How $100M Israeli startup Optimove is revolutionising brand marketing with machine learning and data analytics
Summary
While there is no dearth of channels - SMS, email, social media, in-app alerts, website pop-ups, Facebook and Google ads, digital assistants, and more - to distribute a message, it is often lost in transit or delivered to an unintended recipient, making communication lose its relevance. As a result, marketing campaigns, sometimes even large-scale ones, fail, investments and returns are not on par, people’s expectations remain unmet, and eventually, brands lose customers to competition. Globally, Optimoves SaaS offering is being utilised by StitchFix, Dollar Shave Club, Sephora, Lastminute.com, Staples, Foodora, and several hundred others. The Netherlands-based company, which services over 10 million customers, wanted to “move from mass, undifferentiated communications to segmented and personalised ones”. Paris-based luxury beauty retailer Sephora wanted to bring in audience segmentation via location and weather, so that it could send its customers communication and product alerts on what they required at the given time.
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