Personalization Strategist
Use the Personalization Strategist in Mark (Optimizely Agent Platform) to turn audience and behavioral signals into personalized campaigns. It covers everything from opportunity to post-launch monitoring. It identifies opportunities and designs each campaign. It builds each campaign in Optimizely Personalization for your review and monitors performance after launch.
What the Personalization Strategist does
The Personalization Strategist includes the following jobs:
- Identify personalization opportunities – Uses audience behavior, analytics, campaign history, and program context to find and prioritize personalization opportunities. It gives your next campaign evidence and a clear reason to act.
- Design personalization campaign plan – Turns the selected opportunity into a complete campaign plan. The plan defines the audience, personalized experiences, targeting, goals, measurement, and approval requirements.
- Build personalization campaign – Takes the approved plan and builds the audiences, experiences, targeting, and measurement in Optimizely Personalization. It stages everything for you to review.
- Monitor campaign performance – Monitors active campaigns for performance changes, audience responses, emerging learnings, and signs that something needs attention. It turns those signals into clear recommendations.
- Personalization impact overview – Analyzes personalization performance. It shows your overall impact against the key performance indicators (KPIs) that matter. It also shows how results trend over time and where performance gains or loses momentum.
- Build assisted campaign – Helps you build a personalization campaign from your own idea. It guides the audience, experiences, targeting, measurement, and implementation to prepare the campaign for review.
Each job is a workflow agent that performs on a schedule or trigger. Mark displays only the jobs an administrator turns on for your organization.
What the Personalization Strategist needs
Connect the following tools so the Personalization Strategist has the information it needs:
- Google Analytics 4 (GA4) – Reads audience behavior and analytics to find opportunities.
- Salesforce – Reads customer and account data to shape audiences and targeting.
- Google Ads – Reads your campaign data to inform personalization opportunities.
- Tableau – Reads analytics and reporting data to inform opportunities and measurement.
The Personalization Strategist builds audiences, experiences, targeting, and measurement natively in Personalization. Mark displays only the tools an administrator turns on for your organization.
How you receive its work
The Personalization Strategist stages each campaign plan and build in Optimizely Personalization for your review before launch. It delivers opportunities, recommendations, and performance summaries to you in a message. It acts only after you approve.
Configure the Personalization Strategist
A Mark administrator enables the Personalization Strategist for your organization. You then name and configure your own. For the full steps, see Hire a Virtual Teammate.
Connect Google Analytics 4, Salesforce, Google Ads, and Tableau during configuration. The jobs then have the data they need from the first run.
Note
If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applications.