Movable Ink Introduces Universal Data Activation for Enhanced AI-Focused Content Personalization

AI-driven content personalization platform Movable Ink Today, Movable Ink announced its Universal Data Activation features, equipping marketers with tools to easily access and utilize data from any source. The company believes this advancement will pave the way for remarkable levels of personalization in both email and mobile platforms.

Vivek Sharma, CEO and co-founder of Movable Ink, shared with Metaverse Post, \"Marketers today have the tools to craft a best-in-class tech stack tailored to their organization’s specific needs. Yet, the challenge remains in linking diverse technologies and accessing data efficiently. With Universal Data Activation from Movable Ink, marketers can tap into the full spectrum of their tech stack, allowing for the extraction and use of any data point to create hyper-personalized engagements across email and mobile platforms.\"

Sharma claims that this expanded functionality not only facilitates better accessibility and activation but can also enhance the overall efficiency of marketers’ production workflows.

Sharma emphasized, \"With shorter implementation and setup periods, marketers can deliver higher-quality content to the market more swiftly. Additionally, our new packaged partner integrations simplify the process of transferring data from other systems into personalized content through Movable Ink.\"

This announcement comes on the heels of Movable Ink's earlier release of its Mobile Software Development Kit (SDK), which allows for the in-depth tracking of user behavior within mobile applications. Movable Ink has secured strong integrations with various martech providers. Braze , Twilio Segment and Adobe Experience Platform .

Kathryn Murphy, the Senior Vice President of Product & Design at Twilio Segment, remarked, \"We’re excited that our clients will now access customer data within Twilio Segment and transform it into real-time personalized content using Movable Ink. The collaboration between Movable Ink and Twilio Segment equips marketers to gather, consolidate, and activate customer data, enabling real-time personalized experiences.\"

Optimizing the Data Activation Process for Tailored Marketing Efforts

Vivek Sharma pointed out that integrating Universal Data Activation streamlines the flow of various data types, including behavioral, product-related, and transactional data from multiple sources.

He explained that through Movable Ink’s Customer Data API, clients can automate the mapping and transformation of data from disparate sources, eliminating the need to alter existing data structures or schemas. This functionality enables clients to monitor a wide array of behavioral actions (like recent purchases, searches, earned loyalty points, booked flights, or videos watched) across both mobile and email channels. Consequently, this data serves as a pivotal resource for shaping targeting strategies and developing content.

"Movable Ink can identify the relevant data points for the client’s intended uses and perform the necessary transformations for future content creation. All of this processing is done in real time as data flows into our system; it reformats the information on the fly before being stored for future use,\" Sharma explained.

For data that remains static — like customer name, location, email, phone number, store details, and product information — marketers have the option to upload CSV files straight into the platform.

"By utilizing our Mobile SDK, omnichannel marketers can seamlessly map, store, and leverage in-app behavioral actions such as purchases, searches, and abandoned carts. This data then fuels personalized content in any mobile or email campaign,\" Sharma shared with Metaverse Post. \"Real-time data is essential. By integrating data from various APIs, brands ensure they’re consistently showcasing up-to-the-minute details on pricing, inventory, and product imagery.\"

Unlike other solutions that compel users to establish new data feeds and amend schemas to align with specific requirements, Movable Ink’s platform effortlessly maps and transforms each data point into the appropriate field.

Sharma believes that automated generation of personalized content variations negates the necessity for manual amendments, empowering brands to bypass convoluted integration processes. This leads to reduced time-to-market without compromising on content quality.

"Once data is accurately mapped within Movable Ink, companies can sharpen their targeting logic (such as displaying different content variations based on contextual or behavioral data) and when crafting content with our easy-to-use Designer tool without coding skills,\" Sharma added. \"You can integrate multiple data points into a single image, allowing those details to work in tandem to enhance decision-making and adaptability.\"

Refining Targeting Strategies Through Data Activation

Sharma informed Metaverse Post that any behavioral event captured in a Customer Data Platform (CDP) can now automatically lead to the creation of a distinctive piece of personalized content via this new solution.

"By leveraging additional real-time data sources, our clients can unlock more complex and higher ROI scenarios – infusing fresh elements of personalized content to boost revenue, enhance conversions, and increase clicks,\" he elaborated. \"This functionality paves the way for advanced use cases such as targeting customers based on app logins, initiating video content, booking flights, accumulating loyalty points, achieving milestones in mobile gaming, and engaging with audiobooks.\"

He mentioned that in collaboration with Braze, they have effectively tackled user engagement obstacles. mParticle and Movable Ink — streaming service Peacock Peacock capitalized on crucial APIs to develop an exceptionally personalized year-in-review campaign that showcased each user's specific preferences and content consumption behaviors, highlighting their favored genres and streaming schedules.

"This strategic initiative not only recognized user milestones but effectively demonstrated Peacock’s value proposition, resulting in improved user retention and conversion rates. The campaign achieved a 20% reduction in churn and a 6% increase in subscription upgrades,\" Sharma stated.

Universal Data Activation comprises six fundamental capabilities: Customer Data API, Mobile Software Development Kit (SDK), API data source integration, behavioral data handling, CSV file uploads, and pre-built integrations.

Moreover, the Mobile SDK facilitates the direct capture of behavioral activities across all mobile messaging channels.

"Our platform can gather event data from mobile applications to drive personalized strategies across both mobile and email initiatives, including tracking recently viewed items/categories, recent searches and purchases, abandoned carts, and loyalty rewards,\" Sharma explained. \"By leveraging these behavioral data sources, targeting strategies are continuously refined and optimized. Marketers will also have the capacity to harness cross-channel data to build even more relevant experiences (for example, if a customer browses a product or leaves an item in their cart on the application, the brand can retarget them through email).\"

Movable Ink announced that all six of the capabilities of Universal Data Activation are now accessible to clients worldwide, effective immediately.

"While cultural differences, currencies, and languages may vary across regions, the necessity for accessible data remains constant. The ability to activate data significantly impacts brands’ capacity to deliver the customer experiences that users expect and desire,\" Sharma said. \"We are eager to continue supporting brands in their efforts to create compelling, data-driven experiences.\"

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