A customer data platform (CDP) collects and unifies customer data from a variety of touchpoints into individual unified customer profiles. This data is then activated, available to connect to the systems and platforms you engage customers with, to deliver personalised customer experiences in real time.
In March 2021 Optimizely acquired Zaius, a CDP, and rebranded it as ODP further strengthening its digital experience platform (DXP) capabilities. Here’s how ODP can enable your business to deliver relevant experiences to your customers.
Customer data challenges
Data is essential to unlocking digital experiences but often the data is siloed and disconnected. While many organisations may already have a big data strategy, they face challenges in getting the right insights into the data and then efficiently activating the data.
Even if you can bring together all the disparate data silos, it’s difficult to get a unified view of customers. Without understanding your customers and their needs, you can’t deliver relevant experiences to them.
Unify your data and create relevant digital experiences for your customers
The Optimizely Data Platform (ODP) is a central hub to harmonise, analyse and act on your data. It serves as the connective tissue that unifies data from your entire digital ecosystem, bringing the ABCs of data (assets, behaviours and customers) into a centralised location and providing data science-driven insights through the lens of the customer.
The customer context can help your business to deliver the right experience at the right time through personalised messages, content, and product recommendations
Harmonise customer data
ODP collects and stitches customer data (offline, online, historical and real-time) to give you a 360-degree view of your customers. There are over 50 pre-built connectors providing one-click integrations that enable you to bring together all your customer data.
If you have a system that doesn’t have a pre-built connector, ODP provides tools for seamless custom integration – historical customer data can be uploaded via files and on-going data sync via REST APIs by tracking customer interactions (e.g. form submissions, orders, account registration etc.).
Understand your customers
Analytics enhanced by out-of-the-box artificial intelligence (AI) and machine learning-driven predictions provide complete visibility through the context of a customer profile that adapts to customer behaviour in real-time. This enables marketers to get easily accessible and meaningful insights on end-to-end customer journeys to drive personalization strategies without manual or guesswork.
Features such as AI-driven reports and real-time segments allow for more dynamic personalisation of web experiences based on customers behaviours to drive more conversion, revenue and growth.
Data from ODP can also be pushed to other BI tools (e.g. Power BI) via Snowflake shares.
ODP offers journey orchestration (OJO) as an add-on that includes capabilities for email/SMS campaigns and recipes. There are pre-configured orchestration recipes that empower marketers to easily generate omnichannel campaigns like cart abandonment and customer welcome series.
With the AI-driven insights, marketers can easily create segments based on customer behaviour that can be used to
- Understand your content performance and inform your content strategy
- Run targeted omnichannel campaigns (email, SMS)
- Run advertising on Google, Facebook and Instagram.
- Run targeted abandoned cart campaigns to bring customers back into the buying journey
With pre-built connectors to integrate, centralise and activate data, marketers can focus on high value tasks such as refining personalisation strategies and improving results.
Data Core Service (DCS)
Optimizely has recognised the need to enhance its DXP with a unified data layer across its product suite. Data Core Service is a new free service that is available to all Optimizely cloud customers (Content, Commerce, B2B or Experimentation) from Q3 2022, subject to a 250K monthly active users (MAUs) usage limit.
The key differences between DCS and ODP are:
- DCS harmonises data from Optimizely products only and provides access to view-only analytics.
- Ingestion of data from external systems is via REST APIs only.
- DCS doesn’t offer any data activation features.
Data core service provides Optimizely cloud customers with a pathway to ease into a CDP and start centralising and understanding their data. When the user base grows beyond the 250K limit or to access more powerful ODP features such as one-click integrations with external systems, segmentation and AI/ML-driven predictions and visualisations, customers can easily upgrade to ODP.
Optimizely is actively working on unifying their product stack with ODP, some of the integrations on the roadmap include delivery of content intelligence and recommendation via ODP and enable use of real-time segments from ODP across its DXP products making it easier to do web personalisation and audience targeting in experiments.
Choose ODP for your business
ODP empowers organisations through unified insights and intelligent decision-making to deliver outsized outcomes.
Getting data together is just the first step, it’s what you do with it that creates value. Knowing your customer and anticipating their real-time intent can help you create relevance at every customer interaction driving customer loyalty and business growth.
Contact us to learn how you can grow your business with ODP.
Ronil is a Senior Manager within Capgemini (Australia and New Zealand) Digital Customer Experience practice specialising in Digital Experience Platform (DXP) solutions. He is a Solution Specialist with over 15 years industry experience in architecting and delivering enterprise digital solutions and is passionate about helping organisations modernise their digital solutions to deliver engaging customer experiences