As data science continues to collide with digital marketing, customer behavior metrics are reaching new levels of actionable insight. But counteracting that advantage is the growing fragmentation of devices and platforms used in the path to purchase, making it harder to get a single view of the customer.
This is the world of customer data platforms (CDPs), and it is where Optimove hangs its hat. Founder & CEO Pini Yakuel explains to us on the latest episode of Heard on the Street how the company helps brands and multi-location retailers get the insights they need to better serve their customers.
“We are a relationship marketing hub with a CDP at our core, which means that we help companies send smarter messages while engaging with end consumers,” said Yakuel. “The way you do it is through a lot of raw data that you collect and ingest and clean…. Based on that you can orchestrate messages, and all of these things need to live together.”
Yakuel founded the company in Tel Aviv in 2009 before bringing it to the U.S. That makes it among the batch of Israeli ad tech companies that have thrived in the U.S. According to Yakuel, Israeli entrepreneurs have a mix of factors that prime them for success in the U.S. tech market.
“It’s nice to compare the U.S. and Israel. You want a society with a lot of immigrants, which you have in the U.S. and Israel. Then you want a society with a strong army, which cultivates lots of technology. You have that both in the U.S. and Israel,” said Yakuel. “And if you think about it, the U.S. is a startup and Israel is a startup…. If you live in a place where the entire place was created like that, wouldn’t that cultivate and inspire people to do just that and be risk takers.”