Streams

Optimove’s new Streams capability allows you to easily test different marketing strategies and compare them, to determine which campaign strategies are better for growing your business over time. Instead of simply analyzing an individual recurring campaign, Streams lets you test how a series (a “stream”) of multiple campaigns perform together, in comparison to alternative multiple-campaign streams or a static control group.

By running this kind of test, you can measure how each one of your strategies is performing in terms of meeting your business objectives, as well as the contribution of each campaign.

A Streams test can have one of the following two objectives:

1: Lifecycle Stage Migration Objective

Choose this objective type when your goal is to improve/compare how competing streams affect a specific lifecycle stage migration (e.g., which stream has more impact on how many customers reactivate). Optibot scans the status of your customer model to recommend the top migrations to focus on, to improve the average customer’s lifetime value.

2: KPI Improvement for a Particular Target Group

Choose this objective type when your goal is to determine which stream is most effective at maximizing a specific KPI for a particular target group of customers (e.g., which stream generates a higher order value for jewelry shoppers in the Nordic countries).

To start comparing campaign streams, select Manage Streams from the One-to-One Campaigns menu.

Learn more in the Streams article in the Optimove Academy.

Recalculate Target Group at Execution

Optimove now offers a campaign option to recalculate a target group (i.e., to determine which customers meet the group’s selection criteria) at the last possible moment, right before a campaign is executed for this group. If very recent customer activity occurred – and was reported to Optimove – since the list of customers in this group was calculated (usually, earlier in the day, during the Optimove daily process), then the group will be updated to reflect the latest activity.

For example, a target group containing a specific segment of customers who had no website activity in the past 30 days might contain 1,000 customers when calculated at the beginning of the day. However, between that time and the time the campaign is scheduled to be sent late in the afternoon, 20 of the original 1,000 customers may have visited the website. In this case, selecting the recalculate option for this campaign will ensure that only the 980 still-relevant customers will receive the campaign.

This option is only relevant if your system updates customer attributes in the database using the new UpdateCustomerAttributes API call, or for target groups using web/app activity criteria. Otherwise, this option will have no effect. This is because the recalculation of target groups will only be affected by recent user activity reflected in the:

Customer Attributes– Updates to customer attributes can be made using the new API call, UpdateCustomerAttributes. The target group will be recalculated to reflect the latest customer attribute values.
Web & App Activity– Tracked website and app events captured by Track & Trigger are updated in the customer database on an hourly basis. The target group will be recalculated to reflect the latest recorded customer activity.

|| Note: New customers who were not a part of the original target group will NOT be added as part of the recalculation process.

To enable this option for your campaigns, contact your CSM.

Updates to the OptiMail Visual Editor

The OptiMail Visual Editor, Optimove’s internal drag-and-drop email template editor, now includes the following new functionality:

Improved support for Unsubscribe templates – Multiple versions of unsubscribe texts and links can now be configured in advance, and are then available from a dropdown list in the Visual Editor. This offers a more convenient way to insert unsubscribe links in your templates.
Stacking images on mobile screens – You can now turn the stacking of images on or off when viewing your template on mobile devices. Stacking images can be configured separately per template row, in the Rows properties section:

Changing Campaign Metrics for Recurring Campaigns

You can now change the selected metric for recurring campaigns, even after the series has begun running. This means that, during the execution period of a campaign series, you can alter the default measurement metric for all future instances.

|| Note that this functionality is not available for Self-Optimizing Campaigns, as their pre-configured measurement metric is used for all optimization calculations and cannot be modified mid-series.

Adding Optimail Templates via API

Optimail users can now use the Optimove API to add new email templates from any external source, or to update existing templates, for all their managed brands. This includes the template’s HTML, personalization tags, subject line, from-email-address, and more. See the new Optimail Functions section of the API Guide for details.

New Optibot Insight – Switch to Automatic Control Group Optimization

Optibot can now identify campaigns where a static test/control allocation is defined and may recommend switching to an optimized test/control allocation, updated automatically with each run of the campaign. Using automatic control group optimization will help you run a smarter experiment, and better understand how well the campaign is performing.

Criteo Integration

Criteo is an advanced retargeting service used by retailers to serve personalized online display advertisements to consumers who have previously visited an advertiser’s website.

Optimove’s new Criteo integration makes it easy to use Optimove to plan and execute retargeting campaigns via Criteo.

When connecting Optimove to Criteo as an execution channel, Optimove will populate, daily all relevant Criteo Audience Lists connected to campaigns in Optimove, using customer email addresses as the matching key. Once Audience Lists are populated in Criteo, you can execute your ad campaigns, as configured in the Criteo Management Center.

Contact your CSM to enable this integration in your Optimove site.