Optimove Integrates with Google
Optimove has integrated its Customer Marketing Cloud with DoubleClick by Google , enabling marketers to target existing customers with personalized ads on google.com and across the Google Display Network, based on recent and predicted behavior patterns.
"Marketers are using multiple channels successfully to hyper-target their existing customers through email, push notifications. or in-app real-time messaging," said Pini Yakuel, CEO of Optimove, in a statement. "The biggest challenges for harnessing paid online advertising channels in this manner have been determining which customers to include in which ad audiences and then updating dozens or hundreds of different audience lists on a daily basis. Optimove's new integration with Google provides a comprehensive solution to these challenges."
Optimove’s newest integration makes it possible for marketers to automate the management of many granular audience lists, each targeting small groups of customers based on behavioral signals, such as their latest purchase and browsing activity, responses to previous campaigns, predictive analytics, and more. Optimove automatically updates the audience lists daily.
Optimove runs every campaign as a marketing experiment, analyzing the resulting spend patterns of test and control groups to report the financial gain generated by every campaign. This helps companies measure the financial uplift and ROI of campaigns both for stand-alone campaigns and for those run in conjunction with concurrent campaigns via other channels. such as email, SMS, push notification, and Facebook.
Optimove integrated with Facebook Custom Audiences in March 2014 and, during the following year, Optimove clients used the platform to automate more than 1.1 billion highly-targeted Facebook ad impressions to existing customers. Accounting for 43 percent of all customer communications delivered by Optimove in 2015, Facebook Custom Audiences was the most used channel on the platform, surpassing even email.
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