How to Turn First-Party Data into Activation-Ready Audiences with Lytics

Instead of pulling "people who clicked an email,” we define:

• Users who clicked product-focused emails in the last 30 days
• AND also downloaded a resource tagged with the same product line
• AND have never attended a webinar from that brand

This isn’t about long logic trees—it’s about translating strategy into rules that Lytics can execute. It requires shared understanding across marketing, product, and data teams.

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Soli & Co’s Take: The best audiences start as campaign briefs, not query strings.

Use Stream-Aware Logic to Avoid False Positives

One common mistake: treating all events equally—regardless of source. This creates audiences that are technically valid but logically broken.

Example: “clicked CTA = true” might refer to email, webinar, or on-site activity—unless you segment by brand_name, asset_type, and campaign_category.

We help teams enforce stream-specific logic to ensure audiences reflect actual user journeys—not just raw clicks.

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Soli & Co’s Take: Behavior without context isn’t insight—it’s noise.

Test for Overreach Before You Launch

Don’t wait until a campaign goes live to see what’s wrong.

We stress-test segments:

• Sample profiles for behavior accuracy
• Check size and flow over time
• Compare audience vs. suppression/exclusion logic

In one case, mid-funnel logic was bloated by a loose OR clause. Sampling surfaced the flaw and saved thousands in wasted impressions.

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Soli & Co’s Take: Test your audience like it’s a product—because it is.

Let Audiences Drive More Than Just Campaigns

Once trusted, audiences become more than targeting tools.

They power:

• Sales prioritization
• Editorial personalization
• Funnel visibility and reporting

We often sync Lytics segments across ad platforms, Slack alerts, CRMs, and BI tools.

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Soli & Co’s Take: A strong audience can power more than your next send—it can shape your next strategy.