Hi,

A week ago, we announced the acquisition of Graphyte, a real-time, cloud-based personalization platform for websites, mobile apps, and digital marketing channels.

This might sound familiar, as Graphyte is our second acquisition in less than six months. In March 2022, we acquired Kumulos, a mobile marketing platform that allows sophisticated mobile messaging personalization.

These acquisitions are not opportunistic and did not happen by chance. Since the origin of Optimove, and to this day, our goal is to build solutions that allow marketers to deliver 1:1 personalization at scale.

We started executing this vision with a robust data foundation to enable you to better understand your customer base and set you free from other teams’ dependencies (e.g., IT). We then moved to develop native marketing channels to allow you to quickly launch campaigns from one single platform.

As more sophisticated our customers became (yes, that’s you), so was the need to offer advanced analytics, measurement, and optimization capabilities. This is why we invested in AI and ML technologies, to allow self-optimizing customer journeys, multi-touch attribution, and statistically credible tests.

Now, with the data at our core, native channels to execute in one single platform, and smart orchestration, we want to bring advanced real-time personalization to the last mile.

What do we mean by that?

Ensuring that your customers receive a frictionless and personalized experience once they’ve arrived at your digital business: website or mobile apps.

In this month’s magazine, we will dive into what Optimove now aspires to deliver with the acquisition of Graphyte – a symmetric, end-to-end customer experience, resulting in a higher conversion rate and higher customer lifetime value.

Cheers,

Shai Frank, VP of Product

What makes Graphyte special

Graphyte’s digital personalization engine is powered by innovative machine-learning technology. With 20 different models, Graphyte delivers personalized content and product recommendations based on Similar Items, Similar Users, Popular Near you, Popular, Trending, Recently Played, and more.

These models are created for every visitor or customer based on previous interactions and supplemented by activity from other visitors identified with similar interests. For example, the recommendation model of “Similar Users” is based on visitors who interacted with the same or similar items.

These recommendations can be added to your website, mobile apps, or via Optimove’s email and mobile channels to ensure customers see the same recommendations across channels.

Delivering a holistic customer experience

This is what we mean by symmetric multichannel journeys: providing your customers with a holistic, frictionless experience, with consistent messaging across channels and platforms.

Moreover, by embedding Graphyte’s dynamic recommendations into emails, not only are you delivering a frictionless experience, but you also increase all of your business metrics: CTR, conversation rate, and average transaction value.

For example, you can create a segment in Optimove for all players that placed at least one bet on the US Open tennis tournament last year AND are currently at high risk of churn. Then, use Graphyte to recommend to each recipient bets focused on their preferred players: Nick Kyrgios or Novak Djokovic.

Segmentation just got smarter

Now, if you have been with us for quite some time, you know that segmentation is where we excel. Ok, we are also the best at optimization, attribution, and providing the best-in-class services (shout out to you for voicing your thoughts in our recent survey). This is why we’re very excited by the tremendous potential of using Graphyte models to build smarter segments.

As mentioned above, Graphyte’s recommendation engines “learn” users’ intent from their first interaction. Using signals like previous interactions (think first purchase amounts), as well as the source of the traffic to the website/app (search terms, social networks).

This data can be integrated as another data source, enhancing your segments, and bringing personalization to the next level.

So with the new data, we can create segments like: “recently inactive players WITH a strong interest in rugby”.

While using Graphyte to enrich Optimove’s segmentation criteria is still in development, you can already leverage Graphyte’s personalization engine on your website, mobile app, and marketing channels. Interested in learning more? Contact your Customer Success Manager.

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