Integrating Optimove with Segment

This guide details how to integrate your Optimove multichannel marketing hub with Segment, a leading customer data platform (CDP). By connecting Segment’s CDP with Optimove, you can ensure that customers receive relevant and positive experiences across all touchpoints in real time. Using Optimove, brands can trigger personalized, multichannel campaigns based on real-time events received through Segment.

ℹ️

Closed Beta: This capability is currently in Closed Beta and may not be available to all customers. For information beyond this article, please reach out to your Customer Success Manager.

ℹ️

Note: At this stage, only Triggered campaigns can leverage the Segment and Optimove integration. Since this integration is a Server-side integration, targeting customers via Optimove's Web pop-up execution channel is not possible.

Prerequisites for Connecting with Segment

To enable the flow of data from your Segment account to Optimove, the primary prerequisite is to configure a webhook destination within the Segment platform. You will use a URL provided by Optimove for this setup.

Optimove will then be able to receive any event you define and send via Segment.

Once Optimove ingests a Segment event (which has a predefined structure, see the section Introduction to Methods), the event will be transformed to match Optimove's internal event structure. This allows it to be used within the Optimove platform.

Introduction to Methods

Within the Segment platform, "Method" refers to their specific event structures (e.g., Identify, Track). Optimove supports the following Segment Methods for this integration. We will present the different methods Optimove supports in this section.

Identify

The Identify method is used to tie a user to their actions and record traits about them. Segment's Anonymous ID (as detailed in their documentation) will be recorded and used as Optimove's visitor ID.

ℹ️

Note: Within Segment's Identify method, the email trait must be in lowercase.

Track

The Track method is used to record any actions your users perform, along with any properties that describe the action. Optimove will map these events to custom events configured within your Optimove instance. You can read more about how to configure events within Optimove here.

ℹ️

Note:

• Segment's event field must match the Optimove Event key.
• The parameter keys within Segment's properties field must match the Optimove Parameter keys.

Targeting visitors who just converted into customers (Day 0 targeting)

Optimove distinguishes between unknown website visitors, website visitors that have converted today, and customers.

Unknown website visitors are entities allocated temporary IDs. Using this integration, Segment's Anonymous ID will be recorded and used as Optimove's visitor ID. (Note: Visitor ID management by Optimove is supported only by implementing Optimove’s SDK).

Customers are entities allocated a customer ID by a system external to Optimove. The bulk of the information for these customers is received through the daily ETL process.

Visitors who converted today are in transition between the two states above. Information on these entities has not yet been received through the daily ETL; however, a customer ID has been allocated.

To notify the Optimove system that a visitor has converted into a customer, you need to set up one or more conversion events.

To set up a conversion event, first set up a custom event in Optimove. Then, share the Event key with Optimove's product integration team.

Once these events are generated by customers, they can be targeted with a Triggered Campaign. This campaign should be set on the “Converted Today” Target Group on the day of conversion.

ℹ️

Note:

• Conversion events must contain a userId trait.
• If an email should be sent upon conversion, then the conversion event must also contain an email trait.

Page/Screen

The Page method lets you record a user's visit to a website page and any specific properties about the page.

The Screen method lets you record a screening visit (the mobile equivalent of a page) in your mobile app, along with any properties about the screen.

Optimove will translate these Segment events into Optimove's Set Page Visit event. The parameters within this event will indicate whether it was generated by a web or mobile app.

Setting up the Integration

1. Open your Segment dashboard and go to Connections → Destinations.

2. Click on Add Destination.

3. In the destinations filter, type and select Webhooks.

4. Click on Configure Webhooks.

5. In the "Select Source" screen, click on the sources that you want to forward your events from (e.g., your website).

6. Go to Destinations, click on the destination you just configured, and then click Save.

7. Click Next, choose a Destination Name, and select "Fill in Settings Manually".

8. Click on Webhooks under "Connection Settings".

9. Copy the Optimove webhook endpoint (provided by the Product Integration team) into the "Webhook URL" field and click Save.

10. Under "Other Settings", input the string Optimove into Optimove's shared secret field (if applicable, consult with the Product Integration team) and click Save.

ℹ️

Note: Since Segment queues events, Segment cannot guarantee the order in which events are delivered to your Optimove endpoint. When creating a trigger with more than a single simple event, it is recommended to uncheck the "Events must occur in sequence" checkbox.

FAQs

• Do I need to be a Track & Trigger customer to use this integration?
  Yes, this integration is currently available only for Track & Trigger customers.
• I currently have Track & Trigger implemented through a different setup (Web/Mobile SDK, Server, etc.). Can I use this integration in parallel?
  Yes, you can set up the Segment integration in addition to your existing one.