“For the first time, marketers can deeply personalise every customer touchpoint, utilising our market-leading capability of transforming customer data into customer-led journeys at scale. Optimove’s Customer Data Platform unifies all customer data from all sources to create a comprehensive single customer view. Graphyte adds real-time content recommendations across any channel and touchpoint.”
Optimove’s overarching investment strategy?
Pini: It was always our promise to our clients to always be on a quest to expand our offering, to continue to evolve and provide them with even more capabilities and freedom to bring their marketing vision to life without ever needing to leave the Optimove platform.
Tat’s exactly what we’re doing. If we can
develop that next-step capability in-house – we will invest in that. If it means going out and acquiring a first-in-class product, we’ll do that as well, as evident from the two acquisitions already under our belt in 2022.
How will Graphyte’s personalisation platform now be used? Will it form part of a bigger, beefier player engagement platform offering or continue as its own entity within Optimove’s ecosystem of services?
Pini: Our objective is to provide not only the best experience to customers but also to our own users. With this in mind, we are exploring all opportunities and avenues to bring the best platform offering to market.
What does the deal mean for Graphyte’s status and reputation in the iGaming space?
Rob: We are proud that Optimove has recognised Graphyte’s successes to date and believes in our plans to transform the industry for the better.
Our shared heritage in iGaming uniquely positions us to support our customers across the widest range of personalisation and communication needs and we believe that we form a great partnership in the sector moving forwards.
Earlier this year Optimove acquired mobile
marketing platform, Kumulos. What does the combination of Graphyte and Kumulos mean for Optimove? Should we anticipate further investments in CRM capabilities this calendar year?
Pini: Te new capabilities we’ve added with the Graphyte and Kumulos acquisitions mean that, for the first time, marketers can deeply personalise every customer touchpoint, utilising our market-leading capability of transforming customer data into customer-led journeys at scale.
Optimove’s Customer Data Platform unifies all customer data from all sources to create a comprehensive single customer view. Graphyte adds real-time content recommendations across any channel and touchpoint.
Kumulos bolstered Optimove’s journey orchestration engine, adding native mobile capabilities to allow brands to seamlessly orchestrate multichannel marketing journeys across the web, email, and mobile channels. Te result is a one-stop, full-service multichannel marketing hub built for personalisation at scale.
While we cannot publicly comment on whether new M&A activity will take place this year or on items on our roadmap for internal development, we can say that we are committed to continue to develop and rollout game changing CRM Marketing capabilities.
NEWSWIRE / INTERACTIVE / MARKET DATA P79
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