Optimove CDP Expands from Retention to Acquisition Marketing
Optimove, which selects customer treatments based on movement between lifecycle stages, has expanded its scope to include acquisitions as well as existing customers. The new feature uses look-alike modeling to assign new Web site visitors to segments and then selects the most appropriate treatment for each segment. The company says that combining acquisition and retention marketing will yield an average 25% lift in conversion rates. If you’re keeping track: Optimove builds a unified, accessible, persistent customer database, making them a Customer Data Platform.