With the advent of digital marketing and the widespread use of campaign management tools, marketers have more and better data available for the examination and execution of marketing programs. Today, even something as traditional as direct mail campaigns can benefit from the predictive models and rigorous data validation. But, the challenge remains in managing the costs and speed of model development as well as time-to-market with improvements based upon changes to the data in use – a challenge that can be managed by Predictive Data Analytics.

Based in Towson, MD, Lityx provides cloud-based hosted analytics solutions that enable businesses to predict customer behavior such as spend and churn, optimize channels and campaigns, and solve complex problems that typically require advanced tools and skillsets.

As a Data Analytics Consulting company, Lityx is increasingly focused on their solution – LityxIQ - to deliver this value to their clients. "Our goal in building LityxIQ was to deliver predictive modeling and marketing optimization functionality on a self-serve basis directly to the business user," explains Paul Maiste, president and CEO of Lityx. LityxIQ is an integrated, cloud-based platform for data management, predictive modeling, data mining, marketing optimization, visualization and reporting. It includes intuitive solutions including Data Manager for importing, cleaning, and managing complex data sources; InsightIQ for developing customer insights, reports, and dashboards; PredictIQ for building and deploying predictive analytics in short time; and OptimizeIQ for optimizing budget, channels, and customers. With the help of this tool set, Lityx focuses on applications in marketing analytics and customer relationship management (CRM).

Lityx's solution employs CRM data mining, which helps industries like Financial Services to target cross-sell and up-sell opportunities; Hospitality and Gaming industries to effectively refine best offers and select the most effective media outlets; and Retail to enable them to better understand customer value and potential.