A closer look at Optimizely’s Data Platform with true's Product Strategist
Amy, true's Product Strategist, shares why Optimizely's segmentation tool has captured her attention
Meet Amy
Amy is a Product Strategist at true, where she helps clients shape and deliver effective product strategies for digital services. By bridging the gap between business requirements and experience design, she enables impactful, data-informed decision-making that drives better outcomes.
Here’s why ODP has captured her attention for businesses that are looking to personalise their digital customer experience.
What is Optimizely Data Platform?
Optimizely Data Platform (ODP) is Optimizely’s segmentation tool. ODP allows you to collect and store customer data from multiple sources in a single location, so you can then analyse and build segments based on different customer behaviours.
These segments are completely customisable and can be standard segments used for reporting and data analysis, or real-time segments that allow you to activate targeted personalised experiences across the site.
Why has Optimizely ODP caught your attention?
What’s really exciting about ODP is that it gives you the full-picture view of customer behaviour insights. Most businesses will have this kind of data scattered across multiple sources, making it difficult to analyse and draw definitive conclusions from.
At its core ODP is designed to bring these sources together and help illuminate how customers behave across different websites, campaigns, products etc. through the creation of audience segments.
By using live customer data to build out audiences, you can begin personalising content, landing pages and even promotions based on a customer’s previous behaviour, pages they have viewed or purchasing history. The live data ensures that the audiences you’re building are kept relevant, so there is no risk of building tests on outdated information.
ODP helps to start building a better understanding of who your customers are and what they value most. The kind of information that can be used not just on the website, but also across social media and other marketing channels to tailor communication and build more impactful campaigns.
It also works seamlessly with the rest of the Optimizely platform. If you're already using Optimizely Analytics or Optimizely Experimentation, ODP can enrich your customer.
In your view, where can ODP add the most value for clients?
If you’ve got any of the following items on your roadmap for the next year, ODP should be on your list for consideration if you’re looking to:
Unlock deeper insight into customer behaviour and engagement
Build dynamic audience segments using data from across your digital estate
Create targeted and relevant personalised experiences across your site
Establish a long-term view of a customer’s lifecycle
ODP becomes most valuable for those businesses looking to move beyond broad audience understanding and want to start focusing in on more meaningful consumer insights.
For example, for ecommerce businesses this can help improve your product discovery, increase conversion and strengthen retention strategies. ODP comes out of the box with a large amount of built in functionality to analyse customer spend, build funnels and produce lifecycle reports.
But ODP isn’t just a tool for ecommerce businesses. For non-ecommerce the opportunity centres itself around improving digital journeys to help customers reach content faster, reduce friction and create contextual experiences based off known intent. This response comes from being able to respond to changes in behaviour, as they happen.
What are the next steps for true and Optimizely Data Platform?
From here we can then set priorities that align back to a client’s digital objectives, to identify what audiences should be created and what hypothesis and tests will deliver the most value. The approach is to test, learn and adapt based on results to continuously improve the experience.
As businesses continue to look for ways to make delivery more relevant experiences for customers, platforms like ODP help to provide the foundation for a more informed and responsive approach to personalisation.
If you'd like to find out more about personalisation, get in touch today.
