Frequently Asked Questions
What is Optimove?
Optimove is a Relationship Marketing Hub powered by a combination of advanced customer modeling, predictive micro-segmentation and campaign automation technologies. Customer marketers and retention experts use Optimove to understand their customers’ needs and wants, automate the delivery of emotionally intelligent interactions with them across multiple channels and optimize their efforts, ultimately improving every customer metric.
Optimove’s technologies are rolled into an intuitive Web user interface, making it easy for marketers to excel at their craft. By automatically personalizing, executing and evaluating a complete system of customer-data-driven interactions, the software enables marketers to maximize revenues and customer lifetime value.
How is Optimove responding to COVID-19 and its economic impact?
As COVID-19 continues to spread across the globe, the health and safety of Optimove’s employees and customers is its primary concern. Optimove’s employees have been encouraged to work from home, all company travel and corporate events have been suspended indefinitely, and employees have been provided with the tools and applications needed to work securely and effectively from afar. Furthermore, Optimove’s support and customer success teams remain fully operational making sure users have all the backing they need during these challenging times. Additionally, Optimove has maintained its product release schedule providing customers with new capabilities to continue to excel in their relationship marketing. Finally, over the past month, Optimove’s blog has been publishing content exclusively related to marketing amid corona which can help other organizations plan and execute their marketing strategies during and after the pandemic.
We encourage you to reach out to us with questions or concerns during these challenging times and wish you and your loved ones are safe.
Is Optimove a CDP?
Yes, Optimove is a realtime Customer Data Platform (CDP). Optimove’s Relationship Marketing Hub helps you drive measurable growth through smarter orchestration, measurement and optimization of campaigns, at scale. A science-first approach means bringing together all customer data into a single customer view that enables you to fully understand your customers, while allowing Optimove to autonomously surface valuable insights and optimize campaign effectiveness. To maximize actual business impact, Optimove allows you to select and optimize for the business KPIs that are most important to you.
Is Optimove a product or a service?
Optimove is a software-as-a-service (SaaS) application delivered via the Web.
What kinds of businesses use Optimove?
More than 500 brands in a variety of industries and verticals use Optimove to drive highly successful, data-driven customer marketing plans. These include leading global brands in Retail, E-Commerce, Gaming, Entertainment, Financial Services, Apps and others. See Optimove’s customer portfolio and case studies on the Customers page.
What level of expertise do I need to use Optimove?
Optimove was designed for use by marketers and retention experts at customer-centric businesses. While experienced analysts will appreciate the power and advanced functionality that Optimove offers, the software was designed primarily for business users.
How does Optimove help me convert more customers?
The challenge with non-paying users (e.g., registered visitors, subscribers, free-trial customers), of course, is to communicate with them effectively (e.g., sending them a relevant/attractive offer or incentive) that will result in them converting to paying customers. Optimove combines the science of data and the art of marketing to help marketers deliver personalized, realtime, multi-channel customer interactions that are uniquely effective at converting non-paying users to paying customers, and at retaining customers over the long term. This same suite of technologies also enables marketers to maximize every metric across the customer lifecycle: customer engagement, loyalty and lifetime value.
How does Optimove help me increase customer spend?
Optimove helps marketers select the best marketing actions for each group of customers to maximize the transaction frequency and amount of money they spend. Optimove does this by helping marketers systematically optimize the match between customer micro-segment and marketing action. Part of this is predicting which marketing actions are most likely to “bump” regular customers into “big spender” customer groups. And because Optimove focuses on maximizing customer lifetime value (or any other business KPI selected by markteres), the software will avoid recommending actions for short-term gain at the expense of longer-term value building.
How does Optimove help me reduce churn?
A certain percentage of paying customers will always abandon your site or app, never to return. While Optimove can’t prevent this from occurring, the software can identify customers who are on their way out and then help you optimize the particular marketing actions that are expected to have the greatest chances of preventing those customers from churning before it’s too late. Optimove can also suggest marketing actions earlier on in the customer lifecycle which will increase customer loyalty, extend their engagement with your business and reduce the chances that they will abandon you in the first place. Unlike other systems, Optimove calculates a unique “churn factor” for each individual customer (learn more in our Guide to Re-engaging Churned Customers).
Is Optimove a rule-based system?
No. The software dynamically segments customers into micro-segments (personas) based on their behavior patterns, product preferences, responses to previous marketing communications, realtime activities/scenarios and demographics — not on any preconceived rules or assumptions. This segmentation process is ongoing, with a complete refresh generated daily. In addition, marketers can create customer segments for targeting and/or analysis using any field in the customer database, with out without Optimove’s micro-segmentation and predictive analytics capabilities.
Does Optimove implement predictive analytics?
Absolutely! Optimove’s predictive behavior modeling applies mathematical, statistical and machine learning techniques to transactional, behavioral and demographic data in order to predict future customer behavior and value, including churn prediction, reactivation propensity, conversion likelihood and future value. Optimove maintains a sophisticated customer model, based on LTV forecasting and predictive micro-segmentation, that allows marketers to tailor their customer messaging and offers to individual customer personas. It also provides exciting new methods with which to explore the customer database, in order to find insights and opportunities marketers would not be able to find in any other way.
How can Optimove predict the next best action for every customer?
Optimove excels at dynamically segmenting customers into micro-segments based on their behavior, at tracking their movements between micro-segments over time and forecasting the future customer lifetime value of each customer. Based on this deep, always-current analytical data, and success rate analysis of historical marketing actions, the software is able to predict which marketing actions will be most effective at “bumping” each individual customer persona to segments of higher value.
How does Optimove perform customer segmentation?
Optimove uses advanced algorithms developed from the domains of cluster analysis and decision theory. Every piece of available information with potential marketing value is incorporated into the segmentation process, within a hierarchical data structure, including lifecycle stages (e.g., new, active, risk of churn), behavior patterns, previous campaign response history, predicted lifetime value, predilection to churn, demographics and even realtime customer behavior.
How does Optimove calculate customer lifetime value?
Optimove’s customer LTV forecasting technology combines two technologies:
Continual dynamic micro-segmentation – intelligently and automatically segments the entire customer base into a hierarchical structure of ever-smaller behavioral-demographic segments. This segmentation is dynamic and updated continually based on changes in the data.
Predictive behavior modeling – this mathematically intensive modeling is based on the fact that the behavior patterns of individual customers frequently change.
By merging the most exacting micro-segmentation available anywhere with a deep understanding of how customers move from one micro-segment to another over time—including the ability to predict those moves before they occur—an unprecedented degree of accuracy in customer LTV forecasting is attainable.
Does Optimove support the use of test and control groups?
Absolutely! Every customer marketing campaign can (and should!) be run as a marketing experiment. The Optimove software automatically separates out control groups and analyzes the performance of every campaign based on actual financial uplift measurements, allowing marketers to systematically and continuously optimize the effectiveness of every campaign. A/B/n and multi-variant campaigns are also supported, allowing marketers to test different campaigns against each other under identical conditions. You can select the percentage of each campaign’s target audience to be in the control group, or Optimove can dynamically select/adjust the ideal control group size for each run of a recurring campaign, based on various factors.
Does Optimove manage realtime customer messaging?
Absolutely! Optimove fully supports realtime delivery of relevant marketing actions to specific customers segments, based on particular customer actions or situations (“triggers”). The Holy Grail of personalized marketing is the ability to deliver highly segmented, behavior-triggered customer interactions at the exact moment they’re most effective. By combining specialized marketing treatments based on customer actions and the deep behavior-based segmentation provided by Optimove, marketers can expect to have far greater influence on consumer activity and spending patterns. Optimove provides a complete, end-to-end system for hyper-targeted, realtime customer marketing:
- Powerful customer segmentation determines who is eligible for a particular realtime message
- A system to define and instantly detect any combination of website/app customer activities that will trigger a message
- The ability to deliver the message via multiple channels, such as Web/app pop-up, email and push notification
- Accurate financial uplift measurement along with tools to systematically improve the effectiveness of every interaction
Does Optimove provide multi-channel campaign management?
Absolutely! Optimove can run campaigns across a wide range of execution channels, whether separately or in tandem. Optimove supports campaign delivery via:
- Email (via the internal Optimail module or via integration with any third-party ESP)
- Mobile push notification
- Facebook Custom Audiences
- Google Display Network
- Website/app pop-up
- In-platform messaging (e.g., lobby banner)
- Offline (e.g., direct mail, call center, automated calling system)
- Any other in-house or third-party service via integration with the
How does Optimove integrate with my marketing and campaign management systems?
Optimove contains out-of-the-box integrations with many popular systems, including:
- Adobe Campaign
- Cheetah Digital
- Oracle Responsys
- Salesforce Marketing Cloud
- Dynamic Messaging
- Salesforce Marketing Cloud
- Mobile Push
- Salesforce Marketing Cloud
- Web Push
- Braze (formerly Appboy)
- Web Advertising
- Facebook Custom Audiences
- Google Customer Match
- Google Display Network
- Dynamic Yield
- Playtech Bonus System
- 888 Adjustment API
The rich Optimove API further enables sophisticated integration with any other in-house or third-party channel. Additionally, the system can export CSV files for manual campaign implementation.
How does Optimove access my customer data?
Optimove can access databases containing customer data using a number of methods:
- Connecting to the client’s database, using site-to-site VPN (e.g., IPsec, SSL VPN). With this method, Optimove will connect directly to the raw data and import it to Optimove’s database for transformation.
- Connecting to the client’s Web Services API and using the API’s standard methods to extract the required data.
- If the first two methods are unavailable, Optimove can receive exported data files (e.g., CSV, database dumps). The files can be made available for download on the client’s SFTP server, or they can be uploaded to an SFTP server provided by Optimove.
What kind of support does Optimove provide?
To ensure that every Optimove client is successful, Optimove provides a rich set of complementary supporting services. Optimove’s team of data scientists works closely with every new client to ensure a smooth and customized product launch. Their services include integrating the customer data, building the customer model based on the client’s particular customer data and business practices, customizing the Optimove interface for the client’s particular needs and supporting the client’s product launch.
At launch, each Optimove client is assigned a Customer Success Manager whose job it is to make sure that every user gets the most out of the software. The Customer Success Manager serves as each client’s primary point of contact, and provides training, guidance and ongoing customer support. Optimove’s Strategic Services Team also provides a wide range of professional services.
Does Optimove provide professional services?
Yes! Optimove offers a complete set of professional services for clients who want even more assistance with their customer marketing automation journey. Combining cutting-edge marketing skills with high-end data science, Optimove’s Strategic Services Team can assist clients with customer-centric, data-driven marketing strategy and methodology, customized dashboards / BI reports / analytics, CRM outsourcing, marketing-data-science as a service, expert email marketing consulting and bespoke software enhancements. Download the Strategic Services brochure or contact us to learn more.
What do I need to do to get started with Optimove?
A brief initial conversation with one of our analysts will usually provide the essential information we need to get you started, e.g., the nature of your business and a review of your data structures. Then, we will use Optimove to access and consolidate your customer data from any number of different sources (via API, Web services or a manual integration process) and get your framework set up for use. Your team will then participate in training sessions and start maximizing customer value!
How long does it take to start seeing actionable results?
Optimove’s structured and systematic marketing automation environment will immediately begin accumulating data on customer behavior, executed marketing actions and their results. The system can begin making recommendations within weeks or months, depending on the frequency of the marketing campaigns executed, the number of customers in the targeted groups and the amount of historical data available.
How much does Optimove cost?
Optimove’s pricing for the core product (which includes the customer database, segmentation and predictive models, campaign management and execution, analytics applications, and AI-driven self-optimization and insights/recommendations) is based on the number of monthly active customers (e.g., number of purchasers, users, players, traders) that you have. Optimove does not place a limit on, or charge a premium for the number of users/seats/team members that use the solution or the amount of data shared with it.
In addition to the core product, Optimove offers you the option to purchase a number of add-on products across different channels. All Optimove add-on products are priced separately. For example, Optimove’s ESP is priced based on the number of email communications you send.