Hi,

If you’ve been paying attention lately, Optimove is becoming more self-serve by the month. In November, it was allowing you to create, test, and monitor events directly within the platform. Now it is time to allow you to create your own real-time customer attributes based on data you are streaming into Optimove.

Realtime Customer Attributes are the latest step towards true real-time segmentation. They will improve your customer analysis and campaign personalization significantly. With them, you can analyze customers based on the most up-to-date data available directly from Customer Explorer. You will also have customers automatically removed from campaigns if their data changes between the daily process and the time of execution. Of course, message personalization will also be enhanced as you can use real-time attributes as personalization tags and as attributes in conditional clauses for Optimail and Optipush.

But creating Realtime Customer Attributes is not the end goal, and more real-time segmentation capabilities are coming so stay tuned.

I can’t sign off without recognizing the incredible campaigns, teams, and people that were either nominated or winners of the first Heptagon Awards for CRM Excellence. If you haven’t had a chance to read about these awards, click here, it’s definitely worth your time.

Cheers,

Shai Frank, VP of Product

What are Realtime Customer Attributes?

The only way to ensure personalization and relevancy is by combining historical, predictive, and real-time customer information. Realtime Customer Attributes give you added flexibility when analyzing customers and reacting to their behavior in real time.

Realtime Customer Attributes can leverage data from Optimove’s web and mobile SDKs, data streamed via Segment.com, Zendesk, and server-side events. Meaning that anyone can enjoy their power and enhance campaign personalization and relevancy.

Building your own Realtime Customer Attribute

Realtime Customer Attributes are created directly within the Optimove platform, meaning that you can be as agile as you’d like. Read our how-to guide here.

When creating a new attribute, you can combine your batch data with real-time events. For example, create an attribute such as “Transaction Value, Lifetime,” where each new transactional value is summed to the historical data shared with Optimove as part of your daily process. You can also create an attribute using only real-time data. For example, when creating “Last Page Visited.” To record the last web page a customer has visited.

Once you’ve created your Realtime Customer Attributes, they will appear on the Customer Explorer to use for analysis or target group building. The real-time attributes can be identified by the lightning rod next to them.

Unlocking Powerful Use Cases with Realtime Segmentation

Let’s start with a personal favorite. Set up your regulatory compliance attributes as real-time ones, so that your CRM and Compliance efforts are more united than ever before. For example, create a “Monthly Loss Limit” attribute to immediately exclude players who reach their self-set limits from promotional campaigns.

Similarly, create your “Days Since Last Order” attribute as a real-time one to have Optimove automatically remove customers who reactivated today from your daily churned customers reactivation campaign.

One last idea I want to share is to stop customers who opened a ticket on Zendesk from receiving promotional campaigns by having a Realtime Customer Attribute that represents the “Number of Open Tickets” a customer might have at any given moment. Learn more about Optimove and Zendesk here

Want to Know What’s Next?

As I said in the opening, Realtime Customer Attributes are only the beginning. Later this year, your Lifecycle Stages and Segmentation Layers will also update based on real-time data, bringing your complete Customer Model up to your customers’ speed.

The influx of real-time data will soon allow Optimove to manage target group eligibility in real-time. Meaning that Optimove will not only remove customers from target groups they aren’t eligible for anymore right before the campaign execution (as it does today) but also be able to add customers who suddenly match a target group’s criteria due to changes that took place after your daily process.

Finally, campaign results such as response rate and uplift will be updated in near-realtime so that you can evaluate a campaign’s impact even on the same day it was launched!

Stay tuned as we release these and more over this exciting year.

> From our blog

Heptagon Awards

45 nominees, 9 winners. The first Heptagon Awards celebrated CRM Excellence, learn all about them here.