Optimizely Real-Time Segmentation - A Step Towards Personalization at Scale.
Published: October 06, 2022
Optimizely, the digital experience platform (DXP) provider introduced Real-time Segmentation. This allows marketers to segment customers in the moment of engagement. And provide more relevant, personalized digital experiences.
Recent industry data found that 71% of consumers expected companies to deliver personalized interactions and 76% get frustrated when this doesn’t happen.
Real-Time Segmentation enables relational, observant, and informative next-generation personalization driven by assets, behaviors, and customer attributes.
Justin Anovick, Optimizely's Chief Product Officer, said, "Too often, a brand will deliver a first-time purchase discount code a few minutes after the first purchase has been made. As a consumer, this can be extremely frustrating. Real-time segmentation enables brands to be both more timely and more confident in their messaging. It takes into account that behind every data set is a human being and creates real-time engagements that gradually build customer affinity and loyalty."
Real-Time Segmentation works on all Optimizely products and uses "fresh data" to reflect an audience's true state. It eliminates data refresh intervals, which causes delayed customer insights.
The beta version of Real-Time Segmentation is currently available to customers.
Our Point of View
By incorporating real-time segmentation into the marketing strategy, organizations using first-party data can make timely decisions on marketing actions for specifically identified customer segments – such as selection and timing of offers.
Marketers can speed up and scale marketing action without the risk of seeming pushy. Unlike earlier, they now have the ability to notify, identify, and flag the intended behaviors of the customers in real time.
Consequently, they can build and activate segments with real-time relevance, and not wait to take actions based on historical customer data.
Marketers using real-time segments to convert data into actionable insights will have the edge to maximize campaign performance by creating a hyper personalized experience for each customer.
It enables marketing teams to add dynamic personalization to CMS, experiments, and connected channels. Brands can deliver personalized content, banners, and ads on websites for higher engagement and conversion rates.
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