Activations & Campaigns

Activations & Campaigns in ODP

Optimizely Data Platform's Activations feature enables you to create sophisticated, multi-channel campaigns that respond to customer behavior in real-time. Unlike traditional batch campaigns, ODP activations trigger immediately based on customer actions, creating timely and relevant experiences.

Types of Activations

Email Campaigns

Send personalized emails based on customer segments, behaviors, or specific triggers. ODP integrates with major email service providers for seamless delivery.

Web Forms

Create embedded forms to capture customer information directly on your website. These forms can be dynamically personalized and trigger follow-up campaigns.

Real-Time Personalization

Dynamically change website content, product recommendations, or messaging based on customer profiles and real-time behavior.

Multi-Channel Orchestration

Coordinate campaigns across email, SMS, push notifications, and web experiences to create cohesive customer journeys.

Creating Customer Information Collection Campaigns

Visual Campaign Builder

ODP provides an intuitive, no-code campaign builder that allows marketers to:

• Drag-and-drop workflow design: Create complex customer journeys visually
• Pre-built templates: Start with proven campaign structures
• Real-time preview: See how campaigns will look and behave
• Point-and-click setup: No technical knowledge required

Form Builder - No Code Required

The visual form builder empowers marketers to create professional forms without any coding:

• Drag-and-drop interface: Simply drag form fields where you want them
• Rich field types: Text, email, phone, dropdowns, checkboxes, date pickers
• Conditional logic: Show/hide fields based on user responses
• Brand customization: Match your website's look and feel with built-in themes
• Mobile optimization: Forms automatically adapt to any device

Zero-Code Deployment

Deploying forms and modals to your website requires absolutely no coding:

URL-Based Targeting

• Choose specific pages: Target exact URLs where forms should appear
• Pattern matching: Use wildcards to target multiple similar pages
• Exclude pages: Specify pages where forms should never show
• Dynamic rules: Set conditions based on URL parameters

Smart Selector Embedding

• Visual element picker: Click on website elements to select where content appears
• CSS selector input: Define precise placement using selectors like #header, .main-content, or body
• Position options: Choose to insert before, after, or inside selected elements
• Fallback locations: Set backup positions if primary selectors aren't found

Audience Targeting

Define exactly which website visitors see your content:

• Geographic targeting: Show different forms by country or region
• Device targeting: Create mobile-specific or desktop-specific experiences
• Traffic source: Target visitors from specific channels (social, search, direct)
• Behavior-based: Show forms to new vs returning visitors
• Customer segments: Target existing customer segments from ODP

Behavioral Triggers (Point-and-Click Setup)

Set up intelligent triggers through the visual interface:

• Time-based: Show form after visitor spends 30 seconds on page
• Scroll-based: Trigger when user scrolls 50% down the page
• Exit-intent: Display form when user is about to leave
• Page engagement: Activate after visiting multiple pages
• Content interaction: Trigger based on specific content engagement

Automated Follow-Up Sequences

Create sophisticated follow-up campaigns using the visual workflow builder:

• Welcome email series: Automatically send personalized welcome messages
• Segment assignment: Add leads to appropriate customer segments
• Nurture campaigns: Deliver educational content over time
• Scoring and qualification: Automatically score leads based on behavior

Campaign Personalization Made Simple

Dynamic Content Without Code

• Location-based: Show region-specific offers automatically
• Source-aware: Customize messaging based on how visitors found you
• Behavior-driven: Reference past interactions and preferences
• Device-optimized: Automatically adapt for mobile vs desktop

AI-Powered Optimization

ODP's built-in AI helps optimize campaigns automatically:

• Suggests optimal form field combinations
• Recommends best times to show forms
• Predicts conversion likelihood
• Optimizes layouts for better performance

Privacy and Compliance Built-In

Automatic Compliance Features

• GDPR/CCPA ready: Built-in consent management
• Explicit opt-ins: Clear checkbox options
• Data transparency: Automatic privacy policy integration
• Easy unsubscribe: One-click data removal options

Measuring Success with Built-In Analytics

Real-Time Dashboards

Track campaign performance with visual dashboards:

• Form completion rates: See which forms perform best
• Conversion funnels: Identify where visitors drop off
• Source attribution: Understand which channels drive the most leads
• Engagement metrics: Monitor email opens, clicks, and conversions

A/B Testing Made Easy

Test campaign variations without technical setup:

• Form layouts: Test short vs detailed forms
• Messaging: Try different value propositions
• Timing: Find optimal moments to engage
• Visual elements: Test colors, buttons, and images

Integration with Optimizely One

Seamless Platform Integration

• Web Experimentation: Test forms using Optimizely's A/B testing
• Content Management: Embed forms into CMS pages with one click
• Feature Experimentation: Gradually roll out new campaigns
• Real-time Segmentation: Use form data for immediate personalization

Best Practices for No-Code Success

Form Strategy

1. Start simple: Ask for essential information only
2. Clear value: Explain what visitors get in return
3. Mobile-first: Ensure great experience on all devices
4. Test regularly: Use built-in A/B testing to optimize
5. Follow up quickly: Engage new leads while interest is high

Campaign Optimization

1. Use templates: Start with proven campaign structures
2. Leverage AI suggestions: Let ODP recommend optimizations
3. Monitor dashboards: Regular check campaign performance
4. Iterate quickly: Make changes and see results immediately
5. Scale successful campaigns: Expand what works across channels

Advanced Features Without Complexity

Progressive Profiling

Gradually collect customer information over time:

• First visit: Basic contact information
• Return visits: Preferences and interests
• Engaged customers: Detailed profile data

Multi-Channel Campaigns

Orchestrate experiences across touchpoints:

• Email sequences triggered by form submissions
• Website personalization based on form data
• Social media retargeting of form visitors
• SMS follow-ups for high-value prospects

ODP's no-code approach empowers marketing teams to create sophisticated customer acquisition and engagement campaigns without relying on technical resources, enabling faster time-to-market and greater campaign agility.