Insight into Current Optimizely ODP-Campaign Synchronization

Integrating Optimizely's Data Platform (ODP) and Campaign opens up new avenues for advancing data management and marketing strategies. In our recent integration of these two powerful platforms, we've accumulated a wealth of insights and experiences that are invaluable for any organization considering a similar path. This process, while rich in potential, comes with a set of considerations that are crucial for a successful implementation. Our goal in this article is to share these key learnings, shedding light on the important aspects to consider before embarking on this integration yourself. We aim to provide a practical guide that will not only streamline your implementation journey but also empower you to fully leverage the capabilities of ODP and Campaign, thereby driving impactful outcomes for your business.

What is Optimizely Data Platform (ODP)?

Optimizely Data Platform (ODP), previously known as Zaius CDP, serves as a comprehensive data hub. It centralizes, analyzes, and operationalizes customer data, streamlining the integration of various customer data platforms. Acquired by Optimizely in 2021, ODP is more than a data management tool; it enhances targeted omnichannel campaigns through AI-driven segmentation, real-time analytics, and direct campaign activations. With its ability to sync with numerous apps, ODP is vital for sophisticated data-driven marketing strategies.

What is Optimizely Campaign?

Optimizely Campaign is a professional omnichannel marketing software solution focused on creating, sending, and evaluating campaign mailings. It offers an editor for designing both simple and complex marketing automations across multiple channels. Optimizely Campaign excels in managing recipient lists, analyzing campaign performance, and integrating with major analytics, e-commerce, and CRM systems. This platform is crucial for direct marketing campaigns, offering in-depth insights and robust management tools.

Synchronization Insights

The synchronization between ODP and Campaign is a daily process, occurring at 7 am UTC. It involves syncing profile data from ODP into Campaign, using email as the unique identifier. This ensures a cohesive and updated view of customer profiles across both atforms.

The configuration of the Syncronization Task, allows you to create multiple syncronization jobs, target a recipient list in Campaign and even specifiy which fields in ODP are mapped to the recipient fields to Campaign.

Additionally, real-time segments created in ODP are synced into Campaign. This feature allows marketers to utilize these segments for creating targeted marketing automations in Campaign. It’s a dynamic process where the segments, once created in ODP, become actionable in Campaign.

Another critical aspect of this synchronization is the transfer of event data from Campaign into ODP. This includes tracking the emails sent to recipients, which are then reflected as events in the users' ODP profiles. This integration provides a comprehensive view of customer interactions, enhancing the ability to tailor marketing strategies effectively.

Considerations for Effective Synchronization

While the integration of ODP and Campaign offers significant advantages, there are important considerations to ensure its effectiveness. One key aspect is the need for additional development to enable bidirectional data syncing, as changes in Campaign are not automatically reflected in ODP. oDP Profile data is copied over to Campaign. However Campaign data is not pushed up into ODP. This means you must treat ODP as the source. If there is a update to Campaign else where such as the UI interface then you must ensure you have processes to make sure ODP is kept in sync. Otherwise the Syncronization Task job will overwrite what's in Campaign. Earlier versions of the task job did not sync ODP Profile data if a field is null. This has been recently fixed.

The timing of real-time segment synchronization might lead to minor delays in data availability in Campaign. Furthermore, the fixed schedule for synchronization may require adjustments to align with specific business needs, and understanding these nuances is crucial for making the most of the integration.

Understanding the operational dynamics and strategic considerations of ODP and Campaign integration is essential for leveraging their full potential. This knowledge not only facilitates smoother implementation but also enables businesses to effectively harness the combined strengths of these platforms for impactful marketing outcomes.