AI tool converts browsers into buyers

With Optimove 6.0, first-time website visitors can be targeted as precisely as customers who have already made a purchase.

Optimove 6.0 puts web analytics from visitors together with look-alike data, machine learning, and artificial intelligence from its retention ecosystem. This enables it to accurately predict a customer’s future spend before they make a purchase.

Based on its predictions, Optimove segments site-viewers into micro categories and provides insights on which campaigns will be most likely to lead to conversion. Rather than go after everyone who visits their site, marketers can use Optimove’s findings and automation tool, Optibot, to precisely target only those sections of the 98% that are most likely to eventually make a purchase.

“We’ve been highly focused on applying a scientific approach to relationship marketing, but realised that relationships start long before someone presses the buy button,” said Pini Yakuel, Co-founder and CEO of Optimove. “Most acquisition marketers are focused on bringing in as many leads as possible and then parsing from there. With Optimove 6.0 we are flipping the funnel - taking post-purchase data and knowledge and utilising it for smarter acquisition.”

Optimove’s latest product closes the gap between the often siloed acquisition and retention teams, whose opposing goals of lowering cost per acquisition and achieving long term customers tend to clash. Unifying these functions reduces conflicts of interest between teams and eliminates the data loss that occurs when moving from one CRM to another.

With this new offering, Optimove is officially transitioning from a customer marketing platform to a relationship marketing platform - with relationships starting from the first website visit, or even before. The company predicts that after integrating the two lifecycle tools into a single CRM, marketers will see an average of 25% lift in conversion rates.

The new product was announced today at Optimove Connect. Named one of the Hottest Global Marketing Conferences Across the Globe, the company’s annual relationship marketing conference brings together marketers from some of the world’s most high profile companies, including GoDaddy, Deezer, Adore Me and Lucky Vitamin. This product release also comes on the heels of Optimove being named in Gartner’s Magic Quadrant for Digital Marketing Analytics.