CRM platform Optimove has acquired
Graphyte, a cloud-based personalization platform that it says can deliver intelligent recommendations across all channels and touchpoints, including email. The terms were
not disclosed.
The goal is to help marketers “transform their customer data into personalized customer-led journeys at scale,” says Pini Yakuel, CEO and founder of
Optimove.
The news follows Optimove’s recent purchase of a Kumulos, a personalized messaging platform for mobile applications. With that move, Optimove bolstered its journey
orchestration engine to allow brands to conduct campaigns across email, the web and mobile channels, the firm says.
London-based Graphyte provides a real-time, cloud-based
personalization platform for customer relationship programs and campaigns.
According to Optimove, Gala Bingo achieved a 35% turnover uplift using Graphyte's web personalization models and has
driven a 300% increase in site visits when providing intelligent recommendations in emails instead of traditional static emails.
Optimove adds that the combined tools deliver:
- Symmetric multichannel journeys, ending ends cross-firing messages that can confuse or alienate a brand's customers.
- Geolocation-triggered personalized
recommendations
- 1-to-1 personalization, meaning the ability to overlay AI-based models with historical customer data, including loyalty tiers and RFM attributes.