First-of-its-kind capability works across all products to continuously refresh customer data

Optimizely, the leading digital experience platform (DXP) provider has announced Real-Time Segmentation, a new, first-of-its-kind offering that allows marketers to segment customers in the moment of engagement to deliver highly relevant, personalised digital experiences.

According to the company’s media statement, Real-Time Segmentation integrates across all Optimizely products and leverages “fresh data” to reflect the true state of an audience. This approach eliminates data refresh intervals that often result in delayed customer insight. Using a streaming and on-demand approach that enables extremely low data latency, customer data is guaranteed to be of the moment.

“Too often, a brand will deliver a first-time purchase discount code a few minutes after the first purchase has been made,” said Justin Anovick, Chief Product Officer at Optimizely. “This can be incredibly frustrating as a consumer. Real-Time Segmentation empowers brands to not only be more timely, but also more confident in their messaging. It takes into account that behind every data set is a human being, and creates real-time engagements that slowly build customer affinity and loyalty.”

The product works across Optimizely’s offerings to enablea new level of precision and confidence for marketers and digital leaders. Using first-party data, brands can deeply personalise customer engagement, content, and offers.

Real-Time Segmentation is currently available in beta to select customers, said the company.