Localytics Launches Direct Access to Solve Marketers’ Data Challenge

BOSTON– Localytics, a mobile engagement platform, last month announced Direct Access, which enables customers to access all raw Localytics data without exporting anything first, solving one of the biggest data challenges that marketers face.

Until today, it was challenging for marketers to connect different sources of customer data from CRM systems, Business Intelligence (BI) tools, mobile analytics, etc., Localytics said in a statement. Data was often exported and copied into other platforms in order to be manipulated and further analyzed. The result is multiple copies of the data living in many places which increases costs, complexity and yields inconsistent results.

Raj Aggarwal

Direct Access is transforming that process and making raw data directly accessible, creating a much more efficient and reliable way to manage and understand customer data, the statement said.

“One of Localytics’ most unique differentiators is the level of detail in our data,” said Raj Aggarwal, CEO and Co-Founder at Localytics. “From session dimensions, to events with dozens of attributes, to user profiles, no other platform offers the same breadth of information. Direct Access is making it easier for marketers to go much deeper with our data and easily connect it with other sources in order to gain a better understanding of their users and make informed decisions about how to engage with those users.”

Direct Access enables Localytics customers to access raw session, event and Profile data from Localytics and run their own queries and custom reports against that data. Direct Access also stores all of the data for them, eliminating the need for an expensive data warehouse. Customers can also hook up BI tools like Tableau and Looker directly to their data. Direct Access removes the burden of cumbersome Extract, Transform, Load (ETL) efforts and makes it easy for customers to manage and better understand their user data. Direct Access is now generally available to all Localytics customers.

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