Introducing Agentic Audience Management — Powered by Opal

Audience management is evolving from manual segmentation to intelligent collaboration between marketers and AI. With upcoming Opal + ODP enhancements, Opal will understand, suggest, and create audiences on your behalf — turning raw customer data into ready-to-launch segments with speed and precision.

This is audience management that thinks with you — not just for you.

What’s New in Agentic Audience Management

We're making it possible for marketers to move from static segmentation to Agentic Audience Management — where Opal and ODP work together to anticipate intent, surface insights, and take action.

This is supported by:

• Smart Audience Suggestions
  Opal will suggest RTS (real-time segments) audiences directly within ODP using events and custom fields — no manual setup required. You can instantly see and launch AI-suggested segments right inside their workflow, improving precision and audience sophistication.

• Specialized Audience Agents
  Opal introduces specialized agents that can understand and manage audience definitions across ODP, Feature Experimentation, and other connected tools. These agents make it easy to find, modify, and deploy audiences at scale.

• Intent-Aware Audience Creation
  Opal now applies Retrieval-Augmented Generation (RAG) to interpret ambiguous marketer inputs. Whether you say “our top customers last quarter” or “active shoppers in the U.S.,” Opal can infer your intent and automatically create the corresponding audience configuration within ODP.

• Seamless Cross-Tool Context (Opal – Backend Consolidation)
  Key APIs now use OptiID permissions so Opal understands your workspace context across tools, improving agent responsiveness and tool velocity. This enables consistent access control and faster agent-driven workflows.

Opal-Suggested Segments

Opal-Suggested Segments will revolutionize how you create and manage real-time segments.

• Tailored Suggestions: Select AI-recommended segments specific to your account and data, or enter prompts for Opal to generate segments for you.
• Opal-Powered Ideas: Use the familiar Opal chat window to receive real-time segment ideas tailored to your account, with tips on writing effective prompts.
• Real-Time Segment Creation: Create segments displayed on the real-time segments page, saving them as-is or editing them, with a note that they were AI-generated.

Unified Segementation

Unified Segmentation centralizes real-time audience targeting to streamline personalization across platforms.

• Faster campaign activation with one audience-builder UI
• Real-time personalization that drives engagement and conversion
• Consistent segmentation across CMS, Web Experimentation, and FX
• Clear segment tracking to measure impact and optimize ROI

Data Retention

Stay compliant with data privacy regulations like GDPR by automating the deletion of data beyond specified retention periods.

• Effortless Compliance: Set custom retention periods to manage data automatically, reducing manual effort and the risk of non-compliance.
• Streamlined Data Management: Free up storage space and improve system performance by removing outdated data efficiently.
• Enhanced Flexibility: Tailor retention settings to meet your unique business and regulatory needs.

Q4 2024 Updates

Power your marketing efforts in with one-click integrations from the Data Platform App Directory.  

Recently added integrations include: 

Power your marketing efforts in with one-click integrations from the Data Platform App Directory.  

• Salesforce Data Cloud CDP Audience Sync: Use your segments from Salesforce Data Cloud in Optimizely for Experimentation and Personalization. 
• Bi-Directional Braze Integration: Ingest data into Data Platform from Braze for profiling, and send segments back to Braze for campaign execution. 
• TikTok Integration: Sync your standard segments to TikTok and add audiences.

Data Platform Delights

We're adding some exciting updates to enhance usability and visibility within Optimizely Data Platform (ODP).

• Usage Dashboards: Easily track key metrics like the number of segments you have in Data Platform with new, user-friendly reports.
• Updated Navigation: Enjoy a smoother experience with ODP’s revamped navigation, now aligned with other Optimizely products. Top tabs will be migrated to the left-hand side, providing consistency and easier access.

Single Sign-On, Admin Center, New Navigation

Opti ID brings all of our products together to form a single, unified, cohesive solution - so users can toggle across different applications with ease, and Admins have all the controls they need directly at their fingertips.

Recent updates from Opti ID include: 

• HIPPA Compliance
• Customized login pages
• Billing notifications
• SaaS CMS consumption metric reporting
• Learn more about Opti ID.  

Optimizely Reporting for Data Platform

Optimizely Reporting is a user-friendly tool that automatically aggregates your most important data points into crystal-clear visuals - giving you a high-level snapshot of business trends and operational reports. 

All Data Platform accounts receive 5 Optimizely Reporting dashboards:  

• Website Activity 
• Website Trends 
• eCommerce Trends 
• eCommerce Lifecycle Metrics 
• eCommerce Key metrics  

Real-Time Segments in Experimentation

Target experiments to user segments based on real-time behavior.

• Utilize pre-built segments in Optimizely Data Platform​
• Combine Real-time Segment targeting conditions with user attribute-based conditions within the audience builder for enhanced control​
• Target according to your software delivery strategy i.e beta, geo targeted or phased rollouts​

Relative Dates in Real-Time Segments

Create segments for customers based on a timeframe since a particular event within the last 30 days.

• For example: Run a campaign to anyone who has gone to a concert in the last 30 days to increase their chance of converting towards further live events.

Power your marketing efforts in with one-click integrations from the App Directory.  

• Marketo: Use Marketo data within ODP and the use of ODP segments/data in Marketo for a more seamless and personalized user experience.
• 6Sense: Enrich known ODP profiles that have an email address with 6sense company firmographics and people enrichment data.
• LinkedIn Lead Gen Ads integration: Generate leads from landing pages you build within LinkedIn by easily transferring content gathered from fields to ODP. 

Single Sign-On, Admin Center, New Navigation

Opti ID brings all Optimizely products together to form a single, unified, cohesive solution. This gives practitioners the simplicity (and delight) of being able to toggle across different applications with ease, while giving Admins the power and flexibility to have all the controls they need directly at their fingertips.  

Key aspects of Opti ID include: 

• Authentication: Login once and access all your Optimizely apps without re-authentication
• Authorization: Seamless navigation across Optimizely apps from the global bar
• Administration: Centralized user management with roles and permissions across Optimizely apps

Want to learn more about Opti ID? Watch the recent Product webinar: Introduction to Opti ID.

Enhancements to Real-Time Segments

With real-time segmentation, you can personalize content or offers to users based on their current behavior or interactions, send targeted promotions or messages to those actively engaged with your platform, and allocate budget to campaigns that show immediate impact or response. 

In Q1, customer profiles will show in which real-time segment users are included.  

Make More Connections

The integration platform offers greater flexibility in building the perfect marketing stack with one-click solutions. 

Q4 updates for Optimizely Connect Platform include:  

• Bidirectional sync with Salesforce CRM: Now your data can go both ways between ODP and Salesforce CRM. Join the beta!
• LinkedIn Lead Gen Ads integration: Generate leads from landing pages you build within LinkedIn by easily transferring content gathered from fields to ODP. 
• Amplitude passthrough: Introducing a one-click integration with Amplitude. Take Amplitude audiences and create corresponding real-time segments to fuel experiments. 

A Unified Digital Experience: SSO, Product Switcher, Admin Center, and Reporting

Optimizely One brings all of our products together to form a single, unified, cohesive solution. This gives practitioners the simplicity (and delight) of being able to toggle across different applications with ease, while giving Admins the power and flexibility to have all the controls they need directly at their fingertips.  

Updates coming soon to Opti ID include: 

• Organization admins (as well as support and product) can resend user invitations to the admin center, activate/deactivate users, and reset passwords. 
• With access management, product or project-level admins can manage users at the instance level.   
• Users will be able to personalize their profile and mark instances as favorites. 

*To learn more about the migration process, contact your CSM. 

Optimizely Reporting: Your Most Important Data on Display

Optimizely Reporting is your go-to solution for effortlessly accessing and visualizing your most crucial data. Say goodbye to the hassle of juggling multiple tools -- Optimizely Reporting provides you with a standardized reporting experience across all your products. 

Key features include: 

• Streamlined User Experience: Our user-friendly interface ensures a smooth experience without unnecessary complexities. Get the insights you need, right at your fingertips. 

• Access Management with Turnstile: Say goodbye to complex permission setups. Optimizely Reporting integrates Turnstile, our advanced access management system, ensuring personalized experiences tailored to each user's entitlements and provisioning within the visualization tool. 

• Dynamic Navigation Design: Enjoy a consistent look and feel across all your data with our simple and flexible navigation design. Whether you're exploring reports or dashboards, Optimizely Reporting adapts dynamically to your products, providing a unified and effortless experience. 

• Customizable Dashboard Visibility: Take control of your reporting experience -- Tailor your view by choosing the most relevant dashboards based on your product access. Optimizely Reporting lets you personalize your data visualization for a more meaningful analysis. 

• Leverage ODP Data: Unlock the full potential of your data with Optimizely Reporting. Seamlessly tap into the power of Optimizely Data Platform (ODP) to access and combine multiple data sources, enabling deeper insights and confident, data-driven decisions. 

Out-of-the-Box Reports: Optimizely Reporting currently offers five pre-built reports for each ODP or ODP Lite instance, covering a range of metrics crucial for better decision-making: 

• Website Activity 

• Website Trends 

• eCommerce Metrics 

• eCommerce Lifecycle Metrics 

• eCommerce Key Metrics 

Interested in enhanced decision making? Join the Optimizely Reporting beta experience. 

Q3 2024 Updates

Power your marketing efforts in with one-click integrations from the Data Platform App Directory.  

Recently added integrations include: 

• Adobe Ads CDP Audience Sync: Build standard segments in Data Platform and send them to Adobe Ads to target and personalize your ads and boost performance. 
• Demandbase Integration: Send company and industry information from visitors and IP addresses to Data Platform and use them with real-time segments to personalize experiences. 
• Bi-Directional HubSpot Integration: Send data both ways between Data Platform and HubSpot. 
  
  

Personal Identifiable Information Obfuscation 

Control what PII is viewable or not with PII Obfuscation in Data Platform. 

• Select which users can view PII fields.  
• Hide any field considered confidential or PII.
• Choose if the fields can be selected in certain Data Platform features like segmentation.