• by Jess Nelson , February 16, 2016

Personalized marketing company Lytics announced the availability of its Content Affinity Engine on Tuesday, a new Web-based portal that helps marketers determine which type of content performs best with each individual customer.

The Portland-based start-up utilizes machine learning to track and analyze what type of content, platform, topics and visuals appeal the most to a company’s customers. The company leverages customer behavioral and preference data to develop a holistic customer profile, and then reviews what types of content that specific customer is most likely to engage with.

Lytics Content Affinity Engine can help marketers pinpoint best marketing practices and redistribute resources to high-performing content or channels. The company’s marketing automation services than automates the distribution of said marketing.

Platform analysis capabilities range from email marketing, blogs and videos to Web site content management systems, online advertising and mobile app push notifications.

Lytics also released Journey Reporting on Tuesday, a new dashboard feature that illustrates how consumers are interacting with a company through data visualization.

Lytics Journey Reporting illustrates the customer life cycle with a particular brand or company, enabling marketers to monitor the success of their marketing campaigns and spot specific trends they can then leverage in future campaigns. Feature capabilities include pinpointing binge shoppers and identifying customers by their likelihood to engage or buy.

“We like how Lytics' new Journey Reporting product helps us visualize how customers move through the marketing journey, and we see the potential in both analyzing how our content is performing and creating new customer segments around content affinity,” states James Capo, vice president of digital services at Access Intelligence and Lytics beta customer, in a press release.

Both Lytics Journey Reporting and Lytics Content Affinity Engine are built on top of the Lytics Customer Data Platform, which the company launched in October 2014. Lytics offers an API of the platform, which can also be integrated into marketing automation services such as CMS.

This type of finite and personalized marketing could prove valuable for markers, as a recent Venture Beat Insights study reveals that over 90% of marketers report increases in email open and click rates due to personalization.