 5-8 CDP's and picked Lytics[.]

Incentivized

• Positive: No longer asking engineering for customer activity data
• Positive: Allowing additional data integrations for where our customer activity data can be seen

Incentivized

• Positive: Customers are retained through another outlet.
• Positive ROI: we've made a lot of money using the program.
• Positive: We're using Lytics targeting with email integrations to reach specific subscribers in ways we never thought possible.

Incentivized