NGDATA enhances Lily customer data platform

NGDATA®, the customer experience management solutions company, has announced enhancements to Lilyâ„¢, the company´s next-generation customer data platform, designed to help marketers deliver more relevant customer experiences powered by deeper insights and context around individuals and groups, the company said.

The new version of Lily introduces Group DNA, which allows marketers to understand customers at both an individual and group level (e.g. household, business structure, etc.). Group DNA allows data and insights to be generated at different levels, enabling clients to extend the creation of Lily DNA beyond the individual and to a connected group.

With the introduction of OneAnalytics, Lily enables marketers to build and consult Lily DNA on other entity types beyond the customer. This enhancement in Lily allows clients to take the strength of, and insights delivered by, the thousands of Lily Metrics that make up the Customer DNA and apply them to other entities, including campaigns, products, offers and more.

OneAnalytics takes into consideration potential insights gained from other related entities as a means to connect different perspectives to achieve even deeper understanding to support the delivery of more relevant customer experiences. When used in conjunction with Group DNA, OneAnalytics extends Lily´s real-time insight to other entities, and related entities, allowing deeper connections by helping marketers find relationships associated with devices, products, time, etc.

NGDATA® helps brands in data-rich industries, such as financial services, telecom, media/entertainment, utilities and hospitality, to achieve data-driven customer centricity by enabling them to deliver smarter, more connected customer experiences. The company´s next-generation customer data platform, Lilyâ„¢, puts people at the center of every business via Lily´s Customer DNA, which continuously learns from customer behavior and context in real time. NGDATA partners with companies around the world, including Belfius Bank, Innogy and Telenet, to drive digital transformations. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific. For more information, visit