Customer data management provider Lytics this week introduced a new platform that promises to bring both greater simplicity and sophistication to personalization efforts across channels and devices. The pitch is “personalized marketing right out of the box.”

Lytics Personalization, as the product is called, uses an intuitive UI and machine learning to deliver more segmented experiences and messaging on customer websites. While the company is starting with website personalization, it will ultimately extend it to most marketing channels over time.

Lytics customer data management has for some time been integrated into third party tools such as Marketo and Adobe, among others. Indeed, it began as a data platform to feed audience data into third party marketing tools. However, Lytics Personalization is now available directly to marketers. The company says it developed the product based on customer demand.