In case you somehow missed our big news today (July 13, 2022), allow us to bring you up to speed: today, we announced the acquisition of Graphyte, a realtime, cloud-based personalization platform optimizing web and mobile experience for consumers.  

And if right now you’re thinking, “Hey, why does this sound familiar?” You’re not wrong. Graphyte is our second acquisition in less than six months. In March 2022, we acquired Kumulos, a brilliant company with a brilliant mobile marketing platform that allows sophisticated mobile messaging personalization. So yeah, it’s been a hectic few months, but the result is a win for our clients and their customers – a better, more comprehensive, more flexible, more capable CRM Marketing platform that can provide even more value and freedom to marketers.

Check out Optimove Founder & CEO Pini Yakuel explain the ins and outs of this move:  

And as Pini added in our press release, “The acquisition was a natural next step in our evolution. It is part of Optimove’s relentless journey of empowering marketers to optimize customer data into deeper relationships, incremental sales, and loyalty at scale. It allows us to keep doing what we do best, but better.”  

Well put, but let’s explore these all-important questions: how does this acquisition empower marketers even further? And what does that mean for you? Will this make your marketing life any easier? The answers respectively are, read below, read below, and yes.  

As we mentioned on more than one occasion, our vision is to give marketers a one-stop, full-service multichannel marketing hub built for personalization at scale. Easier said than done, right? But we’re getting closer to completing this far-reaching vision.  

With a Customer Data Platform (CDP) at the core, Optimove offers marketing teams direct access to unified historical, realtime, and predictive customer data to build, test, orchestrate, optimize, and measure CRM campaigns and journeys at scale.  

Graphyte now adds realtime content recommendations across any channel and touchpoint.  

With the new capabilities added to the Optimove platform, marketers can, for the first time, create advanced end-to-end personalization on every email, mobile push, app screen, website, and more across all the customer journeys. This is as they become more empowered than ever by Optimove’s hallmark capability of transforming customer data into customer-led journeys, at scale.  

Kumulos (our earlier acquisition in 2022) bolstered Optimove’s journey orchestration engine, adding native mobile capabilities to allow brands to seamlessly combine mobile push, web push, and in-app messaging, with pre-existing email and digital marketing to create holistic marketing journeys across channels. The fact that marketers can do all that without ever leaving the Optimove platform puts a smile on our faces. 

All that is well and good, but what are the actual capabilities you gain? With the acquisition of Graphyte and Kumulos, Optimove now empowers marketers with the following:  

• Symmetric multichannel journeys: Symmetry ends cross-firing messages that can confuse or alienate a brand’s customers. It ensures customers view the same personalized recommendations in outbound campaigns when clicking through to the brand’s website or mobile app. It is enabled when marketers leverage Graphyte’s realtime, cloud-based personalization platform and Optimove’s multichannel marketing platform.   
  
• Geolocation-triggered personalized recommendations: An example of geolocation is triggering relevant product recommendations when customers walk into a retailer’s store. Marketers now have the power to meet the customer in the moment by maximizing Graphyte’s product recommendation relevancy, leveraging past-purchase behavior from tens of thousands of customers, and combining it with Kumulos’ geo-fencing technology to trigger personalized messages to customers’ mobile apps.   
  
• True 1-to-1 personalization: 1-to-1 personalization means the ability to overlay powerful AI-based models with historical customer data, such as customers’ loyalty tiers or RFM attributes. Marketers can now achieve this by selecting one of Graphyte’s 20 distinct, open AI models to personalize player experiences based on robust segmentation from Optimove’s Customer Data Platform.  

The acquisition – the fourth in Optimove’s history following the 2018 purchase of DynamicMail, the 2020 acquisition of Axonite, and that of Kumulos – comes about nine months after the company announced a $75M funding from Summit Partners. The announcement was clear about our intentions, saying, “Summit Partners’ investment will fuel Optimove’s M&A strategy.”  

Joint Optimove and Graphyte customers will benefit from synergies, seeing Graphyte’s models enriched with robust data from Optimove’s CDP. At the same time, the models’ results will be readily accessible within customer profiles inside Optimove for segmentation, activation, and analysis. Joint customers will soon be able to reap these benefits and more.  

And as for us? We’re off to tackle your next marketing challenge, right after this toast. Cheers!  

Published on July 13th, 2022

Posted in

• Data Analysis
• Personalization
• Company News

Rony Vexelman

Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.