Movable Ink introduces Universal Data Activation for cross-channel personalization

The tool leverages data from any source, including CDPs, websites and apps, to automatically create personalized content for customers.

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AI-powered content personalization platform Movable Ink launched new Universal Data Activation capabilities that allow marketers to create personalized experiences across email and mobile channels.

“With Movable Ink, marketers can finally unlock the full potential of their marketing stack, leveraging data — from wherever it lives — to dynamically personalize content for every customer, across any touchpoint,” said Movable Ink CEO and co-founder Vivek Sharma, in a release.

How it works. Using Universal Data Activation, marketers can stream any element of data from any source — CDP, website, mobile app or homegrown solution. This applies to customer data, behavioral data, product data, transactions and other kinds of data.

As a result, for example, a behavior event captured by a CDP can now automatically generate a new piece of personalized content served to a customer.

Integrations. Universal Data Activation integrations are available for Adobe Experience Platform, Braze and Twilio Segment.

These integrations aim to match these new personalization capabilities to the business’s current stack and workflow.

Why we care. What began as a platform focused on personalizing email dynamically has now expanded by broadening the sources of data and channels where the data can be used to personalize content. And these added personalized engagements are created automatically without adding more work to the marketing team, thanks to AI. As a result, this higher level of personalization in more places along the customer journey will allow organizations to create more sophisticated ROI use cases. 

Dig deeper: Movable Ink’s Da Vinci thinks outside the campaign box

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About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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