By stitching, cleansing, and deduping data across all digital and offline channels into a single customer view, and applying AI-driven insights to that profile, Customer Data Platform (CDP) creates a complete system of record that can feed into Optimizely’s intelligent personalization engine. Leveraging CDP’s data, Optimizely can more deeply segment customers for hyper-personalized experiences in order to increase customer delight and maximize lifetime value.

Benefits of integration with Optimizely:

• Deeper personalization based on a comprehensive omni-channel profile

• Personalization that is orchestrated across Web and non-Web experiences. For example, personalized messaging that is consistent across web, email, social, advertising, in-store experiences, and call center.

• Personalization based on machine learning. For example, targeting based on customers who are likely to buy, who are likely to be high value customers, and who are likely to churn.

Use cases

The following are the use cases:

• You can personalize your website with upselling options for customers with high likelihood to buy.

• You can offer low return risk products to high returners.

Integration overview

The following are the features of integration view:

• CDP uses the bulk upload capability of Optimizely to push data and enhance your contact table in Optimizely.

  Dynamic Customer Profiles documentation in Optimizely

  Bulk upload documentation in Optimizely

• CDP exports a CSV file containing contacts on a daily basis with the following fields:

  • Contact identifiers (MasterCustomerID, UUID, Cookie, EmailHash)

  • Customer IDs must not be personally identifiable, as per Optimizely’s Terms of Service

  • Contact preferences (Primary Category, Primary Channel, Primary Store, Primary Brand, Closest Store, Language)

  • Marketability (DNE, Email Status)

  • Demographics (Age, Birthdate, Gender)

  • Purchasing behavior (Total Revenue Group, Frequency Group, Recency Group, Behavioral cluster, Product cluster, Propensity-to-Buy, Average Discount Rate)

  • Custom fields (Loyalty Tier, RFM score, Custom Segmentation)

• You can leverage the CDP summaries in the Optimizely table to personalize the customer experience.

• This export goes out daily to Optimizely’s S3. You can map it to a DCP table in Optimizely.

Setup

• In Optimizely, enable DCP for your Optimizely account

  Create a DCP Service, and associate it with your project.

  Create a table within your DCP Service. This is the location for all of your application’s customer data. A table allows you to send customer data to Optimizely, organized under a common ID space.

• Provide CDP with your Optimizely S3 credentials (this is included in the metadata of your Optimizely table). CDP creates the S3 connection.

• In Actions, create a campaign, add a filter to ensure that the customer identifier that you use is not empty (cookie, UUID, email hash). You can add custom filters as needed.

• Include the output fields that you want to send to Optimizely. You can add more fields later. Ensure that you update the table definition in Optimizely.

• Select the Optimizely S3 as the output destination. Schedule the campaign to go out daily.

• Connect to S3 to see the column names in the CDP file (or first export your file to an sFTP).

• In Optimizely, register the attributes for the table with create attribute. You must register the Attributes prior to uploading the customer profile data to that table. The attributes must have the same name as the CDP input file.

• To test the integration end-to-end, verify that:

  • A table has been created in the Audiences > Attributes dashboard.

  • Table attributes appear in the audience builder under the list of External Attribute conditions and you can create an audience based on these attributes.

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