B2C Marketing (Definition)

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.

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.