OptifiNow Personalization Engine.
The OptifiNow personalization engine is what drives the one-to-one communication with each customer. While the technical details are complex, the basic components of the personalization platform can be broken down into four core building blocks:
Data is aggregated from various sources, leveraging real-time inputs and updates from landing page forms, dynamic API integrations from 3rd parties, website visits, lead scoring, company CRM, etc… Keeping data up-to-date keeps profiles fresh.
The decision engine makes sense of the data, offering an intelligent recommendation for what message should be served up.
Creative assets are developed in a modular fashion with emphasis on creating ads that are relevant to the consumer.
Personalized email, direct mail, texts, and social media pushes are produced dynamically based on the information driven by the decision engine and creative dictated by each individual customer profile – this goes way beyond Personas.