Personalization with Optimizely Data Platform ODP | Perficient

As we dive into the amazing capabilities of Optimizely One, let’s shine a spotlight on the Optimizely Data Platform (ODP). This simple tool unifies all your customer data in one place, making segmentation and personalization a breeze for your marketing team. With ODP, you’ll gain a complete view of your customers’ interactions and behaviors, empowering you to create personalized experiences, optimize your email marketing campaigns, and make smarter, data-driven decisions. Imagine effortlessly understanding your customers, delivering tailored experiences, and boosting your campaign performance – all while simplifying your data management. That’s the magic of ODP within Optimizely One!

Keep reading to discover how personalization with the Optimizely Data Platform (ODP) can enable simple and effective using real-time segmentation and AI generated customer insights.

Why Is A Customer Data Platform Important To Your Digital Business?

Imagine you’re remodeling your home. You might dream of a grand overhaul, but wisdom (and budget) suggests starting with one room to learn what works. This method is not only useful but also smart because it lets you meet the needs of your family and change things as needed without having to commit to a full renovation right away. This is the philosophy you can apply to personalizing digital experiences with customer data platforms (CDP).

There’s a lot of talk about CDPs and how valuable they are for personalization. You know it’s time to act because your customers want experiences that are tailored just for them. But diving into a full-scale CDP can feel like gutting your entire house when all you need is to repaint the living room. This is where the Optimizely Data Platform (ODP) comes into play, like a trusty set of tools that helps you piece together the customer data puzzle, one segment at a time.

With ODP, you’re laying down the hardwood floors of your digital strategy, creating a solid foundation for personalization and real-time segmentation. It’s about understanding each customer’s needs and behaviors before knocking down walls. By integrating ODP capabilities in tandem with other CDP solutions, you’re not just repainting; you’re reimagining spaces with the customer at the heart.

In this article, we’ll guide you through the flexibility of ODP, showing you how its versatility can help create customer journeys as unique as a custom-built home. You’ll see how segment by segment, ODP can enrich customer engagement, enable personalized experiences, and ultimately make sure your investment in data-driven marketing pays off, just like those home improvements that boost your property’s value.

So, let’s roll up our sleeves and walk through the considerations for using ODP. You’ll learn how to use it effectively, gain quick wins, and build towards a full-scale personalization that feels just like home.

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Let’s untangle the web of questions and turn your data into actionable insights.

• Can I use ODP with other CDPs?
• How can we make the most of ODP?
• What are some example use cases that will show an ROI?

What’s ODP and CDP Got to Do With It?

As customers continue to demand more tailored experiences, businesses need to find ways to not only meet these expectations but also surpass them. Optimizely Data Platform (ODP) is a powerful tool that enables companies to achieve maximum personalization and real-time segmentation. ODP is a customer data platform (CDP) that enables businesses to collect, store, and manage customer data from multiple sources. This data can then be used to personalize customer experiences, allowing businesses to segment customers into precise cohorts.

Can I use ODP with other CDPs?

The short answer is Yes! Using Optimizely’s Data Platform (ODP) with other Customer Data Platforms (CDPs) can give businesses a comprehensive view of their customers. This data provides marketers with valuable insights, allowing them to create effective campaigns and more effectively target their audience. It also enables companies to track the performance of individual campaigns in real time, which gives them the opportunity to make necessary improvements or adjustments quickly.

ODP Plays Well With Others

Concerned about how ODP stacks up with other CDPs? Or you are unsure if you can also leverage your CRM, commerce or marketing automation tools. Rest easy. ODP is engineered to integrate seamlessly with powerhouse CDPs like Salesforce, Tealium, mParticle, and Segment. So, you can orchestrate your data with a robust CDP and then feed it into the ODP for refined segmentation and reporting. There are many out of the box integrations and if there is not a connector already built, Optimizely offers the ability to do custom integrations leveraging their framework of APIs.

Integrating ODP with another data sources like additional CRMs or marketing automation technology is very common for any business looking to maximize their marketing efforts and achieve maximum personalization. Doing so will give them access to a unified view of customer data from multiple sources, helping them capture complete customer profiles that are better tailored and more effective at engaging customers.

Example of AI-Generated Customer Insights within ODP 

How can we make the most of ODP?

Optimizely’s Data Platform (ODP) is a powerful tool that can help businesses personalize experiences, maximize performance, and gain valuable insights into customer behavior. Integrating ODP into the customer journey and CDP strategy allows businesses to collect as much data as possible, which can then be used to create tailored content in real time. Additionally, leveraging predictive analytics enables companies to anticipate potential customer actions and develop more targeted campaigns in the future. With all these capabilities, ODP has the potential to revolutionize how companies interact with their customers on a daily basis.

To truly capitalize on ODP, you need to see beyond the tech. It’s not just about deploying a tool; it’s about strategically aligning it with your growth roadmap.

What are some example use cases that will show a ROI?

Looking for tangible examples? Consider personalized landing pages that alter content based on visitor demographics or past behavior. Or, imagine a real-time segmentation model that instantly categorizes a user as a “DIY home repair enthusiast” based on their browsing history, offering them personalized product suggestions on the fly.

Optimizely’s Data Platform (ODP) can be a powerful tool to help businesses increase customer engagement and loyalty. By leveraging predictive analytics and real-time data, ODP allows companies to create tailored campaigns that are more likely to reach their intended audiences. Additionally, ODP enables companies to engage customers through targeted emails that offer incentives or discounts for completing purchases.

A/B testing is another way that businesses can utilize ODP to gain valuable insights into which versions of content perform best with different audiences or at different points in time. Finally, integrating ODP with popular analytics tools such as Google Analytics and Adobe Analytics gives companies the ability to quickly identify trends, measure performance against KPIs, and improve ROI from campaigns.

Let’s walk through some example tactics for personalization with Optimizely Data Platform (ODP):

Personalization with ODP from Advertising Campaigns

Creating digital marketing campaigns that are personalized based on the referring advertisement involves understanding your audience and strategies that help you tailor the user experience based on the information you have.

Here’s how you can do it:

1. Audience Segmentation – Start by dividing your audience into different segments based on their behaviors, demographics, interests, and source of referrals. This helps you understand the needs and preferences of different groups within your audience.

2. Personalized Calls-to-Action (CTAs) and Dynamic Content – Use dynamic content on your apps, website and landing pages. This allows the content to change based on the characteristics of the visitor, such as their source of referral. For instance, visitors coming from a social media ad for a particular product could land on a page where that product is highlighted. Create CTAs that are relevant to the referring advertisement. If your ad is about a specific offer, the CTA on your landing page could be “Save 20% On (This Offer) Now!”

3. Use UTM Parameters – UTM parameters in your ad URLs can track where your traffic is coming from and what campaign it’s associated with. You can then use this information to personalize the user journey.

By adopting these strategies, you can create a personalized user experience that aligns with the referring advertisement, thereby increasing the likelihood of achieving your campaign goals.

Creating Dedicated, Personalized Landing Pages

Personalized landing pages are specific web pages designed to deliver content that is tailored to the preferences, behaviors, and needs of individual visitors. Rather than presenting the same page to every visitor, a personalized landing page will dynamically adjust its content based on known data about the visitor.

This data can include:

1. Demographics and Geolocation – such as age, gender, location, and more.

2. Behavioral data – Info about the visitor’s past behavior, such as previous purchases, page visits, clicks, etc.

3. Referral source – Where the visitor came from, like a specific social media platform, search engine, or email campaign.

Personalized landing pages aim to increase engagement, relevance, and conversions because they offer a more directly relevant experience to the visitor. For example, if a visitor arrives at your site from an email campaign promoting a specific product, they might land on a page that offers more information specifically about that product rather than a generic homepage or overwhelming category page.

By catering to specific user needs and preferences, personalized landing pages can significantly improve conversion rates and reduce the average cost per action (CPA) for your advertising spend.

Real-Time Segmentation:

Real-time segmentation is a process that involves dynamically sorting customers into distinct groups or segments as they interact with your business in real time. It leverages live data and machine learning algorithms to identify patterns and behaviors, allowing businesses to personalize the customer experience instantaneously.

Here’s how real-time segmentation with ODP can make personalized experiences better:

1. Instant Personalization: Real-time segmentation allows you to provide personalized content, recommendations, or services to your customers immediately based on their current actions. For instance, if a customer is browsing DIY home improvement tools on your e-commerce site, real-time segmentation could categorize them into a “DIY enthusiast in Florida” segment, prompting the website to display more related products or home improvement tips.

2. Improved Customer Engagement: By understanding a customer’s needs and interests at the moment, you can engage them with relevant content and offers, thereby increasing their engagement and likelihood of making a purchase.

3. Timely and Relevant Interactions: Real-time segmentation allows businesses to send the right message at the right time. For example, a customer who abandons their shopping cart could be immediately targeted with a personalized reminder or offer to encourage them to complete their purchase.

In a world where customers expect personalized experiences, real-time segmentation is an invaluable tool. It not only enables businesses to meet these expectations but also helps them forge stronger connections with their customers, which can lead to increased customer retention and revenue.

Implementing ODP for maximum personalization and real-time segmentation

As our digital world continues to expand, so too does the complexity of marketing data. Embracing these tools can result in a significant increase in engagement, relevance, and conversions. But remember, the successful use of a CDP or ODP is contingent upon understanding its capabilities and using them to the fullest. Don’t let your data sit idle; let it work for you and transform your business.

Audiences Created in ODP Can Be Used Across Optimizely One Products

In order to maximize the potential of ODP for personalized campaigns and real-time segmentation, businesses must first identify the data sources they plan to apply. This includes collecting customer information from various sources such as web analytics tools, CRM systems, marketing automation platforms and commerce tools. Once all necessary data has been unified, companies can begin building targeted audiences based on specific characteristics or behaviors. If there is not a built-in integration for your CRM or data source, a custom integration can be created to meet your needs.

The next step is determining a strategy for creating custom campaigns with ODP that will reach customers in an engaging way. This entails deciding which channels are most effective (e.g., email, SMS or push notifications), setting up A/B tests for different versions of content and messaging, and scheduling initiatives ahead of time for maximum impact. Additionally, it is essential to understand customer preferences to deliver tailored content and messaging suited perfectly for each audience segment.

Personalization with Optimizely Data Platform (ODP) Can Be Simple and Effective

Organizations that are looking to maximize personalization and real-time segmentation should begin with a complimentary assessment for personalization. By scheduling a free consultation, businesses can gain tailored advice from experienced professionals.

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